Overview

Amazon requires sellers to provide a valid Global Trade Item Number (GTIN) when creating most new product listings. These standardized product identifiers help Amazon match your offer to the correct product page, prevent duplicate listings, and maintain catalog accuracy. Understanding which GTIN format your product needs — and what to do if you don't have one — is essential for getting your listings live without delays.

Key Points / What Sellers Need to Know

• GTINs are mandatory for most categories — Amazon requires a valid product identifier for the vast majority of new listings, though some categories offer exemptions.
• Four GTIN formats are commonly accepted — Universal Product Code (UPC), International Standard Book Number (ISBN), European Article Number (EAN), and Japanese Article Number (JAN) are the primary identifiers used across the Amazon catalog.
• The required GTIN type varies by category — Different product categories may require different identifier formats, so sellers must check the specific requirements for their category before listing.
• GTIN exemptions exist for certain products — Sellers offering private label, handmade, or unbranded products may be eligible to apply for a GTIN exemption if no standard identifier exists for their item.
• Invalid or mismatched GTINs cause listing errors — Providing an incorrect, recycled, or improperly formatted product ID is one of the most common reasons new listings get rejected or suppressed.

Understanding GTIN Formats

A GTIN is a globally recognized numeric code that uniquely identifies a product. The four main formats accepted by Amazon each serve different markets and product types. UPCs are the standard in North America and consist of 12 digits, making them the most commonly used identifier for sellers on Amazon.com. EANs are the European equivalent and contain 13 digits, widely used on Amazon's EU marketplaces. ISBNs are specific to books and publications, while JANs are used primarily in the Japanese market. Each code is assigned by an authorized organization — GS1 is the primary issuer for UPCs and EANs — and must correspond to the exact product being listed, including variations such as size, color, or packaging quantity.