Brand ownership without owning the factory · The number that identifies the product
GTIN and barcodes
A GTIN is the global product identifier behind a UPC or EAN barcode; GS1 is the standard source for company prefixes.
Key facts
| GTIN | Global Trade Item Number, the product identifier |
|---|---|
| UPC/EAN | Barcode symbologies that encode a GTIN |
| GS1 | Issues company prefixes and maintains the standard |
| Uniqueness | A new variant or pack size usually needs a new GTIN |
| Marketplace use | Many platforms require a valid GTIN for new listings |
| Resale risk | Buying codes from a third party can create ownership and uniqueness problems |
| Official source | GS1 standards and the destination marketplace policy |
Do not borrow a barcode
A GTIN identifies the product globally. Reusing another company's code or buying a resold code can cause listing conflicts, catalog merges and removal. Get a prefix from GS1 or use the marketplace's own exemption process.
If you sell a bundle or a different pack size, check whether it needs a new GTIN. The answer is usually yes.
Print quality matters
A barcode that scans at the printer may fail in a warehouse. Check the quiet zone, contrast, size and placement. Test with a scanner, not only a phone camera.
Keep the GTIN assignment list: product, variant, pack size, barcode image and date. It prevents duplicates as the catalog grows.
Frequently asked questions
Do I need a new barcode for a new color?
Often yes, because the variant is a different trade item. Follow GS1 assignment rules and the marketplace's catalog policy.
Can I buy a UPC code online?
It is possible, but resold codes can create ownership and uniqueness problems. A GS1 prefix is the safer route for a long-term brand.
Ask a compliance question
Free first answer by email. Tell us the destination, the product and the channel — we will point you to the rule and the official source. No obligation, no sales sequence.