GTIN
Global Trade Item Number - the umbrella term for standardized product identifiers like UPC and EAN, required by most marketplaces to list a product.
In practice
UPC (used in North America) and EAN (used internationally) are both types of GTIN - marketplaces require one so they can match a listing to the single, universally recognized product it represents, rather than trusting a seller's own internal naming.
A manufacturer purchases a GS1-issued UPC barcode for a new product specifically so it can be listed on Amazon, which requires one for most categories.
Why it matters
A missing or invalid GTIN is one of the most common reasons a new listing gets rejected outright, before a seller even gets to optimizing its content.
Worth knowing
- UPC and EAN are the most common GTIN formats, used in North America and internationally.
- Must be purchased through GS1 - resold or generated barcodes often fail marketplace verification.
- Private-label sellers can apply for a GTIN exemption if a product doesn't have a manufacturer-issued one.
Start the conversation
Let's talk it through
Tell us where things stand with putting gtin into practice and we'll respond with next steps, no forms, no waiting in a queue.
- A specialist replies directly, not a support queue
- Whichever channel is fastest for you, call, WhatsApp or email
- No long-term contract to start the conversation
