When you create your first product on Amazon you run into a mandatory field: the GTIN (the number behind an EAN or UPC barcode). If you don't fill it in, you can't publish. But there is a way to sell without that code: the GTIN exemption. In this guide we explain exactly what it is, who can request it, how to apply step by step and, above all, when the exemption is worth it and when buying a code is faster and safer.
What is the Amazon GTIN exemption?
The GTIN exemption is a permission granted by Amazon to publish a product without entering a barcode. Instead of the GTIN, Amazon internally assigns an identifier (ASIN) based on the brand and the product data. It's designed for cases where the product, legitimately, does not and cannot have an official barcode: handmade products without a registered trademark, spare parts, bundles or certain own-brand items.
It's important to understand that the exemption is not a universal shortcut: Amazon reviews it case by case, may ask you for photographs and documentation, and denies it if it believes the product should carry a GTIN. That's why, for many sellers, getting the exemption ends up being slower than buying an EAN and starting to sell the same day.
Who can request the GTIN exemption?
Amazon mainly allows the exemption in these situations:
- Own brand without barcodes. You manufacture or sell under your own brand and haven't purchased GTINs for your products. This usually requires being enrolled in Amazon Brand Registry.
- Unbranded (generic) products. Items sold as "generic" with no associated branded manufacturer.
- Parts and spares. Replacement parts for automotive, electronics or machinery that the manufacturer does not identify with a GTIN.
- Packs or bundles you create. You combine several products into a new lot that doesn't exist as such in any database.
If your case doesn't fit any of these — for example, you resell products from other brands — Amazon will normally require the manufacturer's GTIN or a valid code.
How to request the GTIN exemption step by step
The process is done from Seller Central and, broadly speaking, works like this:
- Go to Seller Central → Catalogue → Apply for a GTIN exemption.
- Select the product category and enter the brand name (or "Generic" if it has no brand).
- Click Check eligibility. Amazon will tell you whether that combination of category and brand can qualify for the exemption.
- Upload the evidence it asks for: usually between 2 and 9 images of the product and its packaging from several angles, showing (or showing the absence of) the brand and code. Sometimes they ask for a letter from the manufacturer.
- Submit the request and wait for the review. The response usually takes from a few hours to several days.
- If it's granted, you can now create the listing without a GTIN. If it's denied, you'll have to correct the evidence or use a barcode.
Limitations and common problems with the exemption
The exemption sounds good on paper, but in practice it causes plenty of headaches. These are the problems sellers report most often:
- Denials over the photos. If Amazon detects a visible brand, or the images aren't sharp or on a white background, it rejects the request.
- Brand Registry requirement. For an own brand, you often need to have the trademark registered (a process that costs money and months), which makes it unfeasible for someone just starting out.
- It only covers that channel. The exemption works for Amazon; if tomorrow you want to sell on eBay, AliExpress or Shopify, those sites will still ask you for a barcode.
- Wasted time. Between preparing photos, checking eligibility and waiting for reviews, it can take you days to start selling.
GTIN exemption or buying an EAN code: which is best for you?
There's no single answer, but this table helps you decide quickly:
| GTIN exemption | Buying an EAN | |
|---|---|---|
| Cost | Free (but with requirements) | From €3.98 · one-off payment |
| Time until you can publish | From hours to days | Immediate (minutes) |
| Requires Brand Registry | Often yes | No |
| Works outside Amazon | No | Yes (eBay, Shopify, Google…) |
| Risk of denial | Yes (photos, brand) | No |
In short: if you have a registered trademark and you're only going to sell on Amazon, the exemption can save you the cost of the code. If you don't yet have your trademark registered, want to publish today or plan to sell on other marketplaces too, buying an EAN-13 is usually the fastest and cheapest option: for a few euros, a one-off payment with no annual fees, you skip the whole exemption process.
Reminder: which code Amazon asks for
When you don't use the exemption, Amazon accepts as a GTIN either an EAN-13 (the standard in Europe, 13 digits) or a UPC-A (12 digits, common in the US). Both are official codes issued from the GS1 database. You can check whether a code is valid with our free EAN-13 verifier before uploading it. If you want to dig deeper, we have a complete guide on barcodes for Amazon and another on how to upload products to Amazon with your EAN.
Frequently asked questions
Is the GTIN exemption free?
Yes, requesting it is free. But it often requires having your trademark registered (Brand Registry), which does cost money and time, and it can be denied.
Can I sell on Amazon without a barcode?
Yes, if Amazon grants you the GTIN exemption for that category and brand. If it isn't granted, you'll need a valid EAN or UPC.
How long does Amazon take to approve the exemption?
It depends on the case: from a few hours to several days, and it may ask you for more evidence along the way. Buying an EAN is immediate.
Does the exemption work for selling on other sites?
No. It only applies to Amazon. For eBay, AliExpress, Shopify or Google Shopping you'll need your own barcode.
Is it legal to use an EAN bought from a reseller on Amazon?
Yes, as long as it's an official EAN-13 issued from the GS1 database. Bear in mind that for Amazon Brand Registry or large retailers that require the code to be bought directly from GS1 under your brand's name, it's worth checking first.
Start selling today
If the exemption is getting complicated or you simply want to publish now, buying your code takes just minutes. At EAN CODA we sell official EAN-13 codes with a one-off payment, no annual fees and immediate delivery by email. Get your EAN code from €3.98 and upload your product to Amazon today.