Are you stuck with the “Invalid UPC barcode error on Amazon” while trying to list your products—even though your GS1 barcodes are active and verified?
If yes, don’t worry. You’re not alone, and this guide is here to help.
In this article, we’ll break down exactly why this error happens, what the GS1 barcode pathway is, and how to resolve the issue quickly so you can get your products live on Amazon without more delays.
🧑💼 My Experience with the Invalid UPC Barcode Error on Amazon
Recently, a client of mine bought 100 GS1 barcodes to launch a new line of products on Amazon. I was excited to start listing them, expecting the usual 36 to 48 hours for GS1 barcodes to become usable in Amazon’s system.
However, when I tried to list the first product, I received this error:
“The SKU does not match any ASIN and contains invalid values for attributes required for creation of new ASIN.”
At first, I assumed it was just a timing issue and decided to wait a bit longer — maybe 60 or even 72 hours. But even after 5 days, I kept getting the invalid UPC barcode error on Amazon.
🤝 Contacting Amazon and GS1 Support
I opened a case with Amazon Seller Support, and like many sellers, the initial advice was:
“Please wait 24 to 48 hours for the barcodes to become active.”
Meanwhile, my client contacted GS1 support, who confirmed that the barcodes were fully active and registered with the correct brand name.
So, the problem wasn’t on GS1’s side. It was an issue on Amazon’s backend.
🔍 Final Diagnosis: Barcode Pathway Not Activated in Amazon
After escalating the issue through Amazon Live Chat and speaking with their compliance team, they discovered the root cause:
“Your GS1 barcode pathway is not activated in our internal system.”
This internal barcode pathway issue was preventing Amazon from validating the UPCs, which triggered the invalid UPC error.
🧭 What is the GS1 Barcode Pathway?
If you’re seeing the invalid UPC barcode error on Amazon, it might be due to a delay in Amazon syncing your GS1 barcode data.
Here’s how the GS1 Barcode Pathway works:
1. You Buy GS1 Barcodes
You register on GS1.org or your local GS1 body. They assign you a company prefix, like 085007682, linked to your brand.
2. GS1 Shares Your Info with Amazon
Amazon syncs with GS1’s GEPIR database to verify:
Is the barcode valid?
Which company owns it?
Does it match the brand name you’re using on your listings?
🕒 This sync takes 3–7 days, even though barcodes may appear active on GS1’s side much earlier.
3. Amazon Confirms the Match
If Amazon finds that your brand matches the registered owner of the barcode prefix, it activates the barcode pathway and allows listing.
If not → You get the invalid UPC barcode error on Amazon.
✅ Steps to Fix the Invalid UPC Barcode Error on Amazon
If you’re currently stuck, follow these steps:
Wait at least 5–7 days after buying your GS1 barcodes.
Ensure your brand name matches what’s registered on GS1.
Avoid using third-party resold barcodes – always go direct to GS1.
Contact Amazon support and ask them to check your GS1 barcode pathway status.
If unresolved, request escalation to their compliance or listing investigation team.
📈 Why This Matters for Amazon Sellers
Delays in listing due to invalid UPC errors can result in:
Missed product launches
Delayed sales
Wasted ad budget
Lost trust with clients or team members
As a seller or service provider, understanding this UPC validation process is crucial.