Guide to Listing a Product on Amazon without a GTIN/UPC

Amazon sellers need to use Amazon FBA barcodes on their products to easily identify them. These are mostly GTINs or UPCs. Using an Amazon FBA barcode is also good for your inventory. It can help you have a smoother product fulfillment process, especially if you offer multiple types of products and thousands of regular customers.

One of the Amazon FBA barcodes requirements is placing the codes in the retail packaging of your product, or sometimes on the product itself, depending on the kind of products you are offering.

While having a barcode is is a general requirement for listing on Amazon, there are some exceptions. And there are situations when sellers may want to sell products without a GTIN or UPC. In this article we go through scenarios where this may be the case and explain how this it can be achieved.

Do You Really Need a GTIN or UPC to Sell on Amazon?

The short answer: usually yes, but sometimes the answer can be ‘no’. Knowing when you can get around the requirement can help sellers save money on barcodes that they don’t actually need.

As a basic fundamental, it’s important to understand that Amazon’s catalog is built around product identifiers like GTINs (Global Trade Item Numbers), UPCs, EANs, ISBNs, and JAN codes. This helps Amazon to ensure that the same product get listed only once and that competing sellers that offer the same product get grouped under the same Amazon ASIN. So really, unique product identifiers are the backbone of the Amazon product architecture.

In most categories, when you create a new listing, Amazon expects you to fill the Product ID field with one of these identifiers. If you’re selling a standard branded item that already has a barcode on the packaging, you’ll usually just enter that code and you are good to go. 

However, there are important exceptions where you can legitimately list an item on Amazon without buying your own GTIN or UPC:

So before you rush off to buy barcodes, be aware that there are scenarios where you can list a product on without a GTIN or UPC – by following Amazon’s exemption process.

If you don’t need to buy a UPC or GTIN, that obviously helps you save costs and also speeds up the process of listing on Amazon.

When You Can List Without a GTIN: Understanding Amazon’s GTIN Exemption

If your product doesn’t already have a barcode, or if you’re building a new private label brand, Amazon’s GTIN exemptions are the official way to list without a GTIN or UPC.

You’re typically eligible to apply for a GTIN exemption if:

• You manufacture or own a private label brand and your products don’t yet have GTINs on the packaging.
• You sell handmade products that wouldn’t normally carry a UPC: Think one-off or small-batch items. This could be handmade jewelry, or pieces of art.
• You sell parts or accessories (e.g., certain automotive or phone accessories) where manufacturers don’t provide GTINs.
• You sell generic products with no brand name printed on the packaging.
• You want to list bundles (e.g., a gift set combining multiple products) that don’t have a single pre-assigned barcode.

There are also cases where Amazon will not entertain an exemption:

• Products in categories that always require GTINs (such as many media categories and specific sensitive niches).
• Major brands that Amazon explicitly lists as “GTIN required.” In those cases, you either list against the existing ASIN, or you acquire valid, GS1-recognized barcodes.

If you qualify, GTIN exemption is powerful because it removes the need to purchase barcodes for each SKU. Instead, Amazon relies on your brand/category combination and FNSKU barcodes (Amazon’s own inventory identifiers) to manage your stock.

Step-by-Step: How to Apply for a GTIN Exemption in Seller Central

The GTIN exemption process may seem intimidating, but if you follow our step-by-step guide it’s manageable”

To get started:

1. Navigate to the GTIN exemption form within Seller Central

• Log in to Seller Central.
• In the search bar at the top, type “Apply for GTIN exemption” and open the help page or direct application link.
• Click through to the application form.

2. Choose your marketplace, category, and brand

Amazon will ask you to specify:

• The marketplace (e.g., Amazon.com for US sellers).
• The product category you want to list under.
• The brand name that will appear on your listings.

If your product truly has no brand printed on the packaging, you can use “Generic”. Amazon explicitly allows this in appropriate cases to create an Amazon Product Listing without GTIN/UPC . If you sell a private label product, use your actual brand name as it appears on the packaging or product.

3. Check eligibility

Once you fill in category and brand, click “Check for eligibility.”

Three common outcomes:

• Your brand/category combination is not eligible for exemption (common for major brands). In that case, you’ll need valid GTINs to list new ASINs.
• You’re automatically approved when using Generic in certain categories.
• You’re conditionally eligible and must submit proof that your product has no GTIN on the packaging.

4. Submit proof for your products

If Amazon requests proof, they’ll ask you to provide:

• The product name(s) you want to list.
• Clear photos of the product and all sides of the packaging, showing there is no GTIN/UPC/EAN/ISBN printed anywhere.
• In some scenarios, a letter from the manufacturer or brand owner might be requested, especially if you’re not the brand owner yourself.

Treat this like a small product photoshoot. Make sure images are sharp and well-lit, with the surfaces where a barcode would normally appear clearly visible.

5. Wait for approval and track your case

After submitting, Amazon usually responds within a matter of hours to a couple of days. You’ll receive an email with the result, and you can also check the status in your Case Log inside Seller Central. 

If approved, the exemption is tied to that specific brand + category combination. That means:

• You can list multiple SKUs under the same brand and category without needing to re-apply every time.
• If you want to list in a different category or under a different brand, you’ll need to apply again.

The first application always takes the longest because you’re learning the system. After that, it becomes just another part of your listing workflow.

Creating and Labeling Listings After GTIN Exemption Approval

Getting the GTIN exemption is only half the story. The next question is: “Once I got approval, how do I actually create an Amazon listing and manage inventory without a UPC/GTIN?”

The good news: the listing flow in Seller Central barely changes when creating an Amazon Product Listing without GTIN/UPC compared to how you would normally list a new product.

1. Create the listing without entering a Product ID

When you create a new product listing in the approved category:

• Choose “I’m adding a product not sold on Amazon”.
• Fill in your brand name exactly as used in the exemption (or “Generic” if that’s what you used).
• When you reach the Product ID field, select the option reflecting that you’re using a GTIN exemption. In many cases, Amazon will auto-populate and skip the standard requirement, since your brand/category combo is already flagged as exempt. Jungle Scout+2zonguru.com+2

You still need to complete all the regular listing details: title, bullets, description, images, keywords, and so on. The only thing that changes is how Amazon identifies the product behind the scenes.

2. Use FNSKU as your operational barcode

Even if you don’t have a GTIN or UPC, Amazon still needs a scannable identifier to track your inventory. This is where FNSKU barcodes come in.

• The FNSKU is Amazon’s internal stock keeping unit that ties inventory directly to your seller account, even if the product is identical to another seller’s. SellerMetrics+2Jungle Scout+2
• When you create or convert a listing for FBA, Amazon generates an FNSKU for each SKU/ASIN combination.
• You can either print FNSKU labels yourself and apply them to each unit, or pay Amazon a per-unit fee to label products for you at the fulfillment center.

For GTIN-exempt products, the FNSKU label becomes the primary barcode for Amazon’s fulfillment network. You typically:

• Cover any rogue or incorrect barcodes on the packaging (if they exist).
• Ensure the FNSKU is clearly visible and scannable on every unit.

From a warehouse perspective, it doesn’t matter whether your product started life with a GS1 UPC or a GTIN exemption. Once it’s in FBA, the FNSKU is what tells Amazon “this belongs to your account.”

3. Remember that exemption doesn’t change customer-facing SEO

Listing without a GTIN or UPC doesn’t affect how customers discover your product. You still need:

• Strong keyword research
• Clear, benefit-driven titles and bullets
• High-quality images and A+ content
• Reviews and PPC traffic to generate momentum

GTIN exemption is a catalog and logistics tool, not a marketing shortcut. The same rules of Amazon SEO and PPC performance still apply.

Overview of Types of Barcodes Generally Needed for the Amazon FBA Seller

There are different types of FBA labels, but the two main kinds are universal product codes and organization codes. Nearly all products worldwide use universal product codes. These are not for a specific company. On the other hand, organization codes are specific to a certain company, such as Amazon.

Universal product codes have several subtypes. These include the UPC, ISBN, EAN, IAN, GTIN, and PZN. The different types of organization codes they use in Amazon are ASIN, GCID, and FNSKU. These product codes are the types you have to choose when you are setting up your Amazon listing.

UPC

The Universal Product Code, or UPC, has a 12-digit code unique for a specific product. A UPC is a unique sequence of black bars that can be detected by machines for easier processing. You use UPC most often in the United States and Canada. You can purchase UPC codes from GS1, an organization assigned to identify different retail products around the globe.

If you are selling your own product, whether manufactured or self-created, you can obtain a GS1 Company Prefix certificate. This makes the Amazon FBA GS1 barcode unique to your product. This means it automatically identifies that a product is your own. The price of each code varies depending on the number of UPC codes you need.

If you are reselling branded products, the code is already in Amazon’s listings. On the other hand, if you are a distributor of products from a wholesaler, you have to obtain the product code from the wholesaler.

EAN

The EAN, or European Article Number, is a particular type of Global Trade Item Number (or GTIN). It is either an 8-digit code or a 13-digit code. Most countries use this except the United States and Canada. The other term for EAN is IAN, which means International Article Number. Each section of the code identifies the country code, the company, and the article number for the specific product. Similar to UPC, an EAN code also need a GS1 prefix certificate.

GTIN

GTIN stands for Global Trade Item Number. This is a common term for most major kinds of a barcode. Nearly every country in the world recognizes GTIN. You can use the GTIN to identify the name of retailer or manufacturers of a product. This is an 100% mandatory Amazon FBA barcode, because if you are selling any product you require a GTIN for it.

ASIN

The ASIN or Amazon Standard Identification Number is an example of an organization code. ASINs are made specifically for a company. ASINs are automatically assigned a listing on Amazon, and you can’t change the ASIN. The code is alpha-numeric. This means that it contains both letters and numbers, and it consists of 10 characters. For book offerings, the counterpart for ASIN is the ISBN or the International Standard Book Number. Customers can also use the ASIN to find a specific product in the Amazon e-commerce platform.

GCID

GCID stands for Global Catalogue Identifier. Unlike other universal product identifiers, Amazon auto-generates the GCID once you put the other product information in your listing. The GCID has a 16-character alphanumeric code. The difference of GCID from other barcodes is that it is directly related to a product and not the listing.

FNSKU

FNSKU stands for Fulfillment Network Stock Keeping Unit. Amazon assigns when you ship your product to its fulfillment centers. Shipping your products to the Amazon fulfillment center means that Amazon will be in charge of the delivery of your products. Each product that goes through the company’s fulfillment center needs the FNSKU code. You can attach this code to your product on your own before shipping them to the fulfillment center, or you can also pay Amazon to do the job for you. The company usually charges $0.20 for each product.

These are FBA barcodes, which means Amazon fulfills the products. But merchants can still use FBM, which allows them to ship their own products. Using FBM, products are not processed in an Amazon Fulfillment Center, they go directly to the customer.

Other Barcodes

There are other types of barcodes that are less likely to be used in Amazon, but are still an option for Amazon sellers. These barcodes include:

PZN

PZN stands for Pharma-Zentral-Nummer, these codes are used to identify medicines in Germany.

JAN

JAN or Japanese Article Number is another term for EAN-13, but JAN is only used in Japan. The first two digits in the barcode are the country codes, and for Japan, it is either 45 or 49.

Why are Amazon FBA Barcodes Important?

As mentioned above, an Amazon FBA barcode can help you identify products and manage your inventory in a more organized way. Amazon handles a large volume of product listings, and to make the fulfillment process a lot more efficient, they have set Amazon FBA barcodes requirements for each item that their sellers offer. By assigning barcodes, Amazon will be able to identify which ones are your products, and which ones are from other merchants. These barcodes are most essential and beneficial to merchants who offer similar products.

Apart from making the fulfillment processes more efficient, Amazon FBA barcodes also help customers report if they have problems on the items they received. These codes could help customers identify the merchant, the manufacturer, and even the fulfillment center that handled the product they ordered. The barcode is like a history tab for your web browser. It contains almost every information about the product related to the supply chain.

Final Thoughts

Amazon FBA barcodes do not only help you make your inventory more organized, they also make the process a lot faster as these codes can be automatically scanned by machines. If you want to become a merchant on Amazon or any other e-commerce platform, it’s essential to be familiar with these codes and analyze which ones suit the type of products you have.

FAQ: Amazon Product Listing without GTIN/UPC