UPC

UPC (Universal Product Code) is a 12-digit barcode standard managed by GS1 (the global supply chain standards body). It uniquely identifies a retail product and is the primary GTIN format used in North America.

Most Amazon categories require a valid UPC to create a new ASIN listing, unless the brand has a Brand Registry GS1 exemption.

UPC vs. EAN vs. GTIN

A UPC is a type of GTIN (Global Trade Item Number). When Amazon asks for a "GTIN" in a flat file, a UPC-A is accepted by converting it to a 14-digit GTIN by padding with leading zeros.

How to Get a UPC

Correct method: Purchase a GS1 Company Prefix from gs1us.org (US) or the relevant GS1 national organization. This gives you a prefix that uniquely identifies your company, and you assign item numbers within that prefix to your products.

Warning about third-party UPC resellers: Many sites sell UPCs at a fraction of GS1 prices. These are recycled or invalid barcodes. Amazon cross-checks UPCs against the GS1 database and may suppress listings or flag accounts for invalid barcodes. Always buy from GS1 directly.

UPC and Amazon Listing Creation

To create an ASIN on Amazon, you typically enter the product's UPC during the listing creation process. Amazon searches its catalog for that UPC. If a matching ASIN exists, you add your offer to the existing listing. If no ASIN exists, Amazon creates one with your product data.

Brand Registry Exemption

Brands enrolled in Amazon Brand Registry can apply for a GTIN exemption for product categories that don't traditionally use barcodes (handmade goods, custom bundles, private label with registered trademark). This allows listing creation without a UPC — using the brand name and product identifier instead.

FNSKU vs. UPC on FBA Labels

For FBA, units in the warehouse can be tracked by their UPC (commingled inventory) or by an FNSKU label (seller-specific). Most professional sellers apply FNSKU labels over the UPC to prevent their units from being commingled with other sellers' inventory.