TABLE OF CONTENTS



Understanding Amazon Product Identifiers

When listing products on Amazon, it’s important to understand how Amazon identifies and tracks items in its catalogue. These identifiers ensure your products are correctly matched to existing listings and prevent duplicate or misleading product entries.


What is an Amazon ASIN?

Amazon assigns every product in its catalogue a unique ASIN (Amazon Standard Identification Number).

  • If you’re selling an existing product, Amazon will automatically match your item to its existing ASIN using the supplied UPC / EAN / ISBN information on your product.

  • If you’re listing a new, unique product that doesn’t exist on Amazon, a new ASIN will be created when you publish your listing.


GTIN's explained

A GTIN (Global Trade Item Number) is a unique code used worldwide to identify products.


GTIN is a generic term for all major barcode types. UPC, EAN, and ISBN numbers are examples of GTINs, which vary in length depending on the product type.


Amazon requires all listed products without an Amazon GTIN exemption to have a GS1-registered barcode. GS1 stands for Global Standards 1. GS1 is the only legitimate place to purchase a UPC code to use on Amazon. 


If you have purchased your UPC codes from a private reseller, there is a high chance they will be rejected by Amazon.


  • UPC - aka UPC-12 or UPC-A Universal Product Code = Amazon is expecting a 12 digit number.
  • EAN - aka EAN-13- European Article Number = Amazon is expecting a 13 digit number. 
  • ISBN - stands for International Standard Book Number. ISBNs have either 10 or 13 digits
  • JAN - (Japanese Article Number): 13 digits - EAN-13 specifically for Japan (unusual to be used by Australian-based retailer
  • GTIN-14 - This type of GTIN is found on products that are sold in multipacks, often found on the outside of shipping boxes, for example. The GTIN-14 is used on general distribution trade items – that is, items that are not intended for sale to the consumer at the point of sale. https://www.upcitemdb.com/


You can check GTIN existence here https://www.gs1.org/services/verified-by-gs1


NOTE: Amazon only has 13 spaces for GTIN identifiers, so GTIN-14 identifiers will not be accepted by Amazon.


UPC example 

EAN example

GTIN-14 Example


Listing Without UPCs


If your products do not have barcodes (e.g., handmade or private-label goods), you can request a GTIN exemption through Amazon Seller Central. You’ll need to provide evidence such as product images, brand name, or manufacturer details.


To see more about how you can apply for a GTIN exemption with Amazon Australia please see this Omnivore Article for more information.


Common ASIN error

A common error that you will see from Amazon when there is an issue with your UPC or ASIN information is the validation error:


SKU does not match any ASIN and the product data provided is not eligible for ASIN creation.; You are using UPCs, EANs, ISBNs, ASINs, or JAN codes that do not match the products you are trying to list


Key Takeaways

  • Always use authentic GS1-registered barcodes.

  • If selling an existing item, use the ASIN that already exists on Amazon.

  • For unique items without a GTIN, apply for a GTIN exemption before listing.

  • Avoid using recycled or third-party barcodes — they can cause listing errors or account issues.