If you’re selling custom products through a print-on-demand platform like Printful, you might not have standard barcodes or GTINs (Global Trade Item Numbers) for your items. Amazon usually requires these identifiers to create a new listing, but you can request a GTIN exemption if you’re selling unbranded, private-label, or handmade products.
What is a GTIN exemption?
A GTIN exemption lets you list products on Amazon without a UPC, EAN, or ISBN. This is especially useful for print-on-demand sellers creating unique or custom products that don’t come with manufacturer-assigned barcodes.
GTIN exemptions are granted per brand and per category in each marketplace. If you want to sell in multiple categories or regions, you’ll need to apply separately for each one.
What do I need to do as a Printful seller?
Before you apply, make sure you have:
- Product name and category — the exact category you’ll list under
- Brand name — either your registered brand name or select This product does not have a brand name if it’s unbranded (Amazon will set the brand to “Generic” automatically)
- Real product photos —2–9 images showing all sides of the product and packaging (if any), with no barcodes visible. You don’t need photos of every size or color variant, but the images you provide must match the product type and brand you’re requesting the exemption for
- Proof of no GTIN — the product should have no GS1-issued barcode. A GS1-issued barcode is an official product identifier (like a UPC, EAN, or ISBN) assigned by GS1, the global organization that manages barcode standards.
- Matching brand names — the brand in your request must match exactly what’s on your product and what you’ll enter in the listing form
Tip: Amazon rejects digital mockups. Order a sample from Printful so you can take the required photos — sample orders come with a 20% discount.
How do I apply for GTIN exemption?
You now request a GTIN exemption directly while creating a new listing in Seller Central:
- Log in to Amazon Seller Central and go to Catalog → Add products.
- Select I’m adding a product not sold on Amazon and click Create a new listing.
- Choose your product category from the list.
- Fill in the brand name:
- If unbranded, select This product does not have a brand name (Amazon will set it to “Generic”).
- If branded, enter your exact registered brand name.
- Check the box I don’t have a Product ID.
- If requested, upload 2–9 real product photos and any required documents (for branded products, Amazon may request a manufacturer letter).
- Submit your request.
How long does approval take?
Amazon usually reviews GTIN exemption requests within 48–72 hours, though some are approved in just a few hours. You can check your application status under Catalog → View selling applications or in your case log.
Once approved, wait around 30 minutes for the change to take effect. After that, when you list products under the approved brand-category combination, you’ll be able to skip the GTIN field or check I don’t have a Product ID.
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