If you’re listing products on Walmart Marketplace but don’t have a UPC or EAN (also known as GTINs), you’re not out of luck. Walmart allows sellers to request GTIN exemptions for qualifying products and the process is more straightforward than you might think.
Here’s everything you need to know to get approved and start listing your items without barcodes.
What Is a GTIN Exemption?
GTINs (Global Trade Item Numbers) like UPCs or EANs are typically required to list products on Walmart Marketplace. However, if you’re selling custom, handmade, or unbranded items—or your brand doesn’t use standard GTINs—you can apply for an exemption directly within Walmart Seller Center.
Who Can Apply?
Only users with Admin access can submit a GTIN exemption request. If you’re not seeing the option, check with your account administrator.
Step-by-Step: How to Request a GTIN Exemption
- Go to Seller Center > Settings > GTIN Exemptions
You’ll find the exemption tool under Administrator Options. - (Optional) Add Example URLs
You can add up to three product URLs (from your site or others) to support your request—but this is optional. - Choose Your Product Categories & Types
Select up to 10 categories and 100 product types in a single request. - Add Your Brand & Select a Reason
If your brand isn’t listed, add it manually. Then pick your reason for the exemption—like “custom product” or “no GTIN available.” - Submit & Wait
Walmart usually reviews requests within 3 business days. Once approved, wait 4 hours before setting up the exempted listings.
What Happens After You Submit?
- Approved: You’ll be notified, and can start listing after a short wait.
- Needs More Info: Check your email and respond within 5 days.
- Denied: You can reapply with updated info.
- Closed: If you don’t respond in time, your request will close automatically.
Pro Tips
- Your brand name in the exemption request must exactly match what you enter during item setup.
- GTIN fields may still show up during item setup. If you’re exempt, you may be able to enter “CUSTOM” in the GTIN field – see details here.
GTIN exemptions are a valuable tool for sellers with unique or unbranded inventory. By following the right steps, you can bypass barcode barriers and start growing your catalog on Walmart Marketplace—no GTIN required.
