Product selection and buyer satisfaction are instrumental to Amazon's success. By providing industry-standard product identifiers for their listings, sellers improve the quality of the Amazon catalogue as a whole. Promoting confidence in the range of products depicted in the Amazon catalogue – from Books to Jewellery to Tools – helps to ensure a high-quality experience for customers.
Most categories require sellers to use a product identifier to create new product pages and listings. The specific GTIN (Global Trade Item Number) required for product page creation and matching varies by category, although EANs or UPCs are most commonly used. The requirements for each category, including exceptions and exemptions where available, are summarised in the table on the Overview of Category Requirements for Product IDs page.
Using the product identifier to create new product pages is an important element of ensuring a high-quality experience for customers. Using standard identifiers also makes it easier for other sellers to make subsequent data contributions to product pages.
We verify the authenticity of product identifiers by checking the GS1 database. EANs/UPCs that do not match the information provided by GS1 will be considered invalid. We recommend obtaining your product identifier directly from GS1 (and not from other third parties selling EAN/UPC licences) to ensure the appropriate information is reflected in the GS1 database.