Overview

Amazon has specific rules governing how sellers list unbranded or "generic" products on the marketplace. Understanding these requirements is essential for sellers who manufacture or resell products without established brand names, as violations can result in listing removals or account-level enforcement actions.

Key Points / What Sellers Need to Know

• Use "generic" as the brand name — When listing a product that has no identifiable brand, logo, or distinctive name, sellers must enter the exact string "generic" in the brand name field during listing creation.
• Brand name changes are permanently locked — Once a product is listed as generic, the brand name field cannot be changed to a branded name, and vice versa. This restriction applies to all listings regardless of circumstances.
• GTIN exemptions are required for new generics — If your generic product lacks a standard product identifier such as a UPC, EAN, JAN, ISBN, or GTIN, you must obtain a GTIN exemption before you can create the listing.
• Exemptions are category and store specific — Sellers need to request GTIN exemptions separately for each product category and each Amazon store where they plan to list generic products.
• Intellectual property violations still apply — Using another brand's trademarks, logos, or intellectual property on a generic listing, or listing a branded product under the generic label, violates Amazon's policies.

How Generic Product Listings Work

A generic product is defined as any item that does not belong to an identifiable brand — meaning it carries no distinctive brand name, logo, or trademark. When creating a listing for such a product, sellers must populate the brand name field with the word "generic" rather than leaving it blank or entering a fabricated brand name. This designation signals to Amazon's catalog system and to customers that the product is unbranded. Sellers should be aware that this classification is treated as permanent by Amazon's systems, so it is important to make the correct determination before listing creation.

GTIN Exemption Requirements

Many generic products do not come with standard product identifiers like UPCs or GTINs, which Amazon typically requires for new listings. In these cases, sellers must apply for a GTIN exemption through Seller Central before they can proceed. The exemption request process is available under the "List products that do not have a product ID" section within Seller Central. Each exemption request is tied to a specific product category and Amazon store, so sellers operating across multiple categories or international marketplaces will need to submit separate requests for each combination. Approval is not guaranteed, and sellers should ensure their products and accounts meet Amazon's eligibility criteria before applying.