Do you need a UPC barcode to sell online? Only on some channels. Amazon and Walmart generally require a GS1-licensed UPC or EAN unless you get an exemption, and Google Shopping wants the GTIN when one exists. Etsy and your own Shopify store don't require one. A single UPC from GS1 US costs $30, and a 10-item company prefix is $250 plus $50 a year.
Three different things get called a barcode: the number (a GTIN, such as a 12-digit UPC), the stripes that encode it, and your own stock codes. Marketplaces care about the number. This guide explains what a UPC is, which marketplaces require one in 2026, how to get one properly, when you can list without one, and why cheap resold barcodes cause problems.
- Need a UPC: Amazon (unless exempt), Walmart Marketplace (unless exempt), physical retail stores, and Google Shopping for products that already have one.
- Don't need one: Etsy, your own Shopify or website store, Instagram and most handmade or one-of-a-kind sales.
- Where to get one: GS1, the only official source. GS1 US lists $30 for a single GTIN, or $250 plus $50 a year for a prefix covering 10 products.
- Avoid resold UPCs. Amazon checks product IDs against GS1's database, and a number registered to someone else can get listings removed.
- Exemptions exist for private-label, handmade and unbranded products on Amazon, applied for in Seller Central.
What is a UPC barcode?
A UPC (Universal Product Code) is a 12-digit number that identifies one specific product worldwide, printed as a barcode so scanners can read it. Outside the US and Canada the 13-digit EAN is more common. Both are types of GTIN (Global Trade Item Number), and both are issued through GS1, a non-profit standards body with an office in most countries.
Every GTIN starts with a GS1 company prefix tied to the brand owner, followed by an item number and a check digit. That prefix is how a marketplace can look up who a product belongs to. It's also why you can't just make up a number, or reuse one from another product.
| Term | What it is | Who issues it |
|---|---|---|
| GTIN | The umbrella name for global product numbers | GS1 |
| UPC-A | 12-digit GTIN, standard in the US and Canada | GS1 |
| EAN-13 | 13-digit GTIN, standard in most other countries | GS1 |
| ISBN | Book identifier, usable as a GTIN for books | ISBN agencies (Bowker in the US) |
| SKU | Your own internal stock code | You |
| ASIN / FNSKU | Amazon's own catalog and warehouse codes | Amazon |
Which marketplaces require a UPC?
Amazon and Walmart are the strict ones; Etsy and your own store are not. Here is how the main channels handle product IDs.
| Channel | UPC/GTIN required? | Details |
|---|---|---|
| Amazon | Yes, unless exempt | Product IDs are checked against GS1's database; exemptions for own-brand, handmade and generic items |
| Walmart Marketplace | Generally yes | GTIN required for most items; exemptions are limited, so check Seller Center |
| Google Shopping | When one exists | If your product has a GTIN, you must add it; custom and handmade goods can list without |
| eBay | In many categories | Required for branded new items where an ID exists; "Does not apply" for items without one |
| Etsy | No | No UPC needed to list handmade, vintage or supplies |
| Shopify (your store) | No | Barcode field is optional; some sales channels you connect may require it |
| Retail stores | Almost always | Shops scan GTINs at the till and in their stock systems |
GS1 pricing and marketplace product ID rules were checked in October 2026. Marketplaces change their rules, so confirm the current requirements in your seller dashboard before you upload a large batch.
Amazon
Amazon asks for a GTIN when you create a new listing and says product IDs are confirmed against the GS1 database. If the product already exists in Amazon's catalog, you match to that listing and use its existing GTIN. If you make the product yourself and don't have a GTIN, you can apply for a GTIN exemption by giving a product name and photos showing all sides of the product and its packaging. Exemptions aren't available for brands on Amazon's list of brands that require a GTIN, and sellers report that enrolling in Brand Registry makes own-brand exemptions smoother.
Etsy and Shopify
Etsy doesn't ask for a UPC at all. On Shopify, the barcode field is optional and you can leave it blank. Shopify's help pages note that some connected channels, such as Google, Amazon or Walmart, may require a GTIN before a product can be published there, so the rule depends on where you push the listing, not on Shopify itself.
eBay
eBay asks for product identifiers in many categories for new, branded items. If the product genuinely has no identifier (handmade, vintage, custom or unbranded), eBay lets you enter "Does not apply". eBay warns that entering "Does not apply" when an identifier does exist can reduce search visibility, and some categories now show the field without that option, so follow what your listing form shows.
How do you get a real UPC?
Buy it from GS1 in your country. In the US that's GS1 US, which sells single GTINs and company prefixes.
| GS1 US option | Products covered | Initial fee | Yearly renewal |
|---|---|---|---|
| Single GS1 US GTIN | 1 | $30 each | None |
| Company Prefix | Up to 10 | $250 | $50 |
| Company Prefix | Up to 100 | $750 | $150 |
| Company Prefix | Up to 1,000 | $2,500 | $500 |
| Company Prefix | Up to 10,000 | $6,500 | $1,300 |
Prices are from GS1 US and can change, so confirm them on gs1us.org before buying. Other countries' GS1 offices set their own prices. A prefix is a yearly license: if you stop paying, GS1 US warns that the GTINs under it may no longer be recognized, which can put your listings at risk.
- Count your variants. Every color, size and pack size needs its own GTIN. A T-shirt in 3 colors and 4 sizes needs 12.
- Choose single GTINs or a prefix. For a handful of products, singles have no renewal fee. Past about 10 products, or if you plan to grow, a prefix is usually cheaper and lets you use your own company name on every number.
- Buy from GS1 directly and record which number goes with which product in GS1's Data Hub or your own sheet.
- Add product details in GS1's system so the brand name matches what you list on Amazon.
- Make the barcode image for your packaging or labels, and test that it scans.
Keep your SKU numbers separate from GTINs. A SKU is your internal code and is free; our free SKU generator builds them for every variant.
Can you buy cheap UPC codes from resellers?
You can, but it's risky for Amazon and retail. Cheap UPC sites sell numbers that were licensed to another company years ago, often before GS1 tightened its rules. The barcode scans, but a GS1 lookup shows a different company as the owner.
- Amazon checks GS1. Amazon says product IDs are confirmed against the GS1 database. When the registered company doesn't match your brand, listings can be blocked or removed.
- FBA and Brand Registry problems. Sellers on Amazon's forums report that resold codes no longer work for new listings where GS1 data doesn't match the brand.
- Duplicates. A resold number may already be attached to someone else's product in a marketplace catalog.
- Retailers refuse them. Stores check the GS1 record before stocking a product.
Use GS1's free lookup tool (search “GS1 Verified by GS1”) and enter the number. It should show your company as the license holder. If it shows another company, or nothing, don't use that number on Amazon.
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Make an Amazon main image7 days free · 50 credits · No credit cardWhen can you sell without a UPC?
More often than you might think. You can skip the UPC when:
- You sell only on Etsy, your own Shopify or website store, social media, or in person.
- You make the product yourself and Amazon grants you a GTIN exemption for your brand and category.
- The item is handmade, custom, vintage or one of a kind, where marketplaces such as eBay let you mark the identifier as not applicable.
- You resell an item that already has a manufacturer's UPC; you use theirs, not a new one.
For Amazon exemptions, apply from the add-product flow in Seller Central by indicating you don't have a product ID, then upload 2 to 9 photos showing every side of the product and packaging. Once approved, enter the brand and category exactly as written in the approval, or the exemption won't be recognized. Our Amazon product image requirements guide covers what those photos should look like.
Can you make your own barcodes for inventory?
Yes, for internal use. Barcodes for shelf labels, bins and stock counts don't need to be GS1 numbers. A Code 128 barcode can hold your SKU, letters included. Our free barcode generator makes Code 128, UPC-A, EAN-13, EAN-8 and ITF-14 barcodes as PNG or SVG and works out the check digit. Be clear on what it does: it draws a barcode for a number you already have. It does not issue or register numbers, so anything you make up with it is not a GS1-registered product ID and won't satisfy Amazon or a retailer. If you have a real GTIN from GS1, it can draw that barcode for your packaging.
Quick decision guide
| Your situation | Do you need a GS1 UPC? |
|---|---|
| Handmade seller on Etsy only | No |
| Shopify store, no marketplaces | No (add one later if you expand) |
| Private label on Amazon | Yes, or a GTIN exemption with Brand Registry |
| Reselling branded products on Amazon | No new one; use the manufacturer's existing GTIN |
| Selling on Walmart Marketplace | Usually yes |
| Pitching to retail stores | Yes |
| Google Shopping ads for your own products | Only if the product has one; otherwise list without |
If you also run Shopping ads, see our Google Shopping image requirements and, for Walmart, the Walmart product image requirements.
Frequently asked questions
Do I need a UPC barcode to sell on Amazon?
Usually yes. Amazon requires a GTIN such as a UPC or EAN for new listings and checks it against GS1's database. Sellers of own-brand, handmade or generic products can apply for a GTIN exemption in Seller Central instead.
Do I need a UPC to sell on Etsy?
No. Etsy doesn't ask for a UPC or any other GTIN. You can list handmade, vintage and craft supplies without one.
Do I need a barcode for Shopify?
No. The barcode field in Shopify is optional. You may need a GTIN if you connect channels such as Google, Amazon or Walmart that require one.
How much does a UPC code cost?
GS1 US lists a single GTIN at $30 with no renewal fee. A company prefix for up to 10 products is $250 plus $50 a year, and larger prefixes cost more. Prices can change, so check gs1us.org.
Can I use cheap UPC codes from resellers on Amazon?
It's risky. Resold codes are registered to another company in GS1's database, and Amazon verifies product IDs against GS1, so listings can be blocked or removed. Buy directly from GS1 instead.
Can I create my own UPC numbers?
No. A valid UPC must come from GS1, because it contains a company prefix licensed to you. You can make your own internal barcodes, such as Code 128 labels for your SKUs, but they aren't product IDs.
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