Imagine being a talented artisan whose unique handmade creations can't be showcased on Amazon's vast marketplace simply because they lack a barcode. Or picture being a small business owner selling specialty agricultural products sourced from local farms that don't carry standard GTIN identifiers. Does this mean you're locked out of Amazon's marketplace? Not necessarily.
Amazon offers a GTIN exemption for sellers in specific circumstances, allowing them to list products without standard barcodes. This article explores the eligibility requirements, application process, and post-approval procedures to help sellers navigate Amazon's marketplace successfully.
Understanding GTIN: The Global Passport for Products
GTIN (Global Trade Item Number) serves as a unique identifier for products, functioning like a global passport for merchandise. Amazon relies on these codes to manage its massive inventory and ensure accurate product identification. Common GTIN types include:
- UPC (Universal Product Code) : 12-digit barcode primarily used in North America (GTIN-12)
- EAN (European Article Number) : 13-digit code common in European markets (GTIN-13)
- JAN (Japanese Article Number) : Similar to EAN but specific to Japan
- ISBN (International Standard Book Number) : Unique identifiers for books
- GTIN-14 : Used for shipping container identification
While Amazon typically requires GTINs for new product listings, exceptions exist for special cases like handmade goods, private label items, or unbranded products where obtaining standard identifiers proves difficult.
When to Consider GTIN Exemption
Amazon's GTIN exemption serves as a special accommodation rather than a universal solution. Common qualifying scenarios include:
- Selling products without manufacturer-provided GTINs (e.g., handmade crafts or antiques)
- Listing private label items without standard barcodes
- Marketing replacement parts without identification numbers
- Selling product bundles or multipacks
- Offering generic, unbranded merchandise (e.g., bulk hardware components)
Important considerations:
- Existing Amazon catalog products with GTINs must use those identifiers
- Amazon requires GS1-registered barcodes for brand-registered products
- GTIN exemption represents a short-term solution; GS1 registration remains preferable for long-term sellers
The GTIN Exemption Application Process
Preparation Requirements
Before applying, ensure you have:
- Clear product names
- 2-9 high-quality product images showing all angles
- Consistent branding between application and actual products
- Authentic product photos (no digital renderings)
- Visible branding on products and packaging (if applicable)
- Confirmation of no existing GS1 barcodes
Special Requirements for Resellers
Resellers must provide brand owner authorization letters containing:
- Brand owner contact information
- Valid exemption justification
- Complete brand owner contact details
Step-by-Step Application Guide
- Log into Amazon Seller Central
- Navigate to the GTIN exemption application page
- Select appropriate product categories
- Enter brand names (use "Generic" for unbranded items)
- Add additional brands/categories if needed
- Check eligibility status
- Submit required documentation
- Provide product details and images
- Submit final request
Amazon typically processes applications within two business days, with notifications sent via email and available in Seller Central's case log.
Post-Approval Product Listing Procedures
After receiving exemption approval (wait 24 hours for system updates), follow these steps:
- Access "Add a Product" in Seller Central
- Select "I'm adding a product not sold on Amazon"
- Enter complete product details
- Maintain consistency with exemption application information
- Save and complete the listing
- Select FNSKU as the barcode type for FBA sellers
Bulk Upload Option
Professional sellers may use bulk uploads by:
- Selecting "Add Products via Upload" in inventory management
- Downloading appropriate inventory files
- Requesting category approvals when necessary
- Generating and submitting product templates
Important Considerations and Risks
- GTIN exemption misuse may result in account suspension
- Maintain accurate, consistent product information
- Brand registration provides long-term advantages
- Regularly monitor listing performance and policy updates
While GTIN exemptions provide marketplace access for non-standard products, obtaining proper GS1 barcodes remains the optimal approach for established sellers. Proper product identification facilitates better inventory management, faster fulfillment, and ultimately, greater customer satisfaction and sales potential.