Overview

Every Amazon seller needs to understand product identifiers — they're the foundation of listing products correctly on the marketplace. Amazon requires industry-standard Global Trade Item Numbers (GTINs) for most product categories, and using them properly ensures your listings match the right catalog entries and stay compliant with Amazon's policies.

Key Points / What Sellers Need to Know

• GTINs are mandatory for most categories — Amazon requires a valid product identifier to create new product pages or offer listings in the vast majority of categories.
• Multiple GTIN formats exist — Depending on your product type and marketplace, you may need a UPC, ISBN, EAN, JAN, or GTIN-14.
• IDs are verified against GS1 — Amazon cross-references product identifiers with the GS1 database, so using false or inaccurate IDs can result in serious consequences.
• Exemptions are available — If your product genuinely lacks a product identifier, Amazon offers a GTIN exemption process.
• Misuse has real penalties — Providing false product identification information is prohibited and can lead to your ASIN creation privileges being revoked.

Understanding the Different Product ID Types

Amazon recognizes several types of GTINs, each serving a specific purpose. Universal Product Codes (UPCs) are the most common identifier used by sellers in North American marketplaces and consist of 12 digits typically found beneath a product's barcode. International Standard Book Numbers (ISBNs) are reserved specifically for books and publications, coming in either 10-digit or 13-digit formats. European Article Numbers (EANs) are 13-digit identifiers primarily used in European marketplaces, while Japanese Article Numbers (JANs) serve the same function for the Japanese marketplace. For products shipped in bulk or outer cartons, GTIN-14s — 14-digit codes found on shipping containers — may also be required.

It's important to note that GTINs are distinct from Amazon Standard Identification Numbers (ASINs). While ASINs are Amazon's internal catalog identifiers, GTINs are universal codes used across the entire retail industry, making them essential for accurate product matching.