If you’re new to selling on Amazon FBA, one of the first hurdles you’ll face is the world of barcodes. Amazon asks for product identifiers like UPC, GTIN, EAN, or ISBN when creating a listing. But what if you’re launching a private-label product, selling handmade goods, or bundling items that don’t come with a barcode?

Here’s the good news: you can list products on Amazon without a GTIN or UPC by applying for a GTIN exemption.

In this complete 2025 guide, we’ll break down:

• What UPCs, GTINs, FNSKUs, and other barcode terms actually mean.

• When you need a UPC (and when you don’t).

• The step-by-step process to apply for a GTIN exemption.

• How to create listings once your exemption is approved.

• Best practices for long-term compliance and branding.

By the end, you’ll know exactly how to list your products on Amazon even if you don’t have a barcode.

Amazon Barcode Basics Explained

Before we get into exemptions, let’s simplify the alphabet soup of Amazon barcodes:

• UPC (Universal Product Code): A 12-digit product identifier common in the U.S. Found in retail stores.

• GTIN (Global Trade Item Number): The umbrella number system for product identifiers like UPC, EAN, ISBN, and JAN.

• EAN (European Article Number): 13-digit product identifier common in Europe.

• ISBN (International Standard Book Number): Barcode system for books.

• JAN (Japanese Article Number): Barcode format for Japan.

• FNSKU (Fulfillment Network Stock Keeping Unit): Amazon’s internal barcode. Every FBA product must have one so Amazon can link units to your account.

👉 Key takeaway: A UPC/GTIN is for identifying products globally. An FNSKU is for identifying your products inside Amazon.

Does Amazon Require a UPC for Every Product?

Not always. Amazon requires a UPC or GTIN unless:

• You’re the brand owner creating private-label products.

• You’re selling handmade items.

• You’re bundling multiple products together (e.g., a “gift set” pack).

• Your product category allows GTIN exemptions.

If your product falls into one of these scenarios, you can apply for a GTIN exemption instead of buying expensive barcodes.

Why Amazon Cracked Down on UPCs

In the past, sellers bought cheap UPC codes from eBay or shady resellers. The problem? Many codes were recycled or fake, leading to mismatched listings.

To stop this, Amazon updated its policy:

• Amazon now validates UPCs against the GS1 database (GS1 = the official barcode issuer).

• If your UPC doesn’t match the GS1 record, Amazon will suppress or remove your listing.

• Fake barcodes can even get your selling privileges suspended.

👉 If you do need a UPC, always buy from GS1.org, not third-party sellers.

When a GTIN Exemption Makes Sense

A GTIN exemption is perfect if:

• You’re selling private-label products you manufacture yourself.

• You’re selling handmade or custom products without a barcode.

• You’re creating bundles (e.g., “3-pack of organic teas” or “gift basket sets”).

• You’re listing parts or accessories that don’t have GTINs.

However, if you’re reselling another brand’s product, you generally cannot apply for an exemption — you’ll need to use the manufacturer’s UPC.

Step-by-Step: How to Apply for a GTIN Exemption on Amazon (2025)

Follow these steps inside Seller Central:

Step 1: Log in to Seller Central

Go to your Seller Central dashboard and search for “Apply for GTIN Exemption.”

Step 2: Select Category and Brand

• Pick the product category (e.g., Sports & Outdoors, Beauty, Toys).

• Enter your brand name.

  • If you don’t have a brand, type “Generic.”

  • If your brand name is trademarked/registered, enter it exactly as it appears.

Step 3: Check Eligibility

Amazon will show you whether the brand/category combination is eligible.

• ✅ Green check = eligible.

• ❌ Red X = not eligible (you’ll need a UPC).

Step 4: Provide Documentation

Amazon may ask you to upload:

• Images of your product (showing no barcode).

• Images of packaging (all sides).

• Brand name printed on the product or packaging (if applicable).

• Letter of authorization (if you’re not the brand owner but have permission).

Step 5: Submit Application

Click Submit. Approvals usually take a few hours to 48 hours.

Step 6: Wait for Approval Email

Amazon will notify you via email and in your Case Log. Once approved, you can list products under that brand/category without a UPC.

How to Create a Listing After GTIN Exemption Approval

1. Go to Seller Central → Catalog → Add Products.

2. Select “I’m adding a product not sold on Amazon.”

3. Choose the same category and brand name approved in your exemption.

   • ⚠️ Brand name must match exactly (case-sensitive).

4. Enter your product details (title, description, images, keywords).

5. Skip the Product ID (UPC/EAN) field — Amazon won’t require it.

6. Choose FBA or FBM as your fulfillment method.

7. Save your listing.

📌 Amazon will assign your product an FNSKU barcode, which you must label on every unit (or let Amazon label for a small fee).

FNSKU: Your Amazon Barcode After GTIN Exemption

Even if you don’t use a UPC, Amazon still needs to track inventory. That’s where FNSKU barcodes come in.

• Amazon automatically generates an FNSKU when you create a listing.

• Every unit sent to FBA warehouses must have an FNSKU.

• Options:

  • Print and apply labels yourself.

  • Pay Amazon ($0.30 per unit) to label for you.

  • Add the FNSKU directly to your product packaging during manufacturing.

👉 Pro tip: If you plan to sell only on Amazon, putting the FNSKU on packaging is the easiest long-term solution.

Common Reasons GTIN Exemption Gets Denied

• Brand name mismatch (e.g., applied as “ABC Sports” but listed as “A.B.C. Sports”).

• Images not clear or packaging doesn’t show product properly.

• Product belongs to a restricted brand (some brands require GS1 barcodes, no exemptions allowed).

• Reselling products that already exist on Amazon with a UPC.

Pros of GTIN Exemption

• No need to buy costly GS1 barcodes.

• Fast approval (usually under 48 hours).

• Perfect for private-label, handmade, and bundled products.

• Lets you test products quickly without upfront barcode costs.

Cons of GTIN Exemption

• Only applies to the brand + category you were approved for.

• Cannot be used for well-known brands (Amazon requires GS1).

• Might create issues if you later expand to retail stores (which require UPCs).

Best Practices for Long-Term Success

1. Use GTIN exemptions strategically. Great for testing products, but long-term private-label brands should invest in GS1 barcodes for credibility.

2. Keep brand names consistent. Even small formatting differences can cause issues.

3. Plan for expansion. If you want to sell in brick-and-mortar stores, UPCs are non-negotiable.

4. Add FNSKUs at manufacturing stage. Saves labeling time and money.

5. Check Amazon’s restricted brands list. Some brands/categories do not allow exemptions at all.