How do I apply for a GTIN exemption on Amazon?
You apply for a GTIN exemption inside the Add Products flow in Seller Central. Start a new listing for a product not yet sold on Amazon, enter the product name, category and brand, tick that you do not have a product ID, and an option to apply for the exemption appears if one is needed. You then upload real photos of the product and packaging showing the brand and no barcode. Amazon staff say the decision is emailed within 48 hours. Once approved, you list that brand in that category with the product ID left blank.
Amazon's old standalone exemption page has not been available for some time, so older guides that link to it no longer work. This guide follows the current process.
What is a GTIN exemption?
A GTIN (Global Trade Item Number) is the number behind a UPC, EAN, JAN or ISBN barcode. Most Amazon categories require one to create a listing. A GTIN exemption lets you list products whose brand does not supply barcodes. Amazon's help page says you might be eligible if the brand does not supply barcodes, such as private label or handmade products, and that exemptions are not available for brands that already provide GS1-approved barcodes.
Who qualifies for a GTIN exemption?
| Situation | Usually eligible? | Notes |
|---|---|---|
| Your own private label brand with no barcodes | Yes | The brand must be printed on the product or packaging |
| Handmade products | Yes | Same photo requirements apply |
| Unbranded or generic products | Yes | Tick that the product has no brand name |
| Bundles of different products | Often | Seller guidance commonly lists bundles; check the form for your category |
| Another brand's product with no barcode | Sometimes | Expect to need a letter from the brand owner or manufacturer |
| Products that already carry a GS1 barcode | No | List with the existing barcode instead |
| Brands Amazon requires a GTIN for | No | Amazon maintains a list of brands that must use GTINs |
Do I need a GTIN exemption if I have Brand Registry?
Usually yes. Some blogs say Brand Registry removes the need for a barcode, but an Amazon staff member has stated on the Seller Forums that even if you are registered in Brand Registry, you would still need to apply for a GTIN exemption. Brand Registry and the exemption are separate approvals.
What you need before you apply
- Your exact brand name, spelled exactly as on the product and packaging.
- The correct category and product type. If the category is restricted, you also need category approval.
- 2 to 9 real photos showing all sides of the product and its packaging. Amazon staff describe photos of the product held in hand or placed on a table.
- Permanent branding visible in the photos: printed, embossed or sewn on, not a sticker added for the photo.
- No barcode on the product or packaging. If there is a GS1 barcode, you do not qualify.
- A brand letter if you are not the brand owner.
How to apply for a GTIN exemption, step by step
Start a new product listing
In Seller Central, go to Catalog > Add Products and choose the option for a product that is not sold on Amazon (Amazon staff describe it as "I'm adding a product not sold on Amazon").
Enter the product name, category and product type
Choose the most specific correct category. The exemption is approved for a brand in a category, so a wrong category means applying again later.
Enter the brand, or mark it as unbranded
Type your brand exactly as it appears on the product. For truly unbranded items and some bundles, tick the box saying the product does not have a brand name.
Tick that you do not have a product ID
Select "I don't have a product ID" and continue. If an exemption is required, Amazon shows an option to apply (Amazon staff have described it as Apply for GTIN Exemption or Apply to sell). If the product is not eligible, you will not be able to continue.
Upload photos and any supporting letter, then submit
Upload the photos described above and, if you are not the brand owner, the letter from the brand or manufacturer. Check that the brand name in the form matches the photos exactly, then submit.
Track the decision
Amazon staff say approval status is emailed within 48 hours, and you can also follow it in your Case Log under Help. Many sellers report faster decisions.
List the product without a product ID
Create the listing using exactly the same brand and category that were approved. Amazon's help page warns that if you use a different case or add characters or spaces, the system will not recognise your exemption. Leave the product ID blank and tick that you do not have one. In spreadsheet uploads, leave the Product ID and Product ID Type columns blank. Some sellers recommend waiting a while after approval before listing, so allow time if the first attempt fails.
What happens after approval?
- Scope: the exemption covers the brand and category you applied for, in the marketplace where you applied. A new category or marketplace needs a new application.
- FBA: label units with Amazon barcodes (FNSKU) as usual.
- Variations: an Amazon staff member suggested creating the parent first and then adding the child items if variations fail.
- Adding a barcode later: Amazon staff say you cannot add or edit a product ID on a listing created under an exemption. If you later buy GS1 barcodes, you need a new listing.
Why GTIN exemptions get rejected, and how to fix it
| Rejection reason | Fix |
|---|---|
| Brand in the form does not match the brand on the product | Re-enter the brand exactly as printed, including spacing and capitalisation |
| Mock-ups, renders or studio-only images | Use real photos of the physical product and packaging |
| Not all sides shown | Add photos of every side of the product and packaging |
| A barcode is visible, or the product has a GS1 barcode | Not eligible; list with the existing barcode |
| Brand is on Amazon's GTIN-required list | Not eligible; you need the brand's barcodes |
| Wrong category | Apply again under the correct category |
| Restricted category not approved | Request category approval first |
If you were approved but Seller Central still asks for a product ID, check that the brand and category match the approval exactly. Sellers have reported this happening even when they do; if so, open a case with Selling Partner Support and include the approval case ID.
Common mistakes
- Applying for a brand that already prints GS1 barcodes on its packaging.
- Using a brand label that is a sticker added for the photos.
- Using "Generic" for a product that shows a brand name.
- Typing the brand slightly differently when listing after approval.
- Following old guides that link to the retired standalone exemption page.
Frequently asked questions
Amazon staff say the decision is emailed within 48 hours, and you can follow it in your Case Log. Many sellers report faster decisions.
There is no longer a separate page. The application appears inside Catalog, Add Products, when you add a product not sold on Amazon and tick that you do not have a product ID.
Usually yes. An Amazon staff member has said that even with Brand Registry you would still need to apply for a GTIN exemption.
Yes, if your product qualifies for a GTIN exemption, such as a private label, handmade or unbranded product whose brand does not supply barcodes.
Only for genuinely unbranded products. Use the option saying the product has no brand name. If the product or packaging shows a brand, list under that brand.
Usually because the brand or category entered does not match the approval exactly. Amazon says a different case or extra spaces stop the exemption being recognised. If they match, open a Selling Partner Support case.
No. Amazon staff say a product ID cannot be added or edited on a listing created under an exemption; you would need to create a new listing with the barcode.
Official Amazon documentation
These pages need you to be signed in to Seller Central:
- List products that do not have a product ID (UPC, EAN, JAN or ISBN)
- Product UPCs and GTINs
- Product ID requirements by category
- Contact Selling Partner Support
Steps in this guide come from Amazon's Seller Central help references and instructions posted by Amazon staff on the Seller Forums. Amazon updates the listing flow from time to time, so if a button label differs in your account, search Seller Central Help for "GTIN exemption".
Launching a Private Label Product?
We handle GTIN exemptions, category approvals and listing creation so your launch is not held up by catalog paperwork.
Request a Free Account Audit