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This article applies to selling in: United Kingdom

Product UPCs and GTINs

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.

  • Most categories require sellers to use a Global Trade Identification Number (GTIN), such as an EAN, a UPC or an ISBN as a product identifier when creating new product pages or matching up with existing pages in the Amazon catalogue.
  • Sellers must use the correct product identifier for the item they are listing. The use of false product identification information by a seller, including incorrect or purchased EAN/UPC codes, is prohibited and can result in the suspension of your seller account.
  • In some categories, sellers may list products that do not have a product identifier. For rare or collectible items, publisher information or manufacturer model and part numbers may be accepted in place of an ISBN or EAN/UPC.
  • In non-Media categories, brand owners can enrol in the Amazon Brand Registry programme and request GCIDs in place of EANs/UPCs and GTINs.
  • For brands that have no verifiable barcodes, sellers can request EAN/UPC exemptions. Requirements for these exceptions may vary across categories or for different types of products in the same category.
  • Certain products are not allowed on the Amazon website under any conditions. Our Restricted Products section provides information about prohibited and permitted products.

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.

Note: All invalid product EAN or UPC listings will be removed and may result in your ASIN creation or selling privileges being temporarily or permanently removed. For more information on licensing EANs/UPCs from GS1, see the GS1 website.
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