A GTIN is the umbrella standard for globally unique product identifiers maintained by GS1, the nonprofit that governs barcodes worldwide. It is not a single format — GTIN is the family that includes UPC-A (12 digits, North America), EAN-13 (13 digits, Europe and most of the world), EAN-8 (8 digits, small packaging), ITF-14 (14 digits, wholesale cases), and ISBN (books). Amazon requires a valid GTIN to create most new listings, unless the brand qualifies for a GTIN Exemption.
Why It Matters for Sellers
Amazon uses the GTIN to match a new listing attempt against its existing catalog. Submit a valid GTIN that already maps to an ASIN, and Amazon links you to that product page. Submit an invalid, recycled, or non-GS1-issued GTIN and the listing is blocked, flagged for compliance review, or later suppressed once Amazon runs a GS1 verification sweep. Since 2016, Amazon has actively cross-checked GTINs against the GS1 database, and listings with fabricated or reseller-supplied codes that fail this check are removed.
How to Get a GTIN
- Register your company with your regional GS1 office (GS1 US, GS1 UK, GS1 Germany, etc.) and receive a GS1 Company Prefix.
- Assign product numbers within that prefix — each unique variant needs its own GTIN.
- Generate the check digit using the GS1 algorithm to complete the barcode.
- Load the GTINs into the GS1 Global Registry (GEPIR) so retailers can verify ownership.
- Use the assigned GTINs in your Amazon listing “Product ID” field.
Codes purchased from third-party resellers who bought bulk barcodes before 2002 no longer pass Amazon’s verification for new brands.
GTIN vs UPC vs EAN vs ISBN
| Identifier | Digits | Region / Use | Relationship to GTIN |
|---|---|---|---|
| GTIN | 8, 12, 13, or 14 | Global umbrella | The standard itself |
| UPC-A | 12 | US and Canada retail | A GTIN subtype |
| EAN-13 | 13 | Europe and most of the world | A GTIN subtype |
| EAN-8 | 8 | Small packaging | A GTIN subtype |
| ITF-14 | 14 | Wholesale cases and cartons | A GTIN subtype |
| ISBN | 10 or 13 | Books | A GTIN subtype (ISBN-13 = GTIN-13) |
All UPCs and EANs are GTINs. Not every GTIN is a UPC or EAN.
How SellerSonar Helps
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Related Terms
- ASIN — Amazon’s internal product identifier
- UPC — the 12-digit GTIN subtype used in North America
- EAN — the 13-digit GTIN subtype used in Europe and most global markets