By providing industry-standard product identifiers for your listings, you help to improve the quality of the Amazon catalog as a whole. Promoting confidence in the range of products depicted in the Amazon catalog helps to ensure a high-quality experience for customers.
For most categories, you are required to provide a unique product identifier, known as a GTIN (Global Trade Item Number), to create new listings. The specific GTIN required for product page creation and matching varies by category.
The following are the most commonly used GTINs in the Amazon catalog, and JANs are most commonly used in Japan.
Universal Product Code (UPC)
International Standard Book Number (ISBN)
European Article Number (EAN)
Japanese Article Number (JAN)
Many categories have specific GTIN Guidelines that sellers are required to follow when creating product pages.
The requirements of each category, including exceptions and exemptions where available, are summarized in the table on the Product ID (GTIN) requirements by category Help page.
See UPC Guidelines for bundled products for the requirements of products sold as set and/or packs.
Certain categories may allow sellers to request GTIN exemptions. See How to list products that do not have a GTIN.
Certain products are not allowed on the Amazon website under any conditions. Our Restricted Products section provides information about prohibited and permitted products.
If you wish to add variations such as original color or your company logo to products with existing JAN code, you have to use a newly obtained JAN code for listing. You have to clearly state in the product description page that your item is not the same as the original one and use product title, " with xxx logo", "Original color of xxx", and so on.
Sellers must use the correct product identifier for the item they are listing. All invalid product GTIN listings will be removed and may result in your ASIN creation or selling privileges being temporarily or permanently removed. For more information on licensing JANs, EANs or UPCs from GS1, see the GS1 website