Where bought EAN codes work. Store by store.
Every marketplace asks for a barcode, but they don't check it the same way. Some only test that the number is valid and unique. Others compare your brand with the GS1 record of the code. This guide sums up what each store says in its own help pages, with links so you can check.
| Store | Bought codes | What the store says | Source |
|---|---|---|---|
| eBay | Work | Product identifiers are required, optional or not applicable depending on the category. eBay validates the GTIN you enter. "Does not apply" is allowed when a product has no GTIN. | eBay developer docs |
| Etsy | Work | A GTIN is optional for handmade and vintage items. It helps listings appear in Google Shopping. | Etsy seller help (not re-checked) |
| Shopify, WooCommerce, own shop | Work | The barcode field on a product variant is optional. Google Merchant Center uses it to match your product. | Shopify community |
| Kaufland | Usually work | Sellers need an "official EAN (GTIN)" for every product. Kaufland doesn't say the code must be registered to you in GS1. | Kaufland seller registration |
| Zalando | Usually work | A valid 13-digit EAN for every size and colour. No rule about the GS1 owner found. | Zalando Partner University |
| Otto Market | Usually work | EAN required, 13 digits, must not start with 2. A GS1 check is mentioned only by third-party sources. | Lengow: Otto error list |
| bol | Risky | Asks for a "valid, registered EAN". For new products it points to GS1 Netherlands or GS1 Belgium & Luxembourg. Someone else's EAN may only be used for an identical product. | bol supplier help |
| Amazon (all EU stores) | Risky | Amazon checks product IDs against the GS1 database. If the brand doesn't match the GS1 owner of the code, the listing fails with error 8572. Amazon staff on the seller forums advise buying from GS1. | Amazon.de seller forum |
| Allegro | Don't work | Since August 2024 Allegro removes GTINs that aren't registered in GS1. In categories where a GTIN is required, the offer can't go live without one. | Allegro developer news, 22.05.2024 |
| Supermarkets, retail chains | Ask first | Rules differ by chain. Many large retailers want your own GS1 company prefix. Ask the buyer before you print packaging. | Retailer's supplier manual |
We read these pages in October–November 2026. Stores change their rules; if something here is out of date, tell us at info@geteancode.eu and we'll fix it.
How to read this table
Work means the store only checks that a code is valid, or doesn't require one. Usually work means the store asks for an EAN and publishes no rule about who it must be registered to. Risky means the store compares codes with GS1 data or asks for a registered code, so a bought code may be refused. Don't work means the store says outright that the code must be registered in GS1.
Whatever the label, our 60-day guarantee applies: if any store rejects one of our codes, we refund it.
What to do if a code is rejected
- Take a screenshot of the error message in your seller account.
- For Amazon, check if your product qualifies for a GTIN exemption. Unbranded, handmade and private-label products without Brand Registry often do, and the exemption is free.
- Email the screenshot to info@geteancode.eu within 60 days of purchase. We refund every rejected code.
- If the store needs codes registered to your brand, join GS1 in your country. Our GS1 cost comparison lists the fees.
Questions
Why do some stores accept bought codes and others don't?
All EAN codes come from GS1, but only some stores compare the brand on your listing with the company GS1 has on record for that code. A bought code is registered to the original prefix owner, so stores that compare the two may refuse it.
Will a store ever remove listings that were accepted before?
It can happen when a store tightens its rules, as Allegro did in 2024. That's one reason we keep this page dated and updated.
Is it safe to use bought codes on Kaufland or Zalando?
Their published rules ask for a valid EAN and say nothing about who it's registered to. We don't know of cases where they refused a valid bought code, and our guarantee covers you if it happens.