Submit Products to Walmart without a Product Identifier (EAN/UPC/GTIN)

Walmart requires a unique product identifier (UPC/EAN/GTIN) for each listing published on their platform.


If you sell products that don’t have product identifiers (such as private label products, hand-made products, non-branded or wholesale products, and/or products with a customized element) you will need to either:

  1. Buy product identifiers for your products. 
    It’s important to exercise caution when sourcing your product identifiers. Please see our article on sourcing them here.
  2. Request a UPC exemption from Walmart.
    To request an exemption, submit a support ticket from your Walmart seller center explaining your circumstances. There is no guarantee that Walmart will provide an exception even when the products meet the criteria mentioned above.