Ultimate Guide to Amazon Barcodes: UPC, GTIN, EAN, ASIN, FNSKU

If you're just starting out as an Amazon seller, understanding when and how to use various codes like Amazon UPCs, FNSKUs, ASINs, EANs, and GTINs can feel overwhelming.

You're not alone—many sellers, even those with experience, find these barcode requirements confusing, especially with Amazon frequently updating its guidelines.

In this guide, we'll break down Amazon's current barcode requirements, helping you identify the right code for each situation. We'll also explain how to apply for a GTIN exemption and where to purchase UPC codes, ensuring you stay compliant and avoid common pitfalls. Keep reading to streamline your Amazon selling journey!

Types of Amazon Barcodes You’ll Encounter

As an Amazon FBA seller, you’ll need to familiarize yourself with several types of barcodes to manage your inventory effectively. Here are the key types you’ll deal with:

Global Trade Item Number (GTIN)
Universal Product Code (UPC)
European Article Number (EAN)
International Standard Book Number (ISBN)
Fulfillment Network Stock Keeping Unit (FNSKU)
Amazon Standard Identification Number (ASIN)

Each of these codes serves a unique purpose within Amazon’s inventory system, and using the correct one is essential to avoid complications.

🔢 What is a GTIN?

A GTIN, or Global Trade Item Number, is a universal identifier for products, commonly referred to as a barcode. It’s a numeric code with 8 to 14 digits, encompassing formats like UPCs, EANs, and ISBNs.

Key Uses of GTINs in Amazon FBA:

Creating Listings: GTINs (typically UPCs or EANs) are required when creating product listings, ensuring your product can be matched to an existing catalog or added as a new item.
Inventory Tracking: GTINs help Amazon identify and track products, ensuring accurate picking and shipping.
International Sales: GTINs facilitate listing across multiple Amazon marketplaces, with UPCs used in the US and EANs in Europe.
Catalog Organization: By requiring unique GTINs, Amazon maintains a clean catalog, prevents duplicates, and ensures accurate information.
Brand Registry: GTINs are often necessary for brand registration, which unlocks benefits like enhanced protection and control over your listings.

“UPCs, EANs, and ISBNs are all variations of GTINs managed by GS1.”

🔢 What is a UPC Code?

A UPC (Universal Product Code) is a 12-digit barcode widely used in North America. When you register for a UPC, you receive a scannable barcode linked to the number.

Do You Need a UPC to Sell on Amazon?

Yes! A valid UPC is typically required to create new product listings on Amazon. You’ll enter this code in the “Product ID” field during the listing process.

Note: You cannot use an ASIN to create a new product listing. ASINs are generated after the product is listed.
GTIN Exemption: If your product qualifies, you can apply for a GTIN exemption to list without a UPC.

How to Obtain UPC Codes for Amazon Products

Follow these steps to get legitimate UPC codes for your Amazon listings:

Join GS1:
- Sign up with Global Standards 1 (GS1), the official provider of UPCs. Becoming a member gives you a company prefix, the first part of your UPC.
Calculate Your Needs:
- Determine how many unique UPCs you’ll need, as each product variation (size, color, etc.) requires a separate code.
Request Your UPCs:
- As a GS1 member, you can apply for the exact number of UPCs you need for your products.
Generate Codes:
- GS1 will issue your codes, including the company prefix and unique identifiers for each product.
Apply UPCs to Your Products:
- Use these codes when labeling your items and creating your Amazon listings.

Why GS1 is Important:

Obtaining UPCs directly from GS1 or an authorized reseller ensures compliance with Amazon’s policies. Using unauthorized UPCs can result in listing removals or account suspensions.

By understanding these barcode types and following the correct procedures, you’ll set up your Amazon FBA business for smooth operations and compliance.

🔢 Understanding EAN Codes

An EAN Code (European Article Number) is a 12- or 13-digit code primarily used in Europe, functioning as the regional counterpart to the UPC code. We strongly advise sourcing EANs exclusively from the official GS1 authority, such as GS1 UK at www.gs1uk.org.

EAN vs UPC: Key Differences

While EANs and UPCs are both forms of Global Trade Item Numbers (GTINs), they have notable distinctions:

Length: EANs are usually 13 digits long (EAN-13), though smaller products may use 8-digit EANs (EAN-8). UPCs are always 12 digits.
Geographic Use: EANs dominate in Europe and globally, whereas UPCs are predominantly used in North America.
Country Prefix: EAN-13 codes start with a country prefix (2-3 digits), whereas UPCs do not.

Despite these differences, both codes serve the same purpose: to uniquely identify products globally.

Why Use EAN Codes for International Selling?

If you’re expanding into international markets, particularly Amazon’s European platforms, EAN codes are essential:

Access European Marketplaces: Selling on Amazon UK, Germany, France, Italy, Spain, and more requires EANs for product listings.
Global Compatibility: EANs are recognized worldwide and compatible with most point-of-sale systems.
Efficient Inventory Tracking: EANs streamline product tracking across multiple marketplaces.
Brand Protection: EANs are integral to registering your brand on Amazon’s international platforms, offering enhanced protection.
Customer Trust: Products with verified EANs are perceived as more reliable by international buyers.

Always purchase EAN codes directly from GS1 or authorized resellers. Remember, each product variation (e.g., size, color) requires a unique EAN.

🔢 Understanding ISBN Codes

The ISBN Code (International Standard Book Number) is a 10- or 13-digit identifier used for books. Books published after January 1, 2007, must use a 13-digit ISBN.

Uses on Amazon:

Essential for listing books.
Enables easy cataloging and identification.
Improves discoverability across platforms.

🔢 What is an Amazon FNSKU Code?

The FNSKU (Fulfillment Network Stock Keeping Unit) is Amazon’s proprietary identifier for tracking products within its fulfillment centers. It links your inventory directly to your seller account and ensures customers receive your specific product.

How FNSKUs Work:

FNSKUs are automatically generated when you list a product in your FBA inventory.
You’ll need to print FNSKU labels and apply them to each unit.
If your product already has a scannable UPC barcode, the FNSKU label must fully cover the UPC to avoid scanning errors.

Unique Attributes of FNSKUs:

FNSKUs are seller-specific, ensuring they always match your inventory.
The same FNSKU applies to a product as long as it remains in your inventory.

🔢 FNSKU vs UPC: Which Should You Use?

Advantages of FNSKUs:

Prevents Inventory Commingling: Ensures your inventory isn’t mixed with items from other sellers, protecting you from issues like counterfeit or poor-quality products.
Ensures Accurate Fulfillment: Guarantees customers receive your specific product.
Supports Quality Control: Aids in return management and inventory tracking.

Advantages of UPCs:

Simplified Multi-Platform Selling: UPCs work across various e-commerce platforms.
Less Labeling Required: If your product already has a printed UPC, no additional labeling is needed.
Mandatory for New Listings: UPCs are required when creating new listings for products not yet in Amazon’s catalog.

When to Choose FNSKUs or UPCs

Use FNSKUs if you’re involved in arbitrage or wholesale, where multiple sellers offer the same product.
Opt for UPCs if you’re a private label seller with exclusive control over your product listing.

By understanding and utilizing these codes correctly, you can streamline your Amazon operations and protect your brand effectively.

🔢 Understanding Amazon ASIN Codes

ASIN, or Amazon Standard Identification Number, is a unique 10-character identifier assigned by Amazon to every product in its catalog. It serves as the backbone of product tracking, listing, and search functionality on the Amazon platform.

Key Characteristics of ASINs:

Uniqueness: Each ASIN is specific to a single product in a particular Amazon marketplace. The same product might have different ASINs across regions.
Format: ASINs always consist of 10 alphanumeric characters.
Product Variations: Variations like size or color are assigned unique ASINs.
Books Exception: For books, the ASIN is identical to the 10-digit ISBN.
Marketplace-Specific: ASINs may differ across marketplaces, except for books where the ISBN remains consistent.
Searchable: ASINs can be used to search for products on Amazon or even on search engines like Google.

How to Find a Product’s ASIN

Product Detail Page: On Amazon, the ASIN is listed under the product details section. Additional details like size, page count (for books), or disc count (for CDs) may also be included here.
URL: The ASIN is embedded in the product page URL. For example, the ASIN for Hasbro’s Monopoly game is B01MU9K3XU, visible in this URL:

https://www.amazon.com/Hasbro-Gaming-C1009-Monopoly-Classic/dp/B01MU9K3XU.

How ASINs Are Created

Amazon automatically generates ASINs when a new product is added to its catalog.

New Products: If you’re creating a unique product listing (e.g., private label products), Amazon assigns a new ASIN after you input details such as the product name, brand, and UPC/EAN.
Existing Products: When listing an item already in Amazon’s catalog (e.g., wholesale or arbitrage), you use the existing ASIN assigned to that product.

Finding a UPC/EAN for an ASIN

To locate a product's UPC or EAN linked to a specific ASIN:

Go to Seller Central and click on ‘Add a Product.’
Search by ASIN or locate the product in your inventory.
Alternatively, input the UPC in the ‘Add a Product’ tool to reveal its ASIN.

Amazon Barcode Requirements 👮‍♂️

Complying with Amazon’s barcode policies is essential for listing and selling products.

Amazon’s Barcode Rules:

Valid Identification: Products listed or sent to FBA must have a valid identifier (UPC, EAN, ISBN, ASIN, or FNSKU).
GS1 Compliance: Barcodes must adhere to GS1 standards, which means purchasing UPCs or EANs from GS1 or authorized resellers.
Matching Information: The details on your Amazon listing must align with the information registered with GS1 for the barcode.
Unique Barcodes for Variations: Each variation of a product (size, color, etc.) requires its own barcode.
No Shared Barcodes: Avoid using recycled or unauthorized barcodes, such as those bought from eBay.
Brand Ownership: You must own or have permission to sell the brand associated with the barcode.

By following these barcode guidelines, you’ll minimize the risk of listing removal or account suspension.

ASIN vs UPC vs FNSKU: What to Use?

ASIN: Primarily used for product tracking, searching, and listing on Amazon.
UPC: Necessary for creating new product listings. Ideal for products being sold across multiple platforms.
FNSKU: Used exclusively within Amazon's fulfillment centers to track and manage inventory specific to your seller account.

By understanding the roles of these identifiers and adhering to Amazon’s barcode policies, you can streamline your operations and maintain compliance as an Amazon seller.

Choosing the Right Barcode for Your Amazon Products 🤷‍♂️

Selecting the most appropriate barcode for your Amazon products depends on various factors. Here’s a breakdown to guide you:

Factors to Consider:

Product Type:
- Books: Use ISBN codes.
- General Products: Use UPCs (North America) or EANs (International).
- Bundles, Multi-Packs, Variations: Each requires a unique UPC/EAN.
International Sales:
- If selling in multiple Amazon marketplaces, opt for EAN-13 codes, as they are recognized globally.
Brand Registry Status:
- Sellers in Amazon Brand Registry may have added flexibility and the option to apply for GTIN exemptions.
Avoiding Commingling:
- Use FNSKU labels to prevent your inventory from being mixed with that of other sellers.
Existing Barcodes:
- Products with manufacturer barcodes that meet Amazon’s requirements can usually be listed directly. Verify in ‘Amazon Inventory > Add a product.’
GTIN Exemption:
- For private label products, bundles, or brands without barcodes, apply for a GTIN exemption instead of purchasing UPCs/EANs.

Step-by-Step: How to Choose the Right Barcode

Check Existing Barcodes:
- If the product already has a barcode, search the Amazon catalog.
- If it’s listed, you must sell under the existing ASIN.
Create New Listings:
- For unlisted products or private labels, create a new listing with the required barcode.
Apply for GTIN Exemption:
- If eligible, request a GTIN exemption through Amazon.
Purchase UPC/EAN Codes:
- If a GTIN exemption isn’t possible, buy valid UPC/EAN codes from GS1 or authorized resellers.
Generate ASIN:
- Use the barcode to create the Amazon listing, which will automatically generate an ASIN.
FNSKU vs. UPC/EAN:
- If using FBA, decide between UPC/EAN barcodes or Amazon FNSKU labels for inventory tracking.
Label Products for FBA:
- Apply FNSKU labels over existing barcodes if required. Amazon can label products for a fee if needed.

Where to Buy UPC Codes for Amazon 🛒

To comply with Amazon’s barcode policies, we recommend purchasing official GS1 UPC codes:

US: www.gs1us.org
UK: www.gs1uk.org

This ensures your brand and company are directly linked to the UPC codes, avoiding complications with Amazon’s policies.

Can You Buy Cheap UPC Codes for Amazon? 😱

Some third-party sellers offer “recycled” GS1 codes, such as those from Nationwide Barcode or Speedy Barcodes. While they may seem cost-effective, these codes are not tied to your brand and may lead to serious issues.

Risks of Using Cheap UPC Codes:

Non-Compliance with GS1 Database: Amazon verifies UPC authenticity with GS1. Codes not matching GS1 records are deemed invalid.
Brand Registry Issues: Applications for Brand Registry may be rejected if the code owner does not match your seller name.
Listing Removal: Invalid UPCs can lead to listing removal or suspension of your selling privileges.

Amazon’s Policy:

"UPCs that do not match GS1 information will be considered invalid. Invalid product UPC listings will be removed and may result in ASIN creation or selling privileges being temporarily or permanently removed."

Final Recommendations

Always purchase UPCs/EANs directly from GS1 to ensure compliance with Amazon’s requirements.
Use GTIN exemptions for private labels or bundles when applicable.
Avoid third-party “recycled” UPCs to prevent listing rejections and account suspensions.

By following these guidelines, you can ensure your business operates smoothly while complying with Amazon’s barcode standards.

Ensure You Are the Official Owner of the Barcode 🕵️‍♂️

You can verify barcode ownership using the GS1 GEPIR database: http://gepir.gs1.org.

For example, here’s the barcode associated with ASIN B003BFU4TI, the ‘HP CE285A 85A Black Original LaserJet Toner Cartridge’:

GS1 Barcode Check for HP TonerThe barcode 0884420588689 is registered to Hewlett Packard, clearly linking the product to its legitimate owner. This ensures no issues when registering the brand with Amazon.

However, for many private-label products, our tests show that the barcode owner in the GS1 database often differs from the private-label product’s seller. This discrepancy is common when barcodes are purchased from unauthorized sources, such as eBay, and could cause complications with Amazon.

How to Apply for GTIN Exemption on Amazon 🥳

Amazon allows you to list products without a GTIN/UPC/EAN by successfully applying for a GTIN exemption.

When Can You Apply for GTIN Exemption?

If the product is not already listed in the Amazon catalog and doesn’t have a GTIN, you may qualify. GTIN exemptions are ideal for:

Handmade or Private Label Products:
- Items without manufacturer-provided GTINs.
- Private-label or handmade products where you are the brand owner or manufacturer.
Product Parts and Accessories:
- Items like automotive parts or mobile accessories that don’t typically have GTINs.
Bundles or Multi-Packs:
- Custom bundles, such as a belt and wallet set or a two-pack of shirts.

Categories Eligible for GTIN Exemption:

Certain categories are more likely to qualify for GTIN exemption. Check Amazon’s guidelines for a complete list.

Steps to Apply for GTIN Exemption on Amazon

Log in to Seller Central: Navigate to your account.
Go to the Inventory Tab: Select “Add a Product.”
Click “I’m Adding a Product Not Sold on Amazon”: This ensures the product is unique to the Amazon catalog.
Find the GTIN Exemption Request Link: Follow the link to the exemption form.
Provide Product Details: Include specifics about your product and explain why it qualifies for exemption.
Submit the Form: Wait for Amazon’s response, which may take a few days.

Information Required for GTIN Exemption

✅ Verification from Brand Owner or Manufacturer:A letter confirming the product does not have a GTIN or a sample product list for Amazon’s review.

✅ Visual Proof:Provide a link to a website showcasing the product or upload clear product photos.

If approved, the exemption typically applies to a specific category for 30–90 days. If this period lapses before listing your product, you’ll need to reapply.

Why You Might Avoid GTIN Exemption 🛑

If you plan to expand your business beyond Amazon—such as selling on eBay, your own website, or in retail stores—using a GS1 barcode is recommended.

Considerations:

Locked into Amazon: With only an FNSKU, your products are restricted to Amazon’s platform.
Limited Eligibility: Not all categories qualify for GTIN exemption.
Scalability: A GS1 barcode ensures your product is ready for multi-channel selling and retail distribution.

By obtaining a GS1 barcode, you future-proof your business while maintaining compliance with Amazon’s policies. However, for those starting small or working with unique products, GTIN exemption is a viable alternative.

Barcode Guidelines for Amazon Arbitrage and Wholesale Sellers

When engaging in arbitrage or wholesale, the products you sell typically already have a barcode printed on their packaging. Here's what you need to know about meeting Amazon's barcode requirements:

Using Existing Barcodes

Match Existing ASINs: Most products you source will already be listed in Amazon's catalog. Simply match your product with the correct ASIN.
Creating New Listings: If the product isn’t in Amazon’s catalog, use the existing barcode on the packaging to create a new listing.
No Barcode? Contact the wholesaler or manufacturer to obtain one.

Labeling for FBA

Before shipping your products to Amazon FBA, you’ll need to:

Print FNSKU Labels: These labels must cover the original barcode.
Attach Labels: You can either do this yourself or pay Amazon to apply the labels for a fee.

Tip: Amazon charges $0.55 per item for their FBA Label Service.

FNSKU Labels for Private Label Sellers

For private label sellers, barcoding requirements are slightly different:

UPC Barcodes on Packaging: While not mandatory, including UPC barcodes on your packaging adds an extra layer of protection against counterfeiters and listing hijackers.
FNSKU on Packaging: This is required for all FBA products. Ideally, have your supplier print the FNSKU directly onto the packaging to save time and reduce costs.

If printing directly onto the packaging isn’t feasible:

Print the FNSKU labels and attach them yourself.
Ensure any existing UPC barcode is covered to avoid scanning errors.

Printing FNSKU Labels

You can print FNSKU labels in bulk via ‘Seller Central > Manage Inventory > Print item labels’ or generate them on demand when creating a new shipment.

Note: The FNSKU is unique to your seller account and differs from your internal product SKU, which is used for inventory management.

Amazon Barcode & Shipping Rules

Labeling Guidelines 🏷️

Amazon has strict rules for barcoding and labeling. Be sure to:

Follow the guidelines in their Barcode Usage Policies.
Print labels to meet Amazon’s size, placement, and readability standards.

For detailed instructions, refer to Amazon’s guide: Use an Amazon FBA barcode to track inventory.

Shipping Guidelines 📦

Amazon provides comprehensive resources to help sellers package and ship products correctly.

Watch their instructional videos: FBA Packing Video Tutorials.
Read their beginner's guide: How to Sell on Amazon: A Beginner’s Guide.

Warning: Avoid using barcodes purchased from unauthorized sources like eBay. These are often invalid and will be rejected by Amazon, potentially impacting your account.

How Many Barcodes Will You Need?

Each product requires a unique barcode, including variations in size, color, or type.
For private label products, purchase official GS1 barcodes or apply for a GTIN exemption if applicable.

Get More Help

Need further assistance? Join our supportive community:Amazon FBA Selling for Beginners & Pros – A Facebook group where you can connect with fellow sellers, share insights, and learn from experienced professionals.

For a step-by-step guide on getting started with Amazon, check out:How to Sell on Amazon for Beginners: Ultimate Guide

Good luck and happy selling! 😎

Amazon Barcodes FAQ

Q: Can I buy UPC codes from eBay since they are cheap?

A: No, never purchase UPC codes from eBay. These codes are often invalid and will be rejected by Amazon. Using them may even result in your Amazon account being suspended. Cheap barcodes usually show a different company as the registered owner, which can cause significant issues. If you’re investing heavily in launching a Private Label product, it’s worth spending the extra money on legitimate UPC codes.

Q: Where should I buy UPC codes for my Private Label product on Amazon?

A: The best source for UPC codes is the official GS1 authority. For US sellers, visit www.gs1us.org; for UK sellers, go to www.gs1uk.org.

Q: Why is a UPC code necessary for selling on Amazon?

A: A UPC (Universal Product Code) uniquely identifies your product in Amazon’s catalog, ensuring accurate listings and proper inventory tracking. UPCs are required for new product listings unless you qualify for a GTIN exemption or are enrolled in Amazon’s Brand Registry.

Q: Do I need a UPC code to list items in the Handmade category?

A: No. Handmade products are eligible for GTIN exemption, so you don’t need a UPC code.

Q: Should I use a UPC or EAN barcode for Amazon?

A: Use UPCs for North American marketplaces and EANs for European and international regions. UPCs are 12 digits, while EANs are 13 digits. If you plan to sell internationally, EANs are more versatile as they are globally recognized.

Q: What is the difference between an FNSKU and a SKU?

A: An FNSKU is unique to each seller for each FBA product and is created by Amazon to track inventory within their fulfillment network. A SKU is your own internal identifier for inventory management and is created by you.

Q: How can I find the FNSKU for a product on Amazon?

A: Log into Seller Central and go to Inventory > Manage Inventory. Under product details, you can find the FNSKU. Alternatively, when you select ‘Print Item Labels’, the FNSKU will appear on the labels.

Q: If the product I’m selling already has a barcode, do I need to buy my own?

A: No. If the product already has a manufacturer barcode, check the Amazon catalog to see if it’s listed. Go to Inventory > Add a Product and enter the barcode. If it matches an existing listing, you can sell under that ASIN. If it doesn’t match, you’ll need to create a new listing using the existing barcode.

Q: Do I need a UPC code for product bundles?

A: Yes. Each bundle, like a Private Label product, requires its own UPC code unless you apply for a GTIN exemption.

Q: What if I’ve already launched Private Label products with barcodes bought on eBay?

A: To avoid potential issues, it’s recommended that you create new listings using legitimate UPC codes from GS1. While this process may be inconvenient, it ensures compliance with Amazon’s policies.

Q: If I am Brand Registered, do I still need a UPC or GTIN exemption?

A: No. Brand Registered sellers can use a unique identifier provided by Amazon instead of a UPC or GTIN.

Q: Do I need separate barcodes for different product variations like color or size?

A: Yes. Each unique product variation (e.g., different sizes or colors) requires a separate barcode.

Q: Can I get free UPC codes for Amazon?

A: No, free UPC codes do not exist. However, if the product already has a valid UPC and you have permission to sell it, you won’t need to buy a new one. Alternatively, you may qualify for a GTIN exemption, eliminating the need to purchase a UPC.