Is a GTIN the same as a barcode?

No. The GTIN is the unique number that identifies the product; the barcode is just the printed, scannable representation of that number. The same GTIN can appear as a UPC barcode, an EAN barcode, or simply as digits typed into a listing form.

Is a GTIN the same as a UPC or EAN?

UPC and EAN are both formats of GTIN. A UPC is a GTIN-12 (12 digits, common in North America) and an EAN is a GTIN-13 (13 digits, common in Europe). They are interchangeable forms of the same global identifier.

Do I need a GTIN to sell on Amazon or Kaufland?

In most product categories, yes. Marketplaces require a valid GTIN to create or match a listing. Some categories — handmade items, private-label brands enrolled in brand registry, or bundles — can qualify for a GTIN exemption.

Where do I buy a GTIN?

From GS1, the official standards organisation, via gs1.org or your national GS1 member. Avoid third-party resold barcodes, as marketplaces increasingly validate GTINs against the GS1 database and reject unregistered numbers.

Glossary

GTIN

Global Trade Item Number

A GTIN (Global Trade Item Number) is a globally unique number that identifies a specific product. It is the number encoded inside a barcode and is used by retailers, marketplaces, and supply chains to recognise the exact item being bought or sold.

Last updated: June 2026

Key facts

GTIN is the umbrella standard managed by GS1 — UPC, EAN, ISBN and ITF-14 are all GTIN formats.
GTINs come in 8, 12, 13 and 14-digit lengths (GTIN-8, GTIN-12, GTIN-13, GTIN-14).
A genuine GTIN must be bought from GS1 — you license a company prefix, then assign numbers to your products.
Amazon, eBay, Google Shopping, Kaufland and most major marketplaces require a valid GTIN to create a listing, unless the product qualifies for an exemption.

What a GTIN actually is

A GTIN is a number, not a barcode. The barcode (a UPC or EAN symbol) is simply a machine-readable way of printing the GTIN so a scanner can read it. The same GTIN can be represented as a 1D barcode, a QR code, or just typed into a marketplace listing form.

GTINs are issued and governed by GS1, a global non-profit standards body. When you join GS1 you receive a unique GS1 Company Prefix. You combine that prefix with your own item reference numbers and a calculated check digit to create a unique GTIN for every product variant you sell.

Because the company prefix is unique to you, no two businesses can ever issue the same GTIN. That is what makes the number globally unique and trustworthy enough for retailers and marketplaces to rely on it.

GTIN formats and lengths

GTIN-12 (UPC) is the 12-digit format used mainly in the United States and Canada. GTIN-13 (EAN) is the 13-digit format used across Europe and most of the rest of the world. GTIN-8 (EAN-8) is a shortened 8-digit format for very small packaging. GTIN-14 (ITF-14) identifies cases and cartons rather than individual retail units.

Despite the different lengths, they are all the same kind of identifier. A 12-digit UPC is simply a GTIN-13 with a leading zero. This is why a product bought with a US UPC can usually be listed on a European marketplace that asks for an EAN — the underlying GTIN is the same.

Where to get a valid GTIN

The only legitimate source of new GTINs is GS1 (gs1.org and its national member organisations). You pay a licence fee based on how many product numbers you need, then assign GTINs to your products yourself.

Avoid cheap "resold" or "recycled" barcodes from third-party websites. Major marketplaces such as Amazon and Google validate GTINs against the GS1 database, and barcodes that are not registered to your brand are increasingly rejected — which can get listings suppressed or accounts flagged.

If you manufacture private-label products, you buy your own GTINs. If you resell branded products, you use the GTIN the manufacturer already assigned and printed on the packaging.

Example

A GTIN-13 such as 5012345678900 breaks down into a GS1 company prefix (identifying the brand owner), an item reference (identifying the specific product), and a final check digit (5-0-1-2-3-4-5-6-7-8-9-0 plus the computed check digit) that lets a scanner verify the number was read correctly.

Why it matters for marketplace sellers

Most marketplaces will not let you create a new listing without a valid GTIN, so it is usually the first thing you need before publishing a product.
Matching the correct GTIN lets a marketplace attach your offer to an existing catalogue page instead of creating a duplicate, which improves discoverability and Buy Box eligibility.
Incorrect or unregistered GTINs are a common reason for listing rejections and suppressions across Amazon, Kaufland and Google Shopping.
When you sell the same product on several marketplaces, reusing one consistent GTIN keeps your catalogue clean and makes cross-channel inventory sync reliable.