The Global Trade Item Number (GTIN) is a required product identifier for selling most items on Amazon. This standardized number is a fundamental component of the platform’s catalog system, serving as a unique digital fingerprint for every product. Amazon enforces the GTIN requirement to maintain the integrity of its vast product database, ensuring each listing accurately corresponds to a single, globally recognized trade item. Sellers must understand this identifier to successfully create new product listings.
Defining the Global Trade Item Number (GTIN)
The Global Trade Item Number is an umbrella term for globally unique product identifiers developed by the international standards organization GS1. GTINs ensure a product is recognized unambiguously across different retailers, countries, and supply chains. These numerical codes can be 8, 12, 13, or 14 digits long. The structure typically includes a Company Prefix, an Item Reference, and a final Check Digit.
The GTIN standard encompasses several established product codes, which are often used interchangeably with the main term. This unification allows for global recognition, even though the specific format may vary based on regional or product type differences.
Universal Product Code (UPC)
The Universal Product Code (UPC) is the GTIN format most commonly used throughout North America, specifically the United States and Canada. This 12-digit identifier is typically encoded into the familiar UPC-A barcode seen on retail products. Amazon often refers to this specific code when requesting a product ID from North American sellers.
European Article Number (EAN)
The European Article Number (EAN), also known as GTIN-13, is the 13-digit standard used predominantly in Europe and most other countries outside of North America. This code serves the same function as the UPC, uniquely identifying retail products for point-of-sale scanning and inventory management.
International Standard Book Number (ISBN)
The International Standard Book Number (ISBN) is a specific type of GTIN reserved exclusively for books and other published materials. ISBNs are 13 digits long and help the publishing industry track and manage different editions and formats globally. Amazon requires this specific identifier when listing any book.
Japanese Article Number (JAN)
The Japanese Article Number (JAN) is the GTIN-13 standard adapted for use within the Japanese market. This 13-digit code is functionally equivalent to the EAN and is required for products sold within Japan.
Why Amazon Requires GTINs for Product Listings
Amazon relies on GTINs to build and maintain its product catalog with accuracy and consistency. By requiring a unique, globally recognized identifier, the marketplace prevents the creation of duplicate detail pages for the same item. This ensures that all offers for a single product are consolidated onto one page, simplifying the shopping experience.
The GTIN is also used for enforcing brand ownership and ensuring product authenticity. Amazon verifies that the brand name entered by a seller matches the brand associated with that GTIN in the global database. This validation helps combat fraudulent listings and prevents unauthorized sellers from hijacking legitimate product pages.
The Official Source for GTINs: GS1
GS1 is the only recognized global authority for issuing authentic Global Trade Item Numbers. When a seller licenses a GTIN, they purchase a unique company prefix from GS1, from which their individual product GTINs are generated. Amazon strictly validates every GTIN against the GS1 database to confirm its authenticity and the rightful ownership of the prefix.
The licensing process can range from a single GTIN to a block of codes under a Company Prefix, depending on the seller’s product volume. Sellers must avoid purchasing unauthorized codes from third-party resellers. These resold numbers were originally assigned to a different company, and Amazon’s validation system will reject them, leading to listing suppression. A GTIN must be legitimately licensed to the brand owner’s name to pass Amazon’s verification checks.
Options When You Don’t Have a GTIN
Sellers who manufacture their own products or sell items without a pre-existing barcode have two primary methods for listing on Amazon without purchasing a new GTIN. These alternatives allow sellers to comply with listing requirements while accommodating unique business models. The correct path depends on the product’s nature and the seller’s brand strategy.
Applying for a GTIN Exemption
A GTIN exemption allows a seller to list a product without entering a UPC, EAN, or ISBN in the Product ID field. Amazon grants these exemptions for specific product categories that legitimately do not have a standard identifier. Common scenarios include:
- Handmade goods
- Private label products without a GS1 barcode
- Specialized parts
- Bundled products and kits
The application requires the seller to specify the brand name and product category. It often involves providing images that clearly show the product and its packaging without any existing commercial barcode. Once approved for a specific brand and category combination, the seller can list multiple products under that exemption without needing to reapply for each item.
Leveraging Amazon Brand Registry
Enrollment in the Amazon Brand Registry program offers a long-term alternative for private label and brand owners. Registered brands can use a unique identifying attribute, such as a Manufacturer Part Number or Catalog Number, in place of a traditional GTIN. This process is known as a GTIN waiver and is the preferred route for sellers building a protected brand. The Brand Registry links the seller’s unique product identifier directly to their registered brand, allowing Amazon’s system to recognize and accept the listing. This method provides greater control over the product page and offers enhanced tools for brand protection.
Navigating GTIN Issues and Listing Errors
Amazon sellers frequently encounter specific error messages related to the GTIN when creating a new product listing. An “Invalid GTIN” error often indicates the number is not a valid sequence or is not registered to the brand name provided. The “Product ID not registered” message means the GTIN has not yet synced in Amazon’s system after being licensed from GS1, which often requires a waiting period of 24 to 48 hours.
Troubleshooting steps include verifying that the brand name entered in the listing form exactly matches the brand name registered with GS1, as this is case-sensitive. Sellers should also confirm they have selected the correct Product ID type, such as UPC or EAN, to match the number’s digit length. If the issue persists, sellers should check the GS1 database to ensure the GTIN is active and then contact Amazon Seller Support with proof of GS1 ownership, such as the licensing certificate.