Product identification codes, such as GTIN, are crucial to global commerce. They basically enable distributors to organize their inventory so that every order is delivered to the correct location. However, there’s a way to bypass them on Amazon. How? This GTIN Exemption Guide will provide you with a step-by-step explanation of the process.
The good news is that it is easier than it sounds. Don’t miss the opportunity to sell new items on Amazon using all available methods!
What is a GTIN?
GTIN stands for Global Trade Item Number. It’s the umbrella term for product identifiers used worldwide, including:
- UPC (Universal Product Code)
- EAN (European Article Number)
- ISBN (International Standard Book Number)
- JAN (Japanese Article Number)
They are the numbers that go underneath the barcodes on most items you have purchased. Amazon uses GTINs to match products in its catalog, ensuring that products are correctly referenced and easy to find for customers.
But they’re not the only product identifier. Every product on the platform has an ASIN assigned by Amazon itself. Through this code, Amazon organizes products within its systems. However, you’ll still need a GTIN or a GTIN exemption to create your listing in the first place.
Why You Might Not Have a GTIN
Not all products come with a GTIN. For example, handmade or private-label products are not mass-produced and therefore do not undergo the same manufacturing and packaging processes that are part of printing a barcode.
Global standards organizations like GS1 manage GTINs. Since handmade sellers typically do not register their unique items with these organizations, Amazon doesn’t expect to see a barcode.
But you have to go through the GTIN exemption request anyway.
What is a GTIN Exemption?
A GTIN exemption simply means Amazon lets you create a new listing without needing a UPC or other GTIN. Instead of identifying your product with a barcode, Amazon uses the brand and product details you provide to build the listing.
How to Apply for a GTIN Exemption
The process of applying for a GTIN exemption was much simpler a few years ago. Amazon just gave it away if you clarified that your product didn’t have a GTIN.
Now, however, you’ll need to go through an approval process:
Step 1: Add a new listing
Go to Catalog → Add Products in Seller Central. If this is your first listing ever on Amazon, your page will look like this:
To make things much easier for yourself, select the blank form option.
You will then enter the first primary steps of creating a new listing. You’ll have to enter yout product name, category and the brand name if available.
When asked for a Product ID, select “I don’t have a Product ID” option. Here’s how it will look like:
Save as a draft and then click on “Apply now” when the exemption option appears.
Note: If you entered a Brand Name that’s not registered on Amazon Brand Registry or is new in the platform, you’ll also have to fill out a Brand approval form where you’ll have to verify your brand exists and is legitimate. Learn more about Amazon’s brand name policy here.
Step 2: Fill the form
You’ll be redirected to the GTIN exemption form:
At this stage, you’ll be asked to enter the Product Name. Of course, make sure it matches exactly how it will appear in your listing.
You’ll also need to upload product photos that prove the item doesn’t have a GTIN. Show your product and packaging from all angles ensuring the brand name is visible if you’re using one.
Amazon also recommends using clear, high-quality images so that any text is easy to read. Since Amazon relies on these photos to approve your request, skipping this step will almost always result in rejection. Once everything looks good, hit submit.
Step 3: Submit the GTIN exemption
Once you submit, you’ll be able to see the current state of your request through Seller Central. Go to “View selling applications” in the catalog section of the side bar:
On that page, Amazon shows the status of each application (pending, approved, or denied).
If your exemption was approved, you’ll be able to go ahead and create your listing without a GTIN in the category/brand you applied for.
Conclusion
The GTIN exemption request might sound technical, but in practice it’s quite simple. Just remember to pay attention to every step of the way, especially when submitting the pictures to Amazon.
Once you’re approved, you’ll be ready to list and start selling without the extra step of buying barcodes.
Frequently Asked Questions (FAQs)
Do I need a GTIN to sell on Amazon?
Not always. Many categories do require a GTIN, but Amazon allows exemptions if your product doesn’t have one.
What’s the difference between a GTIN and an ASIN?
A GTIN is a global identifier. An ASIN is Amazon’s internal identifier. Amazon assigns an ASIN once your product is listed, but you still need a GTIN or an approved GTIN exemption to create the listing in the first place.
Can I apply for more than one exemption?
Yes. Exemptions are granted on a per-brand and per-category basis.
What kind of photos should I upload?
Amazon requires authentic images of your product and packaging. Show all sides, ensure your brand name is visible, and verify that there are no barcodes on the item.
What happens after my exemption is approved?
Once approved, you can create your listing without entering a GTIN. If you use Fulfillment by Amazon (FBA), you’ll label each product with an Amazon barcode (FNSKU) so Amazon can track your inventory.
Ready to Start Selling Without Barcodes?
Amazon might seem full of red tape, but the GTIN exemption process is your shortcut to getting products live. The truth is, you don’t need to let missing barcodes hold you back from reaching customers.
By working with our team, you’ll avoid common mistakes that cause rejections, expedite your approval, and ensure your listings are published correctly.
Fill out the form below and tell us about your product. One of our marketplace specialists will reach out with practical insights you can use immediately.
Take the first step today, and let’s get your Amazon business selling without delays.