This article applies to selling in: Australia

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 Jewellery to Tools – 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. The requirements for each category, including exceptions and exemptions where available, are summarised in the table on the Overview of Category Requirements for Product IDs page.

Understanding Product IDs

Guidelines for UPC and GTIN

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 bundles and requirements for products sold as packs

  • 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 bundles and requirements for products sold as packs.
  • 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.

Valid UPCs

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

Important: All invalid product UPC listings will be removed and may result in your ASIN creation or selling privileges being temporarily or permanently removed.
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