Choosing a GS1 UPC plan, in short: GS1 US sells single GS1 US GTINs at $30 each with no renewal fee, or a GS1 Company Prefix: 10 barcodes for $250 plus $50 a year, 100 for $750 plus $150 a year. A few products: start with singles. A growing line with variants: buy a prefix.
More on this topic: Selling online, every guide in one place.
The choice matters more than the price, because every size, color and pack size needs its own number, and switching later means relabeling. This guide compares the plans, works through the maths for common seller situations, and explains why cheap resold codes are risky. If you're still deciding whether you need a UPC at all, read do I need a UPC barcode first. Once you have your numbers, the free barcode generator draws the barcode image, but it doesn't issue or register GS1 numbers.
- Single GS1 US GTIN: $30 each, no annual fee. Good for 1 to a handful of products.
- GS1 Company Prefix: a block of 10, 100, 1,000 or more numbers, with an initial fee and an annual renewal. Built for growing product lines.
- Count variants, not products. A mug in 3 colors needs 3 GTINs; a T-shirt in 3 colors and 4 sizes needs 12.
- Etsy-only sellers don't need a UPC at all; Amazon and Walmart generally do unless you get an exemption.
- Avoid resold codes for Amazon. Amazon checks product IDs against GS1's database.
- Outside the US, buy from your own country's GS1 office, which sets its own prices.
What UPC plans does GS1 US offer?
GS1 US offers two kinds of plan: single GTINs bought one at a time, and Company Prefixes that license a block of numbers to your company.
| GS1 US option | Barcodes | Initial fee | Annual renewal |
|---|---|---|---|
| GS1 US GTIN (single) | 1 | $30 | $0 |
| GS1 Company Prefix | 10 | $250 | $50 |
| GS1 Company Prefix | 100 | $750 | $150 |
| GS1 Company Prefix | 1,000 | $2,500 | $500 |
| GS1 Company Prefix | 10,000 | $6,500 | $1,300 |
| GS1 Company Prefix | 100,000 | $10,500 | $2,100 |
GS1 US prices on gs1us.org were checked in October 2026. Marketplaces change their rules, so confirm the current requirements in your seller dashboard before you upload a large batch.
GS1 US describes a single GTIN as a way to uniquely identify a product. It lists extra uses for a Company Prefix: supporting growing product lines, identifying locations (GLNs), mixed cases and pallets, and coupon creation. There's also a prefix option that includes a US FDA NDC Labeler Code, for drug products, which most home-based sellers won't need. A prefix is a yearly license; GS1 US warns that if you stop renewing, the numbers under it may no longer be recognized, which can put listings at risk. Prices change, so confirm them on gs1us.org before you buy.
Single GTINs or a Company Prefix: which is cheaper?
For up to about 10 numbers that you don't expect to grow, singles are cheaper over time, because they have no renewal fee. Once you need more than 10, or will keep adding variants, a prefix wins.
| Numbers needed | Singles cost | Prefix cost | Cheaper choice |
|---|---|---|---|
| 1–3 | $30–$90, one time | $250 + $50 a year (10-pack) | Singles |
| 8 | $240, one time | $250 + $50 a year | Singles |
| 10 | $300, one time | $250 + $50 a year | Even after one renewal; singles after that |
| 12–25 | $360–$750, one time | $750 + $150 a year (100-pack) | Close: depends on growth plans |
| 30+ | $900+, one time | $750 + $150 a year (100-pack) | Prefix |
The cheaper choice on paper isn't always the right one. If you're about to add colors, sizes, bundles or retail case packs, buying singles now and a prefix later means two sets of numbers for one brand. GS1 US has a free Barcode Estimator on its site if you're unsure how many you'll need.
Which GS1 plan should a home-based seller choose?
Match the plan to where you sell and how many variants you'll have in the next year or two.
| Your situation | Do you need GTINs? | Suggested plan |
|---|---|---|
| Etsy only (or your own website) | No; Etsy doesn't ask for a UPC and Shopify's barcode field is optional | None. Use SKUs for your own stock |
| One product on Amazon | Yes, unless you get a GTIN exemption | 1 single GTIN, or apply for an exemption if it's your own brand |
| 2–8 products, no plans to grow fast | Yes, for Amazon, Walmart or Google Shopping | Singles |
| A line with colors and sizes | Yes, one per variant | 10- or 100-barcode prefix |
| Wholesale to shops or retail chains | Almost always | Prefix sized for every variant and case pack |
| Bundles and multipacks on Amazon | Yes, each bundle needs its own GTIN | Prefix, because bundles add numbers fast |
Before you sell to a retailer or wholesale buyer, ask what they require. Retail buyers check product numbers in their own systems, and some ask for specific identifiers on cases and pallets, which is the kind of use GS1 US lists for a Company Prefix.
How many UPCs do I need for variants?
One per unique sellable item: every size, color, scent, material and pack quantity gets its own GTIN.
- Candle in 4 scents: 4 GTINs. Add a 3-pack of each scent: 8.
- Phone case for 6 models in 2 colors: 12 GTINs.
- Socks in 3 sizes and 5 patterns: 15 GTINs, which already puts you past a 10-pack.
- Same product, new packaging design: usually the same GTIN if the item and quantity don't change; check GS1's guidance if the content changes.
Write the list down with an internal SKU next to each GTIN. Our guide to creating SKU numbers shows a format that keeps variants readable, and the free SKU generator builds one for every combination. SKUs are yours and free; GTINs come from GS1.
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Make an Amazon main image7 days free · 50 credits · No credit cardAre cheap UPC codes from resellers OK?
Not for Amazon or retail. Resold codes were usually licensed to another company long ago, so a GS1 lookup shows someone else as the owner.
- Amazon checks GS1. Amazon says product IDs are confirmed against the GS1 database, and listings with numbers that don't match your brand can be blocked or removed.
- Duplicates. A resold number may already be attached to another product in a marketplace catalog.
- No fix later. You can't transfer ownership of a resold number to yourself; you'd have to buy real GTINs and relist.
Search “Verified by GS1” and enter your number. It should show your company as the license holder. If it shows another company, or nothing, don't use it on Amazon.
How do I buy UPCs from GS1 outside the US?
Buy from the GS1 member organization in the country where your business is based; each sets its own plans and prices.
GS1 numbers work worldwide, so a GTIN from GS1 UK, GS1 Canada or GS1 Australia can be used on Amazon US, and a US GTIN can be used abroad. Outside North America the 13-digit EAN is more common than the 12-digit UPC, but both are GTINs and marketplaces accept either. Find your local office from the GS1 global website and check its current pricing there.
How do I set up GS1 barcodes step by step?
- List every variant you'll sell in the next year or two and count them.
- Check which channels need GTINs, and whether an Amazon exemption fits your brand.
- Buy singles or a prefix from GS1 directly at gs1us.org (or your local GS1).
- Assign a number to each variant and enter the product details in GS1's system so the brand name matches your listings.
- Make the barcode image for labels or packaging with the barcode generator (UPC-A or EAN-13, PNG or SVG), and test that it scans.
- If you have a prefix, set a reminder for the annual renewal.
Frequently asked questions
Should I buy a single GTIN or a GS1 Company Prefix?
Singles suit sellers with a few products and no near-term growth, since they have no renewal fee. A prefix suits growing lines with variants, bundles or retail case packs, and adds uses such as location numbers and coupons.
How much does a UPC code cost from GS1 US?
GS1 US lists $30 for a single GS1 US GTIN with no renewal fee, and $250 plus $50 a year for a Company Prefix with 10 barcodes. Prices change, so check gs1us.org.
How many UPC codes do I need?
One for each unique item you sell: every size, color, scent and pack quantity. A product in 3 colors and 4 sizes needs 12.
Do Etsy sellers need a GS1 barcode?
No. Etsy doesn't require a UPC. You only need GS1 numbers if you also sell on Amazon, Walmart, Google Shopping or to retail stores.
Can I use a barcode generator instead of buying from GS1?
A barcode generator only draws the stripes for a number you already have. It can't create a GS1-registered number, so made-up numbers won't pass Amazon's checks.
What happens if I stop paying the GS1 renewal?
GS1 US warns that the numbers under a lapsed prefix may no longer be recognized, which can put listings at risk. Single GS1 US GTINs have no renewal fee.
Can I upgrade from single GTINs to a prefix later?
You can buy a prefix at any time, but your existing single GTINs stay separate numbers. Plan ahead if you expect to grow, to avoid relabeling.
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