Overview

Every product listed on Amazon typically requires a product identifier such as a UPC, EAN, or JAN code. However, not every product fits neatly into this requirement. Amazon offers a GTIN exemption process that allows qualifying sellers to list certain types of products without providing a standard barcode, though approval is handled on a case-by-case basis.

Key Points / What Sellers Need to Know

• Product identifiers are generally mandatory — Amazon requires a UPC, EAN, or JAN for most product listings across its marketplace, and listings without valid identifiers may be removed.
• Exemptions are available for specific product types — Sellers whose products fall into certain classifications can apply for a GTIN exemption directly through Seller Central.
• Approval is not guaranteed — Amazon reviews each exemption request individually, so meeting the criteria does not automatically mean your request will be approved.
• Listings without identifiers are at risk — Amazon reserves the right to remove any product detail page where a valid product identifier has not been provided and no exemption is in place.
• Brand Registry is a separate path — Sellers enrolled in Amazon Brand Registry may have additional options for listing products under their own brand without standard retail barcodes.

Which Products Qualify for a UPC Exemption

Amazon has identified several classifications of products that may be eligible for a barcode exemption. Private label products — items manufactured by a third party but sold under your own company's brand — are one of the most common categories that qualify. Additionally, low-volume accessory parts or items that serve a highly specialized function may be exempted, since these niche products often lack standard retail packaging and barcodes. Business-to-business products that are not typically sold in consumer retail stores can also qualify, as the traditional barcode infrastructure was designed primarily for retail point-of-sale systems. Finally, custom-configured or made-to-order products are eligible for exemption consideration, since each unit may be unique and a standard UPC would not meaningfully identify the product.