I applied for GTIN exemption for a 100 year old book and received this reply –

As per your correspondence , I understand you are facing 5665 error. Please let me assist you.

As I recognize the importance this has for your business, for that reason I will ensure to provide useful information.

Before we get started, we would like to express our deepest sorrow for the trouble this has caused you. We also ask for your cooperation.

I regret to inform you that we have completed our review and have concluded that your brand does not meet our criteria for approval.

The images you provided are not real-world images of the product and/or packaging, or we cannot see the branding clearly.

However,in the future, if you would like to request another review, we require new, real-world images. The image(s) do not need to be ASIN-level quality; the product and/or packaging can be held in hand or placed on a table. The image(s) should show the branding on product and/or packaging clearly, from a variety of angles, matching your brand name exactly. You can still list the ASIN you were trying to create with the brand name ‘Generic’ or a brand name already approved for use, in accordance with the Amazon Brand Name Policy: https://sellercentral.amazon.co.uk/gp/help/G2N3GKE5SGSHWYRZ?referral=A2GYIHLZW7C858_AJW0A8XTHR8BN. In case you plan to list your products under Generic and do not have a barcode or GTIN for your items, you will need to apply for GTIN Exemption.
Once you receive the exemption, you can proceed with listing products under the brand name Generic.

There are several points arising from this

1 I was not " facing 5665 error"
2 "we would like to express our deepest sorrow " - I wasn’t reporting somebody’s death!!
3 What’s a “real world image” !
4 Are they saying that I can simply list as “generic”? ( I have sent “help” a message but am still awaiting a reply)
I sent a new GTIN exemption request and got a similar reply except they appeared to be ok with my images.