How to sell on Amazon without an EAN code

What is an EAN code?

Before we begin, let's clarify. The EAN code, an acronym for European Article Number, is a unique code used to identify a product. It indicates the country of origin and the manufacturer of the item. It consists of 13 digits and should not be confused with a barcode. To be more precise, a barcode is merely a graphical representation of the EAN, but not everyone knows that any numerical sequence can be represented by a barcode to be read by machines such as supermarket checkouts.

Barcode of the numerical sequence "001"

Note: One EAN code corresponds to exactly one product. For example, two shirts of two different colors will have two distinct EAN codes.

But how do you get an EAN code? The only authorized body in Italy to issue EAN codes is GS1 Italy. To obtain the codes, the company pays a one-time cost plus an annual membership fee. The amount of both is not fixed but is based on the company's turnover. Furthermore, the annual fee is not valid for 12 months from purchase but covers the January-December period, therefore expiring at the end of each calendar year.

After verifying the truthfulness of the data provided, GS1 will issue 1000 EAN codes to the company. Technically, since an annual fee is required, obtaining EANs cannot be defined as a purchase, but rather a lease. In fact, if the fee is not renewed, you will lose the right to use the codes.

Below is a brief summary of costs based on different turnover brackets.

Online you can find various solutions to obtain EAN codes at a low cost. Although they are often marketed as such, these codes are not to be considered official. Platforms offering this type of service usually purchase blocks of EAN codes and then resell them at a low cost. There are 2 main risks when choosing this solution:

• The EAN code might have already been assigned to another buyer. In this case, it will be impossible for you to associate the identifier with your product;

• The marketplace might not recognize the code. Specifically, Amazon increasingly recognizes irregular codes or those assigned to a manufacturer different from the one uploading the product. Using non-official codes is strictly prohibited by the platform, which may even decide to suspend the seller's account.

So, is it possible to sell on Amazon without an EAN code? Generally no, but there are at least 3 exceptions:

• Selling a product already existing on Amazon;

• Obtaining an exemption to publish products without an identifier;

• Enrolling in the Amazon Handmade program.

Let's briefly analyze these three solutions.

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Selling a product already present on Amazon

The first possibility for selling on Amazon without an EAN code is to market a product that already exists. There are two ways to check if the product has already been uploaded by another seller:

• Enter the EAN directly into the Amazon search bar. This is certainly the fastest method but has a limitation: if the product is currently unavailable (for example, because it is out of stock), no search results will appear even though the item has actually been uploaded;

• Use the "Add a product" section in Seller Central. A couple of extra clicks are required, but with this method, we will get a certain answer.

If the result is positive, simply select the condition in which you want to sell the product and click the "Sell this product" button.

Note: For some items, authorization from the brand owner may be required before you can upload them. In this case, you will need to provide a purchase invoice from the last 180 days or an authorization letter.

Finally, before publishing, you must indicate who will handle the logistics, the price, and the available units (if shipments are managed by the seller).

This is the easiest method to sell products without an EAN, as it won't even be necessary to create text or add images to the product page, but it is not the solution we recommend. In fact, once the item is published, only the seller with the best conditions will be able to generate sales. This dynamic risks triggering a price war that is potentially harmful to all sellers. There is much more to say on this topic, which is why we decided to go into detail in the article on the Buy Box.

Obtaining an exemption to sell on Amazon without an EAN code

As mentioned, there is a second way to add products to the catalog without an EAN code. Indeed, Amazon may grant an exemption for certain sales categories. Generally, the marketplace authorizes sellers to sell without an EAN code when:

• Selling items for which the brand, manufacturer, or publisher does not provide a GTIN code (such as private label or artisanal products);

• Selling items of which you are directly the manufacturer, brand owner, or publisher and on which there is no barcode (such as private label or artisanal products);

• Selling only certain components of the product that do not have a GTIN code (such as mobile phone or computer accessories, car and motorcycle parts, etc.).

• Selling a combination of different products (for example, a set of assorted food products or a pack containing 4 different shirts).

Requesting an exemption is fairly simple and fast. You just need to enter the brand name and the category for which you want to request the exemption through this page. If you are not the owner of a brand, simply enter the value "Generic".

After this step, Amazon will ask for some evidence to support the exemption request.

You will need to upload between 2 and 9 images following these guidelines:

• The brand name entered during the approval request must match exactly the brand name shown on the product and/or packaging;

• The images must be authentic photographs of the products or packaging, meaning the product and packaging must be held in hand or placed on a table during the shoot. Graphics software-edited images are therefore not permitted;

• The brand must be permanently affixed to the packaging and/or the product.

Once the exemption is obtained, when you try to add a new product for the approved category, the field relating to the Product ID (GTIN, ASIN, EAN, or other) will no longer appear as mandatory.

You can request an exemption for multiple brands and multiple categories. Once the request is submitted, Amazon may take up to 48 business hours to authorize it.

DO YOU STILL HAVE QUESTIONS?

Enrolling in Amazon Handmade

Amazon Handmade is the program for sellers who produce or process their own items at a craft level. By definition, every handcrafted product is one of a kind, and for this reason, Amazon allows sellers enrolled in this program to sell their items without entering an EAN code. Furthermore, all the privileges of a Professional Seller account are granted without the payment of the €39 per month subscription fee. We have dedicated a specific article to this topic, which you can find here.

Conclusions

Generally speaking, a product identifier such as an EAN code is necessary to sell your products on Amazon. However, there are some exceptions that make it not strictly indispensable. For further questions on how to obtain an exemption to sell without EAN codes or assistance in improving your product positioning and increasing sales on Amazon.

Selling on Amazon: how to upload products