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Find a GTIN

A Global Trade Item Number (GTIN) is a unique and internationally recognised identifier for a product. When a GTIN is available, it will appear next to the barcode on your product's packaging or book cover. Submit GTINs in your product data using the 'gtin' attribute to help us classify and display your products on Google Shopping.

Types of GTINs

GTINs vary in length depending on the type of product and where the product will be sold. Here are the different GTINs that you might encounter:

  • UPC (in North America/GTIN-12): 12-digit number (8-digit UPC-E codes should be converted to 12-digit UPC-A codes)
  • EAN (in Europe/GTIN-13): 13-digit number
  • JAN (in Japan/GTIN-13): 8- or 13-digit number
  • ISBN (for books): 13-digit number (ISBN-10 values should be converted to ISBN-13)
  • ITF-14 (for multipacks/GTIN-14): 14-digit number

Finding a GTIN

Refer to the barcode on your product's packaging or book cover. Take a look at the example barcodes below to get a sense of how the GTIN can be displayed on your product. If you can't find the GTIN, you can always contact the product's manufacturer to ask for it.

UPC

This type of GTIN is found on products sold in the United States. It's the 12-digit number below the barcode:

EAN, JAN or ISBN

This type of GTIN is found on products sold in Europe or Japan, and on books sold worldwide. It's the 13-digit number below the barcode:

ITF-14

This type of GTIN is found on products that are sold in multipacks, like shipping boxes, for example. The GTIN is the 14-digit number below the barcode:

Tip

If you're reviewing the GTINs on your product's packaging, you might want to download the Barcode Scanner app from Google Play to speed up the process. The app can scan a barcode to give you the GTIN and tell you the type of GTIN that you have scanned.

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Policy changes

For past and upcoming policy changes, visit Merchant Center Announcements.