Amazon.ae GTIN Exemption: When You Need a Barcode, When You Can Skip It and What to Prepare

On Amazon.ae, most products must carry a Global Trade Item Number (GTIN), such as a UPC, an ISBN or an EAN. If your product has no GTIN you may be eligible to request a GTIN exemption, and Amazon's alternative is to get a UPC code directly from GS1. An exemption is for products that genuinely have no barcode, not a way around buying one for a branded product that already has one. Amazon.ae's public pages do not publish how long a request takes, so this page covers what it does state, as of October 2026, and what to check yourself.

What is a GTIN and do you need one?

Amazon.ae describes a GTIN as a unique 12 to 14 digit code, such as a UPC, EAN, JAN or ISBN, sometimes called the product barcode. A UPC has 12 digits. Amazon uses the identifier to recognise the exact item you sell. If your product already exists in the catalogue, you match that listing and do not need to supply a product ID again; if it is new to Amazon, you may need to buy a UPC or request an exemption.

Three things that are not a GTIN, per Amazon's guidance:

• An internal company code. Amazon states it is not the same as a GTIN, UPC, EAN, JAN or ISBN.
• Your SKU, which you create to track your own inventory.
• The ASIN. Amazon generates it for every product and it is different from a GTIN or SKU.

The term is defined on the GTIN glossary page.

Who can request a GTIN exemption?

Amazon.ae says: if your product does not have a GTIN, you may be eligible to request an exemption. The public page stops there. It does not list the qualifying categories, the evidence Amazon wants, or the approval criteria.

What that means in practice:

• A branded product made by someone else. It almost always already has a barcode from the brand owner. Use that code. An exemption request for it is unlikely to fit the "does not have a GTIN" condition.
• Your own brand, no barcode yet. You either buy a UPC from GS1 or request an exemption in Seller Central. Which route fits depends on your plan: a GS1 code is a global standard you can use on other channels, while an exemption is granted by Amazon for Amazon.
• Bundles, handmade or custom items. These are commonly the products without a barcode. Amazon.ae's public pages do not list them as eligible, so confirm on the request screen.

How do you request an exemption?

The request is made inside Seller Central when you add a product that is not already in the catalogue. Amazon's public pages do not set out the screens, so the steps below are the sensible order of work rather than a quoted procedure:

1. Search the catalogue first. If the product already exists, match it and skip the whole question.
2. Confirm the product really has no GTIN. Check the packaging and ask the manufacturer in writing.
3. Prepare clear photos of the product and packaging, showing the brand name and that no barcode is printed. Amazon.ae does not state the exact evidence it accepts, so keep more than you think you need.
4. Start the add-product flow and choose the option that your product has no product ID.
5. Wait for the decision and read any rejection reason. Do not resubmit unchanged.
6. Note exactly what the approval says about brand and category, and enter those the same way on each listing.

What should you have ready before you list?

Gather these per product before you open the add-product screen, so a rejection does not stall a launch:

• The GTIN from the manufacturer or brand owner, or written confirmation that none exists.
• Clear photos of the product and its packaging, front and back, with the brand name visible.
• The exact brand name spelling you will use on every listing.
• Your trademark number if you plan to enrol in Brand Registry.
• Your product category and any approval it needs, because identifiers and approvals are checked separately.

A short written record of what you submitted and when helps if you have to reply to a rejection. Keep it in one shared sheet per brand.

GS1 barcode or exemption: which should you choose?

If you plan to sell on noon as well, check noon's barcode rules before you decide, because an Amazon exemption does not carry across.

How does this connect to Brand Registry?

A GTIN problem often appears at the same time as a brand problem. Amazon.ae's Brand Registry gives tools to represent your brand, and enrolment needs an active registered trademark in each country where you enrol, and the United Arab Emirates is among the offices whose registered trademarks Amazon lists as accepted. Amazon also accepts trademarks pending registration at a subset of trademark offices, but the public page does not say the UAE office is in that subset. A trade license certificate does not count. Amazon also advises that if you have a pending brand enrolment, you wait for it to be resolved before you list. See Amazon.ae Brand Registry for the trademark side.

Some categories also need approval before listing, which is separate from the identifier. See Amazon.ae category approval and restricted products.

What goes wrong with GTINs and exemptions?

• Using the SKU or an invented number as a GTIN. Amazon says an internal code is not a GTIN. Invented numbers can fail validation or collide with someone else's product.
• Buying barcodes from a reseller of unknown origin. Prefer GS1 directly, which Amazon.ae names.
• Requesting an exemption for a product that already has a barcode. Expect rejection.
• Wrong brand name on the listing. If the brand on the listing and your approval differ, listings may be blocked. Check the exact brand text in your approval.
• Switching GTINs on a live ASIN. It can split sales history. Decide before launch.

FAQ

Does every product on Amazon.ae need a GTIN? In most cases, yes. Amazon.ae says products must have a GTIN such as a UPC, ISBN or EAN, with the option of an exemption if your product has none.

What is a GTIN exemption on Amazon.ae? It is Amazon's permission to list a product without a GTIN when the product does not have one. Amazon.ae says you may be eligible to request it if your product has no GTIN.

Can I use my own SKU instead of a barcode? No. A SKU is your internal inventory code and Amazon states an internal company code is not a GTIN.

How long does a GTIN exemption take on Amazon.ae? Amazon.ae does not publish a timeline on its public pages. Third-party blogs quote hours or days, but treat those as unverified and check the status in Seller Central.

Do I have to buy barcodes from GS1? Not always. Amazon.ae lists GS1 as one way to get a UPC and an exemption as the other. Brands that plan to sell beyond Amazon usually prefer GS1 codes.

Is a GTIN the same as an ASIN? No. Amazon generates an ASIN automatically for each product in its catalogue, and it is different from both a GTIN and a SKU. Several sellers can offer the same ASIN, so the GTIN is what ties your offer to the right product.

Do I need a trademark to request an exemption? Amazon.ae's public pages do not say so. A registered trademark is required for Brand Registry, which is a separate programme.

What to do next

Decide this before you place a stock order: for each product, confirm whether a barcode exists, whether you need one for other channels, and whether the catalogue already has the item. Blooprint, an Amazon SPN verified partner, handles catalogue and listing work for brands under catalogue and listing optimisation, and the account side under Amazon.ae account management.