You don’t need a registered brand to start selling on Amazon. Here’s how barcodes fit in when you’re not brand-registered.
Listing as generic
For unbranded items, Amazon often lets you set the brand to ‘Generic’. You still typically need a valid GTIN to create the listing.
A genuine, unique barcode satisfies that requirement.
When you need a GTIN exemption
If your product genuinely has no manufacturer barcode and you can’t get one, you may apply for a GTIN exemption in eligible categories.
Otherwise, a standard UPC/EAN is the simpler route.
Reselling existing products
If you resell a product that already has a listing, you join the existing listing rather than supplying a new barcode.
For brand-new products you create, supply your own unique GTIN.
Frequently Asked Questions
Can I sell on Amazon without a brand?
Yes — as generic, though most categories still need a valid GTIN.
What’s a GTIN exemption?
Permission to list without a barcode in eligible categories when you genuinely have none.
Do I need a new barcode to resell?
No — you join the existing listing for products already catalogued.
Need genuine barcodes? Get ready-to-use UPC & EAN numbers with images at GoodUPC.