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Amazon Barcode Requirements

Amazon’s policy for barcode numbers continues to change, as well as variations in how strictly it is enforced. While we work to keep this information up-to-date, if you wish to be sure about barcode acceptance on Amazon or any other retailer, it is best to check with them directly.

As of 31st March 2026, only GTINs (barcodes) obtained directly from GS1 can be used to list on Amazon with a brand name.

Background to Amazon’s Barcode Policies

In the past, barcodes on Amazon were very uncontrolled. Anyone could list any product on Amazon using any barcode number, as long as that barcode number wasn’t already being used for another product on Amazon. However, this caused some serious problems for legitimate sellers. Some people found that someone else had stolen and used their number illegally on Amazon.

In 2016, an Amazon Executive joined GS1’s board of governors. They began implementing tighter policies and undertook some ‘housecleaning’ to tidy up the Amazon database. Unfortunately, legacy barcode numbers are still used on Amazon that conflict with numbers that we own and sell. To avoid issues, we have implemented increasingly deep-level searching for the Amazon databases to find these fraudulent legacy numbers. We use the Amazon APIs, which have some success with current products, but unfortunately, these are limited in how deeply they search the Amazon databases. So we developed some sophisticated search software that goes far beyond the traditional Amazon search options. We use this software to deep-search Amazon for all numbers before we sell them. If it finds any of these (historic fraudulent listings using our numbers), we delete the numbers and don’t sell them.

Amazon now only accepts GTINs (barcodes) from current licenced members of GS1. GS1 is a membership organisation that provides its members with GTINs (barcodes) in exchange for a yearly fee. There are thousands of products currently listed on Amazon using our barcodes historically. You can view some examples at https://worldbarcodes.com/products-on-amazon/.

Listing on Amazon without GTINs

Major brands require a GTIN (barcode) but exemptions may be requested only for products that are private label, handcrafted, or both.

You CAN apply for a GTIN exemption if you’re selling:

Private-label or handmade products
Products you manufacturer/brand/publish without barcodes
Parts without a Product ID: GTIN/EAN/UPC/ISBN GTIN (for example, automotive parts, mobile accessories)
Bundled products (for example, belt and wallet pack) where the manufacturer does not provide a GTIN.
Generic, unbranded products (see Amazon Generic Product policy)

You CANNOT apply for GTIN exemption if your product:

Has an existing GS1-approved barcode
Has an existing GTIN/EAN/UPC/ISBN
Is from a brand requiring mandatory UPC (resulting in “Your account does not qualify”)
If your product is a book and you try to list the publisher (brand or manufacturer) as “Generic”
If your product is available in the Amazon catalog

How to access the application: While there is no direct standalone link, the application is triggered when you start a new listing (Catalog > Add Products) and check the box “I don’t have a product ID”.

Approval timeline: Once submitted, Amazon typically reviews and approves these requests within 48 to 72 hours.

The primary help page for listing products without a GTIN (UPC, EAN, JAN, or ISBN) on Amazon Seller Central is at the following link: List products that do not have a Product ID (UPC, EAN, JAN or ISBN)

How to Check your Existing Applications

If you are specifically looking for the page to check your existing applications, you can go to Catalog > View Selling Applications in your Seller Central dashboard.

Amazon’s Brand Registry

Registering with Amazon’s Brand Registry might also be possible, making it easier to have products without a GTIN approved on Amazon.

Differences between GTIN Exemption and Brand Approval/Exemption

These are two distinct verification steps that solve different problems when creating a new product listing.

Key Points	GTIN Exemption (The “No Barcode” Pass)	Brand Approval/Exemption (Brand Name Policy) (The “Identity” Pass)
Feature	To list a product without a barcode (UPC, EAN, JAN).	To use a specific brand name that Amazon hasn’t verified yet. This applies to any seller attempting to use a non-registered brand name on a listing.
Use	This is commonly used for handmade items, private-label products without barcodes, or bundled sets that don’t have a single manufacturer barcode.	This check ensures you aren’t misrepresenting a brand. Amazon wants to see that the brand name you are entering matches what is physically on the product.
When Needed	When your product lacks a GS1-registered barcode.	When you get an error (like 5665) while typing a brand name.
Verification	You must provide 2–9 real-world photos showing all sides of the product and packaging to prove there is no existing GS1 barcode.	You must submit photos showing the brand name permanently affixed (printed, engraved, or embossed). Stickers are generally not accepted.
Effect	Lets you leave the “Product ID” field blank. Exemptions are granted per Brand + Category. Once approved, you can list multiple items in that category.	Lets you use your brand name instead of “Generic”.

Do you need both Exemption and Approval?

Often, yes. If you are launching a new private-label product that doesn’t have a barcode, you will likely need to:

Request Brand Approval to allow you to use your new brand name.
Request GTIN Exemption for that brand name so you can skip the UPC field.

Note: Even if you are enrolled in Brand Registry, you may still need to apply for a GTIN exemption if your specific products do not have GS1-associated barcodes.

How to check if a specific brand and category combination is already approved for a GTIN exemption

Here are two tools within Amazon Seller Central to check if a specific brand and category combination is already approved for a GTIN exemption.

1. The “Add Products” Eligibility Check

The most direct way to check for current eligibility or automatic approval is through the standard listing workflow:

Go to Catalog > Add Products and click “I’m adding a product not sold on Amazon”.
Select your Product Category and enter the Brand name exactly as it would appear on the product.
Check the box “I don’t have a product ID”.
If the system shows a green checkmark in the “Status” column or proceeds to the next step without an error, you are already eligible or have received an automatic exemption for that combination.
If an “Apply now” button appears, you do not currently have an exemption and must submit an application.

2. View Selling Applications

You can view a history of all your submitted and approved exemptions in one list:

Navigate to Catalog > View Selling Applications.
Look for applications labeled “GTIN Exemption”.
The status will be clearly marked as Approved, Pending, or Declined.

Good to Know;

Per-Storehouse Basis: GTIN exemptions are granted per Brand, per Category, and per Marketplace (e.g., an approval for Amazon.com does not automatically apply to Amazon.co.uk).

Expiration: While they generally do not expire, Amazon may periodically revoke exemptions if they identify that a brand has started providing GS1 barcodes for its products.

GTIN vs. FNSKU

This information below outlines the two primary types of barcodes required to sell on Amazon: the external Product ID (GTIN) used for listing and the internal Amazon Barcode (FNSKU) used for fulfillment.

GTINs (listing barcode)

Before a product can be listed on Amazon, it must generally be identified by a standard Global Trade Item Number (GTIN).

Supported Types: The most common barcodes used are UPCs (12-digit, common in North America) and EANs (13-digit, common in Europe).
GS1 Verification: Amazon verifies the authenticity of these barcodes by checking the GS1 database. If the data in GS1 does not match your Amazon listing (e.g., the Brand name), the listing may be removed.
GTIN Exemptions: If you are a brand owner of a product without a barcode (like handmade items or private labels), you can apply for a GTIN exemption to list your products without a UPC/EAN.

FNSKU (Fulfillment Barcode: Amazon Barcodes)

If you use Fulfillment by Amazon (FBA), Amazon requires a specific internal label to track your inventory within their warehouses. This is known as the FNSKU (Fulfillment Network Stock Keeping Unit).

What it Looks Like: An Amazon barcode consists of a scannable barcode (Code 128A), a 10-character identifier starting with “X00”, the Product Name, and the Condition (e.g., “New”).
Placement: The FNSKU label must be placed on a flat surface and must completely cover any existing manufacturer barcodes (UPC/EAN) so that only one barcode is visible to scanners.
Print Quality: Labels should be printed in black ink on white, non-reflective labels using a printer with at least 300 DPI resolution.

Key Differences: GTIN vs. FNSKU

Feature	GTIN Product ID (UPC/EAN)	Amazon Barcode (FNSKU)
Purpose	To identify the product globally and create the listing.	To track your specific inventory in Amazon’s warehouses.
Source	Obtained via GS1.	Generated within Amazon Seller Central.
Visibility	Printed on the product packaging by the manufacturer.	Must be applied over the original barcode for FBA.

4. Labeling Requirements Checklist

To ensure your inventory is accepted by Amazon fulfillment centers, follow these specifications:

Dimensions: Labels must be between 1 x 2 inches (25.4 x 50.8 mm). and 2 x 3 inches (50.8 x 76.2 mm).
Quiet Zone: Maintain a white space of at least 0.25″ (6.35 mm) on the sides and 0.125″ (3.175 mm) on the top and bottom of the barcode.
Accuracy: The product title on the label must match the title in the Amazon catalog exactly.

FNSKU images for your products

If you need FNSKU barcodes get in touch. We can make your FNSKU images and email them to you in 24 hours. Order FNSKU barcode images here.