The short answer
- To list a new product, most Amazon categories need a product number (a GTIN: UPC, EAN, JAN or ISBN). Amazon checks UPCs against the GS1 database, so get yours from GS1. No barcode at all? Many private-label, handmade and generic products can get a GTIN exemption instead.
- To ship to Amazon's warehouses (FBA), every unit needs a barcode Amazon can track. Since 31 March 2026 in the US, only brand owners registered as brand representatives can use the product's own UPC; everyone else puts an Amazon FNSKU label on each unit. On Amazon.in, FNSKU labels are the default.
- If you ship orders yourself, you don't need FNSKU labels: they are only for stock sent to Amazon's fulfilment centres.
- Making the barcode image is free. What costs money is the GS1 number: $30 for a single number from GS1 US, from ₹50,200 for the first year from GS1 India (costs).
Amazon's rules change. Everything here was checked against Amazon Seller Central help and GS1's own websites on 12 October 2026; follow the links to see the current version.
Two different barcodes
| Product number (GTIN) | Amazon barcode (FNSKU) | |
|---|---|---|
| What it identifies | The product, everywhere it's sold | Your units in Amazon's warehouses |
| Where it comes from | GS1 (for books: your ISBN agency) | Your Seller Central account |
| Barcode | UPC-A or EAN-13, printed on the pack | Code 128 on a sticker; starts with an X |
| Needed for | Creating a new listing (most categories) | Sending stock to FBA (see below) |
The GTIN works on Amazon, in shops and on other marketplaces. The FNSKU only means something inside Amazon.
Step 1: the product number you need to list
- Amazon US: "For most categories, you are required to provide a unique product identifier, known as a GTIN (Global Trade Item Number), to create new listings." Amazon checks UPCs against the GS1 database; UPCs that don't match GS1's records are invalid, and invalid listings are removed, which can cost you the right to create listings or to sell.
- Get numbers from GS1, not from resellers. GS1 US explains that a UPC looked up in the GS1 database shows the company it is registered to, and a number "associated with another company" risks rejection. Amazon US says to obtain UPCs "directly from GS1 (and not from other third parties selling UPC licenses)".
- Category rules differ. In most US categories, major brands need a UPC and private-label brands can ask for an exemption; books need an ISBN, EAN or JAN; bundles in electronics, office products and video games need their own UPC.
- Amazon.in: a product ID is needed to add a product that isn't already sold on Amazon; if another seller already sells it, you can add your offer without one. Amazon.in runs the same GS1 database check.
How to get GS1 numbers, give each variant its own number and print them at the right size: How to get a barcode for your product.
No barcode? The GTIN exemption
If your product has never had a barcode, you can apply in Seller Central to list it without one. Amazon US accepts applications for:
- private-label or handmade products,
- products you make, brand or publish without barcodes,
- parts without a product number (for example car parts or phone accessories),
- bundles, and generic unbranded products.
You can't get one if the product already has a GS1 barcode or GTIN, is already in Amazon's catalogue, or belongs to a brand that requires a UPC. Expect to send real photos of all six sides of the product and packaging, with the brand name permanently on the product.
Exempt products still need FNSKU labels for FBA: only products with a valid GTIN can skip them.
Step 2: FBA labels (FNSKU)
Every unit you send to an Amazon fulfilment centre needs a scannable barcode. Which one depends on who you are and where you sell.
| You are… | Amazon US (since 31 March 2026) | Amazon.in |
|---|---|---|
| Brand owner, brand representative in Brand Registry, product has one scannable UPC/EAN/ISBN | Manufacturer barcode allowed, no sticker | FNSKU label on each unit |
| Reseller (including authorised resellers) | FNSKU label on each unit, even with a UPC | FNSKU label on each unit |
| Product has no barcode, or a GTIN exemption | FNSKU label on each unit | FNSKU label on each unit |
- Why it changed: Amazon US stopped "commingling", where one seller's order could be filled with another seller's identical unit. Labels keep each seller's stock separate.
- Amazon.in labels units with FNSKUs by default and allows stickerless, shared stock for books only.
- Amazon US no longer labels for you: its prep and item-labelling service ended on 1 January 2026. Units that arrive without a required label are marked as defective.
- Label rules: 1" × 2" to 2" × 3", black on white, removable adhesive; white space of 0.25" on the sides and 0.125" at the top and bottom; FNSKU, product name and condition on the label; thermal or laser printer, never inkjet; cover every other barcode on the unit. Details and a free label maker: Amazon FBA FNSKU label generator.
Who ships your orders changes what you need
| Option | Who stores and packs | Who delivers | FNSKU labels? |
|---|---|---|---|
| Fulfillment by Amazon (FBA), US and India | Amazon | Amazon | Yes, as in the table above |
| Fulfilled by Merchant (US) | You | You or your carrier | No |
| Easy Ship (India) | You | Amazon picks up and delivers | No |
| Self-Ship (India) | You | You or your courier | No |
Whichever you choose, a new listing still needs its product number (Step 1). You can pick a different option for each product; Amazon India says most sellers use a mix.
What the numbers cost (checked 12 October 2026)
| GS1 office | Smallest option | First year | After that |
|---|---|---|---|
| GS1 US | 1 GTIN | $30 | No annual fee |
| GS1 US | Company prefix, 10 products | $250 | $50 a year |
| GS1 India | 100 barcodes, turnover up to ₹5 crore | ₹50,200 (₹27,000 registration + ₹13,000 subscription + 18% GST + ₹3,000 security deposit) | Renew the subscription to keep using the numbers (GS1 India's fee table) |
- GS1 US prices: GS1 US get-started guide. GS1 India prices: GS1 India registration (fee table effective 1 October 2026; longer terms and larger capacities cost more).
- In India, barcodes starting with 890 come only from GS1 India, and only the brand owner (or someone it authorises) can apply. You choose 100, 1,000, 10,000 or 1,00,000 numbers, and can't change that later.
- Indian micro-manufacturing enterprises can get up to 80% of the GS1 fees for the first 3 years refunded (up to ₹50,650) under the Ministry of MSME's barcode scheme, for the 100 and 1,000 barcode plans.
- FNSKUs don't come from GS1: you print them from your Seller Central account.
What changed in 2026
- 1 January: Amazon US ended its FBA prep and item-labelling service. You apply your own labels.
- 31 March: Amazon US ended commingling. Resellers must label every FBA unit; brand representatives can use the manufacturer barcode.
- 1 October: GS1 India's new fee table took effect.