Learn how to list products without product ID (e.g., private label or handmade jewelry), using your UPC or GTIN exemption.
Walmart requires listings to include a Product Identifier such as UPCs, GTINs, EANs, or ISBNs.
However, some sellers may not be able to provide a product identifier when selling private label or handmade items.
In these cases, you can request an exemption. The following can be found in Walmart Marketplace Learn:
If you sell products that don’t have a product ID (e.g., private label or handmade jewelry), you can request a UPC or GTIN exemption to sell these items on Walmart.com. To request an exemption, you’ll need to reach out to Seller Support in Seller Center. Select the Help button in the Seller Center menu bar and follow this path: Items and inventory > Request exemption > UPC Exemption.
Once you're exempt from providing a UPC or GTIN, follow the steps below when creating a Walmart listing:
Create a Walmart listing without a UPC or GTIN
- Go to Listings > Manage Listings
- Search for the listing > in the Walmart column, click the edit icon
- In the Product Identifier field, enter CUSTOM (all caps) > select GTIN as the Product Identifier type:
This lets Walmart's system know that your product doesn't follow the usual identifier requirements, making it possible for you to create your listing without a product identifier while still following Walmart's guidelines.