GTIN/EAN Compliance Myths on Amazon and Bol.com: What Actually Gets You Delisted

Marketplace forums are full of barcode folklore. Most “rules” are guesses, and some advice will get your listing pulled. Here’s what these platforms actually check—and what won’t save you.

Myth 1: “Any 13-digit number works if the check digit is right”

• Reality: Amazon and Bol.com verify GS1 ownership on random audits. Codes not tied to your prefix (or GS1 license) trigger “Invalid GTIN” and suppressed listings.
• What to do: Use a consistent prefix and keep proof of license or purchase origin. If you outsource codes, keep the invoice that shows transfer rights.

Myth 2: “I can reuse one EAN for color/size variants”

• Reality: Duplicate GTINs across variants cause feed conflicts, wrong images, and merged reviews. Marketplaces can remove the listing or block the catalog feed.
• What to do: One GTIN per sellable variant (color, size, pack count). Keep a ledger so teams don’t accidentally reuse.

Myth 3: “Changing a title or image means I need a new GTIN”

• Reality: Cosmetic changes are allowed. New GTINs are needed when the underlying product changes (dimensions, ingredients, count, bundle contents).
• What to do: Define an internal “new GTIN threshold” (e.g., any change to dimensions, material, contents) and document decisions for audits.

Myth 4: “Private label exemptions mean I never need a GTIN”

• Reality: Exemptions are narrow and revocable. If a category or brand later requires GTINs, your listing can be suppressed until you add valid codes.
• What to do: Treat exemptions as temporary. Keep GTINs ready for every SKU in categories that frequently tighten rules (beauty, grocery, electronics).

Myth 5: “I can swap GTINs to hijack an ASIN with better reviews”

• Reality: That’s catalog abuse. Amazon can suspend the seller, claw back disbursements, and mark the brand for closer review.
• What to do: Map GTINs to the correct brand and product, and keep that mapping immutable once live.

What Amazon and Bol.com actually check

• Checksum validity: Immediate rejection if the check digit is wrong.
• GS1 ownership or provenance: Periodic checks against GS1 data; mismatched prefixes raise flags.
• Duplicate use: Same GTIN reused on multiple ASINs/EANs with different attributes triggers merges or suppressions.
• Feed consistency: Title, brand, dimensions, and images must align with the GTIN’s product.

A simple compliance playbook

1. Issue GTINs from a single source (your GS1 range or a documented supplier) and store invoices.
2. Keep one GTIN per variant; no reuse across colors/sizes/packs.
3. Log assignments in a shared sheet or system (SKU → GTIN → variant attributes).
4. Validate before upload: check digit, prefix, and uniqueness.
5. Freeze mappings after go-live; create a new GTIN when the product materially changes.
6. Prepare evidence (license, invoices) for appeals or audits.

How EANCloud helps

• Generate GS1-compliant EAN-13 blocks instantly with deterministic check digits.
• Store codes in “My Codes” with notes and product IDs, so the team sees which GTIN belongs to which variant.
• Export CSV/PNG/PDF for partners and preserve a download trail for audits.