EAN, GTIN & UPC
Last updated: March 17, 2026
EAN, GTIN, UPC: What do they mean?
EAN, GTIN, and UPC are international product identification numbers issued by the organization GS1. The GTIN meaning is simple: it is the globally unique number that identifies a product and forms the basis for the barcodes scanned at checkout – whether it appears as a UPC code in North America or an EAN code in Europe.
These codes are indispensable for retail – from inventory management and logistics all the way to selling on marketplaces like Amazon. Without valid product codes, it is impossible to list products on Amazon in most categories.
Table of contents
The differences at a glance
The terms are often used interchangeably, but they have different meanings and areas of application:
| Code | Length | Region | Description |
|---|---|---|---|
| GTIN | 8–14 digits | Worldwide | Umbrella term for all product codes |
| EAN-13 | 13 digits | Europe / International | European Article Number (now GTIN-13) |
| UPC-A | 12 digits | USA / Canada | Universal Product Code (now GTIN-12) |
| EAN-8 | 8 digits | International | Short form for small products |
Good to know:
Since 2009, GTIN (Global Trade Item Number) has been the official umbrella term. EAN and UPC are subtypes of the GTIN. In practice, however, “UPC” is still the common term in North America, just as “EAN” remains widely used in Europe.
Product codes on Amazon
When you create a new product on Amazon, you need a valid product code in most categories. Amazon accepts:
- UPC (12 digits) – standard in North America
- EAN (13 digits) – standard in Europe
- ISBN (13 digits) – for books
- JAN (13 digits) – the Japanese variant of the EAN
Amazon verifies the codes you enter against the GS1 database to prevent counterfeits and faulty listings. Invalid or already-used codes lead to the rejection of the listing.
Important: For international selling (for example on amazon.com and amazon.de), a single code is enough – you do not need to buy both an EAN and a UPC.
Where do I get EAN/UPC codes?
Official EAN/UPC/GTIN codes are issued exclusively by GS1. GS1 is an international non-profit organization with national member offices around the world.
Where to buy:
- GS1 US: gs1us.org (for U.S. companies)
- GS1 Canada: gs1ca.org (for Canadian companies)
- GS1 UK: gs1uk.org (for U.K. companies)
A warning about resellers:
Online, UPC and EAN codes are often sold by third-party resellers at low prices. These codes can be problematic, because they may not be correctly registered in the GS1 database or may already have been used by someone else. Amazon can reject such listings or suspend them later.
Costs at GS1: a one-time registration fee plus an annual license fee, which depends on the size of your company and the number of codes you need.
GTIN exemption on Amazon
In certain cases, you can list products on Amazon without an EAN/GTIN. This is possible for:
- Private-label brands with Brand Registry: If your brand is enrolled in the Amazon Brand Registry, you can apply for a GTIN exemption for that brand
- Handcrafted products: in the “Handmade” category
- One-of-a-kind items and antiques: products without standardized identification
How to apply for the GTIN exemption:
- 1. Register your brand in the Brand Registry
- 2. Go to “Add a Product” → “I don't have a Product ID”
- 3. Select the category and enter your brand name and product details
- 4. Amazon reviews the request (usually within 24–48 hours)
Frequently asked questions (FAQ)
Can I use one EAN for multiple products?
No, each EAN may be used for only one unique product. Different variations (colors, sizes) each need their own EAN code. Reusing codes can lead to listing problems and suspensions.
What is the difference between an EAN and an ASIN?
The EAN is an international product code issued by GS1. The ASIN is Amazon's internal product identifier. Amazon generates the ASIN when a listing is created, often based on the EAN. A product with the same EAN has different ASINs across the various Amazon marketplaces.
Do I have to buy UPC codes for amazon.com?
No, EAN codes also work on amazon.com and other international marketplaces. Amazon accepts EAN and UPC equally. You can sell on the U.S. marketplace with European EAN codes without any issues.
Related terms
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