Another seller listed the generic product I planned on selling under their own brand. Can I just buy a new GS1 code for it and proceed as usual?

Newbie seller – listing my first product (purchased from Alibaba) but I see another seller has taken this generic product (that has no branding) and listed it as under their own brand. I already paid for and received the inventory from overseas. The Amazon Seller platform says I need permission from that brand to sell this product now, which I doubt they will grant me right?

What are my options moving forward? Could I:
A) Pay $30 for a new GS1 barcode and proceed like this is a completely new product, labeling it under my brand name even though it’s technically a generic product

B) Ask the other brand for permission to sell this product (even though it’s generic) – not sure why they would say yes though

Thanks all and sorry for the newbie question. I guess this is why you want to be the first product on the platform to get first mover advantage. Since I already paid thousands for the inventory, I need to find a way to sell it.