Marketplace & Product Listing
GTIN and UPC requirements for marketplaces, and when exemptions apply.
Most major marketplaces require product identifiers such as a UPC, EAN or other GTIN so each product maps to the right catalog page. Some products can qualify for an exemption. We sort out what you need, where it comes from and how to apply for an exemption where it fits.
When You Need This
The situations where this work pays for itself.
Signs it is time
- A listing upload fails with a missing or invalid identifier error
- You make your own products and have no barcodes
- You bought UPCs from a reseller and they are rejected
- You sell handmade, custom or bundled items
- You want to list the same product on several marketplaces
What you get
- A product identifier audit
- Validated identifiers in a master product sheet
- Exemption requests prepared where eligible
- A channel by channel requirements summary
How We Do It
A clear process you can follow along with.
1. Identify the product type
We sort products into branded manufactured goods, private label, handmade or custom, bundles and unbranded items, since the identifier rules differ for each.
2. Check what each marketplace asks for
We read the current rules in Seller Central, Walmart Seller Center and eBay for your categories, because requirements and exemption processes change.
3. Get identifiers from the proper source
For your own brand, barcodes are normally obtained through GS1, which assigns company prefixes. Cheap resold codes can be linked to another company and cause rejections or removal.
4. Validate before uploading
We check the format and check digit for each code and that one code maps to one product and variation, so multiple products do not share a number.
5. Apply for an exemption where appropriate
If a product has no barcode, such as some handmade or custom items, marketplaces may offer an exemption request. We prepare the images and details, and the marketplace decides.
6. Handle bundles and multipacks
Bundles and multipacks can need their own identifiers or special handling. We follow the current bundle rules in each marketplace.
7. Record identifiers in one master sheet
We keep a master product sheet with each SKU and identifier so feeds and flat files on every channel use the same data.
Mistakes We Help You Avoid
Common ways this goes wrong, and what we do instead.
Buying cheap resold barcodes
They may be registered to someone else and cause removal.
Reusing one code across variations
Each variation needs its own identifier.
Assuming an exemption is automatic
Approval is the marketplace's decision.
Skipping check-digit validation
A typo gives an invalid code and a failed upload.
Frequently Asked Questions
What is the difference between UPC and GTIN?
GTIN is the general term for global trade item numbers. UPC is the GTIN format used mainly in North America, and EAN is used widely elsewhere.
Can I list without a barcode?
Sometimes, if the marketplace approves a GTIN exemption for your product or category. Rules vary, so check the current requirements in your seller account.
Where should I buy UPCs?
The standard source for brand owners is GS1. Check the marketplace's current guidance, since it may state which sources it accepts.
Want Help With GTIN and UPC requirements for marketplaces, and when exemptions apply?
Schedule an appointment. Tell us about your business and we will outline the safest, highest-value approach.
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