If your product does not have a standard product identifier such as a UPC, EAN, JAN, or ISBN, you can apply for a UPC Exemption for your product's category.
Using a standard product ID, which is also referred to as GTIN (Global Trade Item Number) such as a UPC, ISBN or EAN to create new product detail pages is the first step in ensuring a high-quality shopping experience for Amazon customers. Using a GTIN also makes it easier for you to add more information to the product detail pages. Most categories require you to use a GTIN when creating new product detail pages or when matching to the existing products in the Amazon catalog.
For more information on GTIN requirements for categories see Overview of Category UPC Requirements. To avoid creating duplicate detail pages, see ASIN Creation Policy.
If the product does not have a GTIN
We understand that some products do not have a GTIN. If your product is already listed on Amazon, you can list your offer on the existing product detail page and do not need to provide a GTIN. If your product is not listed on Amazon, request a GTIN exemption.
Before you request a GTIN exemption
Please note that we have a list of brands that require a GTIN to list on Amazon. GTIN exemptions are not available for these brands. Any product that belongs to any of these brands and does not have a GTIN will be suppressed.
For more information, download the list of brands that require a GTIN
Here are some scenarios when you can apply for a GTIN exemption:
You want to sell products for which the brand, manufacturer, or publisher does not provide a GTIN. For example, private-label products
You want to sell products for which you are the manufacturer, brand, or publisher and you do not have barcodes on your products. For example, private-label products
You want to sell product parts that do not have a GTIN. For example, mobile accessories.
You want to sell a bundled pack of more than one product. For example, a pack containing a leather belt and wallet or a pack of two shirts.
Eligible cases for GTIN exemption
Here are some cases when you could apply for a GTIN exemption:
If the brand, manufacturer, or publisher does not provide a GTIN for the products (for example, private-label products or handmade products).
For non-branded products that do not have GTINs (for example, wholesale products).
If the parts do not have a GTIN (for example, some car automotive parts do not have a GTIN).
For bundles that do not have a GTIN (for example, customized bundles may not have a GTIN).
Note: Studios for Video and DVD and Label for Music are considered publishers for a GTIN exemption. Select publisher in the request form for Video, DVD, and Music products.
Support letter from the brand owner, manufacturer or publisher
Once you provide a support letter that meets the following criteria, we will make a decision within two business days:
Is clear and readable.
Includes issuer's name and contact information.
States explicitly that they do not provide a GTIN for all their products, products that you sell, or that they accept customized products and do not have a GTIN.
Includes your physical address, phone number, and email address or website address.
Must be in English or the marketplace's local language.
How to request a GTIN exemption
Before your apply, make sure you have one of the following:
Product name and a minimum of two (and maximum of nine) images showing all sides of
your product and the packaging of the product.
Support letter from the brand owner, manufacturer, or publisher that is clear and
readable (in English or the marketplace’s local language) containing the following
Name and contact information of the person who has written/issued the letter. This
should be the brand owner or an authorized person.
A statement that the brand does not provide a GTIN and the reason why.
Your physical address, phone number, and email address or website address.
Once you have your product images or support letter, follow
the steps below to apply for a GTIN exemption.
On the Apply for a GTIN exemption page, click the Select button
and then select the relevant Product category from the pop-up
Type the brand or publisher name in the Brand/Publisher field.
For unbranded items and bundles, type Generic (case sensitive).
Tip: you can apply for multiple exemptions (up to 10) by clicking + Add
more brands/publishers to add brands or publishers under the same category
and click + Add more categories to add new categories.
Click the Check for eligibility button.
An Eligibility summary will appear. A check mark will
appear in the Status column if you are eligible for an exemption.
If your product is not eligible for a GTIN exemption, you will not be able to
If your product is eligible for exemption, click the Continue to submit
On the Provide proof page, upload either your support letter or
Repeat step 5 for all products in your exemption request.
If you have a support letter from the brand/publisher/manufacturer, select
Yes and upload the support letter in Word, PDF, or image
Note: If you don’t have a letter, but would like to obtain one, click
Download sample letter to download a template to send to your
If you don’t have a support letter, select No and provide
the Product name and upload images showing all sides of the same
Click Submit request
You will receive an email within 48 hours regarding the approval
status of your request. Alternatively, you can check the status of your request in your case
How to add a product after you receive a GTIN exemption
Once you have a GTIN exemption, wait 24 hours before adding your product.
After 24 hours, you can add your product in the same way you would with a GTIN. There is not
a separate process for exempt products. Instead, the system will recognize you and your
exemption approvals and allow you to proceed without a GTIN (Product ID). For this to work, be
sure to enter the Category and Brand/Publisher
name exactly as they appear in your exemption approval notice. If you use a different case or
insert additional characters or spaces, the system will not recognize your exemption.
There are two ways to add your products in Seller Central:
Add a Product (one by one): For Individual and
See Add one product at a time for detailed instructions
on how to use this tool. With your GTIN exemption, you do not need to enter anything in
the Product ID and Product ID Type fields
in the Vital Info section.
See Upload your inventory file for detailed instructions on how to use this tool. With your GTIN exemption, you can leave the Product ID and Product ID Type columns blank in the template.
GTIN exemptions granted after Aug 24, 2018
will not expire. If your exemption was approved prior to this date, please re-apply using the GTIN exemption
page. Check for existing GTIN exemptions in your case log