As someone who sells on Amazon, you probably have encountered acronyms like UPC, EAN, GTN, and many more. But do you know what they mean? More importantly, how do they affect the product listings, brand, and sales?
In this guide, we will share what each of these acronyms mean, why they are essential, and how to stay compliant with Amazon Marketplace standards.
Let’s start. These acronyms present codes that are essential for tracking and identification of products across eCommerce landscape, crucial for inventory management, supply chain logistics, and retail operations.
What is UPC?
Universal Product Code (UPC), a specific type of GTIN code, is a twelve-digit code used in North America to identify products in the eCommerce sector. This code format is standardised and recognised by POS systems. It contains a fixed format that provides specific details about the product. The format is: two-digit number system digit, which indicates the type of product or industry to which the item belongs, and five-digit manufacturer code that uniquely identifies the company producing the product. This code is also used when listing a new product on Amazon, especially if you are using Amazon FBA, which requires a scannable barcode.
The European Article Number (EAN) is an international thirteen-digit code used primarily outside North America as an alternative to the Universal Product Code (UPC) for selling products on eCommerce platforms.
Read more about the UPC codes on the following link.
What is an EAN, and When Should You Use It on Amazon?
The European Article Number (EAN) is a globally recognized 13-digit barcode format primarily used outside of North America to identify retail products. It is a type of GTIN (Global Trade Item Number) and functions similarly to a UPC, serving as a unique identifier for products across the supply chain. EANs are essential for listing products on international Amazon marketplaces, including Amazon UK, Germany, and other regions where UPCs are less commonly used. Like UPCs, EANs must be issued by GS1, the global standards organization, to ensure compliance and avoid listing suppression or mismatches. Amazon verifies EAN prefixes against the GS1 database, so purchasing EANs from unofficial sources can result in catalog errors or listing blocks. You can learn more about EANs from the GS1 website and Amazon’s own FBA barcode requirements page.
Last, what is GTIN?
If UPC is the Universal Product Code, and EAN is European Article Number, then GTIN is Global Trade Item Number and is the main UNIQUE identifier assigned to products. This is the main code that every product must have, so it will be tracked across supply chains, point-of-sale transactions, inventory control or international trade. Depending on where the product is sold and how it’s packaged, the GTIN has different formats:
- GTIN – 12 is used in North America and referred to as UPC
- GTIN – 13 is used in Europe and globally, known as EAN
- GTIN – 14 is used for group packaging
- GTIN – 8 used for small products with limited packaging space
The GTIN code has three components in its structure: company prefix, an item reference number, and a check digit. The check digit in the GTIN is a mathematical formula used to validate the accuracy of the entire code.
Key Differences between GTIN and UPC
- Length and composition – GTIN has a more flexible format that allows for more detailed product information across industries. And UPC is fixed in a 12-digit standardised format recognizable in retail marketplaces.
- Usage and application – GTIN has a global scope and is recognized and used across different industries, including healthcare, food and beverage, and retail. On the other hand, UPC is used in North America and is primarily associated with retail and consumer goods.
- Geographic and industry variations – GTINs are globally recognized, and UPCs have the advantage of universal recognition and adherence to a standardized format for North America.
Is GTIN accuracy important for Amazon?
Let’s start with, if you enter a GTIN code that is not linked to your brand, your Amazon listing can be suppressed, flagged as duplicate, or associated with another seller’s catalog. That’s why Amazon recommends GS1-issued GTINs, the global authority for product identifiers, and those must match your brand’s name registered with GS1. *Note: Amazon verifies the UPC prefix against the GS1 database. If it doesn’t match your registered brand, you risk listing errors or account suspension. To get your GS1 code, just visit the GS1 website and then select whether you want an individual barcode or multiple with a company prefix. One GS1 code has an initial fee of $30 and no annual renewal fee, but if you have more codes to purchase, see the pricing table, or depending on your inventory and product line, you can opt for a GS1 Company Prefix that includes a U.S. FDA NDC Labeler Code.
Final Takeaways: What Amazon Sellers Need to Remember
1. Use GTINs Issued by GS1 Only
Don’t take shortcuts. Get your barcodes from the official source to avoid compliance issues.
2. Know the Difference Between UPC and EAN
Use UPCs for North America and EANs for international markets. Both are valid GTINs.
3. Apply for a GTIN Exemption if Needed
Don’t have a barcode? Amazon offers exemptions for certain products and categories.
4. Match the GTIN to the Brand Name
Amazon cross-references the GS1 database—make sure your GTIN prefix matches your brand.
5. GTINs Help Ensure Accurate Listings
They prevent duplication, misclassification, and hijacking of your product detail pages.
Frequently Asked Questions
What type of barcode does Amazon use to track inventory?
Amazon’s systems are barcode-driven. Every unit sent to a fulfillment center must have a scannable barcode. This can either be a manufacturer barcode (like a UPC or EAN) or an Amazon barcode (FNSKU). The choice depends on the product’s eligibility and your FBA settings.
What is the difference between a manufacturer barcode and an Amazon barcode?
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Manufacturer barcodes (UPC, EAN, ISBN, JAN) identify the product universally and can be used by multiple sellers listing the same ASIN.
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Amazon barcodes (FNSKUs) are specific to your product and seller account. They help Amazon distinguish your inventory from other sellers’, even if you’re selling the same item.
If you opt to use manufacturer barcodes, Amazon may fulfill orders using inventory from any seller offering the same ASIN. If you use FNSKUs, Amazon fulfills orders using only your inventory.
How do I know which barcode to use?
By default, Amazon uses manufacturer barcodes if your product is eligible. You can change this setting in your FBA preferences. If your product is not eligible for manufacturer barcode tracking (due to category, prep type, or your brand settings), you must use an Amazon barcode (FNSKU) instead.
What is a GTIN and where does it fit in?
A GTIN (Global Trade Item Number) is the underlying identifier behind barcodes like UPCs and EANs. You need a GTIN to create new ASINs on Amazon. If your product is already in the Amazon catalog, a GTIN is not required for each unit, but it is still a core part of catalog structure and product tracking.
What happens if I send units to Amazon without the correct barcode?
Units without valid barcodes will trigger unplanned prep service fees. In some cases, Amazon may relabel the items and charge per unit. Noncompliant shipments may be delayed, returned, or even refused at the fulfillment center.
Can I print Amazon barcodes myself?
Yes. You can print FNSKU labels from within your Seller Central account either when creating a shipment or under “Manage Inventory.” Use a thermal or laser printer—Amazon recommends a minimum print resolution of 300 dpi. Do not use inkjet printers.
What are the requirements for label placement?
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Apply the barcode to a flat, scannable surface
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Do not place labels over curves or corners
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Leave 0.25 inches of space from the label edge to the package edge
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Cover any other barcodes except serial numbers or Transparency labels
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Make sure every unit in a case pack is labeled individually
What size and type of labels should I use?
Labels must be black ink on white, non-reflective paper with removable adhesive. Supported sizes vary depending on your printer and label sheet, including:
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30 labels per sheet (1 x 2 5/8 inches, US Letter)
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21 to 44 per page (various A4 sizes)
Thermal printers are preferred, especially the Zebra GX430t model used in fulfillment centers.
Can Amazon label my products for me?
Yes. If you opt into the FBA Label Service, Amazon will print and apply barcodes for a small per-item fee. This service can be selected during shipment creation.
What is the Transparency program, and how is it different?
Transparency is an Amazon-run program for brand protection. Products enrolled receive item-level 2D codes to verify authenticity. These codes are in addition to UPCs or FNSKUs and must not be obscured or covered by other labels. This program is often used by brands at risk of counterfeits.
What if I don’t have a barcode or GTIN for my product?
You can apply for a GTIN exemption in Seller Central. This is common for bundles, handmade items, or private-label products without manufacturer codes. Once approved, you can list products using Amazon barcodes only.
Do barcodes affect how Amazon fulfills orders?
Yes. If you use a manufacturer barcode, Amazon may pool your inventory with other sellers’ for faster fulfillment. If you use an FNSKU, Amazon only uses your inventory to fulfill your orders. This is especially important for quality control and brand consistency.
Want to Avoid Listing Errors and Protect Your Brand?
Getting your barcodes right is not just a formality—it’s a core part of staying compliant and competitive on Amazon. If your GTIN is not linked to your brand, your listings can be flagged, suppressed, or tied to another seller’s catalog.
That’s where we come in.
At BellaVix, we work with sellers to set up product identifiers the right way. We’ll help you verify your GS1 data, align your listings with Amazon’s requirements, and avoid the headaches that come from incorrect or mismatched codes. Whether you are launching new products or cleaning up your catalog, we’ll make sure your listings are accurate, compliant, and ready to scale.
Tell us a bit about your business and where you need support. One of our Amazon experts will reach out with real advice you can put into action right away.
Fill out the form below and let’s make sure your product data is working for you.