How to list products that do not have a GTIN (UPC, EAN, JAN or ISBN)

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.

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.

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 & motorbike parts do not have a GTIN).
For bundles that do not have a GTIN (for example, customised bundles may not have a GTIN).

Note: Studios for Videos and DVDs and Labels for Music are considered to be publishers for GTIN exemption. Select publisher in the request form for Video, DVD and Music products.

Brands that require a GTIN

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.

Support letter from the brand owner, manufacturer or publisher

Once you have provided 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 customised 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.

Template to send to your brand owner or manufacturer