If you are planning to list products on Walmart Marketplace but do not have a UPC, EAN, or other GTIN, you may still be able to sell your products. Walmart allows sellers to request a GTIN exemption for certain items, which lets you create listings without standard product barcodes.
This guide walks through the process step by step. It also includes screenshots of the Seller Center interface so you know exactly where to go and what to expect during the application.
By the end, you will understand how to request a Walmart GTIN exemption and what happens after you submit your request.
What Is a GTIN Exemption?
A GTIN, or Global Trade Item Number, is the unique barcode used to identify products in retail systems. Common examples include UPCs and EANs.
Normally, Walmart requires a GTIN when creating a product listing. However, there are situations where a seller may not have one. In these cases, Walmart allows sellers to apply for an exemption.
A GTIN exemption is typically granted for:
- Custom or handmade products
- Private label products without a registered barcode
- Products from brands that do not use standard GTINs
- Bundled products created by the seller
Once approved, the exemption allows you to create listings for specific categories and product types without entering a barcode.
Can You Sell on Walmart Without a UPC?
One of the most common questions sellers ask before listing products on Walmart is whether a UPC is required.
In most cases, Walmart does require a GTIN such as a UPC or EAN to create a product listing. These identifiers help Walmart organize products across its catalog and match listings to existing items.
That said, there are situations where a barcode simply does not exist.
If you are launching a private label product, creating a bundle, or selling handmade or custom items, you may not have a registered GTIN. In these cases, Walmart gives sellers a path forward through the GTIN exemption process.
A GTIN exemption allows you to list products without a UPC, but it is not a blanket approval across your entire catalog. The exemption applies only to the specific product types and categories you request and get approved for.
It is also worth noting that not every category is eligible. Certain product types, especially in regulated or media-related categories, cannot receive an exemption. This is why selecting the right category and product type during the application matters more than most sellers expect.
If your products qualify, the GTIN exemption becomes the bridge between having inventory ready to sell and actually getting your listings live inside Walmart Seller Center.
Who Can Apply for a Walmart GTIN Exemption?
Only users with Admin access inside Walmart Seller Center can submit a GTIN exemption request.
Step-by-Step: How to Request a GTIN Exemption in Walmart Seller Center
Step 1: Navigate to the GTIN Exemption Tool
Start by logging into your Walmart Seller Center account.
From the left navigation menu click on Catalog and scroll down to GTIN Exemptions:
This opens the tool where you can start the exemption request.
If you do not see the GTIN exemption option in your dashboard, it usually means:
- Your user role does not have administrator permissions
- Your account administrator has restricted access to certain tools
Step 2: Enter Your Store Information
The first step of the application asks for information about your store.
Walmart may use this information to verify the type of products you sell and determine whether they qualify for a GTIN exemption.
You will see a field labeled Store URL, where you can add links to products from your website or other sources.
Adding links is optional, but it can help Walmart reviewers understand the products you plan to list.
You can include up to three URLs.
Step 3: Select the Relevant Product Categories
Next, you will be asked to select the product categories that apply to the items you want to exempt.
Walmart allows you to select up to 10 categories in a single request.
These categories include options such as:
- Beauty
- Health Electronics
- Fashion
- Home
- Toys
- Arts & Crafts
And much more:
Choose the categories that best represent the products you intend to list.
Step 4: Choose the Product Type
After selecting the category, you will choose the specific product type within that category.
For example, under Beauty, you will see product a long list of options:
Selecting the correct product type is important because the exemption will apply only to those product classifications.
Step 5: Enter the Brand and Reason for the Request
In the final section of the request, Walmart asks for a few additional details.
You will need to enter:
- The brand name associated with the products
- The reason you are requesting a GTIN exemption
Once all required fields are completed, you can submit the application.
Walmart will review the request and notify you of the outcome.
What Happens After You Submit the Request?
After submission, your request enters Walmart’s review process.
Most requests are reviewed within a (three business days)
Possible outcomes include:
Approved
If the request is approved, the exemption becomes active and you can begin creating listings for those product types without a GTIN.
Needs More Information
Walmart may ask for additional details. This usually appears in your Seller Center notifications or email.
Denied
If the request is rejected, you can submit a new request with updated information.
Closed
Requests may be closed if required information is not provided within the response window.
Product Types You Can’t Get a GTIN Exemption For
Many Walmart sellers realize too late that their product can’t actually get a GTIN exemption.
Ealmart doesn’t state it very clearly, but there is a long list of restricted product types you won’t be able to even select during the process of requesting the GTIN exemption.
For example, look at products inside the Media category:
You will see that the “blocked” logo is scattered throughout most of the categories. So here’s the full list of product types you can’t get a GTIB exemption for:
- Health category: OTC & Pain Management, Prescription Medicine, Supplements
- Baby products: Baby Foods & Formula, Baby Transport
- Gift cards
- In-Store signing
- Media: Video Games Software, Music, Software, Movies & TV Shows
- Retail Services, Photography Services and Other Services (Optical, Wireless Service Income, Money Services and On-site Automotive Services)
Conclusion
A GTIN exemption can make it possible to list products on Walmart Marketplace even if you do not have a UPC or other barcode. If your products qualify, requesting a GTIN exemption can be a quick way to expand your Walmart catalog and start listing items without waiting to obtain barcodes.
Walmart GTIN Exemption FAQs
Do I need a UPC to sell on Walmart Marketplace?
In most cases, yes. Walmart typically requires a GTIN such as a UPC or EAN when creating listings. If your product does not have a barcode, you can apply for a GTIN exemption for specific categories and product types. Once approved, you can list those items without entering a UPC.
How long does it take for Walmart to approve a GTIN exemption?
Most requests are reviewed within about three to five business days. In some cases, Walmart may ask for additional information, which can extend the timeline depending on how quickly you respond.
Who can request a GTIN exemption in Walmart Seller Center?
Only users with Admin access can submit a GTIN exemption request. If you do not see the GTIN exemption tool in your account, it is usually a permissions issue tied to your user role.
Can I request a GTIN exemption for multiple products at once?
Yes, but there are limits. Walmart allows you to include up to 10 categories in a single request. The exemption applies only to the product types you select, not your entire catalog.
What is the most common reason GTIN exemption requests get denied?
The most common issue is selecting the wrong category or product type. If the product falls into a restricted category, the request will not go through. In other cases, the brand name or reason provided is too vague, which can lead to a denial or a request for more information.
Can I reapply if my GTIN exemption request is denied?
Yes. You can submit a new request with updated details. In many cases, adjusting the product type, clarifying the brand, or improving the explanation increases the chances of approval.
Do GTIN exemptions apply to all products under my brand?
No. The exemption is tied to specific product types within selected categories. If you expand into new categories later, you may need to submit additional exemption requests.
Are there products that cannot receive a GTIN exemption?
Yes. Some product types are restricted and cannot be approved. This includes certain media products, gift cards, regulated health items, and specific service-based categories. If you do not see a category available during the application process, it is usually not eligible.
Can I edit a GTIN exemption request after submitting it?
Once submitted, the request enters Walmart’s review process and typically cannot be edited. If changes are needed, you may have to wait for the outcome and submit a new request.
What happens after my GTIN exemption is approved?
Once approved, you can begin creating listings for the selected product types without entering a GTIN. The exemption is applied at the category and product type level, so make sure your listings match what was approved.
Do I still need a brand name if I am applying for a GTIN exemption?
Yes. Walmart requires a brand name as part of the application. If you are selling private label products, this would be your brand. For unbranded items, sellers often use a consistent brand name rather than leaving it blank.
Is a GTIN exemption a long-term solution or a temporary workaround?
It can be both. For many private label and custom products, the exemption is a long-term solution. Some sellers choose to purchase UPCs as they scale, especially if they plan to expand across multiple marketplaces.
Ready to Get Your Walmart Listings Live Without Delays?
Getting a GTIN exemption approved is one step. Getting your catalog structured correctly so it actually performs is where most brands run into issues.
If you are planning to list products without a UPC, or you want a second set of eyes before submitting your exemption request, this is the right time to get aligned.
Fill out the form below and share a bit about your brand. One of our eCommerce specialists will review your setup and follow up with practical guidance you can use right away.
No pressure. Just clear direction on how to move forward and avoid the common mistakes that slow sellers down.