Amazon offers an EAN (GTIN) exemption that allows sellers to list products without a barcode, a useful option for those selling handmade, custom-made, or private label products. To apply, sellers need to submit a request through Amazon Seller Central, providing product details, including images showing the absence of a GS1-approved barcode and the brand name permanently affixed to the packaging. Sellers can apply for exemptions across various categories in a single request..

After submitting the exemption request, Amazon typically responds within 48 hours. Approved sellers can then list their products without a product ID, though the exemption must be reapplied for each product category.