What is Amazon's Bulldog AI and Why Should Resellers Pay Attention?

Imagine waking up to find hundreds of your Amazon listings gone – no warning, no alerts, no case IDs, just vanished. That’s the reality many resellers are now facing thanks to Amazon’s AI system, Bulldog.  

It’s not a glitch, or some kind of test; it’s a massive shift in how Amazon enforces UPC and brand compliance. If you’re a reseller (or less commonly, a brand) using recycled or third-party barcodes, it could already be impacting you.

How Does Amazon's Bulldog AI Work?

Bulldog is Amazon’s internal AI watchdog, trained specially to weed out UPC and brand inconsistencies. Every day, it quietly scans and flags thousands of listings where the UPC doesn’t align with the GS1 database. Here’s how it works:

• Bulldog checks whether the UPC tied to your listing matches the brand name registered on GS1 certificate.

• If there’s a mismatch between your brand name and UPC – Bulldog acts by removing the listing.

• There’s no alert, no explanation, and no case opened with further details. Your listing either gets suppressed or removed from Amazon.

Why Should Amazon Resellers be Concerned with Bulldog AI?

If you’re not the brand owner, Bulldog is your new worst nightmare. Resellers are especially vulnerable because many source products that use barcodes from third parties rather than from legitimate vendors. This means the UPCs associated with the product often aren’t registered under the correct brand name in the GS1 database.  

How to Remain UPC Compliant as a Reseller on Amazon:

If you want to avoid unnecessary disruption to your listings, and double check that the brand name associated with your products matches the GS1 database, follow these steps:

Audit Your Barcodes:

• Visit https://gepir.gs1.org

• Enter your UPCs and verify who they’re registered to.

• If the result doesn’t show your brand name, that’s a red flag.

Avoid Third-Party or “Cheap” Barcodes:

• UPCs purchased from barcode resellers may seem cheap and convenient, but they’re often recycled from other brands.

• These are now easily flagged by Bulldog.

Match Your GS1 and Amazon Brand Names:

• Your GS1 brand name must match your Brand Registered name exactly.

• If you’re a brand owner, this step is critical to avoid false flags.

Prepare a UPC Migration Plan:

• If you find non-compliant UPCs, start planning to replace them ASAP.

• Consider working with the brand owner to ensure GS1 alignment and secure legitimate barcodes.

Amazon’s Bulldog AI bot isn’t going away. In fact, it’s expanding its reach and operating with zero tolerance for barcode misuse. If you’re a brand owner with a clean GS1 profile, you’re safe. But if you’re a reseller, or you’ve been using shortcuts to get listings up – it's time to rethink your strategy.

If you're a client looking for more information, contact your account team! If you’re interested in learning more about how Blue Wheel can aid in your brand efforts in online marketplaces, schedule a consultation with our team, we would love to hear from you.