GTIN (Global Trade Item Number) is the international standard for identifying trade items (products and services). It is the overarching category name for several barcode formats used in retail and ecommerce.
GTIN Formats
| Format | Length | Common Use |
|---|---|---|
| UPC-A | 12 digits | US retail products |
| EAN-13 | 13 digits | European and global retail |
| ISBN | 13 digits | Books |
| GTIN-14 | 14 digits | Cartons / outer packaging |
Most Amazon sellers in the US work with UPC codes, which are the most common GTIN format in North America.
Why GTINs Matter for Marketplace Selling
Marketplaces use GTINs to ensure that multiple sellers listing the same product are connected to the same catalogue page. Without a valid GTIN:
- Amazon may reject your listing submission
- Your product cannot be matched to existing catalogue entries
- Product data syndication to other channels becomes difficult
Where to Get GTINs
GTINs must be purchased through GS1 (the official global standard body). In the US, GS1 US (gs1us.org) issues UPC barcodes with a GS1 Company Prefix that is registered to your company. Third-party barcode resellers exist but their codes are not GS1-registered and may be rejected by marketplaces.
A GS1 Company Prefix costs $250–$10,500+ depending on how many GTINs you need.
GTIN Exemptions
Some product types do not have GTINs — handmade items, bundles, private-label products without a manufacturer code. Amazon allows sellers to apply for GTIN exemption in these cases: Inventory → Add a Product → apply for exemption, selecting the applicable reason.
GTIN vs. SKU vs. ASIN
- GTIN: Global standard identifier (pre-assigned at manufacture or GS1 registration)
- SKU: Your internal warehouse/inventory identifier
- ASIN: Amazon's internal catalogue identifier (assigned when a listing is created)