UPC Codes for Amazon: How to Buy, Register & List Products (2026 Guide)

If you're listing products on Amazon, you'll hit the UPC requirement almost immediately. Amazon requires a Universal Product Code (UPC) for most new product listings — and getting this wrong can lead to listing suppression, hijacked ASINs, or wasted money on codes that don't actually work.

This guide covers everything Amazon sellers need to know about UPC codes in 2026: where to buy them, how much they cost, when you can skip them entirely, and the mistakes that get sellers' listings taken down.

What Is a UPC Code and Why Does Amazon Require It?

A UPC (Universal Product Code) is a 12-digit barcode that uniquely identifies a product. It's the barcode you see on virtually every retail product — the same one scanned at checkout in physical stores.

Amazon uses UPCs (and their global equivalent, GTINs) to match products in their catalog. When you enter a UPC while creating a listing, Amazon checks it against the GS1 database to verify the product identity and brand ownership. This system helps Amazon prevent duplicate listings, reduce counterfeit products, and maintain catalog accuracy.

Every UPC is part of a larger system called GTIN (Global Trade Item Number). Here's how the barcode types relate to each other:

• UPC-A: 12 digits, standard in the US and Canada

• EAN-13: 13 digits, standard internationally

• GTIN-14: 14 digits, used for case/carton quantities

For most Amazon sellers in the US, you'll be working with UPC-A codes.

Where to Buy UPC Codes for Amazon

GS1: The Only Source Amazon Officially Accepts

As of 2026, Amazon requires that UPC codes come from GS1 — the global standards organization that manages the barcode system. Amazon verifies UPCs against the GS1 database, and codes purchased from third-party resellers are increasingly being flagged and rejected.

Here's how to get your UPCs from GS1:

Step 1: Go to gs1us.org (for US sellers) and click "Get a Barcode."

Step 2: Choose your plan. GS1 US offers two options:

• GS1 US GTIN (single barcode): $30 one-time fee. Best if you have just 1 product.

• GS1 Company Prefix: Starting at $250/year (initial fee) + $50/year renewal for up to 10 products. Scales up based on how many unique products you need to barcode.

Step 3: Complete your application. You'll provide your company name, contact info, and product details. GS1 typically processes applications within a few business days.

Step 4: Assign your UPCs. Once you receive your GS1 Company Prefix, you'll use the GS1 US Data Hub to assign individual UPC numbers to each of your products.

GS1 Pricing Breakdown (2026)

Prices are from GS1 US and may vary. Check gs1us.org for current rates.

What About Third-Party UPC Resellers?

You'll find websites selling UPCs for $5 or less. These are typically resold codes from GS1 prefixes that were originally assigned to other companies. While they technically contain valid numbers, Amazon has been cracking down on these since they started verifying UPC ownership against GS1 records.

The risks of using resold UPCs include listing suppression without warning if Amazon's GS1 verification flags a mismatch, potential loss of your product listing if the original prefix owner reports the code, and no recourse if something goes wrong since the GS1 registration isn't in your name.

For brands serious about selling on Amazon long-term, GS1-issued codes are the only reliable option.

How to Use Your UPC When Listing on Amazon

Once you have your GS1-issued UPC, here's how to use it in Seller Central:

1. Go to Catalog → Add Products in Seller Central

2. Select "I'm adding a product not sold on Amazon"

3. Choose your product category

4. In the Product Identity section, select "UPC" as the product ID type

5. Enter your 12-digit UPC number

6. Complete the rest of your listing (title, description, images, price)

Amazon will verify your UPC against the GS1 database. If the brand name in your listing doesn't match the brand associated with that UPC in GS1's records, your listing may be rejected.

Pro tip: Make sure the brand name you register with GS1 exactly matches the brand name in your Amazon Brand Registry and your Seller Central listings. Even small differences (like "Lab916" vs "Lab 916") can trigger verification failures.

Amazon Barcode Types: UPC vs. FNSKU vs. ASIN

Amazon's ecosystem uses several different identification codes, and they each serve a different purpose:

UPC is your product's universal identifier. It's the same code used across all retail channels — Amazon, Walmart, Target, your own website. You need it to create a listing.

ASIN (Amazon Standard Identification Number) is Amazon's internal catalog ID. Amazon generates this automatically when you create a listing with your UPC. You don't buy or create ASINs — they're assigned to you.

FNSKU (Fulfillment Network Stock Keeping Unit) is Amazon's FBA-specific barcode. If you use Fulfillment by Amazon, you'll print FNSKU labels to put on your products before shipping them to Amazon's warehouses. The FNSKU ties your specific inventory to your seller account, so Amazon knows which units belong to which seller.

The flow works like this: You buy a UPC from GS1 → You use the UPC to create a listing → Amazon assigns an ASIN → If you use FBA, Amazon generates an FNSKU for your inventory.

GTIN Exemption: When You Don't Need a UPC

Not every product requires a UPC. Amazon offers GTIN exemptions for products that legitimately don't have barcodes, such as handmade items or custom products, private label products in certain categories, products in categories where UPCs aren't standard (some parts, accessories, and industrial items), and bundles or multipacks you've created.

How to Apply for a GTIN Exemption

1. Go to Catalog → Add Products in Seller Central

2. Click "Listing Limitations Apply" or search for your product category

3. Select "Apply for GTIN Exemption"

4. Choose the product category and brand

5. Upload product images showing the product and packaging (Amazon requires images that prove the product doesn't have a barcode)

6. Submit and wait for approval (typically 24-48 hours)

If approved, you'll be able to list products in that category without entering a UPC. The exemption is typically granted per brand per category, so you may need multiple exemptions if you sell across different categories.

GTIN Exemption Tips

Getting approved is generally straightforward, but a few things increase your chances: submit clear, high-resolution product photos showing the actual product with no barcode visible, make sure your brand is enrolled in Amazon Brand Registry before applying, and apply for the most specific subcategory possible rather than broad parent categories.

Common UPC Mistakes Amazon Sellers Make

Using someone else's UPC. If you find a product's UPC online and use it for your listing, you'll end up on the existing product's listing page rather than creating a new one. This is a common mistake for new sellers.

Mismatched brand names. Your GS1 registration, Amazon Brand Registry, and product listing all need to use the same brand name. Inconsistencies trigger verification failures.

Buying from unauthorized resellers. As covered above, third-party UPCs are increasingly unreliable on Amazon. The $30 to get a legitimate GS1 code is worth it to avoid listing issues down the road.

Not keeping GS1 registration active. If you have a GS1 Company Prefix, your annual renewal must stay current. Lapsed registrations can cause UPC verification failures on Amazon.

One UPC for multiple variations. Each unique product variation (size, color, pack count) needs its own UPC. A medium blue shirt and a large blue shirt are two different UPCs.

Frequently Asked Questions

How much does a UPC code cost for Amazon?

A single UPC from GS1 US costs $30 as a one-time fee. If you need codes for multiple products, a GS1 Company Prefix starts at $250 initially plus $50/year for up to 10 products. Third-party resellers sell codes for less, but Amazon increasingly rejects these during verification.

Can I use the same UPC on Amazon and other marketplaces?

Yes. A UPC is a universal identifier that works across all retail channels — Amazon, Walmart Marketplace, Target, eBay, and your own website. That's one of the advantages of the GS1 system: one code works everywhere.

How long does it take to get a UPC from GS1?

GS1 US typically processes single GTIN purchases within minutes (it's an online process). Company Prefix applications usually take 1-3 business days. Once issued, you can start using your UPCs on Amazon immediately.

Do I need a UPC if I sell handmade products on Amazon?

Not necessarily. Amazon's Handmade program doesn't require UPCs. If you're selling handmade products through a regular seller account, you can apply for a GTIN exemption. Amazon generally approves these for genuine handmade items.

What happens if Amazon rejects my UPC?

If your UPC is rejected, it's usually because it doesn't match GS1 records, it was purchased from an unauthorized reseller, or there's a brand name mismatch. Check your GS1 registration, verify the brand name matches across all platforms, and ensure your GS1 account is active. If you used a third-party UPC, you'll likely need to purchase a legitimate one from GS1.

Managing UPC codes, product listings, and catalog compliance is just one piece of running a successful Amazon business. If you're an established brand looking to add Amazon as a sales channel — or struggling with listing issues, suppressed ASINs, or catalog problems — schedule a strategy call with Lab 916 to see how we can help.