Target Plus requires every sellable item sent from Acenda to carry a valid 12-digit UPC or 13-digit EAN from GS1, printed on the product. Barcode problems are hard to undo once Target creates an item, so check your barcodes before you send your catalog. For fixing an error after the fact, see Troubleshooting: Target+ error "DATA_VALIDATION: The item's barcode is an unsupported format".

Which barcodes does Target Plus accept?

UPC: Exactly 12 digits with a correct check digit. UPCs starting with 2, 4 or 5 are rejected automatically, and UPCs starting with 3 need your Category Manager's approval first.
EAN: Exactly 13 digits with a correct check digit. EANs starting with 0 or 99 are rejected.
Other lengths: 8-digit, 11-digit and 14-digit barcodes aren't accepted.
Source: Barcodes must come from GS1 or the product's manufacturer. Self-made numbers aren't accepted, and Target grants no exemptions.
On the product: The barcode must be on the item the shopper receives, because Target uses it to check returns.

Put barcodes on variants, not parents

Only variants and stand-alone items carry a barcode on Target Plus. Leave the barcode off the parent product, and give each size or color its own barcode.

One barcode, one seller

Each barcode can belong to only one seller account on Target Plus. If another seller already lists your barcode, see Troubleshooting: Duplicate barcode at Target+.

Check barcodes in a spreadsheet

Format the barcode column as Text before you paste, so Excel keeps leading zeros.
Watch for scientific notation such as 1.23457E+11 and trailing .0, which change the number.
Remove spaces, dashes and letters.
Use the check-digit formula in Troubleshooting: Target+ error "DATA_VALIDATION: The item's barcode is an unsupported format" to test a whole column.

Changing a barcode on a live item

Don't change the barcode on an item that's already on Target Plus without asking Target first. Target treats a new barcode as a different product. See How to change a UPC or barcode on a live listing.

Troubleshooting & FAQ

Can I use a barcode that starts with 3? Only with approval from your Target Category Manager. Ask before you send the item.
My barcode is 14 digits. Will Target accept it? No. If it's a 12-digit UPC with two leading zeros, send the 12-digit UPC from the packaging instead.
Should the parent product have a barcode? No. Only variants and stand-alone items carry a barcode on Target Plus.
Can Target give me an exemption if my product has no barcode? No. Get a barcode from GS1 before you list the item.

Still stuck? Contact Acenda Support and include the SKU or order number you're asking about.

Information current as of Oct 21, 2026. We do our best to keep this accurate, but mistakes can happen. Target Plus's official guidance always takes precedence.

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Target Plus: Barcode rules to check before you list