FBA & operations · 2 minute read
Amazon barcode or manufacturer barcode? How to choose, and fix the problems
Since March 2026, brand owners and resellers follow different barcode rules at FBA. Here is which you need, when an exemption applies, and the problems to settle before you print.
By Robert Prime
CEO and co-founder
Reviewed by Atouka Tsochataridis
Growth Director
- Published
- Last reviewed
- Sources
- 4 primary and labelled
Cover designed for Mr. Prime.
The short answer
Key takeaways
- Brand owners can use manufacturer barcodes without stickers. Resellers, including authorised ones, must use Amazon barcodes.
- To be eligible, a product must be new, have one scannable barcode matching one ASIN, and be registered to your brand.
- A product with a product ID exemption needs Amazon barcode stickers.
- Changing your barcode preference takes about 24 hours and only applies to new offers.
By the numbers
- 31 March 2026
- The date Amazon's FBA barcode rules changed
- 1
- ASIN a manufacturer barcode must match to be eligible
- 24 hours
- About how long a barcode preference change takes, for new offers only
From Robert Prime and the Mr. Prime team, who plan and book inbound shipments for founder-led UK and European brands selling through FBA.
Which barcode do I need?
| You are | Product | Use |
|---|---|---|
| Brand owner (Brand Representative) | Has a valid manufacturer barcode | Manufacturer barcode, no sticker, if the product is eligible |
| Reseller, including authorised | Any | Amazon barcode |
| Anyone | No manufacturer barcode, or a product ID exemption | Amazon barcode |
To be eligible, a product must be new, have a single scannable barcode that matches a single ASIN, and be registered to your brand in Brand Registry. Changing your barcode preference takes about 24 hours and only applies to new offers. Amazon reports labelling defects on the Inbound Performance dashboard2.
Can I just apply for an exemption?
Only if the product has no barcode, such as private-label or handmade goods, parts or bundles. You can’t if it has a GS1 barcode or is already in the catalogue. Amazon says it may expire exemptions for brands that later get GS1 barcodes4.
What we have seen
Brands we work with raise this regularly. How we counted. In the 12 months of work we reviewed:
- The barcode question comes late. Brands were still asking about barcodes for a listing or bundle after stock was made. Settle it per listing before you print.
- In a few accounts, one barcode sat on two listings, and it blocked stock until the duplicate was cleared.
- In a few accounts, labels failed at the warehouse because they were too small or smudged. Test-scan a sample before dispatch.
- In a few accounts, missing product codes or details held new listings back.
For the steps of a shipment, see how to send products to FBA.
Sources
- FBA barcode choice and labelling FAQ. Amazon Seller Central UK. Checked 5 November 2026.
- Use manufacturer barcodes for FBA. Amazon Seller Central UK. Checked 5 November 2026.
- FBA barcode requirements. Amazon Seller Central UK. Checked 5 November 2026.
- List products that do not have a product ID. Amazon Seller Central UK. Checked 5 November 2026.
How this guide was made
Written by Robert Prime and reviewed by Atouka Tsochataridis at Mr. Prime, which runs Amazon accounts for UK brands. We used AI tools to help research and draft it; Robert edited it and takes responsibility for it. Every rule was checked against the Amazon page listed above on 5 November 2026.
Every figure above links to the primary source it came from, and we recheck them when Amazon changes its fees or definitions. Read our editorial standards. Spotted something wrong? Tell us through our contact page and we will correct it and note the change here.
About the author
Robert Prime
Robert has spent more than two decades building, growing and selling online businesses, including an Amazon brand he built and sold for seven figures.
His other exits include Telematics.com, sold to LexisNexis, and Remortgage.com. He co-owned UpDownDesk.com.au, growing it on Shopify alone from £12k to £350k a month before he exited, one of more than six Shopify businesses he has built and sold.
He sets and reviews the strategy for every Mr. Prime client, with the view of an operator who has sat on your side of the table.
Reviewed by
Atouka Tsochataridis
A former officer who overdelivers every time. Runs growth across the client book and is on WhatsApp with clients at all hours.
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