A barcode and a UPC may not be the most attractive part of your product label, but they’re the part that makes everything else work. A clean, properly sized barcode means the product scans at checkout, gets tracked through the supply chain, and shows up correctly in retail inventory systems. A bad barcode means lost sales, frustrated customers, and chargebacks from retailers. Below is what you need to know to get yours right the first time.

UPC vs. EAN vs. QR Code vs. SKU vs. GS1 DataBar

The terms “barcode,” “UPC,” and “SKU” get used interchangeably, but they’re different things. Here’s how they actually compare.

The short version: a UPC (or EAN internationally) is what retailers scan at checkout. A SKU is an internal product code. A QR code is a 2D barcode that’s usually supplemental, not a replacement for a UPC. Most retail products need a UPC; only some products need GS1 DataBar or a QR code.

What goes into a barcode and UPC?

A barcode and a UPC are two parts of the same thing. The UPC (Universal Product Code) is a 12-digit number assigned to a product. The barcode is the machine-readable version of that number. Each part of the 12-digit code does a different job:

• First six digits. The manufacturer identification number
• Next five digits. The item number, specific to each product
• Last digit. The check digit, a single number that confirms the integrity of the barcode

Looking for Custom Labels?

We put our all into every custom label we make. No exceptions. And with no minimum order quantities and a 5-day turnaround for digital label printing, we take pride in helping you perfect your first impression.

Request a Quote    Get a Sample Pack

Manufacturers apply for UPCs from GS1 (the Uniform Code Council). After approval, the manufacturer pays an annual fee to participate in the UPC system and receives a unique manufacturer identification number, which is used for all of that company’s barcodes. The item number is specific to each product and is assigned by the manufacturer (avoid duplicating numbers across SKUs). The check digit is calculated from the rest of the number to confirm the barcode hasn’t been corrupted in transmission. You can determine the check digit for any product with GS1’s check digit calculator.

Other types of barcodes

While UPC and EAN barcodes are the most common, GS1 maintains several other barcode types for different business needs:

1. GS1 DataBar: A family of compact barcodes designed for items that don’t have room for a full UPC. They can carry product identification, batch numbers, and expiration dates, which makes them a fit for fresh foods and healthcare products where space is at a premium but data needs are high.
2. GS1-128 and ITF-14: GS1-128 is a high-capacity barcode that uses application identifiers to encode multiple data elements in one symbol. Useful for complex supply chain needs. ITF-14 is designed specifically to encode a Global Trade Item Number (GTIN) on corrugated materials, which makes it the standard for tracking trade items in bulk through distribution.
3. Two-dimensional (2D) barcodes: Think of 2D barcodes as the next-generation form of the typical 1D barcodes you see on most product packaging. The most common 2D barcode is the QR code. 2D barcodes encode data both horizontally and vertically, which lets them hold a lot more information in less space. And they’re about to become a much bigger deal at retail — more on that in the next section.

Should you use QR codes for product labeling?

QR codes don’t replace a UPC at retail, but they pair well with it. A study published in Sustainability evaluated QR code use on food labels and found:

• Nearly 39% of respondents wanted QR codes used more broadly in the future
• 67% of respondents agreed that QR codes make life easier

The study concluded that QR codes “included in product packaging, on labels, and in commercial spaces (shelves, showcases, posters, etc.) are considered particularly effective in providing timely product and brand information given their capacity to reach consumers when and where they are ready to purchase with relevant, targeted, and interactive information.”

The practical use cases we see most: linking to product information pages, ingredient sourcing or sustainability stories, video tutorials, loyalty program signups, and traceability for fresh or regulated products.

The shift from 1D to 2D barcodes (and what Sunrise 2027 means for your labels)

For 50 years, the 1D UPC (those vertical black bars) has been the barcode at retail. That’s starting to change. The industry is moving toward 2D barcodes (the square, QR-style codes) for checkout, and there’s now a date attached to it.

GS1, the same organization that issues your UPC, is leading a global push called Sunrise 2027. The goal: by the end of 2027, retail checkout systems should be able to scan a 2D barcode and pull your product’s GTIN (Global Trade Item Number) the same way they read a UPC today.

Why 2D barcodes

A 1D UPC holds one thing: a 12-digit number. A 2D barcode holds a lot more. A single QR code can carry up to roughly 4,296 characters, more than 50 times what a linear barcode holds. That extra room lets one code do several jobs at once:

• Identify the product at checkout (the GTIN, same job the UPC does today)
• Carry batch numbers, lot codes, and expiration dates, which helps with recalls and lets a register stop the sale of an expired item
• Link to a web page you control with ingredients, sourcing, sustainability info, how-to content, or a loyalty signup

The piece that makes one code do all of this is a GS1 standard called GS1 Digital Link. In plain terms, it’s a way of formatting a QR code so it works as both a scannable retail identifier and a web link. The checkout reads the GTIN; a shopper’s phone opens the page. Same code, two audiences.
If you already put a QR code on your labels, it probably points to a marketing URL and nothing more. A GS1 Digital Link QR code is different. It carries your GTIN inside that link, so the same code a shopper scans for product info can also be read at the register. If you’re refreshing artwork anyway, it’s worth asking your provider to format new QR codes the GS1 Digital Link way so you’re not redoing them in two years.

What this means for your labels right now

Here’s the part that matters most, and the part that’s easy to get wrong: 2027 is not a deadline to remove your UPC. It’s the target for retailers to be able to read 2D codes. For now, the two codes live side by side.

The industry calls this dual marking: your label carries both the traditional 1D barcode and a 2D code during the transition. GS1’s own guidance is that until about 90% of retail point-of-sale scanners can read 2D codes and capture the GTIN, any product using a 2D code at checkout still needs the linear barcode on the pack too. So for the foreseeable future, you keep your UPC. You can add a 2D code next to it.

• Keep your UPC. It’s still what scans at almost every register today. Nothing about Sunrise 2027 changes that yet.
• You don’t have to do anything by 2027 to keep selling. If you change nothing, your products still scan. This is an opportunity, not a compliance scramble.
• If you’re adding a QR code, make it a GS1 Digital Link code. That way the code you print today is the code that works at 2D checkout later.
• Plan for two codes on the label. A 2D code needs its own space and its own quiet zone, just like a UPC. If you’re tight on real estate (small cans, slim bottles, narrow shrink sleeves), it’s worth working out placement before you commit to a print run.

Whether the move to 2D is on your roadmap this year or a couple of years out, the design rules for the codes themselves haven’t changed. Quiet zones, color, size, placement, and a flat printing surface still decide whether a code scans cleanly. That’s what the next section covers.

How to make sure your barcode and UPC actually work

Barcodes are graded on a scale from A to F. Higher grades scan more reliably across more scanners. The factors that determine the grade are mostly within your control if you set up the barcode correctly from the start.

Respect the quiet zone

Every barcode needs a “quiet zone”. A clear margin around the barcode with no text, graphics, or other printed elements. Without a proper quiet zone, a scanner can pick up surrounding artwork and misread the barcode, which causes errors at checkout.

The quiet zone should be the larger of these two measurements:

• 10 times the width of the narrowest bar in the barcode
• One-eighth of an inch (0.125″)

Use the right colors for your barcode

While colorful labels can help your product stand out, the barcode itself needs a simple color scheme to scan reliably:

• Bars: use a single color, ideally black or another dark color. Avoid warm colors like red or brown. They don’t read well on the red laser scanners most retailers still use.
• Background: the barcode background is usually unprinted, so it takes on the color of the label or packaging. If the label color is dark or warm, print a light background (typically white) for the barcode area and quiet zone.

Pay attention to barcode size

Barcodes come in custom sizes the same way labels do. Yours needs to be big enough to scan reliably, but not so big that it crowds the rest of the label.

The standard UPC barcode is 1.469″ wide by 1.02″ tall at 100% magnification. You can scale up or down within these limits:

• Minimum: 1.175″ wide by 0.816″ tall (about 80% of standard)
• Maximum: 2.938″ wide by 2.04″ tall (about 200% of standard)

Design the barcode at the size you actually need from the start. Don’t generate a standard-size barcode and then resize it manually. That can cause scanning issues. If you need a different size, generate a fresh barcode at the new dimension.

Place the barcode where scanners can find it

For products that scan at retail checkout, place the barcode in the lower-right corner of the back panel of the package. Keep it away from edges and creases, and leave enough white space around it so the scanner has a clean read.

The printing surface for the barcode also needs to be relatively flat. Bumps, creases, or curved surfaces (like the seam of a shrink sleeve) can cause scan errors. If you’re printing on a curved container, make sure the barcode sits in a flat zone, not where the curve is steepest.

GS1 has published Guidelines for Bar Code Symbol Placement if you want the full reference.

Once you have your UPC ready, request a free sample pack to see exactly how your barcode will scan and sit on our label stock before you commit to a print run.

Send your barcodes to the printer in the right format

Once your label design has the barcode in place, you’ll need to send the artwork along with the barcode files to your printer. In addition to the label artwork files, deliver the barcode in one of these forms:

• An image file of the barcode you received from the provider
• An Excel document with a list of UPC numbers
• A PDF or EPS of the barcodes

It pays to work with a label printer that has solid barcode-handling capabilities. A barcode that fails to scan can mean lost sales, frustration on both sides of the counter, and chargebacks from retailers if their systems can’t read your products. A good label printer will choose materials and printing techniques that avoid smudges, abrasions, and low-resolution issues that hurt scan quality.

How to get a barcode

If you’re starting from scratch, the place to start is the GS1 website.

In the U.S., you can either get a single barcode (a GS1 US GTIN) or register a block of multiple barcodes (a GS1 Company Prefix). GS1 has a helpful barcode estimator to figure out exactly how many barcodes. And what kind. You’ll need.

The process is straightforward:

1. Choose either a GS1 US GTIN (single product) or a GS1 Company Prefix (multiple products)
2. Enter your contact information
3. Pay (price varies depending on quantity and barcode type)

One thing worth knowing: there are third-party resellers offering “discount” UPCs. Most major retailers (Amazon, Walmart, Target, Kroger) require GS1-issued barcodes specifically. Saving a few dollars on a non-GS1 UPC can disqualify your products from those retailers, so go directly through GS1.

Frequently asked questions

What’s the difference between a UPC and a barcode?

A UPC is the 12-digit Universal Product Code assigned to a product. The barcode is the machine-readable version of that number. The printed pattern of bars and spaces a scanner reads. They’re two parts of the same identification system: the UPC is the number, the barcode is the visual representation.

What’s the difference between a UPC and an EAN?

A UPC is the 12-digit barcode standard used at retail in the U.S. and Canada. An EAN (European Article Number, now called International Article Number) is the 13-digit equivalent used internationally. Most modern retail scanners read both. If you sell in both U.S. and international markets, you may need both, depending on which markets your retailers serve.

What’s the difference between a UPC and a SKU?

A UPC is a globally unique 12-digit barcode standardized by GS1, used at retail point-of-sale and recognized across companies. A SKU (Stock Keeping Unit) is an internal product identifier set by a retailer or brand for their own inventory tracking. SKUs aren’t standardized. Every company defines its own format. A product can have a UPC and one or more SKUs at different retailers.

Do I need a UPC to sell on Amazon?

In most cases, yes. And Amazon specifically requires GS1-issued UPCs (not third-party resellers). Some product categories have GTIN exemptions, but for most retail consumer products, you’ll need a GS1 UPC. Walmart, Target, Kroger, and other major retailers have similar requirements. Going directly through GS1 is the safe path.

How much does it cost to get a UPC?

Cost depends on whether you need a single barcode or a block of barcodes. GS1 offers single GTINs for one-product situations, and GS1 Company Prefixes for businesses needing multiple barcodes. Prices include both an initial fee and an annual renewal fee, and they vary based on the number of barcodes you register. Check the GS1 US site for current pricing.

What size does my barcode need to be?

A standard UPC barcode is 1.469 inches wide by 1.02 inches tall at 100% magnification. You can scale between 80% and 200% of that range. Minimum around 1.175″ x 0.816″, maximum around 2.938″ x 2.04″. Always include a quiet zone of at least 0.25 inch on each side. Generate the barcode at the actual size you need; don’t generate at one size and resize later, which can cause scanning issues.

Where should I place the barcode on my product label?

For most retail products, place the barcode in the lower-right corner of the back panel. Keep it away from edges, creases, and curved or textured surfaces. The barcode should sit on a relatively flat printing surface, with enough white space around it (the quiet zone) for the scanner to get a clean read. GS1 publishes detailed placement guidelines for specific product types and packaging.

Should I use a QR code on my product label?

QR codes don’t replace a UPC, but they pair well with one. They’re useful for linking to product information, ingredient sourcing or sustainability content, video tutorials, loyalty signups, or traceability for regulated products. Research shows nearly 67% of consumers find QR codes make their experience easier. The catch: a QR code takes up label real estate, so you need a clear reason for including it before you commit space to one.

What is GS1 Sunrise 2027 and do I need to switch to 2D barcodes?

Sunrise 2027 is a GS1-led industry initiative to get retail checkout systems ready to scan 2D barcodes (QR-style codes) by the end of 2027, alongside the traditional 1D UPC. It is not a deadline to remove your UPC. During the transition, products use “dual marking,” carrying both the 1D barcode and a 2D code. GS1’s guidance is that until roughly 90% of retail scanners can read 2D codes and capture the GTIN, any product using a 2D code at checkout still needs the linear barcode on the pack. So for now, keep your UPC. If you’re updating artwork anyway, you can start adding a 2D code alongside it.

What is GS1 Digital Link?

GS1 Digital Link is a way of formatting a QR code so it works as both a scannable retail identifier and a web link. It carries your GTIN inside a web URL, so the same code can be read at checkout for the GTIN and opened on a shopper’s phone for product information, sourcing, traceability, or loyalty content. It’s the format the industry is moving toward for the 1D-to-2D transition. If you already use a plain marketing QR code, formatting new ones as GS1 Digital Link keeps them usable when 2D checkout arrives, so you’re not redoing your codes later.

Get your barcode-ready labels right the first time

A barcode and UPC are one of many pieces in a successful product label. Once your design is dialed in, finding the right printer is the next step.

At Blue Label, we test every barcode before a full run. We print example labels, scan them with retail-grade scanners, and grade the result. We confirm that your UPC matches the bars. If anything looks off, we flag it before we print the production run, so you can fix it before it becomes a chargeback.

Ready to put it together? Take a look at our product label options, or request a sample pack to see how your barcode will sit on real label stock. Get in touch when you’re ready to talk through a project.