Product UPCs and GTIN Product choices and buyer satisfaction play an important role in Amazon’s success. Sellers that offer industry-standard product identifiers in their listings improve the overall quality of the Amazon catalog. From Books to Hand Tools, increasing confidence in the assortment in the Amazon catalog allows us to provide customers with a quality experience.
In most categories, sellers must use product identifiers to create new product pages and listings. While EAN or UPC are commonly used, the specific GTIN (Global Trade Item Number) required for product page creation and matching varies from category to category. The requirements for each category, including exceptions and exemptions where available, are summarized in the table on the Summary of category requirements for Product numbers page. Product UPCs and GTIN
Product UPCs and GTINs Instructions
In most categories, sellers are required to use a Global Trade Identification Number (GTIN), such as an EAN, UPC, or ISBN, as a product identifier when creating new product pages or matching existing pages in the Amazon catalog.
Sellers must use the correct product identifier for the product they are listing. Sellers are prohibited from using incorrect item number information, including incorrect or purchased EAN/UPC codes. This may result in suspension of your seller account. Product UPCs and GTIN
In non-media categories, brand owners can request to use a GCID (Global Catalog Number) instead of EAN/UPC and GTIN by signing up for the Amazon Brand Registry program.
For brands that do not have a verifiable barcode, vendors can request an EAN/UPC exemption. The requirements for these exclusions may vary from category to category or for different types of products within the same category.
In some categories, sellers may list products that do not have a product identifier. For rare or collectible items, the manufacturer’s model and part number may also be acceptable instead of the EAN/UPC.
Certain products are not permitted under any circumstances to appear on the Amazon website. In the Restricted Products section, information is given about prohibited and permitted products.
We verify the accuracy of product identifiers by checking the GS1 database. EANs/UPCs that do not match the information provided by GS1 are considered invalid. We recommend obtaining your product identifiers directly from GS1 (rather than third parties selling EAN/UPC licenses) to ensure correct information is in the GS1 database.