If your product does not have a UPC or barcode, you may still be able to sell it on Walmart Marketplace. First, you'll need to get a Walmart GTIN exemption.
In this guide, weโll explain who can qualify, how to apply step by step, why Walmart may deny your request, how to fix common problems, and what to do after approval. Weโll also explain how GTIN exemptions work with WFS.
What Is a Walmart GTIN Exemption? And Who Qualifies?
A Walmart GTIN exemption is Walmartโs authorization to list a product without a product identifier such as a UPC, EAN, ISBN, or GTIN. It applies only to the approved brand, product type, and category not to the sellerโs entire account and is used for private-label, handmade, bundled, or resold items.
According to Walmartโs official GTIN exemption guidance, sellers can apply directly through Seller Center.
Is a Walmart UPC Exemption the Same as a GTIN Exemption?
Yes. A UPC is one type of GTIN, so sellers often use the terms Walmart UPC exemption and Walmart GTIN exemption to describe the same process.
| Product Type | Eligible for Exemption? | Common Reason | Note |
|---|---|---|---|
| Private label products | โ Yes โ most common | Brand does not have registered GTINs | Keep the brand name the same in the application and listing |
| Handmade / artisan items | โ Yes | One-of-a-kind items do not have barcodes | Provide product photos or store URLs as proof |
| Custom bundles/kits | โ Yes | The bundle does not have its own barcode | Individual products inside the bundle may still have GTINs |
| Resold items without packaging | โ Yes | Secondhand, refurbished, or unpackaged items | Walmart includes โResold itemโ as an exemption reason |
| Branded products such as Nike or Apple | โ No | The brand already has registered GTINs | You must use the valid GTIN |
| Media products such as books, music, and DVDs | โ No | ISBNs or UPCs are standard identifiers | These categories require valid identifiers |
| Regulated categories | โ ๏ธ Varies | Some products need IDs for compliance | Check the rules for the exact category before applying |
How to Request a GTIN Exemption: Step by Step (2026 Updated Process)
Walmart now allows sellers to request a GTIN exemption directly through Seller Center. This is a self-service process, so you don't need to start with the older support-ticket method.
If you need help using the platform, see our Walmart Seller Central guide.
1. Log In With an Admin Account โ Catalog โ GTIN Exemptions โ Get Started
Sign in to Walmart Seller Center with an admin-level account. Only users with admin access can request an exemption and view existing submissions.
2. Open the GTIN Exemptions Tool โ Catalog โ GTIN Exemptions โ Get Started
Go to Catalog โ GTIN Exemptions โ Get Started. If you already have exemption requests, select the option to apply for another exemption.
3. Select Your Categories and Product Types โ Catalog โ GTIN Exemptions โ Get Started
Choose the categories and product types that correctly match your products.
Walmart allows you to select up to:
- 10 categories in one request
- 100 product types in one request
Always choose the product type that actually matches your item. Do not choose a different product type just because you think Walmart is more likely to approve it.
4. Add Your Brand, Reason, and Supporting URLs โ Catalog โ GTIN Exemptions โ Get Started
Select your brand and clearly explain why your product does not have a GTIN.
You can add up to three product URLs from your own website or another marketplace. If possible, use pages where the product is already listed without a GTIN. These links can help Walmart understand why you need the exemption.
Keep your reason clear and specific.
Instead of writing:
โNo UPC available.โ
Write something like:
โProduct is a custom bundle of [X] and [Y] without its own barcode.โ
Also, make sure the brand name matches the name you plan to use on your Walmart listing.
5. Review and Submit the Request โ Catalog โ GTIN Exemptions โ Get Started
Check all your information before submitting the request.
Review the:
- Category
- Product type
- Brand name
- Exemption reason
- Supporting URLs
After you submit the request, Walmart will review it. You can track the progress from the GTIN Exemptions dashboard.
What Gets Your Walmart GTIN Exemption Denied and How to Fix It
Walmart can deny a GTIN exemption for several reasons. Common problems include existing GTIN records, choosing the wrong product type, missing information, brand name differences, or duplicate requests.
| Rejection Reason | Why Walmart Denied It | How to Fix and Resubmit |
|---|---|---|
| Brand previously issued GTINs | Walmartโs system shows that your brand, or a brand with the same name, has already been given GTINs by GS1 | Submit an appeal through Help โ Support. Explain that the specific product or SKU does not have a GTIN. Add proof such as manufacturer confirmation or a GS1 database screenshot showing no match for the product |
| Ineligible category or product type | The category or product type you selected does not allow a GTIN exemption | Check Walmartโs eligible categories before applying again. If your product honestly fits another eligible product type, use that option |
| Incomplete application | Walmart does not have enough information, supporting URLs, or a clear reason | Add 2โ3 useful product URLs and clearly explain why the product has no barcode |
| Brand name mismatch | The brand name in your request does not match the listing or supporting URLs | Use exactly the same brand name everywhere. Even small capitalization differences can cause problems |
| Duplicate request | A similar exemption may already be active or waiting for approval | Check Seller Center โ Catalog โ GTIN Exemptions before sending another request |
After Approval: How to Create a Listing With Your Exemption
During item setup, select โI have a GTIN exemption.โ Make sure the brand name exactly matches the name used in your approved request.
After approval, wait four hours before setting up the item.
Your exemption only covers the approved categories and product types. You cannot use the same exemption to list unrelated products in a different category.
After your listing is live, use our Walmart Content Quality Score guide to improve your listing quality.
Can GTIN-Exempt Products Use WFS?
Yes. Products with an approved GTIN exemption can use Walmart Fulfillment Services in certain situations.
If you already have a seller-fulfilled product with an approved exemption, you can convert it to WFS.
A new WFS product can also use an approved exemption during the first setup.
If a WFS product already has a product ID, you can't change that ID to a GTIN exemption. In this case, you will need to create a new listing.
How to Check Your Walmart GTIN Exemption Status
Seller Center โ Catalog โ GTIN Exemptions
Your request may show as Approved, Processing, Needs info, Denied, or Closed.
If Walmart asks for more information, check the request and send the details they need.
Sellers with large catalogs can also use Walmartโs GTIN Exemption Status API to track many exemption requests automatically.
Get Your Walmart Products Listed Correctly
Use the correct category and product type, keep your brand name consistent throughout the process, and provide Walmart with clear information when you apply.
For more marketplace planning guidance, see our Walmart seller fees guide and Amazon vs Walmart guide.
If you need help with Walmart listing setup or marketplace growth, explore SalesDuo Walmart marketplace services.
Book Your 1:1 Growth Call with SalesDuo.
FAQs About Walmart GTIN Exemptions
1. How Do I Get a GTIN Exemption on Walmart?
Go to Seller Center โ Catalog โ GTIN Exemptions โ Get Started using an admin account.
Choose the correct category and product type, add your brand and reason, provide supporting URLs, check your information, and submit the request.
2. Why Was My Walmart GTIN Exemption Denied?
Walmart may deny your request if it believes your brand already has GTINs, your category or product type doesn't qualify, or your application doesn't include enough information.
Check what caused the problem and correct your request. If you believe Walmart made a mistake, contact Walmart Support.
3. Can I Use WFS With GTIN-Exempt Products?
Yes. If a seller-fulfilled item already has an approved exemption, you can convert it to WFS. You can also use an approved exemption when setting up a new WFS item.
If the WFS listing already has a product ID, you canโt switch it to a GTIN exemption. In that case, youโll need to set up a new listing.
4. How Long Does a Walmart GTIN Exemption Take?
Allow up to three business days for Walmart to respond to a GTIN exemption request.
More complex requests, or applications that need extra information, may take longer.
About the Author
Meet Mamta Mathe, an Associate Content Writer at SalesDuo who specializes in creating practical, research-backed content for Amazon sellers. She enjoys simplifying complex eCommerce topics and helping brands make smarter growth decisions through clear, actionable insights. Outside of work, she loves reading, exploring new ideas, and staying updated on digital marketing trends.
