GTINGlobal Trade Item Number
A GTIN is a globally recognised product identifier — including UPCs and EANs — required to create most new Amazon listings. It links your product to a global product database.
What is GTIN?
GTIN (Global Trade Item Number) is the umbrella term for standardised product identification codes used in global commerce. The most common GTINs in ecommerce are UPC (Universal Product Code, 12 digits, used in North America), EAN (European Article Number, 13 digits, used in Europe and internationally), and ISBN (for books). Every item sold in physical retail has a GTIN; Amazon requires one for most new product listings.
GTINs must be purchased from GS1 — the global standards organisation — or licensed through authorised resellers. Counterfeit or unverified GTINs (commonly sold cheaply online) violate Amazon's terms and can result in listing suppression. GS1 US issues company prefixes starting at $250/year for up to 10 products.
Brand Registry can exempt enrolled sellers from GTIN requirements for their own products, allowing new listing creation with a brand-issued product ID instead. This is particularly useful for custom or artisan products without traditional retail barcodes.
Why it matters for sellers
Without a valid GTIN, you cannot create a new Amazon listing for most product categories. Amazon checks GTINs against the GS1 database — if your code doesn't validate, your listing will be suppressed. Buying cheap GTINs from unauthorised resellers is a common mistake that results in listing removals.
GTINs also link your product to the global product graph. When a shopper scans a barcode at a store or searches a product database, the GTIN identifies your exact product. This matters for multichannel selling — the same GTIN connects your Amazon listing, your Shopify product, and your wholesale catalogue.
How to use GTIN
Purchase GTINs directly from GS1 (gs1us.org for US sellers, gs1.org for international). For a small private label catalogue of under 10 products, the smallest GS1 membership is sufficient. Keep a spreadsheet mapping each GTIN to its product SKU, variation, and marketplace listing ID.
If you're enrolled in Brand Registry and selling exclusively on Amazon, apply for GTIN exemption in Seller Central (catalogue > add products > GTIN exemption). Approved exemptions let you create listings with an internal brand identifier instead of a GS1 code.
Real-world example
A private label seller creates 5 new products. They purchase a GS1 company prefix for $250/year, assigning a unique UPC to each product and each variation. All 5 listings pass Amazon's GTIN check and go live without suppression. A competitor buys cheap GTINs from a reseller site — their listings are suppressed 3 weeks later during Amazon's GTIN verification sweep.
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Frequently asked questions about GTIN
What is a UPC and how is it different from a GTIN?
A UPC (Universal Product Code) is a type of GTIN. UPC is the 12-digit barcode standard used in North America. EAN is the 13-digit standard used in Europe. GTIN is the umbrella term that includes UPCs, EANs, ISBNs, and other standardised codes.
Can I buy GTINs cheaply from third-party sites?
Technically yes, but Amazon verifies GTINs against the GS1 database. GTINs sold on eBay or cheap reseller sites are often recycled codes previously assigned to other products — they will fail GS1 validation and result in listing suppression. Always buy directly from GS1.
Do I need a GTIN for every variation of my product?
Yes. Each child ASIN (colour, size, flavour variant) needs its own unique GTIN. If you have a t-shirt in 4 colours and 5 sizes, that's 20 child ASINs requiring 20 unique GTINs. Plan your GS1 prefix purchase accordingly.