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Key Takeaways
- The October 30 Marty update offers guidance on GTIN requirements and request methods; it does not change the exemption policy or approve an application.
- When ready to create an item, request an exemption during single-item, spreadsheet bulk, or API setup. If you are not ready, submit first through GTIN Exemptions in Seller Center.
- A pre-setup request requires Seller Center administrator access. Each request can include up to 10 categories and 100 product types; up to three store URLs are optional.
- After approval, wait four hours and use the same approved brand and product type. A Processing status is not approval.
- Product identifier rules still apply: a SKU or model number is not a valid ID. Do not invent or reuse someone else's GTIN.
An exemption is possible, not automatic
On Walmart US Marketplace, private-label and handmade products without a manufacturer-issued GTIN may qualify for an exemption. A GTIN, or Global Trade Item Number, identifies a product. A missing GTIN alone does not establish eligibility or guarantee approval.
Walmart's October 30, 2026 announcement points sellers to Marty, the generative AI assistant in Seller Center, for GTIN requirements and request methods. This is guidance, not a new exemption policy, an approval, or a waiver of product identifier rules. The cited pages do not state a fee or establish access for every account or for other countries.
Choose when to request
If you are ready to create the item, Walmart's overview recommends requesting the exemption within the item setup workflow. It lists paths for a single item, spreadsheet-based bulk setup, and API item setup. Follow the separate instructions for the method you use.
If you are not ready to create items, use the Request a GTIN exemption guide's advance application path in Seller Center. Submitting that request does not create the item for you.
Apply before item setup in Seller Center
You need administrator-level Seller Center access to submit an exemption request or view existing submission statuses. Open Catalog, then GTIN Exemptions. Choose Get started for your first request, or Apply for GTIN exemptions if you already have exemptions.
Store URLs are optional. For verification, you may provide up to three public URLs from your business website or an external marketplace where your store information appears. You can continue without URLs by selecting Next.
Select the brand, scope, and reason
For each request, select up to 10 categories and 100 product types, then choose the brand. If it is not listed, use Add a brand. Select the scope that matches the items you plan to create; do not assume an approval covers products outside the request.
Choose the applicable reason from the menu. If none fits, select Other and explain the reason clearly. Walmart gives an assortment without manufacturer-issued GTINs as an acceptable example; “I need an exemption to list items” is not specific enough and may lead to denial or a request for more information. Submit the form, then check GTIN Exemptions for its status.
Respond to the status and wait for approval
Approved: wait four hours before item setup, and use the same brand and product type approved in the exemption. Processing: allow up to three business days for a response; this is guidance, not a guaranteed decision time. Needs info: check your email and answer every question within five days. If Walmart does not receive a response within five days, the request may show as Closed.
Denied: hover over the status to see the reason. If you believe the decision was made in error, choose Help in Seller Center to contact Support and submit an appeal. You can also consider obtaining a valid product identifier from GS1. Do not treat Processing as approval or create an item as if the exemption were approved.
Keep following product identifier policy
Walmart generally requires valid product IDs and cross-checks them against GS1 data. Qualifying items without manufacturer-issued GTINs should follow the exemption process; an unapproved item cannot simply skip the ID requirement. Accepted types include GTIN, UPC, ISBN, and EAN, as applicable. Separate products cannot reuse an ID, and a SKU or model number is not a valid product ID.
Do not invent, borrow, or reuse a GTIN, or assign an ID tied to another brand or product. An exemption request is for a qualifying item without a manufacturer-issued GTIN; it does not make a SKU valid. Invalid IDs can result in listing removal and may lead to account suspension or termination.
Sources
- Walmart Marketplace Release Notes: Get GTIN exemption guidance in Seller Center (2026-10-30)
- Walmart Marketplace Learn: GTIN exemptions: Overview (updated 2026-10-30)
- Walmart Marketplace Learn: Request a GTIN exemption (updated 2026-09-02)
- Walmart Marketplace Learn: Product identifier (GTIN, UPC, ISBN or EAN) policy (updated 2026-09-02)
Frequently Asked Questions
Can I copy the dashboard form fields directly into an item setup API request?
This article has not verified the API request fields. Walmart’s overview confirms an exemption path during API item setup and links to the item setup APIs. Use that API’s current requirements; dashboard click instructions are not an API contract.
Does this workflow also apply to Walmart marketplaces in other countries?
The cited Seller Center pages do not establish the same entry point, eligibility, or timing for other countries. This article summarizes only the workflow in these Walmart Marketplace sources; check the official guidance for your target market.