What Is a UPC and How to Get a Universal Product Code

Selling products online or in retail stores? You’ll need a Universal Product Code barcode. Amazon requires them. Target requires them. Most distributors won’t work with you without them. But getting your first UPC can feel confusing when you’re sorting through conflicting advice about GS1, resellers, and pricing.

This guide explains what Universal Product Codes are, when you need them, and how to get them without wasting money.

What Is a UPC (Universal Product Code)?

A Universal Product Code (UPC) is a standardized 12-digit number that represents a specific product. When scanned at checkout or in a warehouse, this code tells computer systems exactly which item is being processed.

UPCs serve three critical functions:

• Product identification at point-of-sale systems
• Inventory tracking across supply chains
• Pricing automation in retail databases

A UPC is classified as a GTIN-12 (Global Trade Item Number with 12 digits). The term “UPC” refers to both the numeric code and the black-and-white barcode symbol that represents it. GS1, the organization that manages the global barcode system, created this universal language that connects manufacturers, retailers, and logistics providers worldwide.

How a UPC Works (In Simple Terms)

Here’s what happens in the two seconds it takes to scan a product:

The barcode scanner reads the black-and-white bars. Those bars translate into the 12-digit number. The system looks up that number in a product database. The database returns the product name, price, and inventory count.

This process is why checkout lines move quickly and why retailers can track thousands of products at once. Without UPCs, stores would need to manually enter prices and product details for every transaction. That creates errors and slows everything down.

Ecommerce marketplaces like Amazon use UPCs differently but just as critically. The platform compares UPCs against the GS1 database to verify product authenticity and prevent duplicate listings. Invalid codes trigger listing suppressions and account flags that can shut down your entire selling operation.

UPC Code Structure Explained

Every 12-digit UPC contains three distinct components that work together to create a unique identifier.

1. Company Prefix

The first 6-10 digits identify the brand owner or manufacturer. GS1 assigns this prefix when you register for a company account. This prefix remains consistent across all products you create. That makes it easier to identify items from your brand in retail systems.

Think of it as your brand’s fingerprint in the global commerce system. Major retailers use company prefixes to track vendor performance, process purchase orders, and manage supplier relationships.

2. Item Reference Number

The next section (2-6 digits, depending on your prefix length) represents the specific product. This is where variations matter most.

A blue t-shirt in size medium needs a different item number than the same t-shirt in size large. Same product, different variation, different UPC. One of the most common mistakes new sellers make is using a single UPC across multiple color or size variations. This causes inventory chaos and listing errors.

3. Check Digit

The final digit validates the entire code using a mathematical algorithm. When a scanner reads a UPC, it performs this calculation to confirm the number is legitimate. The math doesn’t work out? The scanner rejects the code. This prevents misreads and data entry errors.

This single digit is why you can’t just make up UPC numbers. The check digit formula makes each code mathematically sound.

Do You Need a UPC?

If you sell physical products through third parties, the answer is yes. Do you sell outside your own website? Then UPCs usually come into play.

You need UPCs when	You usually don’t need UPCs when
Selling on Amazon, Walmart, or other large marketplaces	Selling digital products or services
Distributing products to brick-and-mortar retail stores	Running a small direct-to-consumer store on your own website only
Working with third-party logistics providers or external fulfillment teams	Creating one-of-a-kind or made-to-order handmade items
Building wholesale relationships with distributors or resellers	Selling on platforms like Etsy, where many categories do not require UPCs
Expanding beyond a private direct-to-consumer store

Think long term

You may not need UPCs today. Growth changes the rules. Marketplace listings, retail buyers, and fulfillment partners expect standardized codes. Getting UPCs early saves time and avoids relabeling inventory later. For businesses with expansion plans, UPCs function as basic infrastructure, not extra cost.

UPC vs Other Product Codes

Products move through many systems before they reach a customer. Each system uses its own type of product code. These codes often appear together, but each one serves a specific role and cannot replace the others.

Code Type	Digits / Format	Primary Use	Who Needs It
UPC	12	Retail and ecommerce in North America	Manufacturers and U.S. sellers
EAN	13	Retail sales outside the U.S.	International sellers
GTIN-8	8	Very small consumer packages	FMCG and compact products
GTIN-12	12	Same structure as UPC	North American retail
GTIN-13	13	Same structure as EAN	Global retail
GTIN-14	14	Cartons and cases	Warehouses and logistics teams
SKU	Varies	Internal stock tracking	Individual businesses
ASIN	10 alphanumeric	Amazon catalog identification	Amazon sellers
FNSKU	10 alphanumeric	Amazon fulfillment tracking	Amazon FBA sellers
MPN	Varies	Manufacturer part reference	Manufacturers and B2B sellers
Model Number	Varies	Product version or variation	Brands
ISBN	10 or 13	Book identification	Publishers and bookstores
ISSN	8	Journal and magazine identification	Publishers

The key distinction: UPCs, EANs, and all GTIN formats are global standards managed by GS1. Retailers and marketplaces use them to identify products across countries and supply chains. SKUs, MPNs, and model numbers come from individual businesses or brands. These codes work inside limited systems and do not carry global meaning.

Platform-specific codes: Marketplaces assign their own identifiers. Amazon uses ASINs for catalog entries and FNSKUs for fulfillment tracking. These codes often link back to a UPC or EAN, but they exist for internal platform operations.

Scanner and marketplace behavior: Since 2005, most barcode scanners in North America read both UPC and EAN formats. Even with this compatibility, marketplaces still favor UPCs for products aimed at the U.S. market. Sellers listing products for multiple regions rely more often on EANs.

Important clarification: Some codes look similar to product identifiers but serve different jobs. HS codes classify goods for customs. Barcodes display data in machine-readable form. QR codes store links or text. None of these replace UPCs, EANs, or GTINs for retail product identification.

How to Get a Universal Product Code

You have two legitimate paths to acquiring UPCs. Each has distinct tradeoffs.

Step 1: Determine How Many UPCs You Need

Count every unique product in your catalog, then multiply by variations.

Example calculation:

• 3 shirt designs × 3 sizes × 4 colors = 36 UPCs
• 5 candle scents × 2 sizes = 10 UPCs
• 1 single-variation product = 1 UPC

Bundles and multipacks need their own codes separate from individual items. Plan for future product launches, too. Buying in bulk typically reduces per-unit costs.

Step 2: Choose Where to Get Your UPC

Get UPCs from GS1 (Official Source)

GS1 US is the only authorized source for new company prefixes and UPC codes in the United States. This is the gold standard option.

Pricing structure (2025):

• Single UPC: $30 (initial) + $50 annual renewal
• Company prefix with 10 codes: $250 (initial) + $50 annual renewal
• Company prefix with 100 codes: $750 (initial) + $150 annual renewal

Major retailers like Walmart and Target often require GS1-registered company prefixes for direct vendor relationships. The annual renewal fee funds GS1’s database maintenance and standards development.

Who should use GS1:

• Brands planning retail distribution deals
• Companies with 10+ product variations
• Businesses prioritizing long-term legitimacy
• Anyone who can afford the upfront investment

Buy UPCs from Resellers (Cheaper, With Risks)

A 2002 legal settlement allowed secondary marketplaces to sell UPCs that were originally issued by GS1 before the prefix system changed. These codes work technically but come with caveats.

Reseller pricing:

• $5-$25 per UPC (one-time payment)
• No annual renewals
• Instant delivery

The catch: You don’t own the company prefix. The code is valid and will scan, but a retailer looking up the prefix in GS1’s database won’t see your company name. Some Amazon sellers have used reseller codes for years without issues. Others faced listing problems during authentication checks.

When reseller codes might work:

• Small Amazon sellers with under 20 products
• Testing product-market fit before major investment
• Budget-constrained startups

When they might cause problems:

• Target, Walmart, and major retailers often reject them
• Brand Registry applications may require GS1 verification
• Selling the business creates complications (ownership transfer unclear)

How Many UPC Codes Do You Need?

The governing rule is absolute: one UPC per variation.

Variation means any attribute that differentiates the product in inventory or pricing:

• Size (small, medium, large)
• Color (red, blue, green)
• Material (cotton, polyester blend)
• Quantity (single pack, 3-pack, bulk)
• Scent, flavor, or formula differences

Real scenario: You make organic body lotion in lavender and eucalyptus scents. Each comes in 4oz and 8oz bottles. That’s 2 scents × 2 sizes = 4 UPCs needed.

Retailers track each variation separately. Using the same UPC for your 4oz and 8oz bottles means inventory systems can’t differentiate them. This leads to pricing errors, fulfillment mistakes, and chargebacks.

Creating and Using Your UPC Barcode

You have UPC numbers. Now you need to convert them into scannable images.

Generating barcode images:

• Use free tools like Barcode.tec-it.com for UPC-A format
• Download as PNG (for labels) or SVG (for print-ready files)
• Verify the image displays your 12-digit number clearly below bars

Printing specifications:

• Minimum recommended size: 1.5″ wide × 1″ tall
• Maximum size: 3″ wide × 2″ tall (maintains scan accuracy)
• High contrast required: black bars on white background
• Avoid printing on textured or curved surfaces when possible

Placement best practices:

• Position on packaging where scanners can easily access it
• Keep barcode away from folds, seams, and edges
• Don’t place over graphics or colored backgrounds
• Test scanning at multiple angles before mass production

Always scan your printed barcodes with an actual barcode scanner before shipping inventory. Mobile apps work for testing, but retail scanners are more sensitive.

Your phone scans it, but a store scanner doesn’t? You’ll have problems.

Common UPC Mistakes to Avoid

New sellers frequently make these errors that cost time and money:

• Reusing UPCs across different products – Each item needs its own code, even if similar
• Using one UPC for all variations – Size medium and size large must have separate codes
• Buying “free UPCs” from suspicious websites – These are duplicates that will fail authentication
• Not verifying codes before printing thousands of labels – Test scan before bulk printing
• Assuming your SKU is a UPC – Internal tracking codes aren’t valid for external systems

Proper UPC management prevents many of these common mistakes. Building your catalog correctly from the start saves you from expensive relabeling projects down the road.

Wrapping Up

Getting UPCs right from the start saves you from costly mistakes later. You need one unique code for every product variation you sell. Different sizes, colors, and styles each require their own UPC.

GS1 provides the most legitimate option at $30+ per code with annual fees. Resellers offer cheaper alternatives at $5-$25 per code without renewals, but major retailers may reject them. Generate proper barcode images, print them at correct dimensions with high contrast, and always test scan before mass production.

The cost of fixing barcode problems after printing thousands of labels far exceeds the investment in doing it correctly now.