Barcode for Amazon Products: UPC, GTIN Exemption and FNSKU
Amazon asks for a GTIN, usually a UPC, EAN or ISBN, to list a product in most categories, and it checks UPCs against GS1's database. A product without one may get a GTIN exemption. For FBA, every unit also needs a barcode: the manufacturer barcode for eligible brand owners, or an Amazon FNSKU label.
By the Barcode.codes editorial teamReviewed
Which Barcode Amazon Needs to List a Product
For most categories Amazon requires a GTIN to create a new listing; the UPC, ISBN, EAN and JAN are the ones most used in its catalog, and the exact rule depends on the category.
UPCs Are Checked Against GS1
Amazon's Valid UPCs page says it checks product UPCs against the GS1 database, and a UPC that does not match GS1's information is invalid. It tells sellers to get UPCs directly from GS1, not from third parties selling UPC licenses. Invalid UPC listings are removed, and the seller can lose ASIN creation or selling privileges.
Buy UPC barcodes: GS1 or a reseller? compares GS1 US prices with reseller numbers and counts how many you need.
Books Use the ISBN
A book lists with its ISBN, which Amazon counts among the GTINs of its catalog. ISBNs come from the ISBN agency of the publisher's country, not from GS1, and a printed book carries its ISBN as an EAN-13 barcode.
Buy an ISBN what an ISBN costs from Bowker, how many you need and when a free KDP ISBN is enough.
When Amazon Grants a GTIN Exemption
A GTIN exemption lets you list a product that has no product ID, such as a private-label, handmade or generic product; Amazon grants it for a whole category, store by store.
Who Can Apply
- Private-label or handmade products.
- Products you manufacture, brand or publish without barcodes.
- Parts without a product ID, such as automotive parts or mobile accessories.
- Bundles, such as a belt and wallet pack.
- Generic, unbranded products.
You cannot apply when the product already has a GS1 barcode or a GTIN, when it is already in the Amazon catalog, or when its brand requires a UPC. For those brands Amazon says to get the GTIN from the brand owner or buy one from GS1.
What the Application Needs
Amazon asks for real photos of all six sides of the product and its packaging, with the brand name permanently on the product and the same in every image. Books need the front and back cover, the spine and the inside cover with the publisher name. Digital renderings, removable stickers and low-quality images are among its top reasons for rejection.
One exemption covers a whole category in one store, so a shirt and pants need one apparel exemption, but each other store needs its own. Amazon says to wait 30 minutes after approval before you list, or a product ID error may appear.
Barcodes for FBA: Manufacturer Barcode or FNSKU
Every unit you send to an Amazon fulfillment center needs a barcode: the manufacturer barcode, such as a UPC or EAN, or an Amazon barcode, the FNSKU label that starts with X.
What Changed on March 31, 2026
Amazon ended commingling, where it filled orders with matching units from other sellers' inventory. Since March 31, 2026, brand owners can keep using manufacturer barcodes without stickers, while all resellers, authorized resellers included, must put Amazon barcodes on their units even when the product has a manufacturer barcode. Reseller units that arrive without Amazon barcodes are counted as defective.
Who Can Use the Manufacturer Barcode
- The product is in new condition.
- It has a single, scannable UPC, EAN or ISBN barcode that matches a single ASIN in the Amazon catalog.
- Its brand is enrolled in Amazon Brand Registry with you as a brand representative, and the product is registered to the brand.
A product with a GTIN exemption has no manufacturer barcode to track, so it needs Amazon barcode labels, and so does every product that misses one of the three rules.
Printing Amazon Barcode Labels
You can print the Amazon barcodes from Seller Central and put them on each unit yourself, or have Amazon print and apply them for a per-item fee. Amazon's label page sets the requirements and the placement.
FNSKU barcode labels reads your Amazon label and redraws it on label sheets checked against Amazon's rules.
Multi-Packs and Bundles Need Their Own Barcode
Amazon treats a single item and a pack of that item as different sellable units, so each needs its own product identifier, usually a UPC.
In most categories a multi-pack needs a separate UPC, and its listing gives the item package quantity. A bundle of different products needs a UPC or EAN of its own, under Amazon's product bundling policy.
How to Get a Barcode for an Amazon Product
License the GTINs from GS1 in your brand's name, list the product with them, then choose how FBA tracks your units.
- License GTINs from GS1 US, or the GS1 office of your country, in the name of the brand on the product.
- Give every size, color and pack its own GTIN.
- Draw the barcode from each number, print it on the packaging and scan a test print.
- List the product with its GTIN and the brand name registered with GS1.
- For FBA, enroll the brand in Brand Registry to use the manufacturer barcode, or print Amazon barcode labels for each unit.
UPC barcode generator draws a UPC-A or UPC-E from your number, with the check digit, at the GS1 size.
Frequently Asked Questions
Can I Use a UPC Bought From a Reseller on Amazon?
Amazon checks UPCs against the GS1 database and tells sellers to get them directly from GS1, not from third parties selling UPC licenses. A UPC that does not match GS1's information is invalid, and invalid listings are removed.
Does a GTIN Exemption Mean My Product Needs No Barcode?
No. The exemption lets you list without a product ID, but every FBA unit still needs a barcode, and Amazon's FAQ says products with a GTIN exemption must use Amazon barcode stickers.
Is the FNSKU the Same as the UPC?
No. The UPC is the manufacturer barcode, licensed from GS1 and printed on the packaging. The FNSKU is Amazon's barcode for one seller's units and starts with X, so Amazon can keep that seller's inventory apart.
Can an Authorized Reseller Skip the Amazon Labels?
No. Since March 31, 2026, all resellers, authorized resellers included, must use Amazon barcodes when they send inventory to Amazon's fulfillment centers.
Does Barcode.codes Sell Barcodes for Amazon?
No. Barcode.codes draws barcodes from numbers you already have and checks their digits. GTINs come from GS1, and FNSKUs from your Seller Central account.
Sources
The rules in this guide come from Amazon's Seller Central help for the United States store and from GS1 US, retrieved on the dates shown; Amazon can change its rules.
Amazon Seller Central: Listing requirements, Product IDs (GTINs) requires a GTIN for most categories and names UPC, ISBN, EAN and JAN; retrieved October 16, 2026.
Amazon Seller Central: Valid UPCs checks UPCs against the GS1 database and removes invalid listings; retrieved October 16, 2026.
Amazon Seller Central: List products that do not have a product ID sets who can apply for a GTIN exemption, the photos it needs and its scope; retrieved October 16, 2026.
Amazon Seller Central: UPC guidelines for multi-packs gives each sellable unit, pack and bundle its own product identifier; retrieved October 16, 2026.
Amazon Seller Central: FBA barcode requirements requires a barcode on every FBA unit, manufacturer or Amazon barcode; retrieved October 16, 2026.
Amazon Seller Central: Use manufacturer barcodes for FBA lists the three eligibility rules for manufacturer barcodes; retrieved October 16, 2026.
Amazon Seller Central: FBA barcode choice and labeling FAQ explains the March 31, 2026 change for brand owners and resellers; retrieved October 16, 2026.
GS1 US: Barcodes for Amazon quotes Amazon Seller Central on checking UPCs against the GS1 database and explains GTIN mismatches; retrieved October 14, 2026.
Related Barcode Guides
- Buy UPC barcodes: GS1 or a reseller?
GS1 US prices, reseller numbers and how many barcodes you need.
- Buy an ISBN
Bowker's prices, how many ISBNs you need and free KDP ISBNs.
- What is a GTIN?
GTIN-8, -12, -13 and -14 and their barcodes.
- What is a UPC code?
The 12 digits, the check digit and how to get one.