Wrong barcode replaced: the listing now carries the brand's own GS1 number

A brand's own product sat on Amazon UK under someone else's barcode. Amazon closed our case with: "your listing now only shows your correct GS1-registered EAN".

Amazon UK and Amazon USCatalog, barcodes2026

third-party UPC out, GS1 EAN in: ...2886 → ...1514
duplicate listing, Amazon UK: Merged
new UPC, Amazon US: Same ASIN

Shilpi DudaniFounder, AVA INC. · 3 October 2026

At a glanceWrong barcode replaced: the listing now carries the brand's own GS1 number.Summary slide, no screenshot
Wrong UPC out, GS1 EAN inThe same skincare listing on Amazon UK, before and after our case.Seller Central product lookup, Amazon UK. ASIN, brand and most of each barcode hidden
Merge lined up, then escalatedAmazon's catalog team took the merge on. We kept following up until it was done.Amazon Selling Partner Support emails, Amazon UK. Email address and ASINs hidden
"Now only shows your correct GS1 EAN"Amazon's final reply, then a Seller Central search for the GS1 EAN that finds both offers on the same ASIN.Amazon email and Seller Central, Amazon UK. Names cropped out, SKUs and most IDs hidden
New UPC from the maker, same ASINAn air purifier carbon filter. The maker changed its barcode, and the listing had to follow.Seller Central listing details, Amazon US. Brand, FNSKU and most of each ID hidden

The problem

On Amazon UK, a skincare brand's own product carried a third-party UPC ending 2886, not the brand's own GS1 number, and a duplicate listing existed. On Amazon US, the maker of an air purifier carbon filter changed its barcode, and the listing had to follow.

What we did

UK: we asked Amazon to merge the duplicate listing into the original one and replace the third-party UPC with the brand's GS1 EAN, with the GS1 certificate, product images, packaging photos and manufacturer information as proof. Amazon's catalog team lined up the merge on 12 August 2026, and after our follow-up the case was escalated to the internal catalog teams. US: we created a new ASIN with the new UPC, and through our case Amazon merged it into the original ASIN.

The result

UK: Amazon confirmed the wrong code was fully removed and the listing "now only shows your correct GS1-registered EAN", ending 1514. After the merge only the FBM offer showed the new EAN, so we went back to Amazon until the FBA offer carried it too. US: the filter kept its original ASIN, now on its new UPC.