GTIN vs UPC: What's the Difference? A Guide for Amazon Sellers (2026)

If you sell on Amazon — or plan to — you've probably run into the terms GTIN and UPC while setting up product listings. They sound similar, they both involve barcodes, and Amazon's documentation uses them almost interchangeably. But they're not the same thing.

Understanding the difference between a GTIN and a UPC matters because using the wrong identifier — or getting one from the wrong source — can lead to suppressed listings, catalog errors, or even account restrictions. At Lab 916, we manage Amazon accounts for established brands, and barcode issues are one of the most common (and avoidable) problems we see during onboarding.

This guide breaks down what GTINs and UPCs actually are, how they relate to each other, and what you need to know to get your product listings right.

What Is a GTIN?

A GTIN, or Global Trade Item Number, is a unique numeric identifier assigned to a product for use in global trade. It's maintained by GS1, the international standards organization responsible for barcode systems worldwide.

The key thing to understand is that GTIN is an umbrella term. It's not a single barcode format — it's a family of identifiers that includes several different formats depending on the use case and region:

• GTIN-8 — 8 digits, used for small products with limited packaging space

• GTIN-12 — 12 digits, also known as a UPC (used primarily in North America)

• GTIN-13 — 13 digits, also known as an EAN (used internationally)

• GTIN-14 — 14 digits, used for case-level and multi-pack identification

Every product you see on a store shelf or in an Amazon listing has a GTIN encoded into its barcode. That GTIN is what allows supply chains, retailers, and marketplaces to track and identify individual products across the world.

What Is a UPC Code?

A UPC, or Universal Product Code, is a 12-digit barcode format used primarily in the United States and Canada. If you've ever scanned a product at checkout, you've used a UPC.

A standard UPC-A barcode consists of three parts:

• Company prefix — Identifies the manufacturer or brand owner (assigned by GS1)

• Item reference number — Identifies the specific product within that company's catalog

• Check digit — A single digit calculated from the other 11, used to verify the barcode scanned correctly

Here's the important part: a UPC is a GTIN. Specifically, a UPC is a GTIN-12. It's one format within the broader GTIN system. Think of it like this — all UPCs are GTINs, but not all GTINs are UPCs.

GTIN vs UPC: What's the Difference?

The difference between GTIN and UPC comes down to scope. A GTIN is the global standard for product identification. A UPC is one specific format within that standard — the 12-digit version used in North America.

Here's a quick comparison:

When Amazon asks for a "GTIN" during product listing creation, they're asking for whichever format applies to your product. For most US sellers, that's a UPC (GTIN-12). For international sellers, it's typically an EAN (GTIN-13). For books, it's an ISBN.

What About EAN and ISBN?

Since we're clarifying barcode types, it's worth covering two other identifiers you'll encounter.

EAN (European Article Number) is a 13-digit barcode — technically a GTIN-13 — used as the standard product identifier outside of North America. If you sell on Amazon's European marketplaces (UK, Germany, France, etc.), your products will use EANs. An EAN and a UPC carry the same information; the EAN simply includes an extra leading digit. In fact, you can convert a UPC to an EAN by adding a zero in front.

ISBN (International Standard Book Number) is a 13-digit identifier used specifically for books and similar publications. On Amazon, books are identified by ISBN rather than UPC. If you sell media products, ISBN is the GTIN format you'll use.

The takeaway: UPC, EAN, and ISBN are all types of GTINs. They're different formats for different regions and product categories, but they all feed into the same global identification system.

Why GTINs and UPCs Matter for Amazon Sellers

Amazon requires valid product identifiers (GTINs) for the vast majority of product listings. Here's why they take this seriously — and why you should too.

Catalog accuracy. Amazon uses GTINs to match your product to the correct detail page in their catalog. If your GTIN doesn't match what's registered in the GS1 database, your listing can be flagged as a duplicate or associated with the wrong product entirely.

Brand protection. Amazon cross-references the GS1 database to verify that the GTIN prefix matches the brand listed on the product. If there's a mismatch — say you're listing Brand X products but using a GTIN registered to Brand Y — Amazon may suppress the listing or flag your account.

Listing suppression. Invalid, unregistered, or third-party resold GTINs are one of the most common reasons Amazon suppresses product listings. When your listing goes down, so do your sales, your organic ranking momentum, and your advertising campaigns.

Buy Box eligibility. For products with multiple sellers, having the correct GTIN helps Amazon verify that everyone is listing the same product. Incorrect GTINs can create separate listings or prevent you from appearing on the correct detail page.

At Lab 916, we've seen brands lose weeks of sales momentum because of GTIN issues that could have been avoided with a $30 barcode from GS1. It's one of the simplest things to get right — and one of the most expensive to get wrong.

How to Get a GTIN or UPC for Your Products

Getting legitimate GTINs is straightforward. Here's the process:

For a single product: Purchase an individual GTIN from GS1 US for $30 (no annual renewal fee). This gives you one unique GTIN-12 (UPC) that you can use on Amazon and anywhere else.

For multiple products: Purchase a GS1 Company Prefix, which allows you to generate your own GTINs for an entire product line. Pricing starts around $250 for the initial registration and varies based on how many unique products you need to identify. There is an annual renewal fee.

What to avoid: Do not purchase UPCs from third-party resellers. These codes are often recycled, previously used, or not properly registered in the GS1 database. Amazon has cracked down on third-party barcodes in recent years, and using one can result in listing removal. If the GTIN you use doesn't match the GS1 database, Amazon will catch it.

GTIN Exemptions on Amazon

Not every product requires a GTIN to be listed on Amazon. You can apply for a GTIN exemption if:

• You sell private label products under your own brand

• Your products are handmade or custom-made

• Your product category doesn't require barcodes (some niche categories)

• You're brand-registered and selling products that don't have manufacturer barcodes

To apply, go to Seller Central → Inventory → Add a Product → select your category → choose "I don't have a product ID." Amazon will walk you through the exemption process, which typically requires images of your product and packaging showing your branding.

If you're enrolled in Amazon Brand Registry, you generally have more flexibility. In many cases, brand-registered sellers can list products using their brand name alone without needing a GTIN.

One important note: even with a GTIN exemption, you'll still need FNSKU labels if you use Fulfillment by Amazon (FBA). The FNSKU is Amazon's internal barcode that links a specific unit to your seller account — it's separate from and in addition to any GTIN.

Common GTIN and UPC Mistakes to Avoid

After managing hundreds of Amazon product catalogs at Lab 916, here are the most common barcode mistakes we see:

Using third-party UPCs. This is the number one issue. Sellers buy cheap barcodes from eBay or discount barcode sites, then wonder why their listings get suppressed. Always purchase from GS1 directly.

Reusing GTINs across product variations. Every unique product needs its own GTIN. A medium blue t-shirt and a large blue t-shirt are two different products and need two different GTINs. Same goes for multi-packs versus single units.

Mismatched brand information. The brand name in your Amazon listing must match the brand registered to the GTIN prefix in the GS1 database. If they don't match, Amazon will reject the listing.

Confusing GTIN with ASIN or FNSKU. An ASIN (Amazon Standard Identification Number) is Amazon's internal catalog ID. An FNSKU is Amazon's warehouse tracking label. Neither replaces a GTIN — they serve different purposes. Your product needs a GTIN for listing creation, an ASIN gets assigned automatically by Amazon, and an FNSKU is generated when you enroll in FBA.

Not updating GTINs after rebranding. If you acquire a brand, rebrand a product line, or change your company name, your GS1 registration needs to reflect that. Outdated GS1 records create mismatches that Amazon will flag.

Frequently Asked Questions

Is a GTIN the same as a UPC?

Not exactly. A UPC is one type of GTIN — specifically, the 12-digit format (GTIN-12) used in North America. GTIN is the broader system that also includes EAN (GTIN-13), ISBN, and other formats. When Amazon asks for a "GTIN," they're asking for whichever format applies to your product.

What does GTIN stand for?

GTIN stands for Global Trade Item Number. It's the international standard for uniquely identifying products in global commerce, maintained by GS1.

Do I need a UPC to sell on Amazon?

In most cases, yes. Amazon requires a valid GTIN (typically a UPC for US sellers) for the majority of product categories. However, you can apply for a GTIN exemption if you sell private label, handmade, or unbranded products. Brand Registry enrollment also provides additional flexibility.

How much does a GTIN cost?

A single GTIN from GS1 US costs $30 with no annual renewal. A GS1 Company Prefix for multiple products starts around $250 with an annual renewal fee. Do not buy from third-party resellers — they're cheaper upfront but can cost you your Amazon listings.

What is the difference between GTIN and EAN?

An EAN (European Article Number) is a 13-digit GTIN — specifically, GTIN-13. It's the standard barcode format used outside North America. A UPC (12 digits) can be converted to an EAN by adding a leading zero. Both are types of GTINs.

Can I use the same UPC on Amazon and Walmart?

Yes. A legitimate GS1-issued UPC is universal. You can use the same barcode across Amazon, Walmart Marketplace, and any other retail channel. That's the entire point of the GTIN system — one identifier that works everywhere.

What happens if I use an invalid GTIN on Amazon?

Amazon will either suppress your listing immediately or flag it during a catalog audit. In severe cases, using invalid or mismatched GTINs can lead to account-level restrictions that prevent you from creating new listings until the issue is resolved.