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 and match it against its global catalogue. In this guide you'll see the full process in Seller Central, 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.
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.
Step 1: Get your EAN codes
Have one code ready for each reference and variation you're going to publish. 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 create the listing.
Step 2: Create the listing in Seller Central
In Seller Central, go to Catalogue → Add products. Here you have two paths:
- The product already exists on Amazon: search for it by name or GTIN and add your offer to the existing listing (don't create a new one).
- The product is new: select "I'm adding a product not sold on Amazon" and choose the most suitable category.
Step 3: Enter the EAN as the product ID
On the identity information tab (Vital info), in the Product ID field select the type EAN and enter your 13-digit code. Then complete the title, brand, images and the rest of the category's required attributes. (A screenshot of this Vital Info screen helps a lot to locate the field; here it's enough to know that the GTIN goes in "Product ID".)
Step 4: 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. Reusing the same EAN across several variations is one of the mistakes that causes the most blocks.
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 not automatic: it usually requires having your brand registered in Amazon's Brand Registry and going through an approval process that can take time. It's a valid route if you manufacture by hand or your brand is registered, but the fastest and most universal option is still to have your own EANs: you buy them, receive them in minutes and publish the same day.
Common mistakes when uploading products with an EAN
- "The EAN is already in use": the code is assigned to another product. This often happens with free or recycled EANs. Solution: use unique, official codes.
- "Invalid code": the number has an incorrect check digit or is missing/has an extra digit. Check that an EAN-13 has exactly 13 digits.
- "Duplicate product / the ASIN already exists": Amazon has detected an identical listing. If it really is your product, add your offer to the existing listing instead of creating a new one.
- Same EAN across several variations: each size/colour/flavour needs its own code. Check the assignment table before uploading the listing.
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 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.
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.