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I've used GS1 for over 5 years and yes, https://www.gs1us.org/ is unfortunately the only legit site. If you're going for retail, yes it's better to get the company prefix. Once the codes are registered and active, you can download them and print them on stickers, add to packaging design, etc. I recommend biting the bullet and going with GS1US because a lot of the small brands that want to save money and get their codes elsewhere, eventually end up back at GS1US because most of the retailers (Whole Foods, Target, etc) only accept this kind. Total pain in the butt with putting the money upfront but I swear, it's worth it to not have to do it all over again. More on reddit.com

GS1 if you want to avoid any problems in the future. Amazon requires that you use GS1. More on reddit.com

Do not use ASIN, create a barcode using the FNSKU after creating an FBA offer for the ASIN. FNSKU will start with X00 or X01 More on reddit.com