Understanding GTIN: The Global Standard for Product Identification

Global Trade Item Numbers (GTINs) are the backbone of product identification systems worldwide. They form a family of 14-digit GS1 data structures encoded in barcodes and RFID tags, playing a crucial role in supply chain management and retail operations. These product codes ensure seamless communication between manufacturers, distributors, and retailers, enhancing operational efficiency and data accuracy. Historically, GTINs replaced various regional codes like UPC and EAN in 2005, creating a unified standard adopted in over 100 countries.

The Global Trade Item Number (GTIN) evolved from the original UPC barcode system introduced in 1974. What began as a simple way to speed up grocery store checkouts has grown into the universal language of product identification. Over 50 years later, GTINs are used by millions of companies across more than 150 countries, forming the backbone of modern retail, logistics, and ecommerce.

Key Historical Milestones

• 1974 – The first UPC barcode was scanned at a supermarket in Ohio on a pack of Wrigley’s chewing gum, marking the beginning of automated retail identification.
• 1977 – The European Article Number (EAN) system was introduced, expanding barcode usage beyond North America.
• Early 2000s – The Uniform Code Council (UCC) and EAN International merged to form GS1, creating a unified global standards organization.
• 2005 – The Sunrise 2005 initiative officially aligned regional systems under the GTIN framework, standardizing product identification worldwide.
• 2025 – GS1 Digital Link technology expands GTINs into QR code-based systems, enabling direct consumer engagement, traceability, and dynamic product data access.

Today, more than 2 billion products are scanned daily using GTIN-based barcodes, making it the most widely adopted product identification standard in history. What started as a retail efficiency tool has become a foundational element of global supply chain infrastructure.

Modern Evolution: Beyond the Barcode
In 2025, GTINs extend far beyond traditional linear barcodes. They are embedded in:

• RFID tags for automated warehouse management
• QR codes powered by GS1 Digital Link
• Blockchain-based product authentication systems
• Smart packaging enabling traceability and anti-counterfeiting

This evolution reflects the growing need for transparency, sustainability tracking, and real-time inventory synchronization.

The Ecommerce Acceleration
The rise of online marketplaces such as Amazon has significantly accelerated GTIN adoption. Major platforms now require valid GS1-issued GTINs for most product categories to prevent counterfeit goods, eliminate duplicate listings, and ensure accurate product matching across global catalogs.

For ecommerce sellers, GTIN compliance is no longer optional - it is a prerequisite for visibility, product discoverability, and marketplace approval.

From a single barcode scan in 1974 to a digitally connected global identification ecosystem in 2025, GTIN’s evolution illustrates how standardized data can transform global commerce at scale.

The GTIN family consists of four number formats - 8, 12, 13, and 14 digits - each designed for specific use cases ranging from very small retail items to shipping containers and pallet-level logistics. While the length varies, all GTIN formats follow the same identification logic and are globally standardized under the GS1 system.

Understanding the GTIN family is essential for businesses operating across retail, ecommerce, and supply chains, as different packaging levels of the same product require different GTIN structures.

GTIN Type Comparison

One Product, Multiple GTINs
A key distinction of the GTIN system is that all four formats can coexist for the same product at different packaging levels.

For example:

• GTIN-12 → Individual cereal box (retail unit scanned at checkout)
• GTIN-14 → Case of 12 cereal boxes (distribution level)
• Different GTIN-14 → Pallet of 50 cases (wholesale or warehouse level)

Each packaging configuration receives a unique GTIN to ensure accurate tracking across inventory systems, warehouses, and retail environments.

GTIN Data Structure Explained
Despite having different lengths, all GTIN formats share the same logical structure:

• Company Prefix + Item Reference + Check Digit
• Company Prefix – Assigned by GS1 to identify the brand owner
• Item Reference – Identifies the specific product or packaging level
• Check Digit – Calculated automatically to verify number accuracy

The difference between GTIN-8, GTIN-12, GTIN-13, and GTIN-14 lies in how many digits are allocated to each component - not in how the logic works.

System Compatibility and Database Storage
Modern scanners and retail systems can read all four GTIN formats seamlessly. The critical factor is proper database storage.

Many enterprise systems internally standardize GTINs as 14-digit numbers by padding shorter codes with leading zeros.

For example:
GTIN-12 → 012345678905
Stored internally as → 00012345678905

This normalization ensures compatibility across ERP systems, ecommerce platforms, marketplaces, and warehouse management software.

GTIN in 2025: Beyond Traditional Barcodes
Today, GTINs are no longer limited to linear barcodes. In 2025, GTINs can also be encoded within GS1 Digital Link QR codes, which combine product identification with web-based data access.

This allows brands to:

• Provide extended product information
• Verify authenticity
• Enable sustainability tracking
• Engage consumers directly via smart packaging

Additionally, GTINs are integrated into RFID systems, serialized tracking for pharmaceuticals, and blockchain-based anti-counterfeit solutions.

By understanding the GTIN family and its data structures, businesses can uniquely identify products at every packaging level, ensure global interoperability, and maintain supply chain transparency in both physical retail and digital commerce environments.

Creating GTINs is not just about generating numbers — it’s a structured process governed by GS1 standards to ensure global uniqueness, compliance, and long-term data integrity. Below is a step-by-step guide to building GTINs correctly.

Step 1: Obtain a GS1 Company Prefix
The first and most important step is registering with GS1 in your country (for example, GS1 US at www.gs1us.org for U.S. companies).
You will need to:

• Choose your GTIN capacity based on expected product count:

10 GTINs
100 GTINs
1,000 GTINs
10,000 GTINs
100,000 GTINs

• Pay the annual license fee (typically ranges from $250 to $10,500+ depending on capacity and company size).
• Receive your official GS1 Company Prefix certificate with your unique prefix.

Your Company Prefix becomes the foundation of every GTIN you create.

Step 2: Assign Item References
Once you receive your Company Prefix, you assign Item References to each product variant.

Best practices include:

• Create a complete list of all product variants requiring GTINs.
• Assign Item References sequentially (e.g., 001, 002, 003 — or 00001 depending on prefix length).
• Record assignments in a spreadsheet or, ideally, a Product Information Management (PIM) system.
• Never reuse Item References — even for discontinued products. GTINs are permanent identifiers.

Each variation (size, color, packaging type) requires a unique Item Reference.

Step 3: Generate Check Digits
The Check Digit is automatically calculated based on the Company Prefix and Item Reference.

To generate it:

• Use the GS1 check digit calculator or barcode software.
• Confirm that the generated digit matches validation tools.
• Avoid manual calculation errors.

Most barcode software handles this automatically, reducing risk of invalid GTINs.

Step 4: Create the Complete GTIN
Now combine:
Company Prefix + Item Reference + Check Digit
Format it according to required length:

• GTIN-12 (North America retail)
• GTIN-13 (International retail)
• GTIN-14 (cases and logistics)

If converting formats, add leading zeros when necessary.

For example: converting a GTIN-12 to GTIN-14 requires adding two zeros at the beginning.

Step 5: Record and Manage Your GTINs
GTIN management is ongoing.
You should:

• Maintain a centralized database of all assigned GTINs.
• Store product descriptions, packaging levels, and variant details alongside each GTIN.
• Ensure consistency across ERP, ecommerce platforms, distributors, and retail systems.
• Optionally update product details in the GS1 registry for added credibility.

Many companies rely on Product Information Management (PIM) systems or specialized GTIN management tools to automate tracking, generate barcodes, and ensure compliance with GS1 rules.

Product data management platforms also help track GTINs across multiple sales channels, ensuring alignment between marketplaces, retailers, and internal systems.

Complete Example Walkthrough
Company: Acme Electronics
GS1 Company Prefix: 012345 (6 digits — allows up to 100,000 products)
Product: Wireless Mouse Model A

1. Assigned Item Reference: 67890 (5 digits)
2. Combined (without check digit):
3. 01234567890
4. Check Digit calculated: 5

Final GTIN-12:
012345678905
This GTIN now uniquely identifies that specific product worldwide and can be encoded into a UPC barcode for retail scanning.

Obtaining legitimate GTINs requires registration with GS1, the official global standards organization responsible for managing global barcode standards. While third-party GTIN sellers exist online, major marketplaces like Amazon increasingly require GS1-verified GTINs to protect brands, prevent counterfeiting, and ensure accurate product matching.

There are two official ways to obtain GTINs from GS1.

Option 1: GS1 Company Prefix (Best for Multiple Products)

Best for:
Companies with 10+ products or plans to expand product lines.

Process:

1. Visit your country’s GS1 website (for example, www.gs1us.org in the United States).
2. Select “Get a GS1 Company Prefix.”
3. Choose your capacity tier:

4. Complete company registration.
5. Pay the annual license fee.
6. Receive your GS1 Company Prefix certificate (typically within 1–2 business days).

Benefits:

• Create GTINs for all your products.
• Full control over GTIN assignment.
• Verification in the public GEPIR database.
• Accepted by all major marketplaces.
• Ability to create additional GS1 identifiers such as GLNs (Global Location Numbers).

For growing brands, this option provides scalability and long-term compliance.

Option 2: Single GS1 GTIN (Best for 1–10 Products)
Best for:
Small sellers with very limited product lines and no immediate expansion plans.

Process:

1. Visit the GS1 US Store.
2. Purchase individual GTINs (approximately $30 each, one-time fee).
3. Receive an automatically generated GTIN.
4. Download your certificate of proof.

Limitations:

• You cannot create additional GTINs yourself.
• No GS1 Company Prefix ownership.
• Cannot generate other GS1 identifiers.
• Must purchase additional GTINs individually as needed.
• Not suitable for regulated healthcare products.

This option works for hobby sellers or micro-brands but lacks scalability.

Warning: Avoid Third-Party GTIN Sellers
Many websites sell “cheap UPC codes” or “discount GTINs” for $1–$5 each. These are often recycled numbers from defunct companies or invalid codes.

Common risks include:

• Amazon and other marketplaces rejecting non-GS1 GTINs.
• GTINs not verifiable in the GEPIR database.
• Duplicate GTINs used by multiple sellers.
• No legal ownership or brand protection.
• Risk of listing suppression or even account suspension.

Bottom line: Always obtain GTINs directly from GS1 to ensure compliance, marketplace acceptance, and brand protection.

Outside the United States
If your company operates outside the U.S., contact your local GS1 organization:

• Canada: www.gs1ca.org
• United Kingdom: www.gs1uk.org
• Germany: www.gs1-germany.de
• Australia: www.gs1au.org

Full directory: www.gs1.org/contact

Registering through your local GS1 office ensures that your Company Prefix is properly issued, regionally compliant, and globally recognized.

Obtaining GTINs the right way protects your listings, ensures marketplace compliance, and builds long-term credibility for your brand across retail and e-commerce channels.

GTIN Assignment and Implementation
Assigning GTINs correctly is not just a technical step — it is a compliance requirement. Following official GS1 GTIN Management Rules is essential for marketplace acceptance, supply chain efficiency, and long-term product data integrity.

Every product must be uniquely identified at each packaging level — retail unit, inner pack, case, and pallet. Misassignment can lead to listing suppression, warehouse receiving errors, or rejected shipments.

When You Must Assign a NEW GTIN

A different GTIN is required when:

• The product variant changes (size, color, flavor, scent).
• The package quantity changes (6-pack vs. 12-pack).
• The bundling format changes (sold individually vs. bundled set).
• The packaging level changes (retail unit vs. case vs. pallet).
• There is a significant formulation change affecting usage or claims.
• The brand name changes or ownership transfers.
• The country of origin changes.

If the consumer perceives the product as materially different, it requires a new GTIN.

When You Should KEEP the Same GTIN

Do NOT change the GTIN for:

• Minor graphic design updates.
• Updated contact information.
• Barcode placement adjustments.
• Minor text corrections.
• Marketing imagery updates.

Unnecessary GTIN changes can disrupt retail listings and historical sales data.

GTIN Permanence
GTINs are permanently assigned and non-reusable.

• Even discontinued products cannot have their GTIN reassigned.
• GS1 recommends never reusing GTINs.
• Minimum recommended wait period before theoretical reuse: 4 years (though permanent retirement is best practice).

Reusing GTINs risks data conflicts, duplicate listings, and marketplace penalties.

Implementation Checklist for Ecommerce
Phase 1: Obtain and Assign GTINs
☐ Register with GS1 and receive Company Prefix
☐ Assign Item References to all product variants
☐ Generate full GTINs with check digits
☐ Record GTINs in product master database

Phase 2: Generate Barcodes
☐ Select correct barcode type (UPC-A for North America, EAN-13 for Europe)
☐ Use certified barcode generation software
☐ Verify barcode quality (bar width and quiet zone compliance)
☐ Test scannability using barcode verification tools

Phase 3: Physical Packaging
☐ Print barcode at correct size and resolution
☐ Follow GS1 placement guidelines
☐ Test with retail scanners
☐ Include human-readable GTIN beneath barcode

Phase 4: Digital & Ecommerce Integration
☐ Add GTINs to product data feeds
☐ Submit GTINs to marketplaces (Amazon, eBay, Walmart)
☐ Register brand in marketplace Brand Registries
☐ Update ERP/PIM systems
☐ Share GTINs with distributors and retail partners

Phase 5: Verification
☐ Confirm GTIN appears in GEPIR database
☐ Validate marketplace listings match manufacturer GTIN
☐ Test barcode scans at retail POS
☐ Audit product feed accuracy

Product data management solutions can help synchronize GTINs across multiple marketplaces and internal systems, reducing listing errors and preventing duplication.

Marketplace-Specific Requirements
Amazon

• Requires GS1-verified GTINs in most categories.
• Brand Registry requires trademark + verified GTIN ownership.
• Non-GS1 GTINs may be rejected or suppressed.
• GTIN exemptions available (e.g., handmade, certain private-label cases with approval).

eBay

• GTINs required for new products in most categories.
• “Does not apply” allowed for vintage, handmade, or unbranded items.
• Verified GTINs improve search visibility and product matching.

Walmart Marketplace

• Strict GTIN validation for all products.
• GTIN must match manufacturer records.
• Cross-checked against multiple databases.

Google Shopping

• GTINs strongly recommended for accurate product matching.
• Valid GTINs improve ad performance and visibility.
• Essential for structured product data feeds.

Why Proper Implementation Matters
Correct GTIN assignment enables:

• Accurate inventory management
• Faster warehouse receiving
• Fewer supply chain disputes
• Better product discoverability
• Improved marketplace ranking
• Reduced risk of listing suppression

GTIN implementation is not just about barcodes — it is about creating a reliable, globally recognized product identity that supports omnichannel retail and ecommerce growth.

Correct GTIN verification is essential for marketplace approval, brand protection, and supply chain accuracy. Invalid or recycled numbers can lead to listing suppression, shipment rejections, or even account suspension. Fortunately, verifying a GTIN is straightforward when using official tools.

How to Verify a GTIN Is Legitimate
Method 1: GEPIR Database (GS1 Public Registry)
The most reliable verification method is the GEPIR (Global Electronic Party Information Registry) — GS1’s official public database.

Steps:

1. Visit: www.gepir.org
2. Enter the full GTIN or your GS1 Company Prefix
3. Review the returned company name and country

If the GTIN appears and matches your company information, it is legitimate.

If the number does not appear, it is not a valid GS1-issued GTIN.

Only official GS1 numbers are searchable in GEPIR.

Method 2: Check Digit Validation
Every GTIN includes a mathematically calculated check digit.

How to validate:

• Use the official GS1 check digit calculator
• Enter the first 11 digits (GTIN-12) or first 12 digits (GTIN-13)
• The tool generates the correct check digit
• Compare it to the final digit in your GTIN

If the digits do not match, the GTIN is invalid.
Incorrect check digits are one of the most common causes of barcode scan failures.

Method 3: Marketplace Verification
Major marketplaces now perform automated GTIN validation.

For example:

• Amazon Seller Central displays GTIN verification status
• “Verified by GS1” badge confirms authenticity
• Warnings appear for problematic or non-GS1 numbers

Marketplace-level validation helps prevent counterfeit listings and duplicate product records.

Common GTIN Errors and Solutions
Error 1: “GTIN already in use by another seller”
Cause:

• Duplicate numbers purchased from third-party sellers
• Recycled or previously assigned GTINs

Solution:

• Verify ownership in GEPIR
• Contact marketplace support
• Enroll in Brand Registry if applicable

Error 2: “Invalid GTIN”
Cause:

• Incorrect check digit
• Wrong GTIN length
• Fabricated or mistyped number

Solution:

• Recalculate check digit
• Verify number format
• Confirm GTIN was issued by GS1

Error 3: “GTIN does not match product”
Cause:

• Using incorrect GTIN for product variant
• Incorrect data entry in listing

Solution:

• Review internal GTIN assignment records
• Ensure correct GTIN corresponds to correct SKU

Error 4: “GTIN not recognized”
Cause:

• Newly issued GTIN not yet synced in marketplace database

Solution:

• Wait 24–48 hours for database updates
• Confirm listing in GEPIR
• Contact GS1 if number does not appear

Error 5: “Third-party GTIN rejected”
Cause:

• Marketplace requires GS1-verified GTIN
• Non-GS1 number detected

Solution:

• Purchase legitimate GTIN from GS1
• Update listing with verified number

Best Practices to Avoid GTIN Issues
• Always purchase GTINs directly from GS1 — never from third-party resellers
• Maintain accurate internal records of GTIN assignments
• Verify GTINs in GEPIR before uploading to marketplaces
• Assign new GTINs when packaging or formulation changes occur
• Register your brand in marketplace Brand Registries
• Use PIM systems to maintain cross-channel GTIN consistency
• Test barcodes before mass printing
• Keep your GS1 Company Prefix license active — expired prefixes can cause listing disruptions

The Global Trade Item Number (GTIN) has evolved from a simple checkout efficiency tool into the universal language of product identification across physical and digital commerce. In 2025, GTINs are no longer used only for barcode scanning at retail counters—they are essential for marketplace listing accuracy, brand protection, supply chain traceability, and consumer product authentication. From warehouse automation to ecommerce search visibility, GTINs form the backbone of structured product data worldwide.

Key Takeaways

• Get GTINs from GS1 only. While third-party sellers may offer cheaper alternatives, major marketplaces increasingly require GS1-verified GTINs for brand protection and accurate product matching.
• Understand the four formats. GTIN-8, GTIN-12, GTIN-13, and GTIN-14 serve different purposes—from small retail items to bulk logistics—but all share the same logical structure: Company Prefix + Item Reference + Check Digit.
• Follow assignment rules carefully. GTINs are permanent and non-reusable. Any significant product change requires a new GTIN to preserve data integrity.
• Implement across all channels. Effective GTIN deployment requires alignment across packaging, ecommerce listings, PIM systems, ERP platforms, and supply chain partners.
• Verify and validate. Use the GEPIR database and check digit validation tools before printing labels or launching marketplace listings.

Looking Forward
The GTIN system continues to evolve with GS1 Digital Link (QR-code based GTINs connected to web URLs), RFID integration for real-time inventory visibility, and even blockchain-based product authentication systems. As ecommerce expands and global supply chains grow more complex, GTINs remain the foundational standard enabling seamless product identification - from factory floor to checkout counter to the consumer’s doorstep.

Whether you're launching your first product or managing thousands of SKUs, starting with proper GTIN implementation sets the foundation for efficient operations, marketplace compliance, and long-term brand protection.

To ensure consistent GTIN usage across every channel, product data management solutions like Priceva help synchronize product identifiers, pricing, and catalog data across marketplaces and retail systems - supporting both compliance and competitive growth.

No. GTINs come in four different lengths: 8, 12, 13, or 14 digits, depending on the use case and packaging level.

GTIN lengths:

• GTIN-8 – 8 digits (very small retail items like chewing gum)
• GTIN-12 – 12 digits (standard North American retail products, encoded in UPC-A)
• GTIN-13 – 13 digits (standard European and international retail products, encoded in EAN-13)
• GTIN-14 – 14 digits (cases, pallets, bulk packaging—not used at retail POS)

Important: although lengths vary, many systems store all GTINs internally as 14-digit numbers by adding leading zeros.

Examples:

• GTIN-12 012345678905 → stored as 00012345678905
• GTIN-13 5012345678900 → stored as 05012345678900

This standardization simplifies global database management and system integration.

No. You cannot legally create your own GTIN without authorization from GS1.

GTINs must be issued through official GS1 registration to ensure global uniqueness and marketplace acceptance.

Why you can’t make up GTINs:

• GTINs must be globally unique
• Valid GTINs require a GS1 Company Prefix
• Retailers verify numbers in the GEPIR database
• Marketplaces increasingly reject non-GS1 numbers

How to legally create GTINs:

1. Register with GS1 in your country
2. Purchase a GS1 Company Prefix
3. Assign Item References
4. Generate GTINs using prefix + item reference + check digit

Third-party sellers offering $1–$5 “UPC codes” often sell recycled or invalid numbers. These may lead to listing rejection, disputes, or account suspension.

Bottom line: Only GTINs obtained directly from GS1 are legitimate.

Costs depend on how many products you need to identify.

Option 1: GS1 Company Prefix (for multiple products)
Benefits:

• Full control over GTIN assignment
• GEPIR verification
• Accepted by all marketplaces
• Ability to create additional GS1 identifiers

Option 2: Single GS1 US GTIN

• $30 per GTIN (one-time fee)
• Best for sellers with very limited catalogs
• No Company Prefix
• Limited scalability

For growing brands, a Company Prefix is usually the smarter long-term investment.

These terms are related - but not identical.

GTIN

• The number itself (e.g., 012345678905)
• Stored in databases
• 8, 12, 13, or 14 digits

UPC

• A barcode symbology used mainly in North America
• Encodes a GTIN-12

EAN

• International barcode symbology
• Encodes a GTIN-13

Barcode

• The visual black-and-white image
• Machine-readable data carrier

Simple relationship:
GTIN = the data (number)
Barcode = the image that carries the number
UPC/EAN = specific barcode types that encode GTINs

Not all products require GTINs - but most commercial products benefit from them.

Typically required for:

• Retail products sold in stores
• Marketplace listings (Amazon, Walmart, etc.)
• Branded packaged goods
• Products distributed through retailers

May not require GTINs:

• Handmade or custom products
• Vintage/used items
• Raw materials sold by weight
• Certain private label items (with exemption approval)

Even when not mandatory, GTINs improve search visibility, inventory control, and scalability.

You can verify GTIN validity using three methods:

1. Check Digit Validation

• Use GS1 calculator
• Enter digits except last
• Confirm calculated digit matches

2. GEPIR Database Lookup

• Search GTIN in official registry
• Confirms GS1 registration and ownership

3. Marketplace Verification

• Amazon may show “Verified by GS1”
• Warnings appear for invalid GTINs

Red flags:

• Check digit mismatch
• Not found in GEPIR
• Purchased from third-party sellers
• Marketplace “unverified” warnings

Always validate before printing packaging or listing products.

No. One product = One GTIN.

Different sizes, colors, flavors, pack counts, or bundles require separate GTINs.

Examples requiring new GTINs:

• Small vs. Large shirt
• Red vs. Blue version
• 6-pack vs. 12-pack
• Product sold individually vs. bundled

Reusing GTINs causes:

• Inventory errors
• Marketplace mismatches
• Pricing mistakes
• Supply chain failures
• Possible account suspension

GTINs are permanent and non-reusable.

Letting your GS1 Company Prefix expire can cause serious issues.

Consequences:

• Loss of authorization
• Removal from GEPIR database
• Inability to create new GTINs
• Marketplace verification failures

Existing barcodes will still scan - but you should not continue issuing products under an expired prefix.

If renewed within 30 days, reinstatement is usually simple. After that, you may need to re-register and obtain a new prefix.

Annual renewal fees are minor compared to the cost of reassigning GTINs across packaging, listings, and supply chains.

To ensure GTIN-product accuracy:

1. Confirm assignment records in your internal database
2. Verify prefix ownership in GEPIR
3. Check that the GTIN matches product description and packaging
4. Confirm listing data matches barcode

Incorrect GTIN-to-product matching is one of the most common causes of listing suppression and inventory mismatches.