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This article applies to selling in: United Kingdom

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.

Before you request a GTIN exemption

Please note that we have a list of brands that require a GTIN to list on Amazon. GTIN exemptions are not available for these brands. Any product that belongs to any of these brands and does not have a GTIN will be suppressed.

For more information, download the list of brands that require a GTIN

Here are some scenarios in which you can apply for a GTIN exemption:

  • You want to sell products for which the brand, manufacturer or publisher does not provide a GTIN. For example, private-label products
  • You want to sell products for which you are the manufacturer, brand or publisher, and you do not have barcodes on your products. For example, private-label products
  • You want to sell product parts that do not have a GTIN. For example, mobile accessories.
  • You want to sell a bundled pack of more than one product. For example, a pack containing a leather belt and wallet or a pack of two shirts.

Eligible cases for a GTIN exemption

Here are some cases where 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 automotive 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 Video and DVD and Label for Music are considered publishers for a GTIN exemption. Select publisher in the request form for Video, DVD and Music products.

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 working days:


  1. Is clear and readable.
  2. Includes issuer’s name and contact information.
  3. 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.
  4. Includes your physical address, phone number and email address or website address.
  5. Must be in English or the marketplace’s local language.

Request approval

How to request a GTIN exemption

Before your apply, make sure that you have one of the following:

  • Product name and a minimum of two (and maximum of nine) images showing all sides of your product and the packaging of the product.
  • Support letter from the brand owner, manufacturer or publisher that is clear and readable (in English or the marketplace’s local language) containing the following information:
    1. Name and contact information of the person who has written/issued the letter. This should be the brand owner or an authorised person.
    2. A statement that the brand does not provide a GTIN and the reason why.
    3. Your physical address, phone number, and email or website address.

Once you have your product images or support letter, follow the steps below to apply for a GTIN exemption.
  1. On the Apply for a GTIN exemption page, click the Select button and then select the relevant Product category from the pop-up list.
  2. Type the brand or publisher name in the Brand/Publisher field. For unbranded items and bundles, type Generic (case sensitive). Tip: You can apply for multiple exemptions (up to 10) by clicking + Add more brands/publishers to add brands or publishers under the same category and click + Add more categories to add new categories.
  3. Click the Check for eligibility button. An Eligibility summary will appear. A tick will appear in the Status column if you are eligible for an exemption. If your product is not eligible for a GTIN exemption, you will not be able to continue.
  4. If your product is eligible for exemption, click the Continue to submit proof button.
  5. On the Provide proof page, upload either your support letter or images:
    • If you have a support letter from the brand/publisher/manufacturer, select Yes and upload the support letter in Word, PDF or image format.
      Note: If you don’t have a letter, but would like to obtain one, click Download sample letter to download a template to send to your brand/publisher/manufacturer.
    • If you don’t have a support letter, select No and provide the Product name and upload images showing all sides of the same product.
    Repeat step 5 for all products in your exemption request.
  6. Click Submit request
You will receive an email within 48 hours regarding the approval status of your request. Alternatively, you can check the status of your request in your case log.

How to add a product after you’ve received a GTIN exemption

Once you have a GTIN exemption, wait 24 hours before adding your product.

After 24 hours, you can add your product in the same way you would with a GTIN. There is not a separate process for exempt products. Instead, the system will recognise you and your exemption approvals, and allow you to proceed without a GTIN (product ID). For this to work, make sure that you enter the Category and Brand/Publisher name exactly as they appear in your exemption approval notice. If you use a different case or insert additional characters or spaces, the system will not recognise your exemption.

There are two ways to add your products in Seller Central:

Add a product (one by one): For individual and professional sellers

See Add one product at a time for detailed instructions on how to use this tool. With your GTIN exemption, you do not need to enter anything in the Product ID and Product ID Type fields in the Vital Info section.

Add Products via Upload (bulk upload): For professional sellers only

See Upload your inventory file for detailed instructions on how to use this tool. With your GTIN exemption, you can leave the Product ID and Product ID Type columns blank in the template.

Note: GTIN exemptions granted after 24 Aug 2018 will not expire. If your exemption was approved prior to this date, please re-apply using the GTIN exemption page. Check for existing GTIN exemptions in your case log.

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


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