UPC codes are fundamental if you want to sell products on Amazon. They work as a specific product identifier, and Amazon explicitly recommends them. Without them, the supply chain wouldn’t be possible. This article will explain what UPC codes are, why they’re important, and how to obtain them.

What Are UPC Codes?

The Universal Product Code (UPC) is a 12-digit unique identifier used to distinguish products in the marketplace. On Amazon, UPCs help catalog products, manage inventory, and facilitate the search and purchase process for customers. 

Each UPC corresponds to a specific product. You’ve probably already seen them: they’re the pattern of bars and spaces (barcodes) in all product labels. They encode a 12-digit number that receives the name of GTIN-12.

Why Do You Need UPC Codes for Amazon?

Amazon requires a unique product identifier for each item listed on its platform. UPCs serve this purpose. Without a valid UPC, Amazon will reject your product listing. 

Moreover, Amazon verifies UPC Codes against the Global Standards 1 (GS1) database to make sure they’re authentic.

But what is GS1? Well, they’re a global, not-for-profit organization that creates and maintains standards for identifying products, services, and locations in the supply chain.

With GS1 standards, businesses worldwide can scan and share product data to operate throughout the supply chain, including retailers, suppliers, and logistics providers.

GS1 is a global organization, which means there are over 100 of these spread out around the world. As an American seller, you only have to care about GS1 US.

How to Obtain UPC Codes for Amazon

To list a new product on Amazon, you must provide a valid UPC code, which Amazon verifies using the GS1 database. 

Here’s a clear, step-by-step guide to obtaining a UPC code that meets Amazon’s requirements

Step 1: Register with GS1

Start by registering your business with GS1 US on their official webpage. This gives you a unique company prefix, a string of numbers that identifies your brand as the owner of any UPC codes you generate. These codes cost money, but we’ll see more of that later.

Remember: Amazon trusts only GS1-issued GTINs and will verify your UPCs against the GS1 database.

Step 2: Assign a GTIN to Your Product

After registration, you can access the GS1 Data Hub (or GS1 platform for your country) to assign a GTIN to each of your products.

GTIN (Global Trade Item Number) is the numerical code that identifies your product in the global supply chain.

In the U.S., GTINs are the line of numbers that are always below the product’s barcode (UPC Code). You simply can’t generate a UPC Code without a GTIN number.

Step 3: Generate the Barcode (UPC-A)

Once you have your GTIN, use the GS1 platform to generate a UPC-A barcode image. This is the scannable graphic you place on your product packaging or label.

If registered with GS1 US, the Data Hub lets you generate and download official barcode images directly.

Step 4: (Optional) Understand the Check Digit

Every UPC ends with a check digit. This number is automatically calculated based on the other digits in your GTIN. If you’re using GS1’s tools, this is done for you. But it’s good to know it exists, as it helps prevent errors when scanning the barcode.

Step 5: Print and Use the Barcode on Your Packaging

Now that you have both the GTIN (UPC number) and the barcode image, you can add it to your product packaging.

This is what Amazon and logistics providers will scan to track your product.

How to File for a UPC Exemption on Amazon

If you’re selling a product that does not have a barcode, like a handmade item, a private label product, or a custom bundle, you may be eligible for a UPC exemption. This allows you to list your product on Amazon without needing a UPC or GTIN, but Amazon has specific rules and a step-by-step process to follow.

Here’s how it works:

Step 1: Gather product information

You’ll need real photos of your product and packaging. These images should show all visible sides and include the brand name, if applicable. Do not use mockups or digitally created images. Amazon wants to confirm the product exists and isn’t already using a barcode.

Step 2: Start your request in Seller Central

Go to the “Catalog” menu and select “Add Products.” Type in your product name. If the product does not already exist in Amazon’s catalog, you will see an option to create a new listing. Follow the prompts and check the box that says “I don’t have a product ID.” If your product qualifies, you’ll see a button to apply for a GTIN exemption.

Step 3: Submit your exemption application

Choose the correct category and enter your brand name exactly as it appears on the product or packaging. If your item is unbranded, Amazon will default to “Generic.” Upload your product photos and submit the application.

Step 4: Wait for Amazon to review

Most requests are reviewed within 48 hours. Once approved, you’ll be able to create listings for that product without a UPC. Be sure to use the same category and brand name from your exemption approval to avoid errors during listing.

Important: GTIN exemptions are granted by both brand and category. If you plan to list across multiple categories or under different brand names, you will need to file separate requests for each.

For more detailed instructions and requirements, visit Amazon’s official UPC exemption policy here: Amazon Seller Central – GTIN Exemption Help Page

Alternative: Buying UPC Codes from Resellers

While it’s possible to buy UPC codes from GS1-certified resellers, this comes with a risk.

Make sure that:

• The codes are legally acquired.
• They are registered to your company name. Amazon will suppress your listings if the UPC doesn’t match their GS1 database.

That said, we don’t recommend going this route. Even if a reseller claims the codes are GS1-certified, Amazon still checks the GS1 database to confirm ownership. If the UPC isn’t registered to your brand, Amazon may flag your listing or remove it altogether. Saving a few dollars upfront can lead to major headaches down the line, including lost sales and potential account issues. Buying directly from GS1 is the only way to guarantee full compliance and peace of mind.

What is the Cost of UPC Codes

The cost varies based on the number of codes you need. GS1 offers a low-cost option for small businesses, giving you a single GS1 US GTIN or UPC code for $30 with no yearly renewal fee.

If you’re selling more products, you’ll need more codes. And so, the prices rise.

Do You Need a UPC for Every Product?

Yes, each unique product and variation (such as size or color) requires its own UPC. However, if you’re selling products already listed on Amazon, you might not need a new UPC, as the existing listing will already have one.

Final Thoughts

UPC codes are basically the backbone of accurate product identification and seamless operations on Amazon. You will always want to meet Amazon’s strict listing standards and avoid suspensions that harm your business. So investing in genuine GS1-issued UPCs is a great way to protect your brand.

Frequently Asked Questions About UPCs, GTINs, and Amazon Listings

 

1. What happens if I list a product on Amazon without a valid UPC?

Amazon requires a valid product identifier, like a UPC, for almost every new product listing. If you try to list without one and don’t have an exemption, your listing will be blocked. If you use a recycled or third-party UPC that doesn’t match your brand in the GS1 database, Amazon may suppress the listing or even flag your account.

It’s not worth cutting corners here; valid GS1 UPCs help Amazon verify your product is real, correctly categorized, and unique in their system.

2. What is a GTIN exemption and when would I need one?

A GTIN exemption is Amazon’s way of allowing sellers to list products that don’t have a standard UPC, EAN, or ISBN. You might need one if:

• Your product is handmade or private label and doesn’t come with a barcode

• You’re bundling items together into a new set

• You’re listing a part or component that doesn’t have a manufacturer barcode

To get approved, you’ll need clear photos of the product and packaging. Your brand name must exactly match what’s printed on the product. If Amazon grants the exemption, you’ll be able to create listings without a product ID, but only for that brand and product type.

3. Can I update the UPC after my listing is live?

No. Once you create a listing with a product ID, it’s locked in. You can’t go back and change or replace the UPC later. If you made a mistake or want to switch to a GS1 code after using an exemption, you’ll need to delete the listing and create a new one from scratch using the correct information.

This rule is in place to protect catalog accuracy and prevent abuse, so Amazon enforces it pretty strictly.

4. Why does Amazon require UPCs from GS1?

GS1 is the official global organization that issues UPCs. They’re the only source Amazon fully trusts. When you list a product with a UPC, Amazon checks that the code is registered to your brand in the GS1 database. If it doesn’t match, your listing could be suppressed or removed.

Buying barcodes from third-party sites may seem cheaper, but it’s risky. If the code isn’t traceable back to your company, Amazon sees that as a violation. That’s why sellers are strongly encouraged to buy directly from GS1 US or a GS1-authorized partner.

5. What are Amazon’s rules around UPCs and product detail pages?

Each product on Amazon must have its own unique listing, backed by a valid identifier like a UPC or GTIN. Amazon’s detail page rules make it clear:

• You can’t reuse UPCs across different products

• You can’t use a fake or borrowed UPC to work around listing restrictions

• You can’t change the product ID after the listing is created

• You must not list different versions of a product (like a new size or feature set) under the same ASIN

If Amazon determines you’re using misleading or incorrect UPCs or modifying listings to get around these rules, it can result in suppressed listings or even loss of selling privileges.

Want to List Your Products Right the First Time?

Getting your UPC codes right is non-negotiable if you want to launch on Amazon without setbacks. But that’s just the beginning.

At BellaVix, we go beyond compliance; we help brands stand out, rank higher, and sell more. Whether you’re launching your first product or managing a growing catalog, we can help you:

• Navigate Amazon’s complex listing requirements

• Optimize for visibility and conversions

• Avoid costly listing suppressions and delays

Fill out the form below, and one of our Amazon growth specialists will connect with you. We’ll review where you stand and map out your next best moves—no pressure, just actionable advice.

Let’s make your listings retail-ready and built to convert.

Tell us a bit about your brand below and let’s start scaling your Amazon success.