What is an EAN?

EAN stands for European Article Number. It's a standardized 13-digit numeric barcode used globally to uniquely identify retail products at the point of sale and throughout the supply chain. Despite the 'European' name, EANs are used worldwide—they're part of the GS1 global identification standard. When you scan a barcode at a European supermarket checkout, you're almost certainly scanning an EAN-13. For Amazon sellers, EANs are required product identifiers when listing on European marketplaces.

EAN vs. UPC vs. GTIN: Understanding the Relationship

• UPC (Universal Product Code): A 12-digit barcode format primarily used in the United States and Canada
• EAN-13: A 13-digit format used in Europe and most of the rest of the world
• GTIN (Global Trade Item Number): The umbrella standard—both UPCs and EANs are types of GTINs
• A UPC can be converted to an EAN-13 by adding a leading zero (e.g., 012345678901 → 0012345678901)
• Amazon's catalog uses GTINs as the universal identifier—both UPC and EAN are accepted

Why EANs Matter for Amazon Sellers

Amazon requires a valid product identifier—UPC, EAN, ISBN, or ASIN—to create most new product listings in its catalog. For sellers expanding to European marketplaces (Amazon.de, Amazon.fr, Amazon.it, Amazon.es, etc.), EAN-13 is the standard identifier Amazon expects. Without a valid EAN, you may be unable to create new listings, and attempting to list with incorrect or recycled barcodes can result in catalog errors, listing suppression, or account warnings.

How to Get a Legitimate EAN for Your Products

• Purchase barcodes directly from GS1—the only official issuing authority—to guarantee uniqueness and legitimacy
• Avoid third-party barcode resellers selling 'recycled' or reassigned barcodes—Amazon actively validates GS1 ownership
• Apply for a GS1 Company Prefix if you plan to manage a large product catalog long-term
• Single product barcodes can be purchased through GS1's individual GTIN licensing program
• Once issued, an EAN is permanently tied to your product—it cannot be reused for a different item

EAN Exemptions on Amazon

Amazon does offer a GTIN exemption process for certain product categories and sellers—primarily for private label products, handmade goods, or bundled items that don't carry a manufacturer barcode. If approved for an exemption, Amazon generates an internal catalog identifier for your listing. However, an exemption doesn't replace the need for GS1-issued barcodes if you intend to sell through any channel outside Amazon, such as retail stores or other e-commerce platforms.