What is the Risk in Submitting Products to Amazon If Your GTINs (UPCs) Are Not Reliable or Accurate?

You will get listing errors when trying to get your products loaded onto Amazon as your GTIN may not represent the variant attribute values (eg, color, size) for the product as it is listed on Amazon.

If your product does get listed by ASIN matching, it may represent the incorrect product, which you would fulfill on, and most likely an angry customer.

This could ultimately lead to suspension if the returns, cancellations, or refunds exceed the permissible levels on Amazon.


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Brian Roizen is the Cofounder and Chief Architect of Feedonomics, a full-service feed optimization platform that optimizes product data for hundreds of channels. He has been featured on numerous podcasts and eCommerce webinars, and regularly contributes to Search Engine Land and other industry-leading blogs. Brian graduated summa cum laude from UCLA with both a Bachelor’s and Master’s degree in Mechanical Engineering.