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