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Walmart Marketplace Barcode & GTIN — Seller Guide
Walmart Marketplace requires valid GTINs (UPC-A or EAN-13 barcodes) for all product listings. Products without GTINs are ineligible for listing on Walmart.com in most categories. This guide explains Walmart's barcode requirements, how to obtain the correct GTIN, and how to generate barcode images for your product packaging and labels.
Walmart Marketplace GTIN Requirements
Walmart.com requires a valid UPC or EAN for every product listing. Walmart validates GTINs against the GS1 registry, which means the GTIN must be registered to your brand or the manufacturer. Third-party reseller GTINs are increasingly rejected. Walmart also requires that the brand name in your listing matches the brand registered to the GTIN in the GS1 database.
Walmart does not offer a GTIN exemption programme for most product categories. If you manufacture private-label products, you must obtain a GS1 Company Prefix and register your GTINs before listing on Walmart Marketplace.
How to Get a UPC for Walmart
Purchase a GS1 Company Prefix directly from GS1 US at gs1us.org. GS1 offers prefix packages for different numbers of products — from 10 GTINs to 100,000+. Once you have a prefix, you assign item reference numbers to each of your products and construct your full 12-digit GTIN-12 (UPC-A). The check digit is calculated automatically by the BatchPrintGTIN generator.
Do not purchase "pre-assigned" UPC codes from third-party resellers on sites like eBay. Walmart's system will reject listings where the GTIN does not trace back to the correct brand owner in the GS1 database.
Walmart Item Setup and GTIN Submission
When setting up items in Walmart Seller Center, you submit product information including the Product ID Type (set to UPC or EAN) and the Product ID value (your 12 or 13 digit GTIN). Walmart's catalogue system matches your GTIN to its product database. If the product already exists in the Walmart catalogue from another seller, your offer is added to the existing listing. If it is a new product, Walmart creates a new item page using your submitted product data.
Walmart Label and Packaging Requirements
For products fulfilled through Walmart Fulfilment Services (WFS — Walmart's equivalent of Amazon FBA), labels must meet specific requirements. The UPC barcode must be scannable and placed on the product's primary display panel or a flat side surface. Minimum barcode size is approximately 25mm wide. Do not place barcodes on curved surfaces, transparent packaging without a backing, or areas subject to sealing or folding.
Products shipped to Walmart distribution centres for resale must have the UPC on the retail packaging. WFS requires an additional WFS label with an FNSKU-equivalent identifier for fulfilment tracking — this is separate from the UPC and is generated through Seller Center.
Quick access: Generate UPC-A Barcode · Generate EAN-13 Barcode
Generating Walmart-Compliant Barcode Images
Use BatchPrintGTIN to generate your UPC-A or EAN-13 barcode image. Select UPC-A for 12-digit GTINs or EAN-13 for 13-digit GTINs. Download as SVG for packaging artwork files (vector format, scales to any size without quality loss) or as a high-resolution PNG for basic label printing. Use the PDF Page Designer to arrange barcodes on standard label sheet formats for printing product labels.
Common Walmart Barcode Issues and Solutions
- GTIN validation failure — ensure your GTIN was obtained from GS1 and is registered to your brand name as it appears in Seller Center
- Duplicate listing conflict — if your GTIN is already in the Walmart catalogue under a different brand name, contact Walmart Seller Support to resolve the attribution
- Barcode not scanning — check print resolution (minimum 300 DPI for barcodes), quiet zone width, and barcode size; use the SVG download for the sharpest print output
- Incorrect check digit — BatchPrintGTIN calculates check digits automatically; if you are entering an existing GTIN, verify the 12th digit using the GS1 check digit calculator
Frequently Asked Questions
Does Walmart accept EAN-13 barcodes?
Yes. Walmart accepts both UPC-A (12-digit) and EAN-13 (13-digit) barcodes. Specify the Product ID Type correctly in Seller Center when submitting the item.
Can I use the same UPC for multiple Walmart listings?
No. Each unique product — including each size and colour variant — must have its own unique GTIN. Using the same UPC for different products will cause listing errors and potential account issues.
What if my product is exempt from needing a GTIN?
Walmart's GTIN exemption process is limited. Contact Walmart Seller Support directly to apply for a GTIN exemption in the applicable product category.
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