If you’ve noticed ASINs getting blocked without warning, this might be why.

Amazon recently rolled out an AI system called Bulldog, and it’s quietly rewriting the rules of catalog compliance.

Every day, Bulldog flags hundreds of thousands of listings where the UPC doesn’t match the GS1 database.
No notification. No case ID. Just suppressed listings, merged ASINs, and Brand Registry edits that suddenly stop working.

It all comes down to one question:
Does your UPC prove you're the rightful brand owner?
If not (even if your listing has been live for years), it’s now vulnerable.

Here’s how to check:

1. Go to https://gepir.gs1.org
Enter your UPC and confirm who it’s registered to.

2. Look for brand mismatches
If the GS1 record doesn’t show your brand, Amazon doesn’t see that UPC as valid.

3. Watch out for barcode resellers
Codes bought cheaply or from third parties may be tied to other brands and flagged as recycled by Amazon.

4. Match your Brand Registry
Your GS1-registered Company name must align with your brand name in Seller Central.

This isn’t just a launch issue, since Amazon is also auditing old listings, both retroactively and automatically.

But here’s the key:
Auditing is only the first step.

If something looks off or your UPCs don’t trace back to your brand, you need to take action. That means replacing non-compliant codes and planning a proper UPC transition. One that protects your ASIN history, review integrity, and brand authority.

That’s exactly what we’ve been helping sellers do:
Not just spot the problems, but fix them the right way before Bulldog does it for you.

Because Bulldog doesn’t give second chances.

Check your listings now, and if you need a second set of eyes or a compliant UPC migration, we’re here to help.