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This article applies to selling in: Canada

Product UPCs and GTINs

Product selection and buyer satisfaction are instrumental to Amazon's success. By providing industry-standard product identifiers for their listings, sellers improve the quality of the Amazon catalogue as a whole. Promoting confidence in the range of products depicted in the Amazon catalogue - from Books to Electronics to Home Appliances - helps to ensure a high-quality experience for customers

Most categories require sellers to use a product identifier to create new product pages and listings. The specific GTIN (Global Trade Item Number) required for product page creation and matching varies by category, although UPCs are most commonly used.

Using the product UPC, ISBN or EAN to create new product pages is the first step to ensuring a high-quality shopping experience. Using industry-standard identifiers also makes it easier for other sellers to make subsequent data contributions to product pages.

When sellers provide product data to Amazon, we search for matches to existing information. If we find a match, we will merge the product data into a single detail page with multiple seller offers. Reducing the number of product detail pages improves the quality of search results and makes it easier for buyers to find the products they want.

When listing on Amazon, it's important to take into account the type of products you want to sell, the quality of your product data and the specific requirements for selling in that product category. For instance:

  • Most categories require sellers to use a Global Trade Identification Number (GTIN), such as a UPC or EAN, as a product identifier when creating new product pages or matching to existing pages in the Amazon catalogue.
  • Many categories have specific UPC and GTIN Guidelines that sellers are required to follow when creating product pages. These include requirements for products sold as sets, packs and bundles.
  • Requirements for UPC exceptions may vary across categories or for different types of products in the same category. Certain categories may allow sellers to request UPC exemptions.
  • In some categories, sellers may list products that do not have UPCs; for example, in the case of private label brands. For rare or collectible items, publisher information or manufacturer model and part numbers may be accepted in place of an ISBN or UPC.
  • Sellers must use the correct product identifier for the item they are listing. The use of false product identification information, including UPC codes, is prohibited. For more information about the rules and restrictions that apply to sellers who create new product pages, see our Policies pages.
  • Certain products are not allowed on the Amazon website under any conditions. Our Prohibited Products section provides more information about prohibited and permitted products.

The requirements of each category, including exceptions and exemptions where available, are summarized in the table on the Overview of Category Requirements and UPC Exemptions page. The Category Guidelines for UPCs and GTINs section includes Help pages that provide additional details for specific product categories.

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 s directly from GS1 (and not from other third parties selling UPC licenses) to ensure the appropriate information is reflected in the GS1 database.

Note: All invalid product EAN listings will be removed and may result in your ASIN creation or selling privileges being temporarily or permanently removed. For more information on licensing UPCs from GS1, see the GSI standard website.

Product UPCs and GTINs

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