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 solved in minutes and for very little money. In this guide we explain exactly which code Amazon requires, how to assign it to your product step by step and where to buy it without paying annual fees.
In short
- Amazon requires a GTIN (Global Trade Item Number) to create almost any new product listing. GTIN is the umbrella term that covers both the EAN and the UPC: it's not a different code.
- On Amazon UK and Europe you need an EAN-13 (13 digits). On Amazon.com (US and Canada) the UPC-A (12 digits) is used. Both are valid GTINs.
- Amazon accepts EAN/UPC codes bought from an authorised reseller as long as they are real, unique GS1 codes, not images generated with no number behind them.
- The code is entered in Seller Central, in the "Product ID" field, choosing the EAN or UPC type. It stays permanently linked to your product.
- There's the GTIN exemption for own brands, handmade products or bundles, but it's a slower process; for most people, buying the code pays off.
- At EAN CODA you get your EAN-13 from €3, a one-off payment with no annual fees, and you receive it by email within minutes, ready to print or upload to your listing.
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 separate code, but the generic 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. That ID lets Amazon group offers for the same item, avoid duplicates and link your product to its listing. Without that identifier, your item can't be linked to a listing and, quite simply, won't go live.
There are exceptions: some categories and private-label, handmade or bundled products qualify for a GTIN exemption that Amazon grants after you request it and provide evidence. But obtaining that exemption is usually slower and more bureaucratic than buying an EAN. For the vast majority of sellers, the practical move is to have the code ready before you start the listing process.
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 arrives 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, and it checks that the GTIN is real and not already in use by another listing. The codes we assign at EAN CODA are legitimate GS1 codes: they come from real GS1 prefixes, so they pass that check and link to your product without any problem.
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, ready to create your listing on Amazon, eBay, AliExpress, 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 the annual GS1 membership fee for just a handful of codes. If you need thousands of references or your company to appear as the prefix holder, then it does pay off to join GS1 directly.
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.
Amazon's interface changes frequently, so the important thing is to locate the dropdown in the "Product ID" section where you choose between EAN, UPC, GTIN or ISBN, and enter the full number there, with no spaces or hyphens. 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 the GTIN exemption from the Seller Central help section. You'll have to state the brand and category, and provide between two and nine images of the product and its packaging from several angles; sometimes Amazon also asks for a letter from the brand owner. If your product is generic or unbranded, you choose "Generic" as the brand. It's a valid route, but more bureaucratic and subject to manual review: for most sellers, buying an EAN and avoiding the paperwork and the wait 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. If you repeat the GTIN, Amazon will mix offers from different products into the same listing.
- Confusing the number of digits. The UPC-A has 12 digits and the EAN-13 has 13. If you choose "UPC" in the dropdown but paste a 13-digit number, Amazon will return a format error. Always choose the type that matches your code.
- Copying the check digit wrong. A single changed number invalidates the entire code, because the last-digit calculation no longer adds up. Always copy and paste the full number exactly as you receive it, with no spaces.
- Using "free" online generators. Many create just the barcode image without a real, unique GTIN number behind it; Amazon rejects them or, worse, clashes with another seller already using that number.
- Forgetting to print the code on the product if you use FBA. If you send your stock to Fulfilment by Amazon (FBA) without a scannable barcode label, the warehouse won't be able to identify your units.
Where to stick the barcode on the product
The GTIN serves two functions: identifying your listing in Amazon's catalogue (the number you type into Seller Central) and, if you work with FBA, allowing the warehouse to physically scan each unit. For the latter, print the barcode on a label and stick it on a flat, visible surface of the outer packaging, avoiding corners, curves or areas that might be covered by tape. It must lie flat and crease-free so the optical scanner picks it up first time. If you sell only by your own shipping (FBM), the number on the listing is enough; the physical label is only essential for FBA.
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. You'll have to provide images of the product and, sometimes, a letter from the brand. It's a valid alternative, but slower and subject to manual review than buying an EAN. For most sellers, getting the code is the simplest route.
Does the EAN-13 work for Amazon UK and Amazon.com?
The EAN-13 is valid on Amazon UK and the rest of the European marketplaces, and it's also accepted as a GTIN on Amazon.com. In the US and Canada the most common format is the 12-digit UPC-A, but the EAN-13 works just as well because both are GTINs. Just make sure you select the right type (EAN or UPC) in the dropdown according to the number of digits in your code.
Do I have to print the barcode on the product?
It depends on your shipping model. If you use Fulfilment by Amazon (FBA), yes: each unit needs a scannable barcode label on the packaging so the warehouse can identify it. If you handle shipping yourself (FBM), entering the GTIN number on the listing is enough. In both cases you receive the code image ready to print.
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.