Amazon Seller Dictionary
This dictionary is designed to help Amazon sellers quickly understand the most important terms used inside Amazon’s ecosystem.
GTIN
GTIN (Global Trade Item Number) is a unique product identifier like UPC or EAN required by Amazon for most listings to ensure accurate cataloging and prevent duplicates.
What is a GTIN?
A GTIN is a globally unique code (usually a 12-digit UPC or 13-digit EAN) that identifies a specific product variant. Amazon requires valid, brand-registered GTINs from GS1 for most categories to create and maintain accurate product listings.
Why Amazon Requires GTINs
- Prevents duplicate listings and catalog confusion
- Ensures accurate product matching across sellers
- Required for Brand Registry enrollment in most cases
- Protects against counterfeit and policy-violating listings
- Improves overall search and shopping experience
GTIN Exemptions – When You Can Skip It
Private-label brands, handmade items, and certain categories can apply for a GTIN exemption through Seller Central if you meet Amazon's criteria (often tied to Brand Registry or custom packaging proof).
Best Practices for GTIN Compliance
- Always purchase GS1-issued GTINs for long-term brand protection
- Avoid cheap reseller barcodes – they often lead to suspensions
- Apply for exemption early if you're private label or handmade
- Double-check category-specific rules before listing
- Keep documentation ready for Brand Registry applications