Walmart Marketplace requires a valid GTIN — usually a UPC (12-digit) or EAN (13-digit) — for most products. Codes must be authentic and unique. Brands without barcodes can apply for a GTIN exemption through Walmart Seller Center.
Does Walmart Marketplace Require a Barcode?
Yes. To create most listings on Walmart Marketplace you must supply a valid GTIN (Global Trade Item Number). In everyday terms, that means a genuine UPC or EAN that correctly resolves to your product. Walmart actively verifies product identifiers, so codes that are recycled, malformed, or already in use elsewhere will cause your listing to be rejected.
Walmart holds catalog quality to a high standard because accurate identifiers are what let the marketplace match offers, prevent duplicate listings, and keep product data clean for shoppers.
Accepted Identifier Types
Walmart accepts the standard family of GTINs. The right one depends on what you are selling.
| Identifier | Digits | Notes |
|---|---|---|
| UPC | 12 | Standard in US & Canada |
| EAN | 13 | Global standard |
| GTIN-14 | 14 | Cases / multipacks |
| ISBN | 10 or 13 | Books only |
Why Your Codes Must Be Authentic
Walmart, like Amazon, checks the identifiers you submit. If a code does not validate or appears to belong to a different product, the listing fails. This is why extremely cheap or ‘free’ barcodes are risky — many are recycled and will not pass verification.
Before you list, it is smart to confirm each code is well-formed using our free barcode validator, which runs the same check-digit math that marketplaces use. Then make sure each code has never been assigned to another product.
Walmart GTIN Exemptions
If your brand genuinely has no barcodes — for example, you sell handmade or private-label products that you manufacture yourself — Walmart offers a GTIN exemption and brand-gating process through Seller Center. You apply, and if approved you can list without a standard GTIN.
However, most third-party sellers find it faster and simpler to buy compliant codes than to navigate the exemption process. An exemption makes sense mainly for established brands with their own catalog and no existing barcodes.
How to Get Walmart-Compliant Barcodes
The process is straightforward: count your products and variants, buy one authentic and unique UPC or EAN for each, validate them, and enter them when creating your Walmart listings. Because codes are a one-time purchase with no renewal fees, you can buy exactly what you need.
Pick the package closest to your count from our barcode shop and you will be ready to list on Walmart in minutes.
Frequently Asked Questions
Does Walmart require GS1 barcodes specifically?
Walmart requires valid, unique GTINs. The key requirement is that the code is authentic and resolves correctly — not recycled or fabricated.
Can I use the same barcode on Walmart and Amazon?
Yes. A UPC is universal, so the same unique code identifies your product on Walmart, Amazon, eBay, and other channels.
What happens if my Walmart barcode is invalid?
Your listing will be rejected or suppressed. Replace it with a valid, unique code and resubmit, or apply for a GTIN exemption if eligible.
Need Barcodes for Your Products?
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