If you want to upload products to Amazon with an EAN, you're in the right place. To create almost any listing on Amazon you need a product identifier: an EAN/GTIN. It's the number that lets Amazon register your item, avoid duplicates and match it against its global catalogue. In this guide you'll see the full process in Seller Central, exactly where the code goes, how to handle variations, what the GTIN exemption is and the most common mistakes to avoid so your listing goes live on the first try.
In short
- You need one EAN/GTIN for each reference and each variation (size, colour or format) you publish on Amazon.
- The EAN goes into Seller Central, inside Vital info, in the "Product ID" field: you choose the type "EAN" and enter the 13 digits.
- Use only official GS1 codes: free or recycled EANs are usually duplicated, and Amazon blocks them with the "EAN already in use" error.
- The GTIN exemption exists, but it requires a brand in Brand Registry and approval; buying your EANs is the fastest and most universal route.
- If your product is already on Amazon, don't create a new listing: add your offer to the existing ASIN.
- With EAN CODA you get official codes from €3, a one-off payment, no fees, delivered by email in minutes. Get them here.
What you need before you start
Before you touch Seller Central, make sure you have:
- An active, verified seller account (Seller Central).
- The right category for your product, with no pending selling restrictions.
- As many EAN codes as you have products and variations to publish. Each variation needs its own unique code.
- The images, title, brand and the rest of the category's required attributes.
If you don't have the codes yet, you can get your official EAN codes in minutes: they're delivered by email, they're valid for Amazon and they carry no annual fees.
EAN, UPC and GTIN: what Amazon asks for
Amazon talks about GTIN (Global Trade Item Number), the umbrella term that covers both EAN and UPC codes. In practice:
| Code | Digits | Typical region | GTIN equivalent |
|---|---|---|---|
| EAN-13 | 13 | Europe and the rest of the world | GTIN-13 |
| UPC-A | 12 | USA and Canada | GTIN-12 |
| EAN-8 | 8 | Very small packaging | GTIN-8 |
Amazon accepts both EAN and UPC: both are valid GTINs. For the European market the natural choice is an EAN-13 (13 digits). If you want to understand the differences properly, we explain them in what an EAN code is and in EAN-13 versus EAN-8. Remember that the country prefix (for example 84x for Spain) sits inside the EAN-13 itself; there's no separate "EAN-84" format: GS1 assigns it within the standard.
Important: EAN codes must come from the official GS1 database so that Amazon doesn't reject them. Avoid the "free" or recycled EANs floating around the internet: they're usually duplicated or tied to another brand, and Amazon blocks them. EAN CODA's codes are legitimate and unique worldwide. If you want to dig deeper, you'll find everything about barcodes for Amazon in this other article.
How to upload a product to Amazon with an EAN, step by step
The full flow in Seller Central is short if you arrive with your codes ready. Follow these steps in order:
- Gather one EAN per reference and variation. Before you touch anything, have your list of codes ready. With EAN CODA you receive them by email in minutes, from €3, with a one-off payment and no annual fees. To get ahead, get your official EAN codes before you start.
- Go to Catalogue → Add products. From the Seller Central menu, open the listing wizard. The first question is whether your product already exists in Amazon's catalogue.
- Decide whether to create a new listing or join an existing one. If the item is already sold on Amazon, search for it by name or GTIN and add your offer to the existing ASIN (don't create a duplicate listing). If it's new, choose "I'm adding a product not sold on Amazon" and select the most suitable category, because the required attributes depend on it.
- Enter the EAN in the "Product ID" field. On the identity information tab (Vital info), locate the Product ID field. Select the type EAN in the dropdown and enter your 13-digit code with no spaces or hyphens. This is the exact point where Amazon registers your GTIN: if you choose the wrong type (for example, marking "UPC" for a 13-digit code), the system will reject it.
- Complete the rest of Vital info. Fill in the product title, the brand (or "Generic" if you don't have a registered brand), the manufacturer and the identifiers the category requires. Take care with the title: it's the biggest factor in whether your listing appears in searches.
- Upload images and required attributes. On the following tabs (Images, Offer, Description, Keywords) upload at least one main image on a white background and complete price, quantity and product condition. Fields marked with an asterisk are required in order to publish.
- Set up variations if there are any. If your product has sizes, colours or flavours, define the "variation theme" and assign a unique EAN to each combination (we cover this in detail below).
- Save and publish. Click "Save and finish". Amazon validates the code instantly: if the EAN is official and unique, the listing goes to "Active" within minutes or hours. If an error appears, go down to the common errors section to resolve it.
Variations (sizes, colours and flavours)
If you create a listing with variations, Amazon will ask you for one EAN per variation. For example, a t-shirt in 3 sizes and 2 colours is 6 different combinations, and therefore 6 codes:
| Variation | Colour | Size | EAN |
|---|---|---|---|
| 1 | Black | S | Unique EAN 1 |
| 2 | Black | M | Unique EAN 2 |
| 3 | Black | L | Unique EAN 3 |
| 4 | White | S | Unique EAN 4 |
| 5 | White | M | Unique EAN 5 |
| 6 | White | L | Unique EAN 6 |
Assign a different code to each combination. In Seller Central, the parent listing (the "wrapper" that groups all the options) doesn't carry its own EAN: the code goes on each child product, which is the specific variation the customer buys. Reusing the same EAN across several variations is one of the mistakes that causes the most blocks, because Amazon sees two different products sharing an identity and rejects the listing. Prepare your assignment table (variation ↔ EAN) in a spreadsheet before uploading the listing and you'll have done half the work.
The GTIN exemption: when it makes sense
Some brands that make their own products can ask Amazon for a GTIN exemption to sell without a barcode. It's neither automatic nor immediate, and it's worth knowing the process before choosing this route:
- It requires a brand: you normally need your brand registered, ideally in Amazon's Brand Registry, or at least to prove that the name appears on the product and the packaging.
- It asks for evidence: Amazon usually requests photos of the product and the packaging where the brand is permanently visible, plus selecting your brand and category in the exemption form.
- It involves approval: the process can take anywhere from a few hours to several days, and it isn't always granted on the first try.
It's a valid option if you make products by hand, sell unbranded products or your brand is registered and you'd rather not use barcodes. But the fastest and most universal alternative is still to have your EANs: you buy them, receive them in minutes, they work in other marketplaces too, and you publish the same day without depending on any approval.
Common mistakes when uploading products with an EAN and how to fix them
Almost all rejections when publishing with an EAN come down to a handful of messages. Here's what they mean and how to solve them:
- "The EAN is already in use" / "GTIN already associated": the code is assigned to another product. This often happens with free or recycled EANs. Solution: use unique, official GS1 codes; if you believe the code is yours and it still errors, open a case with Seller Support attaching the purchase invoice for the codes.
- "Invalid code" / wrong check digit: the number has an incorrect check digit or is missing/has an extra figure. Solution: check that an EAN-13 has exactly 13 digits and that you haven't slipped in spaces, hyphens or an extra zero when copying it.
- "Duplicate product / the ASIN already exists": Amazon has detected a listing identical to yours. Solution: if it really is your product, add your offer to the existing listing instead of creating a new one; creating a duplicate can suspend both listings.
- Wrong ID type: you marked "UPC" for a 13-digit code (or "EAN" for a 12-digit one). Solution: select "EAN" for 13 digits and "UPC" for 12 in the product ID dropdown.
- Same EAN across several variations: each size, colour or flavour needs its own code. Solution: review the variation ↔ EAN assignment table before uploading the listing and correct any repetition.
- Restricted category: the error isn't the EAN, but that the category requires prior approval. Solution: request the selling permission for that category before publishing again.
Frequently asked questions
Do I need one EAN per variation?
Yes. Each combination of size, colour or format is a separate product in Amazon's eyes and needs its own unique code. A t-shirt in 3 sizes and 2 colours requires 6 EANs.
Does Amazon accept UPC as well as EAN?
Yes. Both the EAN (13 digits) and the UPC-A (12 digits) are valid GTINs. In Europe it's usual to use the EAN-13.
Can I use a free or trial EAN?
It's not advisable. Free codes are often duplicated or linked to another brand, and Amazon rejects them. It's best to use official GS1 codes that are unique and verifiable.
How many codes should I buy?
One for each reference and variation you're going to publish. If you sell 10 products with no variations, you need 10 codes.
What do I do if Amazon rejects my code?
Check that the EAN has 13 correct digits, that you've chosen the type "EAN" (not "UPC") and that it isn't already in use. With an official, unique code it's usually accepted on the first try; if the error persists, it's normally because an ASIN already exists for that product or because the category is restricted.
Where do you enter the EAN in Seller Central?
On the listing's Vital info tab, in the "Product ID" field. You choose the type "EAN" in the dropdown and enter the 13 digits with no spaces or hyphens. It's the same place whether you create a new listing or set up a variation.
Can I sell on Amazon without an EAN?
Yes, but only by requesting the GTIN exemption, which requires having your brand registered (preferably in Brand Registry) and passing an approval that can take days. For most sellers it's faster and simpler to buy official EANs and publish the same day.
Does the same EAN work for Amazon and other marketplaces?
Yes. An official GS1 EAN is unique worldwide and identifies your product on any channel: Amazon, eBay, Shopify, physical stores or your own website. You buy the code once and use it everywhere you sell that reference.
Sell on other channels too
The same EAN works across several marketplaces and stores. If you sell in more places, here are our guides: do you sell on Shopify too? and barcodes for eBay. A single well-bought code works for all of them.
Get your EAN codes and start today
With EAN CODA you get official EAN codes from the GS1 database: a one-off payment from €3, no annual fees and delivered by email in minutes. Ready to upload your products to Amazon today.