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 catalogue.
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.
Here are some cases when you could apply for a GTIN exemption:
We have a list of brands that require a GTIN to list on Amazon. The GTIN exemption is not applicable to these brands. Any ASIN that belongs to any of these brands and does not have a GTIN will be suppressed.
To download the list of brands that require a GTIN, click here.
Once you have provided a support letter that meets the following criteria, we will make a decision within two business days:
Template to send to your brand owner or manufacturer
Template to send to your publisher
Click on Request approval to apply for a GTIN exemption.