Learn everything about product identification on Amazon, from purchasing UPC codes to applying for a GTIN exemption - your guide to successful listings.
Jens Vittrup
When selling products on Amazon, UPC, GTIN and barcodes are not just random numbers – they are the key to getting your items correctly listed on the marketplace. Many new sellers struggle to understand these requirements, resulting in rejected product listings, delays and lost sales.
This guide provides everything you need to know about Amazon UPC codes, GTIN numbers and how to handle barcode issues. We review Amazon’s requirements for product identification and explain the process for selling on Amazon – even when your products do not have standard codes.
Before we dive into the specific requirements on Amazon, it is important to understand these basic concepts:
On Amazon, some form of GTIN is usually required to create a product listing. For European sellers, this typically means EAN-13 codes, while American products most often use UPC codes. These codes help Amazon organise their catalogue and ensure that identical products are correctly grouped together.
Amazon handles millions of products from countless sellers worldwide. Without a standardised identification system, their marketplace would quickly become flooded with duplicate listings, incorrect product descriptions and confused customers. UPC codes for Amazon act as the product’s ‘fingerprint’, enabling the platform to:
As a seller, this means you generally need a valid UPC code or another GTIN for each product you wish to sell on Amazon. This is particularly important when you use Amazon Seller Central to create new product listings.
The process for adding a UPC to an Amazon listing is relatively straightforward once you have the correct code. Follow these steps to create a new product listing with a UPC code:
It is crucial to note that the UPC code must be registered with GS1 (the official organisation that issues GTIN numbers) and linked to your brand. Amazon verifies this information and may remove listings or suspend accounts if discrepancies are found.
When acquiring UPC codes for Amazon, there are important considerations. Amazon has tightened its policy on product identifiers and now only accepts codes purchased directly from GS1, the official global administrator of the UPC system.
How to buy legitimate UPC codes for Amazon:
It may be tempting to save money by purchasing cheap UPC codes from third parties, but this short-term saving can be costly. Amazon often rejects such codes, which can result in:
Investing in legitimate UPC codes from GS1 is therefore an essential part of a long-term Amazon strategy, especially if you plan to build a serious brand on the platform.
Although Amazon usually requires GTIN numbers for all products, there are situations where a seller cannot obtain a valid code. This may be the case for handmade products, private label goods without UPC codes, or older products where the manufacturer no longer exists. In such cases, an Amazon GTIN exemption may be the solution.
To qualify for a GTIN exemption, your product must meet at least one of the following conditions:
How to apply for an Amazon GTIN exemption:
Amazon reviews each GTIN exemption individually, and approval is not guaranteed. Be as thorough and precise as possible in your application. If approved, you will receive an Amazon-generated identification number, which you can use to create your product listings instead of a UPC code.
Even with correct barcodes, challenges can arise when selling on Amazon. Here are some of the most common problems and their solutions:
This problem typically occurs when a seller tries to list a product under an existing listing, but the UPC code does not match Amazon’s database. This can happen if incorrect digits are entered or if the product has been updated with a new code.
Solution: Always double-check the UPC code on the physical product and ensure it matches exactly with the code in Seller Central. When selling other brands’ products, always use the original UPC code – never a self-generated one.
Error messages about duplicate UPC codes can occur when:
Solution: First, search for the product on Amazon to see if it already exists. If so, it is better to sell on the existing listing. If you have used invalid codes, invest in legitimate GS1 codes. For actual conflicts, contact GS1 for assistance.
If you use Amazon FBA, your product barcodes must be high quality and easy to scan. Problems with barcode quality can lead to delays and extra fees in Amazon’s warehouses.
Solution: Ensure barcodes are printed in high resolution on a matt, non-reflective surface. Place the barcode on a flat part of the packaging and always test with a scanner before shipping to Amazon.
Different product categories on Amazon may have specific identifier requirements. For example, books require ISBN numbers, while electronics typically require UPC or EAN codes.
Solution: Check the specific requirements for your product category in Seller Central’s help sections before creating listings. This saves time and reduces the risk of rejection.
Correct UPC codes are not just about meeting Amazon’s requirements – they can also improve your listings’ visibility and performance. Here is how you can leverage this in your Amazon SEO strategy:
Amazon uses product identifiers to categorise items correctly. With legitimate UPC codes, the platform can more easily place your products in the right categories and search results, which can drive more organic traffic to your listings.
Ensure that your UPC codes are linked to accurate product information in the GS1 database, as Amazon often retrieves additional product data from there to enhance listings.
Accurate product identifiers ensure your items are not confused with similar but different products. This reduces the risk of customers receiving the wrong item, which can lead to negative reviews and returns.
Use this as part of your overall customer satisfaction strategy, which is crucial for success on Amazon.
With correct UPC codes, Amazon can provide more accurate data on how your products perform compared to competitors. This gives valuable insight for adjusting your Amazon advertising and pricing strategies.
Use this data to identify opportunities for improvement and optimise your ads for better conversion rates.
Investing in legitimate GS1-registered UPC codes gives you ownership of your product identifiers. This is important not only for Amazon but for any sales channels you may wish to expand into in the future.
Many sellers find it more cost-effective to implement correct UPC codes from the start, rather than dealing with invalid code issues later on.
Amazon’s requirements for product identifiers can be complex, especially for new sellers or businesses with large product catalogues. Working with Amazon consultants can provide significant advantages:
Investing in professional advice can often pay for itself many times over through fewer problems, faster product launches and better sales opportunities on Amazon.
Different product categories on Amazon may have specific requirements for product identifiers. Here is an overview of the most important categories and their particular UPC/GTIN requirements:
These categories typically use specialised identifiers:
For older titles released before these standards, a GTIN exemption may be necessary.
Electronics almost always require standardised UPC or EAN codes. Amazon is particularly strict on verification in this category due to the high risk of counterfeit items.
Note that electronic accessories such as cables, adapters and covers must also have their own unique UPC codes, even if designed for specific devices.
Clothing and fashion accessories often have variants (sizes, colours), which can complicate UPC requirements:
In these cases, an Amazon GTIN exemption may be relevant, especially for smaller designers and private label brands.
Handmade goods often qualify for a GTIN exemption. Amazon recognises that individual artisans and smaller producers do not always have the opportunity to register UPC codes for every unique creation.
When applying for an exemption for handmade products, it is important to document the manufacturing process and include photos of your work.
A successful GTIN exemption can be crucial for getting your products on Amazon if you do not have legitimate UPC codes. Here is a detailed explanation of the process and tips to improve your chances of approval:
Before you start the Amazon GTIN exemption process, you should:
The better prepared you are, the greater the chance your application will be approved first time.
Follow these detailed steps to apply for a GTIN exemption:
Amazon typically processes applications within 1-3 days, but it may take longer during busy periods.
If your GTIN exemption is rejected, it may be due to:
If rejected, you should carefully review Amazon’s reasoning and address these issues before applying again.
When your Amazon GTIN exemption is approved:
Note that exemptions are usually valid for a specific combination of brand and category. If you wish to sell other product types under the same brand or the same product type under another brand, you may need to apply for additional exemptions.
Amazon operates in global markets, and the requirements for product identifiers can vary from country to country. Here’s what you should be aware of when trading internationally on Amazon:
In the USA, Amazon primarily uses UPC codes (12 digits) as the standard product identifier. These are issued by GS1 US.
Canadian and Mexican markets accept both UPC and EAN codes, but UPC is still the most common in these markets.
On European Amazon marketplaces, EAN-13 (European Article Number, 13 digits) is the preferred product identifier. These are issued by local GS1 organizations such as GS1 UK, GS1 Germany, etc.
If you already have UPC codes for your products, these can usually still be used on European Amazon markets, as Amazon can convert between the different formats.
Japan uses JAN (Japanese Article Number) codes, which are structurally similar to EAN codes.
India follows the EAN-13 standard but also has local variations and may accept a wider range of identifiers.
If you plan to sell on multiple international Amazon marketplaces, you should consider:
The most streamlined approach is to invest in GS1-issued GTIN numbers, as these are internationally recognized and will reduce issues when selling across Amazon’s global marketplaces.
How do Amazon’s UPC requirements differ from other e-commerce platforms? This is important to understand if you sell on multiple channels:
eBay has less strict requirements for product identifiers compared to Amazon:
This makes eBay more flexible for sellers of unique or handmade products, but also results in less structured product data.
Walmart Marketplace has similar requirements to Amazon:
Sellers who already meet Amazon’s UPC requirements will normally also be able to comply with Walmart’s.
With your own webshop, you have full control over product identification:
However, it is still good practice to use standardised GTIN numbers, even on your own webshop, to facilitate integration with suppliers, inventory management systems and other sales channels.
If you sell on multiple platforms, the most effective approach is:
This approach ensures maximum compatibility and minimises listing problems across different marketplaces.
Here we answer some of the most common questions about UPC codes and GTIN numbers for Amazon sellers:
No, each unique product variant (colour, size, style, etc.) must have its own unique UPC code. Amazon treats each variant as a separate product, and using the same code for multiple variants can result in listing issues and potential account suspension.
The price for legitimate UPC codes from GS1 varies depending on the number of products and your national GS1 organisation. Typically, this involves:
Although investing in official GS1 codes may seem significant, it is a necessary expense for professional e-commerce and protects your business in the long term.
Amazon typically processes GTIN exemption applications within 1-3 working days. During busy periods or for complex applications, it can take up to a week. Ensure your application is complete and includes all required documentation to avoid delays.
Amazon technically only accepts UPC codes issued by GS1. Using unofficial codes from third-party providers involves significant risks:
To protect your Amazon business in the long term, it is strongly recommended to invest in legitimate GS1-issued codes.
No, even if a product is discontinued, its UPC code should not be reused for a new product. UPC codes are permanent product identifiers. Reusing codes can lead to confusion in Amazon’s system and potentially incorrect linking of product data.
A strategic approach to product identifiers can give your Amazon business a competitive advantage. Here are some strategies to optimise your use of UPC codes:
If you plan to expand your product range over time:
This approach can save you hassle later when your product line grows and you need to manage a larger catalogue on Amazon.
For private label sellers, there are special considerations:
Private label sellers who invest in correct product identification from the start typically have fewer listing issues and better long-term success on Amazon.
When selling product bundles or sets on Amazon:
Correct handling of product identifiers for bundles can help you avoid confusion and listing issues.
For global Amazon trading:
This international approach ensures you can expand into new Amazon markets without having to restructure your product identification strategy.
Amazon is constantly developing its systems for product identification. Here are some trends and future developments that sellers should be aware of:
Amazon is becoming increasingly stringent with UPC code validation. Going forward, we can expect:
Sellers already using legitimate GS1-issued codes will be well positioned in this stricter environment.
New technologies are transforming product identification:
Although UPC codes will remain the standard for the foreseeable future, forward-thinking Amazon sellers should keep an eye on these technological advancements.
As e-commerce becomes more omnichannel, product identification systems will likely become more integrated:
This development highlights the importance of investing in legitimate, standardised product identifiers from the start.
Correct management of UPC codes, GTIN numbers and barcodes is crucial for your success as an Amazon seller. Here are the key takeaways:
By following these guidelines, you can successfully navigate Amazon’s complex world of product identifiers and focus on growing your business on the platform.
If you find the UPC and GTIN requirements overwhelming, or if you encounter recurring issues, it may be worth considering professional assistance from specialised Amazon consultants to ensure your product strategy is optimised for success.
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