Walmart Marketplace UPC and GTIN Requirements in 2026: Product IDs, Exemptions and Which Codes Fit

Walmart Marketplace will not let you set up an item without a product ID, and it looks closely at the ID you give it. Sellers who arrive from eBay, Etsy or their own Shopify store are often surprised by how strict that step is. So what are the Walmart Marketplace UPC and GTIN requirements in 2026?

The direct answer: every item needs its own product ID: a 12-digit UPC, a 13-digit EAN, a 14-digit GTIN, or an ISBN for books. Walmart validates that ID, and it may ask that the brand on your listing matches the company the barcode prefix is registered to. If your product has no ID at all, you can ask Walmart for a GTIN exemption. Below is what Walmart's current seller policy says (it was last updated on September 2, 2026), the errors it produces, and a plain look at which kind of code fits which kind of seller.

What Walmart Requires

Walmart's product identifier policy opens with one sentence: all items sold on Walmart Marketplace must have product IDs. It accepts four types.

The policy adds a short list of rules:

• One unique ID per product. Each size, color and pack count is a separate item with its own ID. (Count yours: how many UPC codes do I need?)
• No reuse. Walmart says the reuse of product IDs for separate items is strictly prohibited. (More: can you reuse a UPC code?)
• One ID at setup. Even if your product carries both a UPC and a GTIN-14, you set the item up with one of them.
• Numbers only. No dashes and no spaces. Items with incorrect IDs are not processed.
• Model numbers and SKUs do not count. They are not universal, so Walmart does not accept them as product IDs.
• A new brand name means new IDs. Walmart says a primary brand change needs new product IDs. Small packaging changes do not.

How Walmart Validates a Product ID

This is the part most sellers miss. Walmart's policy says listings with invalid product IDs will be removed, and that invalid IDs can lead to suspension or termination of a Marketplace account. Its examples of invalid IDs include:

• Codes meant for coupons, refunds or in-store use.
• An ID used on the wrong kind of product, such as a book code on clothing.
• An item registered for one brand but set up under a different brand.
• An item registered by a company but set up under a brand name that is not related to that company.

In plain terms, Walmart may ask that the brand on your listing matches the company the barcode prefix is registered to. If you resell another company's products, that is simple: use the code already printed on the package. If you sell your own brand, it decides which kind of code you should use. We cover that below.

No Product ID? Request a GTIN Exemption

Walmart offers an exemption for products that do not have a product ID. Its guide names private label and handmade products as examples. An exemption works with both seller-fulfilled items and Walmart Fulfillment Services.

• 1

  Open GTIN Exemptions

  In Seller Center, go to Catalog and select GTIN Exemptions. You need admin access to apply.

• 2

  Choose the Category and Product Type

  One request can cover up to 10 categories and 100 product types. You can add up to three links to your own website or another marketplace to help Walmart verify your store.

• 3

  Select the Brand and Give a Clear Reason

  Walmart's own example of an acceptable reason is that your assortment does not have manufacturer-issued GTINs. "I need an exemption to list items" is its example of a reason that fails.

• 4

  Submit and Wait

  Walmart says to allow up to three business days. After approval, wait four hours, then set up the item with the same brand and product type that were approved.

Walmart notes that requests are commonly denied when it finds that the seller has been issued a GTIN before. An exemption also covers Walmart only. It does not put a scannable barcode on your product for stores or other channels.

The Product ID Errors Walmart Lists

• Typos and numbers that do not exist. Check the entry in your spreadsheet and resubmit. Our free check digit calculator catches a mistyped digit in seconds.
• The wrong pack size. Walmart's example is a 12-pack of soap listed with the ID of the 24-pack. The offer is merged onto the wrong item page and customers receive less than they expected.
• Repeated mismatches. Walmart unpublishes items with a product ID mismatch and may count the frequency of mismatches in your seller performance.
• Invented numbers. Walmart's advice is direct: if your item does not have a product ID, never create a fake one.

(Error-by-error fixes: common UPC listing errors on Walmart.)

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Which Code Fits Which Seller

A note on purchased codes. With codes you buy from a reseller such as UPCs.com, the prefix stays registered to the company it was first issued to. Each code is still unique and yours to use for good. For store shelves, inventory systems, your own website and many marketplaces, nothing more is needed. On Walmart Marketplace, the brand rule above can apply to a listing under your own brand name. If Walmart questions a code you bought from us, send us your order number. We can supply a letter of affiliation for your brand, and every order carries a 30-day money-back guarantee. (What that letter is: UPC letter of affiliation.)

Frequently Asked Questions

Does Walmart Marketplace require a UPC?

It requires a product ID for every item. That can be a UPC, an EAN, a 14-digit GTIN or an ISBN. The only way to list without one is an approved GTIN exemption.

Can I use the same UPC on Walmart and Amazon?

Yes. A product keeps one code on every channel. That is what lets marketplaces, stores and your own inventory agree on what the item is.

How long does a Walmart GTIN exemption take?

Walmart says to allow up to three business days for a response. Once approved, wait four hours before you create the item.

Can I check a code before I list it?

Yes. Run it through our free UPC lookup to see whether it already points to another product, and confirm the last digit with the check digit calculator.