Requirements for 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 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.

Understanding Product IDs

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.

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.

Guidelines for UPC and GTIN

Categories require sellers to use a Global Trade Identification Number (GTIN), such as an EAN

• UPC requirements may vary across categories or for different types of products in the same category. Certain categories may allow sellers to request UPC exemptions.
• 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, see Product Detail Page Rules.