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Amazon UPC Codes 101: Everything Sellers Should Know
Jun 20, 2025
by
Neha Bhuchar
Have you ever noticed the barcode printed on the packaging or the tag, whenever you shop at a physical brick and mortar store? That is known as the Universal Product Code (UPC). It’s a small but essential code needed to sell and list products on the Amazon marketplace. Commonly used in North America, this 12-digit code helps Amazon identify your product, keep listings organized, and ensure a smooth buying experience for your customers.
But, obtaining this code isn’t as straightforward as buying it from a third-party website. Amazon mandates that all UPCs originate from GS1 (Global Standards One), the global standard for barcodes. Using incorrect or third-party codes may result in listing issues or even account suspension.
In this guide, we will cover:
- What is a UPC Code?
- Other types of code
- Why do you need UPC codes for Amazon?
- When do you not need Amazon UPC Codes?
- Where to buy UPC Codes for Amazon?
- How to buy a UPC Code for Amazon?
What is a UPC code?
A UPC (Universal Product Code) is a 12-digit numerical code used primarily in the United States and Canada to identify individual products in retail systems. Each UPC is paired with a scannable UPC code printed on the product packaging, which stores this code digitally.
A typical UPC 12 digit code is divided into several parts, each with its own meaning. Here's how it breaks down:
Manufacturer Code (First 6 digits)
Digits 1-6: These represent the manufacturer's identification number. This part is assigned by a UPC organization like GS1. The first 6 digits are unique to each manufacturer, so each brand or manufacturer has a unique code.
Example: "036000" represents the manufacturer's unique identification number.
Product Code (Next 5 digits)
Digits 7-11: These digits represent the product identification number. This part is assigned by the manufacturer to differentiate between the products they offer. This number can vary based on the product variant (size, color, flavor, etc.).
Example: "29145" represents a specific product that the manufacturer produces, like a certain model of a vacuum cleaner.
Check Digit (Last digit, 12th)
Digit 12: This is the check digit, which is calculated using the first 11 digits in the UPC code. Its purpose is to ensure that the UPC code is valid and accurately transcribed. It's determined through a mathematical algorithm known as a modulus 10 check.
Example: "2" is the check digit, calculated using the modulus 10 algorithm on the first 11 digits.
These product identifiers help retailers, warehouses, and platforms like Amazon distinguish a single product from millions of others in the online marketplace. Furthermore, they play a critical role in inventory management and supply chain efficiency, ensuring that products are accurately listed, priced, stocked, and sold across the retail environment.
Other types of code
If you are a first-time Amazon seller, you might come across various acronyms that may seem overwhelming at first glance. But let’s break it down together.
GTIN (Global Trade Item Number) is the number that you see beneath the barcode. It is a unique product identifier that is encoded in different formats, which can be used to create listings on Amazon. UPC is a type of GTIN, which is also known as GTIN-12 because it contains 12 digits.
The other types of code you might encounter are:
EAN (European Article Number)
European Article Number (EAN), also referred to as International Article Number, is a type of barcode used for product identification in Europe and other countries. It is the same as a UPC but includes an extra digit for identifying countries.
ISBN (International Standard Book Number)
ISBN is a 10 or 13-digit code used specifically for books. It helps identify books and aids in their sale and distribution. Each new addition and variation gets its own ISBN.
JAN (Japanese Article Number)
The Japanese Article Number (JAN) is a type of product identifier used for products in the Japanese marketplace.
FNSKU (Fulfillment Network Stock Keeping Unit)
FNSKU is an Amazon-specific barcode assigned to each product sold through FBA (Fulfillment by Amazon).
ASIN (Amazon Standard Identification Number)
ASIN is not a GTIN; it is a 10-character alphanumeric code used to identify products within the Amazon catalog. It is generated once a seller completes their product listing and is utilized for Amazon’s internal processes, including inventory management, order fulfillment, customer service, and search algorithms. (By the way, we have a blog on best inventory management software if you are looking for one)
Why do you need UPC for Amazon?
A simple and direct explanation: you cannot sell your product on Amazon without a UPC or a similar product identifier, as per Amazon’s listing guidelines.
When you are creating a new product listing, you will be required to fill in the “Product ID”, which has to be UPC, GTIN, EAN, ASIN, or other. Without this information, you will not be able to proceed further. It helps Amazon prevent duplicate listings and improve catalog accuracy.
While the other codes exist, UPC is more widely accepted globally.
Note: Amazon verifies each product’s UPC against the database provided by GS1 (the one and only provider of authentic UPCs) to determine the authenticity of the code. If there is a mismatch/misuse, Amazon will not accept the listing, and further action may also be taken against the seller. |
When do you not need Amazon UPC codes?
The product ID requirements vary across different product categories on Amazon. While UPC codes are mandatory for most products, there are a few instances where you can apply for a GTIN exemption. This exemption is a provision that allows you to list products on Amazon without a UPC.
You are eligible for a GTIN exemption in the following scenarios:
You want to sell handmade or private label products for which the brand, manufacturer, or publisher does not provide a GTIN.
You want to sell handmade or private label products for which you are the manufacturer, brand, or publisher, and you do not have barcodes on your products.
You want to sell product parts that do not have a GTIN. For example, mobile accessories or automotive parts.
You want to sell a bundled pack of more than one product. For example, a pack containing two pants or a pack of wallet and a tie.
Before you apply for an exemption, keep these details handy:
Brand name: Ensure that the brand name you enter clearly matches the brand name printed on the product you want to list.
Images: Add authentic and clear pictures that show all sides of the product and packaging. You can either hold the product or place it on a table. Ensure the brand name is legible in the picture.
No barcode: Confirm that the products do not have a GS1-approved barcode.
Category: Ensure the product image matches the category that has been selected.
When applying for a GTIN exemption, follow the steps listed below:
Log in to your Amazon seller account.
Select “Add products” from the “Catalog” drop-down menu.
Click on “Create a new listing.”
Choose the relevant product type and category.
Enter your brand name. For unbranded or bundle items, you can select “This product does not have a brand name.” It will display “Generic” in the brand name field.
Click on the “I don’t have a Product ID” checkbox and click “Next.”
If an exemption is required, the “Apply Now” button will be displayed. But if you are automatically exempted, you will be able to continue to the next page to create your listing.
Click on “Apply now” if you are not exempted and fill in all the required details.
Click on “Submit.”
You will receive an email within 48 hours stating whether your exemption has been approved or not.
Note: If you are a reseller and your products have a manufacturer’s barcode, you can use those UPCs when creating listings. Enter the same code in the “Product ID” section. |
Where to buy UPC code for Amazon products?
Getting a UPC is non-negotiable. The place you buy your code from is as important as having one. Amazon only accepts UPC codes purchased directly from GS1, a non-profit global organization that has the authority for barcode issuance. There are over 100 GS1 organizations that cater to different geographies. For U.S.-based sellers, GS1 US is your go-to source.
You might come across third-party websites or unauthorized sellers who are selling UPCs at a lower cost. However, purchasing from these sources carries significant risks.
Many sellers recycle or resell previously issued codes that remain linked to other brands. This means these codes are often not traceable to you or your brand. If Amazon detects this mismatch between the code and the brand in the GS1 database, you would be in direct violation of Amazon’s UPC policy. They could reject, remove, or even flag your product listing, which would undermine your credibility as a seller.
Therefore, while reseller UPCs might save you some money initially, the risk of listing errors and potential account issues is not worth the trouble.
To ensure complete compliance and avoid future headaches, purchase directly from GS1.
How to buy a UPC Code for Amazon?
GS1 is a safe and reliable place to purchase Amazon UPC codes. But how do you get them through the website? Here are the steps to take:
Step 1: Determine your code details
GS1 US provides two options for Amazon sellers: a single GTIN or a GS1 company prefix.
For small companies that sell a limited number of products, the single GTIN option is affordable. The UPC or barcode costs just $30 and has no annual renewal fee. On the other hand, for businesses with extensive product lines, the GS1 company prefix is the superior choice.
As we mentioned above, a UPC code is made up of three parts: company prefix, product number, and check digit.
The company prefix is the first six to nine digits of your barcode. It serves as an identification of the seller and remains the same on each barcode for all of your different products.
Once you have identified that you need a company prefix, the next step is to find out how many barcodes you will need. Each unique product variation, including different sizes, colors, or styles, requires its own distinct barcode to ensure accurate tracking and differentiation.
For example, you offer a t-shirt in 2 different colors, with each of them in 5 different sizes. This means you will need 10 barcodes – one for each size and color combination.
GS1 US also offers a barcode estimator tool to make it easier for sellers to identify how many barcodes might be required.
The next step is to find a suitable pricing plan. GS1 offers a variety of pricing tiers based on the number of barcodes you need to purchase.
Source: GS1us.org
Once you are ready, head to GS1 US’s official website. Add the types of GTINs you want to your cart, provide your contact information, add your payment information, and check out.
Step 2: Assign UPCs to products
The next step is assigning these unique product numbers to each of your products.
A membership with GS1 provides a free subscription to the GS1 US Data Hub. This is a valuable tool that helps you assign your own GTINs, generates UPC barcode images for downloading, and allows you to share product and location data with trading partners.
GS1 does not assign product numbers. You can decide on your own numbering system, as long as each of them is unique to every product that you intend to sell.
Once you have assigned product numbers, GS1 will automatically assign a check digit to your UPC based on your company prefix and product number.
You now have your 12-digit GTIN, and you can generate the UPC code. You can find detailed steps for generating a barcode on the US GS1 website.
Step 3: Decide on your barcode type
The type of barcode you need depends on where your product will be sold or scanned.
If you are selling through a brick-and-mortar store and online, you should use the same GTIN for both places.
Alternatively, if you are selling through Amazon FBA, the platform requires you to place FNSKU codes on your items. It helps them track inventory through the order fulfillment process.
Step 4: Place barcode on your product
The last step in the process is placing the barcode on your product. There are two options available: digital and physical.
The digital barcode file is the ideal option if you haven’t packaged or designed your labels. In such cases, you can directly download the barcode file from the website and incorporate it into your product’s package or labels.
On the other hand, if you have already packed and labelled your product, you can place an order for adhesive barcode labels. Stick them on your product or packaging once you receive them.
Creating an Amazon listing with your UPC code
After you buy your Amazon UPC codes, give it 24-48 hours for them to become active on GS1. If you try to list your product before this waiting period, your product may come up as invalid.
After the waiting period, you are ready to create a listing in the marketplace.
Log in to Amazon Seller Central.
Click on “Add a product” from the “Catalog” drop-down menu.
Choose “I’m adding a product not sold on Amazon” to begin your listing. This option starts the process for listing a new product that has not been previously listed on Amazon.
Select your product category and move on to adding the details of your product.
Add your code to the “Product ID” field and select “UPC” from the drop-down menu.
As Amazon validates UPCs, ensure that the brand name section on Amazon matches exactly the brand name in the GS1 database. A mismatch or mistake can cause listing suppression or rejection.
Conclusion
UPC codes are an essential part of selling on Amazon. While it can seem like a hefty cost, it is worth it to gain access to such a massive marketplace. Ensure that you buy UPC codes from certified authorities like GS1 to avoid listing errors, delays, or account suspension.
Once your listing is live, the real challenge of selling on Amazon begins. You need to run and optimize Amazon ads, monitor performance, and stay ahead of the competition. That’s where atom11 comes in.
atom11 is an Amazon PPC software that can come in handy with this effort. It combines ad performance with retail signals to optimize advertising strategies. From consolidated dashboards and recommendation engines to dayparting and bid automation, we help you scale faster, smarter, and with less manual effort.
Book a demo with atom11 today to turn your well-listed product into a best-selling one.
FAQs
How to get a UPC code for Amazon?
When purchasing a UPC code for Amazon, always buy it from GS1. GS1 is a non-profit organization responsible for issuing and managing the authenticity of barcodes globally.
What is the 11-digit UPC?
The 11-digit UPC is the short form for the 11 data digits of the UPC barcode. The 12th digit is the check digit.
What is the difference between UPC and GTIN on Amazon?
GTIN is the general term for a unique product identifier, while UPC is a type of GTIN. UPCs are the barcode format, and the GTIN is the identification number that is printed below the barcode.
Can I search on Amazon by UPC?
Yes, you can search on Amazon by UPC. Simply type in the UPC in the search bar and hit “enter” on your keyboard.
Can I get a UPC code for free?
Authentic UPC codes are generated by GS1 for a fee. However, many online barcode generators offer a free UPC code for personal use or testing.
How much do UPC codes cost?
The cost of Amazon UPC codes depends on your requirements. If you are a small business owner, GS1 US offers a cost-effective option with a single GS1 US GTIN for $30 and no renewal fee. But if you have a lot of individual products to sell, the price will be higher depending on how many codes you need.
