If you're about to list your first product on Amazon, you'll most likely run into a required field called GTIN or barcode (EAN/UPC) that won't let you move forward until you fill it in. Getting a valid barcode for Amazon is an essential step to create your listing, and the good news is that it's fast and cheap. In this guide we explain exactly which code you need, how to assign it to your product and where to buy it without paying annual fees.
Let's get straight to the point: Amazon asks you for a unique product identifier. In the UK and Europe that identifier is, almost always, an EAN-13 (13 digits). In the US and Canada it's usually a UPC-A (12 digits). Amazon calls that field GTIN, which isn't a different code at all, but the umbrella term that covers both the EAN and the UPC.
If you're in a hurry, you can get your valid EAN-13 for Amazon from €3 (one-off payment, no fees) and receive it by email within minutes. If you'd rather understand everything before buying, read on.
Do I need a barcode to sell on Amazon?
In most cases, yes. When you create a new product in Amazon Seller Central, the platform requires a product ID to identify it uniquely within its worldwide catalogue. Without that identifier, your item can't be linked to a listing and, quite simply, won't go live.
There are exceptions: some categories or private-label, handmade or bundled products qualify for a GTIN exemption that Amazon grants on request. But obtaining that exemption is usually slower and more cumbersome than buying an EAN. For the vast majority of sellers, the practical move is to have your code ready before you start.
If you still have doubts about what exactly this code is and how it's made up, we recommend first reading what an EAN barcode is, where we explain the concept of the GTIN in detail.
EAN, UPC and GTIN: which code does Amazon ask for?
This is where most people get confused, so let's clear it up once and for all. GTIN (Global Trade Item Number) is the umbrella name. It covers several formats depending on the number of digits and the region:
| Code | Digits | Usual region | Use on Amazon |
|---|---|---|---|
| EAN-13 (GTIN-13) | 13 | Europe and rest of the world | Valid. The most used on Amazon UK and Europe |
| UPC-A (GTIN-12) | 12 | US and Canada | Valid. Common on Amazon.com |
| EAN-8 (GTIN-8) | 8 | Very small products | Valid in specific cases of reduced packaging |
In practice: if you sell on Amazon UK or on other European marketplaces, what you need is an EAN-13. When Amazon asks you for the "GTIN" or the "product ID", you enter your EAN-13 there and you're done. There's no "special Amazon code" different from the good old EAN/UPC: the GTIN is simply the word Amazon uses when you create the listing to refer to your EAN or UPC.
It's worth debunking a widespread myth: there's no such thing as an "EAN-84". The number 84 is just the country prefix assigned to Spain, and it's built into the EAN-13 itself (a code starting with 84 means its licence is managed from Spain). If you want to understand the difference between the 13- and 8-digit formats and which one suits you, we explain it in the difference between EAN-13 and EAN-8.
How an EAN-13 is made up
An EAN-13 is made up of 13 digits divided into blocks: a company prefix (managed by GS1, the organisation that administers prefixes worldwide), a product number that identifies the specific item, and a final check digit that's calculated mathematically from the previous twelve. For example, in a code like 8 412345 678906, that last 6 is the check digit: it allows any optical scanner to verify the code has been read without errors. When you receive your code, that calculation is already done and the barcode image is ready to print: you just copy it into Amazon or upload it to your listing.
Does Amazon accept EAN codes bought from third parties?
Yes. Amazon accepts valid EAN and UPC codes to list products. Amazon's policy values the GTIN coming from the GS1 system, and the codes we assign at EAN CODA are legitimate GS1 codes: we work as an authorised reseller, which lets you obtain your EAN much faster and more cheaply than registering with GS1 yourself and paying a membership fee.
Let's be transparent: we are not GS1, nor do we sell you a direct GS1 membership registration. What we do is assign you real, unique codes, perfectly reusable to create your listing on Amazon, eBay, Google Shopping or any other channel. It's the ideal option if you're just starting out, if you have few references or if you don't want to commit to paying annual fees for just a handful of codes.
How to assign the EAN to your product on Amazon (step by step)
Once you have your code, adding it to your Amazon listing takes just minutes:
- Log in to Amazon Seller Central and go to Inventory > Add a product.
- Select "I'm adding a product not sold on Amazon" to create a new listing.
- Choose the category and fill in the basic details (title, brand, manufacturer).
- In the "Product ID" section, select the EAN type (or UPC if you sell on Amazon.com) and enter your 13-digit code.
- Complete the price, quantity and images, and publish. Your product is permanently linked to that GTIN.
A screenshot of the Seller Central "Product ID" field would help locate it, but Amazon's interface changes frequently; the important thing is to look for the dropdown where you choose between EAN, UPC or GTIN and enter the number there. If you want a detailed guide with every screen, we expand on this process in how to upload your products to Amazon with the EAN.
What if Amazon asks me for a GTIN exemption?
If you sell a private-label product that has no barcode and you don't want to buy one, you can request a GTIN exemption from the Seller Central help section. You'll need to provide product photos and, sometimes, a letter from your brand. It's a valid route, but more bureaucratic: for most sellers, buying an EAN and avoiding the paperwork pays off.
Which products require a GTIN and which allow an exemption?
Not all products are treated the same on Amazon. Broadly speaking:
- Definitely need a GTIN/EAN: standard resale products, items from well-known brands and most new references you create as your own listing. Here the barcode is mandatory.
- May qualify for an exemption: private-label products with no assigned code, handmade items, packs or bundles and certain specific categories. In these cases Amazon allows you to request the GTIN exemption, although it's usually slower.
If you're unsure which group your product falls into, the practical rule is simple: if you're going to sell more than one or two references or you want to publish right away, buying an EAN-13 is almost always the fastest and cheapest route.
Common mistakes when adding the barcode on Amazon
- Reusing the same EAN across several different products. Each reference (each colour, size or model variant) needs its own unique code.
- Entering the UPC with 13 digits. The UPC-A has 12 digits; the EAN-13 has 13. If you confuse the type in the dropdown, Amazon will throw a format error.
- Copying the check digit wrong. A single changed number invalidates the code. Always copy and paste the full number exactly as you receive it.
- Using "free" online generators. Many create images without a real GTIN number behind them; Amazon rejects them or, worse, duplicates them with another seller.
Buy valid EAN codes for Amazon
At EAN CODA we assign you your EAN-13 codes ready to use on Amazon from €3, one-off payment and no annual fees. You receive them by email within minutes, in the image formats needed to print or upload directly to your listing. No product information to fill in, no waiting and with support if you have questions during the setup.
Selling on other channels too? The same code works. Take a look at our guides on barcodes for eBay, barcodes for AliExpress and barcodes for Google Shopping.
Frequently asked questions
Does Amazon accept EAN codes bought from third parties?
Yes. Amazon accepts valid EAN and UPC codes to create listings. Our codes are legitimate GS1 codes and reusable, perfectly suitable for linking to your product in Seller Central.
Do I need to register with GS1 to sell on Amazon?
It's not essential. You can register directly with GS1 (with their annual fee) or buy an already-assigned EAN through a reseller like EAN CODA, which is faster and cheaper if you have few references.
Can the same EAN be used for several products?
No. Each product or variant needs its own unique code. If you have five different references, you'll need five codes.
How long does it take for the code to activate?
You receive your codes by email within minutes of purchase. You can enter them on Amazon as soon as you create the listing; there's no need to wait for any external validation.
What happens if Amazon asks me for a GTIN exemption?
It's an exemption Amazon grants to certain private labels or handmade products. It's a valid alternative, but slower than buying an EAN. For most sellers, getting the code is the simplest route.
Start selling today
Don't let a required field hold you back. Get your valid, unique barcode for Amazon, ready to print from €3, with no fees and within minutes.