How to Get UPC Barcodes for Amazon and Walmart: GS1 US Costs Explained
Almost every new listing on Amazon, Walmart, TikTok Shop or Google Shopping asks for a product identifier, usually a UPC. Many new sellers buy the cheapest barcodes they can find online and only later discover problems with listings or brand matching. The official source in the US is GS1 US. This guide explains the options, what they cost and how to choose.
UPC, EAN, GTIN: what's the difference?
- GTIN (Global Trade Item Number) is the umbrella term for product identification numbers managed by GS1.
- UPC is the 12-digit GTIN format common in the US; EAN is the 13-digit format common elsewhere.
- The barcode is just the printed image of the number.
Every distinct product variation (each size, color or pack count) normally needs its own GTIN, so count variations, not just product families, when you plan.
Your two GS1 US options
According to GS1 US's barcode pricing page, you can either license individual GTINs or license a GS1 Company Prefix that lets you create a block of numbers.
- Single GS1 US GTIN: $30, with no annual renewal fee. GS1 US says it includes a free lifetime subscription to its Data Hub. It is not available for pharmaceutical products, variable-measure products, mixed cases or coupons.
- GS1 Company Prefix: an initial fee plus an annual renewal, sized by how many items need barcodes.
| Capacity (items) | Initial fee | Annual renewal | Initial cost per item |
|---|---|---|---|
| 1 (single GTIN) | $30 | $0 | $30 |
| 10 | $250 | $50 | $25 |
| 100 | $750 | $150 | $7.50 |
| 1,000 | $2,500 | $500 | $2.50 |
| 10,000 | $6,500 | $1,300 | $0.65 |
| 100,000 | $10,500 | $2,100 | $0.105 |
Source: GS1 US (accessed Nov 1, 2026); GS1 US says it may change pricing. Calculation: initial fee ÷ capacity, before renewals.
Which option is right for you?
- 1–9 products, no plans to grow fast: single GTINs at $30 each with no annual fee are simplest.
- A growing brand with variations: a 100-item prefix ($750 plus $150 a year) usually makes more sense once you pass about 25 items, since 25 single GTINs would cost $750 too. Calculation: 25 × $30 = $750.
- Factories with large catalogs: 1,000 or 10,000 capacity prefixes bring the cost per item down sharply.
Remember the renewal: GS1 US says that as long as you renew your membership each year, your product data stays linked to your company information. Budget the annual fee as a fixed cost of selling in the US.
Buy barcodes in the name of the company that owns the brand. Codes licensed to someone else, or resold from old prefixes, may not match your brand when retailers or marketplaces check GS1 data.
How to get your barcodes
- Count products and variations you plan to sell over the next two to three years.
- Choose single GTINs or a Company Prefix size on the GS1 US site.
- Provide your contact and company information and pay.
- Assign a GTIN to each product variation and record product details in GS1's data tools.
- Generate barcode images for your packaging and labels.
- Use the same GTINs consistently across Amazon, Walmart, TikTok Shop and Google.
Marketplace notes
Amazon, Walmart and Google Merchant Center all ask for product identifiers when you create listings, and each has its own rules and exemption processes for some product types (for example handmade, private-label or bundle items). Rules change, so check Seller Central, Walmart Seller Center and Merchant Center before you list. See our guides on Walmart Marketplace approval requirements and Google free listings.
Common mistakes
- Running out of numbers. A 10-item prefix fills up fast once sizes and colors are counted; upgrading later means managing two sets of numbers.
- Reusing GTINs. Don't reassign a GTIN from a discontinued product to a new one; buyers and retailers may still have the old item on file.
- Letting the prefix lapse. Missing the annual renewal can break the link between your products and your company data.
Barcode checklist
- Count variations, not just products.
- License GTINs from GS1 US in your brand-owning company's name.
- Keep a master list of GTIN, SKU, product name and variation.
- Put the barcode on retail packaging and FBA/WFS labels where required.
- Renew your prefix every year if you use one.
How Atronia Innovations can help
We help Chinese factories and new brands prepare for the US market, from barcodes and listings to compliance and channel launch. Explore our Brand Accelerator or talk to our team.
