- Short answer
- In the US, request it in Walmart Seller Center under Catalog > GTIN Exemptions; if you list via Marketplace Connect, email Shopify the approval.
- Who qualifies
- Products with no product ID, such as private label or handmade, on Walmart.com (US); Walmart says sellers may be eligible
- Who applies
- A Seller Center user with admin-level access; the same process works for a UPC exemption
- One request
- Up to 10 categories and 100 product types
- Timing
- Up to three business days; answer a request for more information within five days or it closes
- Fee
- None named for the exemption request on the Walmart guide or Marketplace Connect help pages we read in September 2026
- After approval
- If you use Marketplace Connect, email the approval to marketplace-connect@shopify.com; wait the 24 hours it recommends before listing
Which products qualify for a Walmart GTIN exemption?
Walmart says sellers of products without a product ID, such as private label or handmade goods, may be eligible to sell them on Walmart.com (US) by requesting a GTIN exemption; Walmart commonly denies a request when it finds the seller was previously issued a GTIN.
Shopify's Marketplace Connect requirements say Walmart needs a unique product identifier, such as a GTIN or UPC, on each product and that products without one need the marketplace's exemption; Walmart's other listing rules are in our Walmart integration guide.
The Walmart guide and Marketplace Connect help pages we read in September 2026 name no fee for the request. Buying codes instead? What GS1 charges is in our barcodes guide.
How do you request a GTIN exemption in Walmart Seller Center?
You need admin-level access to Seller Center; the same process works for a UPC exemption.
- Open Catalog and select GTIN Exemptions.
- Choose category, product type and brand — up to 10 categories and 100 product types per request — and give a clear, complete reason.
Walmart says to allow up to three business days for a response. Answer any emailed request for more information within five days, or the request closes; if you believe a denial was made in error, appeal through the Help button in Seller Center.
Marketplace Connect's GTIN article names a Seller Help route; Walmart's own guide, updated September 2, 2026, uses Catalog > GTIN Exemptions — follow Walmart's.
What do you do in Shopify once Walmart approves the exemption?
Shopify's Marketplace Connect app needs proof from you, because:
Amazon and Walmart do not provide confirmation of Brand registry or granted GTIN exemption on your account.
Once Walmart approves, email a copy of the approval to marketplace-connect@shopify.com, then wait the recommended 24 hours before listing. For Walmart, the Marketplace Connect help articles we read in September 2026 describe only this step.
Walmart's own wait is four hours after approval before item setup, and the item's brand and product type must exactly match the approval; other brands or types need a new request.
Amazon runs its own exemption request — how to get an Amazon GTIN exemption.
This article was written entirely by AI under human editorial direction. The editor sets the topic and structure, runs multi-stage validation on facts, links, and interactive elements, and verifies the output is useful from a business perspective. All claims are checked against official Shopify sources. Details may change — always confirm critical data at shopify.com.
Editorial Policy