Amazon requires the GTIN
Amazon requires a unique GTIN (Global Trade Item Number) for products listed for sale on its marketplace. This product identifier allows Amazon to uniquely identify the product and link it to the correct product information in its system. Amazon requires the GTIN from sellers so that it can improve the quality of its product catalog. In addition:
- the product is correctly identified on Amazon marketplaces around the world
- the GTIN helps ensure the product’s authenticity and increases buyer confidence (You can verify the code and its owner yourself using the Verified by GS1 register search.)
- product information remains consistent across different platforms
- product handling and tracking work reliably, which, for example, reduces the likelihood of shipping the wrong product and thus costly returns.
The GTIN as part of Amazon’s product catalog
The GTIN is a key component of adding a product to Amazon’s product catalog and ensures that products can be distinguished from one another and processed correctly.
A GTIN is required in particular when:'
- you add a new product to Amazon that is not yet listed on the platform
- you sell your own brand or a product you manufacture
- you bring products to markets where no existing GTIN is available.
If the product already has an existing GTIN and is listed in Amazon’s catalog, the seller must link their listing to the same product information without creating a new code.
Exemptions from the GTIN Requirement
In some cases, you can apply for an exemption from the GTIN requirement (GTIN exemption) for a product. This applies, for example, to:
- handmade products
- private label products that do not yet have a GTIN
- product bundles or combinations
'Exemptions are granted at Amazon’s discretion and are always tied to a specific product category and brand.