Overview

Amazon typically requires sellers to provide a Global Trade Item Number (GTIN) — such as a UPC, EAN, JAN, or ISBN — when creating product listings. However, not every product comes with a standard barcode. Amazon offers a GTIN exemption process that allows eligible sellers to list products without a product identifier, provided they meet specific requirements and follow the correct application path.

Key Points / What Sellers Need to Know

• GTIN exemption lets you list without a barcode — If your product doesn't have a UPC, EAN, JAN, or ISBN, you can apply to bypass this requirement through Amazon's exemption process.
• Your product must not already exist in Amazon's catalog — The exemption only applies to new listings for products that aren't already cataloged.
• Category approval may be required — Some product categories are gated, and you'll need separate approval before you can list in those categories.
• Exemptions are per-store and per-category — You must request GTIN exemption approval separately for each Amazon store and category where you want to list. However, once approved for a category, you don't need separate exemptions for individual products within that same category.
• GS1-enforced brands cannot receive exemptions — If a brand's GTINs are managed through GS1, Amazon will not grant an exemption, and you must obtain a valid barcode from the brand owner or purchase one from GS1.

Who Can and Cannot Apply

Sellers may apply for a GTIN exemption when selling private-label or handmade products, items they manufacture, brand, or publish without barcodes, products that inherently lack a GTIN (such as certain automotive parts or mobile accessories), bundled products like belt-and-wallet packs, and generic unbranded goods. On the other hand, sellers cannot apply if the product already has an existing GS1-approved barcode, if the brand requires a mandatory UPC, if the product is a book being listed under a generic publisher name, or if the product is already available in Amazon's catalog.

The Four Application Scenarios

Amazon provides different paths depending on your relationship to the product and brand. covers brand owners or sellers of generic unbranded products — these sellers typically receive auto-approval when they select "I don't have a product ID" during the listing process. After approval, sellers should wait at least 30 minutes before attempting to list, as exemptions take time to propagate across Amazon's systems. applies to sellers listing branded products where the brand is not UPC/GTIN mandatory. These sellers need Brand Name Approval (BNA) in addition to the GTIN exemption. After submitting the application, sellers should allow up to 48 hours for review, and results will appear in their case log. covers sellers who are not previously affiliated with a brand — these sellers need Manufacturing Owner (MO) approval to create new ASINs for that brand, along with the GTIN exemption. The review timeline is also 48 hours. applies when the brand is GS1-enforced, in which case no exemption is available and sellers must obtain a valid GTIN from the brand owner or GS1 directly.