Overview

Amazon requires most sellers to provide a Universal Product Code (UPC) or other valid product identifier when creating new listings. This reference page covers the circumstances under which sellers may not have a UPC available, the alternatives Amazon accepts, and how to apply for a GTIN exemption when standard barcodes aren't an option.

Key Points / What Sellers Need to Know

• UPCs are generally mandatory - Amazon requires a valid Global Trade Item Number (GTIN), most commonly a UPC, EAN, or ISBN, for nearly all new product listings on the marketplace.
• GS1 is the authorized source - Amazon verifies UPCs against the GS1 database, meaning barcodes purchased from third-party resellers may be rejected if they don't match GS1 records.
• GTIN exemptions exist - Sellers who manufacture their own products or sell items that don't have standard barcodes can apply for a GTIN exemption through Seller Central.
• Brand Registry helps - Sellers enrolled in Amazon Brand Registry may have an easier path to obtaining exemptions for their branded products.
• Invalid UPCs cause listing errors - Submitting incorrect, recycled, or unverified UPCs is one of the most common reasons new listings get rejected or suppressed.

What Is a UPC and Why Amazon Requires It

A Universal Product Code is a standardized barcode and number system used to identify products globally. Amazon uses UPCs and other GTINs to match seller listings to the correct product detail pages in its catalog. This system prevents duplicate listings, reduces catalog errors, and ensures customers see accurate product information. When a seller submits a UPC, Amazon cross-references it with the GS1 database to confirm the barcode is legitimate and assigned to the correct brand owner. Products that fail this verification may be blocked from listing entirely.

How to Obtain Valid UPCs

The only way to guarantee Amazon will accept your UPCs is to purchase them directly from GS1, the global standards organization that manages barcode assignments. Sellers can visit the GS1 US website to buy individual GTINs or a company prefix that allows them to generate multiple barcodes for a range of products. While third-party UPC resellers offer cheaper alternatives, Amazon has increasingly cracked down on these by verifying brand ownership against GS1 records. Sellers who previously used resold UPCs may find their listings suppressed as Amazon tightens enforcement. Investing in legitimate GS1 barcodes upfront saves significant headaches down the road.