Often, many merchants may not always have the necessary GTINs for their products. Some marketplaces, like Amazon, will provide an exemption in certain cases. These are the instances when a merchant can apply for exemption:
If the brand, manufacturer, or publisher does not provide a GTIN for the products (for example, private-label products or handmade/custom products).
For non-branded products that do not have GTINs (for example, wholesale products).
If the parts do not have a GTIN (for example, some automotive parts do not have a GTIN).
For bundles that do not have a GTIN (for example, customized bundles may not have a GTIN).
Brian Roizen is the Cofounder and Chief Architect of Feedonomics, a full-service feed optimization platform that optimizes product data for hundreds of channels. He has been featured on numerous podcasts and eCommerce webinars, and regularly contributes to Search Engine Land and other industry-leading blogs. Brian graduated summa cum laude from UCLA with both a Bachelor’s and Master’s degree in Mechanical Engineering.