This post covers the topic of the Amazon Product ID and the UPC GTIN listing requirements. The Global Trade Identification Number (GTIN) is the core product identifier on Amazon.com. This Product ID plays a key role in how your product is identified and protected on Amazon.com. For this article Goat Consulting had the privilege of speaking directly with Michelle Covey, Vice President of Partnerships at GS1 US about GTIN usage on Amazon.com.
Product ID on Amazon
Amazon sellers may not be aware of the value of an authentic and properly-constructed GTIN and how it can impact sales and the business’ future success on online marketplaces. Covey says that “ There are tremendous benefits associated with identifying products with an authentic prefix that identifies the brand. Our organization ensures that a GS1 Company Prefix, the numbers that identify a company within a UPC number, is unique, like a fingerprint--no one else has that number. GTINs can serve as an important bridge between the product’s digital representation and the physical product itself, increasing the chances that the shopper will receive the correct product. Plus, using GTINs in product listings can ensure products are included in search results and are more discoverable by shoppers.”
When a new product is uploaded to the marketplace, Amazon requires that the product’s GTIN be submitted at upload. The only exception to this is if the Product ID Exemption is awarded for the product. Setting up products with Product ID Exemption is not recommended unless it is absolutely necessary. During our conversation, Michelle mentioned “Amazon has a process for GTIN exemption in the rare cases where a seller is listing handmade products, product parts, or other unconventional products. However, in general, by not incorporating unique product identification into a product listing, a brand owner is risking the ability to prove that its products truly belong to them.” If a GTIN is available for a product it should always be used and if you are sourcing or manufacturing a new product, a GTIN should always be sourced and applied to the SKU.
Also, when Amazon needs to validate changes of key product information on Amazon may require evidence of GTIN ownership/registration, and photo evidence of the GTIN applied to the product is often required. Some examples of key product information include “Brand Name”, “Size Name”, “Title”, “Images” etc.
Different Types of Product IDs Recognized by Amazon
The Product IDs commonly used in the Amazon marketplace are listed below:
Global Trade Item Number (GTIN) (Used for case pack labeling and is associated with GTIN-14 codes)
European Article Number (EAN) (associated with GTIN -13 codes)
Universal Product Code (UPC) (associated with GTIN -12 codes)
International Standard Book Number (ISBN)
Japanese Article Number (JAN)
.
Valid Certified Amazon UPC / GTIN Product IDs
GTINs are available and managed by an entity called GS1 US. GS1 is a global entity that maintains supply chain standards across the globe. and GS1 US is a brand that serves businesses based in the United States. When a GTIN is licensed from GS1 US, the buyer receives documentation proving ownership of the GTIN. Also in GS1’s global database, the GTIN is registered strictly to your business.
Amazon.com, strictly uses GS1’s database for determining ownership and registration. For this reason it is critical for sellers to source their Product IDs/GTINs directly from GS1. It’s important to note that if you purchase your product IDs from a source outside of GS1, you run the risk of either applying illegitimate product IDs to your products or you may be purchasing product IDs that are owned and registered to another business entity in the GS1 database.
For new products these risks could lead to rejection of product ID at upload. For existing products using these illegitimate product IDs, sellers may be unable to make important corrections to listing information and in worse case scenarios, lose control over their product detail page completely. To research Product ID Registration information, sellers can discover ownership registration by GTIN search in the GS1 database.
Sourcing a Valid Amazon UPC / GTIN from GS1
Product IDs need to be sourced directly from GS1 in order to guarantee their legitimacy and to make sure the brand is properly identified. If you already have purchased Product IDs from another entity and are currently using them to sell your products on Amazon, search the product IDs in the GS1 database linked in the previous section to determine if your product IDs are registered to another business/entity.
To buy GTIN / UPC codes for Amazon from GS1 follow these steps:
Visit GS1 US’ website and click “Apply for a Barcode”
Determine the quantity of barcodes that you need. You will need to know the quantity of GTINs needed when you submit your application. Note that every unique SKU in your catalog needs to be assigned a product ID. GS1 US has a barcode estimator tool that can help you discover how many barcodes you need.
Review the GS1 US® Fees and Costs. If you determine you need 10 or more GTINs, your business will be assigned a “GS1 Company Prefix”. The GS1 prefix will be included in every GTIN you purchase/create and will tie your products directly back to your brand. GTINs can be purchased in quantities ranging from 1 to 100,000 which can include an initial fee and annual renewal fee. Also, GS1 US recently introduced an option designed for smaller businesses to license a single GTIN for $30.00 and with no renewal fee.
Fill Out the Application. The application has three simple steps:
Select GS1 US GTIN or GS1 Company Prefix
Provide business and contact information
Make Payment
Once the application has been submitted, you will be sent an email from GS1 US that will include a certificate (which is an important document Amazon will often request for proof of ownership of GTINs) and access information for “myGS1 US” which will serve as your online member account.
GS1 US Data Hub is also where you will create your GTINs and barcodes, manage your product data, and download important documents. GS1 US customers will need to renew their GS1 memberships annually in order to access GS1 US Data Hub® and for their purchased GTINs to remain linked to their Company Prefix.
Final Thoughts on Amazon Product ID UPC GTIN Listing Requirements
Getting a valid GTIN for products on Amazon is a vital part of ensuring your product is identified and recognized by Amazon. If you have questions about getting a GTIN for selling on Amazon or how to listing your product with the correct GTIN, please reach out