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This guide is written for Amazon sellers who want clarity on product IDs and how an Amazon GTIN exemption works in 2025. It focuses on how to sell on Amazon without a UPC/EAN when you qualify, plus when it is smarter to buy GS1 barcodes.
Note: Examples use Amazon.com (US) for screenshots and menu paths, but the logic applies to most marketplaces, including UK and EU stores. Category rules and brand naming checks can vary by marketplace.
Question: What is the difference between GTIN, UPC/EAN, SKU, ASIN, and FNSKU on Amazon? Answer: GTIN is the global product ID family (including UPC and EAN). Your SKU is your internal inventory code. Amazon assigns an ASIN to the listing in its catalog. If you use FBA, Amazon may also generate an FNSKU label that ties physical units to your seller inventory.
Visual cheat sheet: use this to quickly map which identifier belongs to global retail standards (GTIN, UPC, EAN) versus Amazon specific IDs (ASIN).
Relationship map (simplified)
Question: When do you need a UPC/EAN and when can you skip it? Answer: If you are creating a new ASIN in many categories, Amazon may require a valid GTIN (UPC/EAN). You can skip it only if your product matches an existing ASIN, or you qualify for a GTIN exemption for your brand and category.
Use a GTIN (UPC or EAN) when
Consider a GTIN exemption when
Use SellerSprite Product Research to validate demand, competition, and pricing power. This helps you decide whether a fast test via GTIN exemption makes sense, or whether you should invest in GS1 barcodes for a long term brand plan.
Explore SellerSprite Product Research Read: Find a Profitable FBA Niche
Question: What does an Amazon GTIN exemption actually do? Answer: A GTIN exemption removes the UPC/EAN requirement for creating a new listing for a specific brand and category, so you can create an ASIN without entering a standard product ID, as long as you follow Amazon photo and branding rules.
Eligibility checklist (what Amazon typically expects)
Practical note from the field: most sellers get stuck because the brand name in the application does not match the brand shown in the photos, or because the chosen category path is different from the one used during listing creation.
Question: Which option is better for your Amazon business? Answer: Use GTIN exemption for fast validation and low upfront cost. Use GS1 UPCs for maximum long term flexibility, multi channel selling, and cleaner catalog maintenance.
Case A: fast test launch (Apr 2025 to May 2025)
A new handmade brand tested 2 SKUs in Home and Kitchen using an Amazon GTIN exemption. Approval came within 24 hours after they fixed the brand name capitalization to match packaging. They created listings the same day, shipped to FBA with FNSKU labels, and validated demand before committing to GS1. Result: time to first listing dropped from about 7 days to 1 day, and they avoided buying barcodes for a product that they later discontinued.
Case B: rejection fixed by photo cleanup (Aug 2025)
A private label seller was rejected twice because a faint barcode was visible on the outer carton in one photo. They reshot photos on a plain table, removed all barcode stickers, and resubmitted under the correct category path. Approval came after resubmission. Result: they avoided a launch delay, and later added GS1 UPCs when expanding to a second channel outside Amazon.
Question: How do you request a GTIN exemption inside Seller Central? Answer: Use the Catalog flow for adding a product not sold on Amazon, then apply for exemption using your target category and exact brand name. Upload compliant photos and submit.
GTIN exemption application flow (clickable style diagram)
Model based reminder: approval speed and eligibility are estimates based on documented requirements and observed seller outcomes. Always decide based on your own risk tolerance, category constraints, and the latest Seller Central help pages.
After your GTIN exemption is approved for the correct brand and category, the Product ID field should no longer block listing creation for that approved scope.
Step by step checklist (copy and follow)
Question: What changes after your UPC exemption is approved? Answer: You can create the listing without entering UPC/EAN for the approved scope. Amazon still creates an ASIN, you still use your seller SKU for inventory, and FBA units usually need FNSKU labels because there is no manufacturer barcode.
Common listing pitfalls to avoid
FBA labeling quick guide
After exemption approval, reduce listing errors by drafting your title, bullets, and backend keyword plan with SellerSprite Listing Builder. This helps you keep brand wording consistent and avoid missing fields that can trigger catalog friction later.
Use Listing Builder Learn Keyword Research
Sometimes, but do not assume. Seller Central workflows look similar across Amazon.com, UK, and EU stores, yet eligibility and category rules can differ by marketplace. If you sell globally, treat each marketplace as its own checklist, then confirm in the relevant Seller Central help pages before you scale.
Many sellers report decisions within 48 hours when photos and brand naming are correct, but timing can vary by category and case volume. Plan a buffer and avoid ordering inventory that depends on approval unless your risk tolerance supports it.
The most common reasons are: barcode visible in photos, brand name mismatch (including capitalization), requesting the wrong category path, or missing required real world photos. Fix the exact rejection reason, reshoot photos if needed, and resubmit.
Brand changes can be difficult because exemptions are tied to brand and category, and catalog edits may trigger additional checks. If you expect heavy variation expansion or future rebranding, GS1 UPCs may be safer. If you start with exemption, keep naming consistent and document approvals for future support cases.
You can apply in Seller Central without paid tools, but data helps you decide whether UPC exemption is worth it. Many beginners use free tools or trials first, then upgrade once they validate demand. If your goal is to reduce mistakes, a guided workflow for product research and listing drafting can save time.
Step 1: Validate your category before choosing GTIN vs exemption.
Use SellerSprite Product Research to evaluate demand, competition, and pricing before you decide whether to sell on Amazon without a UPC/EAN or invest in GS1 codes.
Start Product Research
Step 2: Ask GTIN exemption execution questions in the community.
Share your negotiation situation, get feedback, and learn from other sellers in the SellerSprite Discord and Facebook Group.
Join SellerSprite Discord Join SellerSprite Facebook Group
Step 3: Continue learning with the SellerSprite Academy course directory.
Ready for the next step? Open the SellerSprite Academy course directory to continue building your Amazon FBA skills chapter by chapter.
Open Course Directory
SellerSprite Team
SellerSprite is an Amazon seller platform used by 1.6M+ registered sellers worldwide, with 700K+ browser extension installs, refined over 8+ years of product and workflow iteration. We publish step by step playbooks based on Seller Central documentation, tool driven workflows, and recurring patterns we observe from sellers across multiple marketplaces.
Reviewed and updated in Dec 2025.
This content is for informational purposes only and is not legal advice. Amazon policies and category requirements can change. Before you apply for a UPC exemption or create listings without a barcode, verify the latest guidance inside your Seller Central account and official Amazon documentation.
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