Marketplaces list "a barcode" as a listing requirement — here's what that actually means in practice, and what commonly gets rejected.
What marketplaces are actually asking for
Almost universally, a GS1-issued GTIN (typically GTIN-13/EAN-13) tied to your business's own registered prefix — not a self-generated number, and not a barcode borrowed from a supplier or another seller's existing listing.
Why listings get rejected
- Using a barcode number that's already registered to a different brand or product
- Reusing one GTIN across multiple variants that should each have their own
- Submitting a barcode image that doesn't decode to a valid, GS1-registered GTIN
The private-label seller exception
Some marketplaces offer an exemption process for sellers who are the actual manufacturer/brand owner but haven't yet completed GS1 registration — this is typically a workaround for early listings, not a permanent substitute, and usually requires proof you're the brand owner.
Get compliant
Register a proper GTIN before your next listing push
Avoid rejected listings — see the full registration process.
Read the registration guide →