Amazon’s new FNSKU labelling requirement: what you need to know

Amazon has announced an important change that will affect resellers using Fulfilment by Amazon (FBA). From 31 March 2026, sellers who are not enrolled in Amazon Brand Registry will be required to apply an Amazon issued FNSKU barcode to every unit sent to an FBA fulfilment centre, even when the product already carries a GS1-compliant barcode (e.g. UPC, EAN, GTIN).

This update signals a shift in how Amazon wants to manage traceability and product attribution within its network. As a GS1 UK member, it’s important to understand how this change relates to your existing use of GS1 standards.

Amazon is discontinuing its longstanding practice of pooled or “commingled” inventory, where identical items from multiple sellers were treated as interchangeable using the original manufacturer barcode. 

While this system helped streamline fulfilment, it also created issues:

• Counterfeit or non-compliant goods risked becoming mixed with legitimate stock
• Brands faced product quality and customer trust challenges
• Sellers struggled with accurate attribution of returns, defects and performance 

By moving to FNSKU only labelling for resellers, Amazon is aiming for unit-level traceability, ensuring every item can be linked back to the exact seller that supplied it.

If you are not in Amazon Brand Registry 

Starting 31 March 2026, you must: 

• Apply an Amazon specific FNSKU label to each individual unit
• Cover or avoid conflicting barcodes
• Adjust your fulfilment workflows, especially if using drop shipping or third party prep centres

‘Manufacturer barcodes’ (Amazons terminology for UPC/EAN/GTIN barcodes) alone will no longer be accepted for FBA inbound shipments by resellers.

Amazon’s policy does not replace these identifiers. Instead, Amazon adds an extra layer of seller-specific identification (the FNSKU) to support its own internal fulfilment controls for certain seller types. 

Think of it as: 

• GTIN: Identifies what the product is
• FNSKU: Identifies which seller the product belongs to within Amazon’s ecosystem 

Both can coexist without conflict.

For brand owners, your GS1 barcodes retain full eligibility for FBA. 

For authorised distributors, licensees and resellers, even those operating legitimately and at scale will still be required to apply FNSKU labels unless the brand extends elevated Brand Registry permissions. 

This means operational planning is essential as this change means a different labelling process just for Amazon.

Here’s what GS1 UK members should review now: 

1. Audit your catalogue: identify which SKUs you sell on Amazon and whether they are enrolled in Brand Registry
2. Refresh your barcode preferences in Seller Central: ensure your settings reflect the new requirements before creating new shipments
3. Update your packaging and supplier workflows: resellers may need to negotiate factory-level application of FNSKU labels or move to accredited prep partners
4. Calculate cost and timing impacts: third-party labelling can significantly affect margins and lead times
5. Consider long-term strategy: some sellers may evaluate routes to brand ownership, private label, or formalised brand partnerships to regain GTIN-based labelling privileges