Product ID Override options

Modified on Thu, 28 Sep 2023 at 05:26 PM

Amazon sellers are required to use Product Identifiers when adding items and making offers on listings. However, some items do not have Product Identifiers or never imply them, e.g. handmade products, mobile accessories, etc.


For listing items without UPC/EAN, you need to apply for an Amazon Product ID exemption. To do that navigate to Apply for a GTIN exemption page. You can find step-by-step instructions on receiving GTIN exemption permission in this article


There is a list of brands and categories that require GTIN for listing on Amazon. Product ID exemption is not available for items of these brands and categories.

Amazon allows GTIN exemption if you:

  • Sell products for which the brand, manufacturer, or publisher does not provide a GTIN (private-label products or handmade products) or you are a manufacturer or publisher and your products do not have barcodes. 
  • Sell product parts without a GTIN such as automotive parts.
  • Sell products in a bundle, for example, a set of vases.

After getting the approval, you can skip indicating UPC/EAN for your products. In M2E Pro for Magento 2, this can be done under Amazon Integration > Configuration > Settings > Main by selecting one of the Product ID Override options:

  • None - all Products will be listed with the standard Product IDs.
  • All Products - Product ID exemption will be applied to all products.
  • Specific Products - Product ID exemption will be applied only to certain products.

To benefit from the Specific Products option, select the Magento attribute for UPC / EAN below and ensure to enter ‘CUSTOM’ for this attribute in Catalog > Products.


Depending on the applied Magento attribute value, M2E Pro sends different reasons for the Product ID exemption to the Channel.

By default, the All Products option uses the Private label reason. See examples for the Specific Products option below:

Magento attribute valueReason for the Product ID exemption
customPrivate label

Starting from the M2E Pro version 1.38.0, once you get the permission, you need to set 'Yes' for Is exempt from supplier declared external product identifier field in the Product Type that you assign to your products. For that go to Amazon Integration > Configuration > Product Types, choose the Product Type, and go to the Product Identity tab.  

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