The short answer
| Where you sell | GS1 number needed? |
|---|---|
| Supermarkets (Woolworths, Coles, ALDI, IGA) | Yes |
| Department and chain stores | Yes |
| Amazon (most categories) | Yes, or an approved exemption |
| Independent shops with scanners | Usually yes; ask them |
| Your own shop and point of sale | No: use your own codes in Code 128 |
| Etsy, markets, your own website | Usually no |
| Warehouse, stock and asset tracking | No: Code 128 or QR with your own codes |
The retailer and marketplace requirements above were not confirmed on the retailers' own supplier pages for this guide, and they change; always ask your buyer or check the marketplace's current listing rules.
Why GS1 numbers matter
An EAN-13 or UPC-A number is not just any number. It is a Global Trade Item Number (GTIN) built from a company prefix licensed to one brand owner by GS1, a not-for-profit standards body with an office in each country (GS1 Australia here). Retail systems around the world rely on each GTIN identifying exactly one product from one company. When a supermarket ranges your product, it records your GTIN; when Amazon creates a listing, it checks the GTIN against GS1's global registry to confirm the brand.
Resold barcodes
Online sellers offer "UPC codes" for a few dollars each. These are usually numbers from company prefixes that were licensed decades ago, before GS1 required ongoing membership, and are resold one at a time. They scan, but in GS1's registry they belong to the original company, not to you. Amazon's listing checks and many retailers' supplier systems compare the number with the registry, and listings with mismatched numbers can be blocked or removed. If you plan to grow beyond markets and your own site, licensing your own prefix from GS1 avoids having to change every barcode later.
What GS1 membership gives you
- A company prefix, from which you allocate a GTIN to each product variant.
- Your products listed against your company in GS1's registry.
- Access to GS1 services such as product data sharing with retailers, and barcode verification.
Fees depend on the number of products and your turnover; check GS1 Australia's current pricing. Small businesses with a handful of products can join at the lowest tier.
When you do not need GS1
Inside your own business, barcodes are just a fast way to type a code. Your stock system, shelf labels, bin locations, asset tags and job tickets can use any codes you like, in Code 128 (letters and numbers) or a QR code. These cost nothing and you can print them on standard label sheets. Do not make internal codes look like 13-digit GTINs, to avoid confusion if a product later gets a real one.
Once you have your number
Use the EAN-13 generator to make the artwork: enter the 12 or 13 digits, set the magnification your packaging allows (80% to 200%), and download the SVG or PDF for your designer or printer. Keep the quiet zones clear and test-scan a proof.
Getting started with GS1 Australia
- List your products and every variant: sizes, flavours, colours and pack counts. Each needs its own GTIN, and so does each carton size if you sell by the carton.
- Choose a membership level with enough numbers for that list plus room to grow.
- Allocate a GTIN to each variant in GS1's online tool and record which number belongs to which product. Never reuse a number for a different product.
- Make the barcode artwork at 80% to 200% of EAN-13 size and send it to your packaging designer or printer.
- Test-scan a printed proof. GS1 Australia offers barcode verification for a fee, which some retailers require before ranging a product.
Barcodes for cartons
If you deliver to a retailer's distribution centre, they will usually also want an ITF-14 or GS1-128 on each carton, with a GTIN for that carton size. See the ITF-14 generator.