UPC vs EAN vs GTIN: Which Barcode Do You Need?
If you're selling products online or in retail, you’ve probably come across terms like UPC, EAN, and GTIN.
At first, they seem confusing — but the reality is much simpler than it looks.
This guide explains the difference between UPC vs EAN vs GTIN, when to use each, and which barcode is right for your business.
If you're selling on Amazon, you may also want to review our Amazon barcode requirements guide.
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What Is a GTIN?
GTIN (Global Trade Item Number) is the general term used for product identifiers.
Think of GTIN as the umbrella term that includes:
- UPC (12-digit)
- EAN (13-digit)
- GTIN-8 (small items)
- GTIN-14 (cases and pallets)
In simple terms:
GTIN = the number
Barcode = the visual representation
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What Is a UPC?
UPC (Universal Product Code) is a 12-digit barcode primarily used in the United States and Canada.
It is the most common barcode format for:
- Retail products in North America
- Amazon listings in the US marketplace
- Products sold in stores like Walmart or Target
If you're selling primarily in the US, UPC is usually the safest choice.
You can buy UPC barcodes here.
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What Is an EAN?
EAN (European Article Number) is a 13-digit barcode used internationally.
It is the standard format for:
- Europe
- International ecommerce platforms
- Global retail distribution
An EAN is essentially a UPC with a leading zero added.
This means:
- UPC → 012345678905
- EAN → 0012345678905
Most modern systems accept both formats.
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UPC vs EAN vs GTIN: Key Differences
| Type | Digits | Where Used | Purpose |
|---|---|---|---|
| GTIN | 8–14 | Global | General identifier system |
| UPC | 12 | US & Canada | Retail products |
| EAN | 13 | International | Global retail products |
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Which Barcode Should You Use?
Use UPC if:
- You sell in the United States or Canada
- You are listing products on Amazon US
- You want compatibility with North American retailers
Use EAN if:
- You sell internationally
- You plan to expand globally
- You list products on international marketplaces
Use GTIN (conceptually) if:
- You’re referring to barcode systems in general
- You’re working with multiple barcode formats
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Amazon: UPC vs EAN vs GTIN
Amazon uses all of these formats under the term GTIN.
In most cases:
- You need a UPC or EAN to create a listing
- Amazon assigns an ASIN after listing
- FBA may require FNSKU for inventory tracking
If you’re unsure how this works, read:
Amazon barcode requirements
Amazon Listing Hub (fix common errors)
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When You Don’t Need a Barcode
Some sellers qualify for GTIN exemption.
This usually applies to:
- Handmade products
- Private label products
- Unbranded products
However, GTIN exemption is not always the best long-term option.
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UPC vs EAN: Practical Decision Guide
| Your Situation | Recommended Barcode |
|---|---|
| Selling in the US | UPC |
| Selling globally | EAN |
| Launching on Amazon | UPC (most common) |
| Scaling internationally | EAN |
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How to Get Barcodes
You have two main options:
- Official GS1 registration (higher cost, recurring fees)
- Reseller barcodes (one-time cost, faster)
If you're launching products quickly, you can buy barcodes here.
You can also use our free barcode tools to:
- Generate barcode images
- Convert UPC ↔ EAN
- Validate barcode formats
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Common Mistakes
- Confusing GTIN with UPC/EAN
- Using the wrong format for your market
- Buying too few barcodes for product variations
- Not planning for international expansion
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Final Thoughts
The difference is simple:
- GTIN = system
- UPC = US barcode
- EAN = international barcode
For most Amazon sellers, UPC is the starting point.
If you plan to scale globally, EAN may be the better long-term choice.
If you’re ready to get started: