Amazon normally requires a GTIN (such as an EAN or UPC barcode) for each product. Some sellers, especially of private label, handmade or unbranded items, can apply for an exemption.
Who may qualify
- Private label brands whose products do not have barcodes.
- Handmade products.
- Some generic or unbranded products, depending on category.
- Parts and accessories without manufacturer barcodes.
How to apply
- Go to the GTIN exemption page in Seller Central.
- Choose the category and enter the brand name (or “Generic” where allowed).
- Provide product images showing the brand on the product and packaging.
- Submit and wait for approval.
Create clear product photos with our product image maker.
Alternative: buy GS1 barcodes
If you plan to sell on several marketplaces or in retail stores, registering with GS1 India for genuine barcodes is often a better long-term choice.
Internal SKUs
Regardless of barcodes, use consistent SKUs; create them with our SKU generator.
Read Amazon Brand Registry.
Want the full picture? This article is part of Marketplace selling: the complete guide, our in-depth guide with everything in one place.
