Preview Mode Links will not work in preview mode

Marketplace Blueprint: Product Marketing Strategies for Amazon

Nov 12, 2019

How do you list products on Amazon without a UPC?

Amazon has specific rules on what type of UPCs that they will accept as valid.  In this episode, Nate and Robyn talk about GTIN Exemptions, UPCs, and the GS1 Barcode database.

Do I need a UPC to list my product on Amazon?

The answer to that problem can depend on a few factors. One of these factors is the category of your item.  While Amazon requires a UPC for a majority of categories, there are some categories on Amazon that do not require a UPC.  Amazon has a list available with the requirements for GTINs (Global Trade Identification Numbers)in Seller Central. 

If a UPC is required, you want also to note that Amazon has specific policies around UPCs.  Amazon's policy about UPCs states that:

“We verify the authenticity of product UPCs by checking the GS1 database. UPCs that do not match the information provided by GS1 will be considered invalid. We recommend obtaining your UPCs directly from GS1 (and not from other third parties selling UPC licenses) to ensure the appropriate information is reflected in the GS1 database."

This means that technically, for your UPC to be valid to create a listing on Amazon, it should be a GS1 barcode registered to the company that makes the product.  There are a few categories that do not require UPCs at this time.  For those products, you generally need an MPN (manufacturers part number) to create your listing. 


Looking for support, training, or someone to handle your Amazon channel sales for you?
Contact us at for more information.

We have case studies of our work with a variety of Amazon accounts on both Amazon Vendor Central and Seller Central. 

You can also visit our Marketplace Blueprint Blog and schedule an appointment with Robyn.