Unique product identifiers (UPIs) define the product that you're selling in the global marketplace. They uniquely distinguish products that you're selling and help match search queries with your products. Unique product identifiers are assigned to each product by the manufacturer, so if you sell the same product as another retailer, the UPIs will be identical.
On this page
- Guidance
- Types of unique product identifiers
- How to include unique product identifiers in your product data
- Tips for specific products
- Troubleshoot GTIN issues
- Related links
Common unique product identifiers include Global Trade Item Numbers (GTINs), Manufacturer Part Numbers (MPNs) and brand names. Not all products have unique product identifiers. However, if your product does have one, especially a GTIN, providing it can help make your ads and listings richer and easier for customers to find. If your product doesn't have a UPI, you'll tell us so in your product data.
Guidance
Provide correct product identifiers (GTIN, MPN and brand) whenever possible. Don't make up, guess or include values from similar products. If you provide incorrect identifiers, your product(s) may be disapproved. Follow this guidance to use unique product identifiers correctly and accurately:
- If your products have assigned unique product identifiers and you have them available: always include them to ensure best performance. If you have some identifiers available but not others, include what you have.
- If your products have assigned unique product identifiers, but you don't have them available: leave the attribute blank – don't include incorrect identifiers (for example, internal SKUs or other values specific to your store) or identifiers from similar products. If a product does have identifiers, don't use the identifier exists
[identifier_exists]attribute with a value of "false" (false) or the product may receive a warning. - If your products don't have assigned unique product identifiers: Don't include the GTIN
[gtin], brand[brand]or MPN[mpn]attributes for the product. Also don't include internal SKUs or other values specific to your shop in these attributes. Instead, include the identifier exists[identifier_exists]attribute with a value offalse(false). - If you're the manufacturer of a product (for example, custom or homemade goods) and you have no official brand, use your shop name as the brand
[brand]along with an MPN[mpn]with a unique identifier number of your choice.
The rest of this article explains the unique product identifiers that you may have to provide, how to troubleshoot issues with your identifiers and what to do if you don't have the identifiers.
Types of unique product identifiers
| Attribute | Name | Description |
|---|---|---|
GTIN [gtin] |
UPC |
|
GTIN [gtin] |
EAN |
|
GTIN [gtin] |
JAN |
|
GTIN [gtin] |
ISBN |
|
Brand [brand] |
Brand |
|
MPN [mpn] |
MPN |
|
How to include unique product identifiers in your product data
Depending on the type of product that you submit, you'll submit different identifiers. For all of your items, we recommend submitting all three attributes (GTIN [gtin], brand [brand] and MPN [mpn]) to help boost the performance of your ads and listings and help customers find your products.
ID[id] |
Title[title] |
Identifier exists[identifier_exists] |
GTIN[gtin] |
MPN[mpn] |
Brand[brand] |
|---|---|---|---|---|---|
| 9876-S-GRN | Google T-shirt – Green – Small | - | 9504000059422 | 00638HAY | |
| 9876-S-YELLOW | Google T-shirt – Yellow – Small | - | 9504000059446 | 00638ANG | |
| 9877-M-Black | Black T-shirt – Customised with your design | no | - | - | - |
Use the following set of rules to provide the correct identifiers for each of your products.
| Product identifier requirements | |||
| Regardless of category |
The GTIN |
||
| Clothing | Media | Other categories | |
|
Required product identifiers based on category |
Requires a value for the brand [brand] attribute |
Requires a value for the GTIN [gtin] attribute (for example, ISBN) |
Requires a value for the brand If there is no GTIN, provide the MPN |
| Otherwise |
If product identifier requirements are not met, then your item's performance may be limited. |
||
Products with GTINs
For all widely manufactured products (which are submitted with the condition [condition] attribute) that have a GTIN assigned, submit the following attributes:
Products without a GTIN
If your products have an assigned GTIN, not submitting it can lead to limited performance. However, not all products have an assigned GTIN; in these cases, you don't need to submit one. You should provide the following attributes instead:
Examples of products that may not have an assigned GTIN include:
- Shop-brand products
- Replacement parts
- Original Equipment Manufacturer (OEM) parts or replacements for OEM parts
- Custom-made products (custom t-shirts, art and handmade goods)
- Books released before ISBN was approved as an ISO standard in 1970
- Vintage or antique products
- Pre-order products (using the availability
[availability]attribute)
Note: If you are the manufacturer and the only seller of a product, include a unique identifier number of your choice in the MPN [mpn] field instead of submitting the identifier exists [identifier_exists] attribute with a value of false.
To help identify your products without a GTIN, you can use the MPN [mpn] and brand [brand] attributes. An MPN, or Manufacturer Part Number, is a UPI for specific parts assigned by the manufacturer. The brand [brand] attribute allows you to use the brand of your product as a UPI.
[mpn] attribute is optional, but including it may improve your product's performance. Bear in mind that your products may be disapproved or their performance may be limited if you submit products without a UPI when one is available.Products without a brand
If the product has a clearly associated brand or manufacturer, submit the brand [brand] attribute.
However, you don't need to submit the brand [brand] attribute if the product doesn't have a clearly associated brand (for example, movies, books or music). If your product is custom-made, use your shop name for the brand [brand] attribute.