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GTIN [gtin]

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Use the GTIN [gtin] attribute to submit Global Trade Item Numbers (GTINs). A GTIN helps us make your ad or unpaid listing easier for your customers to find. Products submitted without any unique product identifiers are difficult to classify and may not be eligible for all Shopping programs or features.

An illustration of product packaging that shows the product's GTIN

In this article

When to use

This icon represents whether the sourced content is dependent where the product attribute is used It Depends

Strongly recommended for all products with a GTIN assigned by the manufacturer. GTIN is ideally provided in combination with MPN. Only provide a GTIN if you are sure it is correct. When in doubt do not provide a GTIN (for example, do not guess or make up a value).

Required if no MPN is provided.

Accurate matching to products can’t be assured when GTIN is missing.

Several different types of ID numbers are considered a GTIN [gtin]. Use this attribute to submit any of the following types of numbers:

  • UPC (in North America / GTIN-12): 12-digit number (convert 8-digit UPC-E codes to 12-digit 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 (convert ISBN-10 to ISBN-13). If you have both, include only the 13-digit number.
  • ITF-14 (for multipacks / GTIN-14): 14-digit number

Learn where to Find a GTIN.

Format

Follow these formatting guidelines to make sure Google understands the data you're submitting.

Learn when and how to submit your product data in English.

Type Number (spaces and dashes are accepted, but ignored)
Limits 0, 8, 12, 13, or 14 digits (UPC, EAN, JAN, or ISBN)
Repeated field Up to 10
Schema.org property (What’s this?)

Product.isbn, Product.gtin8, Product.gtin12, Product.gtin13, Product.gtin14, Type: Text
File format Example entry
Text

3234567890126
XML feeds

<g:gtin>3234567890126</g:gtin>
To format your data for Content API, see the Content API for Shopping resource.
Note: To ensure that this product data attribute gets recognized by our system correctly, remember to submit your data feed file in a format that we support.

Minimum requirements

These are the requirements you need to meet to show your product. If you don't follow these requirements, we'll disapprove your product and let you know in your Merchant Center account.

  • Submit any other relevant unique product identifiers. You might be required to submit the brand [brand] and MPN [mpn] attributes. When you submit these product identifiers, we can better understand what you're selling. When we understand what you're selling, we can make your ads and unpaid listings richer and help connect customers to your products. Learn more about Product identifier attributes.
  • Submit a value for the GTIN [gtin] as defined in the official GS1 validation guide. Specifically, to meet the following requirements:
    • Make sure that the check digit is present and correct using the GS1 Check digit calculator.
    • Don’t submit a GTIN in the restricted ranges. Restricted ranges have the following prefixes: 02, 04, or 2.
    • Don’t submit a GTIN in the coupon ranges. Coupons have the following GS1 prefixes ranges: 05, 98–99.
    • Don’t submit a GTIN for a generic product.
    • Don’t submit a GTIN for a product that doesn’t have one. If you’re the only seller of a product or if your product is a store brand, it generally won’t have a GTIN, so you don’t need to submit one.
  • Use the correct GTIN for each product, including variants. Each product and variant of a product (different colors or sizes) has its own GTIN, so make sure to submit the correct value. Don't guess or make up a value.
  • Don’t submit multiple products for the same country and language that use the same GTIN [gtin] and have the same values for variant attributes. Variant attributes include condition [condition] and multipack [multipack] for all products, and color [color] and size [size] for apparel products.
If you’re working with a third-party platform, some of these instructions may not apply to you. Refer to your third-party platform for instructions on how to resolve the issue or complete the task. Learn how to find support if you use a non-Google platform.

Additional guidelines

Review each section closely to determine if the requirements apply to your country or product. If you don't follow requirements that apply to you, we'll disapprove your product and let you know in your Merchant Center account.

Books and media

  • Use the ISBN-13 of a book as the value for the GTIN [gtin] attribute.
  • For a product that has a UPC and an ISBN-13, submit the GTIN [gtin] attribute twice, once for each value.
  • For a product with only an SBN (9 digits, used in Great Britain until 1974), convert it to an ISBN-10 by adding a 0 in front. For example, to convert 123456789, submit 0123456789.
  • You must provide a GTIN for non-physical items, such as digital downloads. If the digital product is the same as the physical product, you can use the same GTIN value.

Bundles

A bundle is a main product that you group with other accessory products and sell together as one package for a single price.

  • If the manufacturer created the bundle: submit the GTIN [gtin], MPN [mpn], and brand [brand] of the bundle, and not the individual products, as the values for the corresponding attributes.
  • If you created the bundle: submit the GTIN [gtin], MPN [mpn], and brand [brand] of the main product as the values for the corresponding attributes. For example, if you bundle a camera with a lens and carrying bag, submit the brand of the camera, which is the main product. Learn more About submitting bundles.

Compatible third party products

Submit the correct GTIN [gtin] value for your product. Learn more about requirements for compatible or refurbished third party products.

Customized products

If you offer customization, engraving, or other personalization of a product, explain that the product is customized in the title [title] and description [description] attributes.

  • Submit the GTIN [gtin] attribute with the value assigned by the manufacturer if you offer customization, engraving, or other personalization of a product.
  • Use the bundle [is_bundle] attribute to let us know that the product includes customization.

Magazine subscriptions

An International Standard Serial Number (ISSN) can be converted into a GTIN. Learn more about converting values from the ISSN Center's website.

Medication

Learn more about the Healthcare and medicines policy.

Multipacks

A multipack is a group of several identical products for sale as one product. This group can be created by you or by the manufacturer, and you’ll need to submit the brand differently depending on who created the group.

Printed music

An International Standard Music Number (ISMN) can be converted into a GTIN [gtin]. Learn more about ISMN.

Printer cartridges

Submit the correct GTIN [gtin] value for your printer cartridge. Learn more about requirements for printer cartridges.

Products available in variant colors or sizes

If your product comes in multiple colors or sizes, you must have different unique product identifiers for each of these variants. For example, if you sell a shirt that comes in blue, red, and green, you’ll need to submit the color [color] attribute and a unique GTIN [gtin] for each variant.

Products with several GTINs

Make sure to the submit the correct GTIN [gtin] value for each product:

  • For variants (products that come in multiple colors, sizes, or the like), submit 1 GTIN [gtin] attribute for each product.
  • For products with more than 1 valid UPI (for example, products with a global GTIN and a GTIN specific to the distributor), submit additional unique product identifier (UPI) attributes with each value.

Store brand and private-label products

Don’t submit a value for the GTIN [gtin] attribute for products without a GTIN. If you’re the only seller of a product or if your product is a store brand, it may not have a GTIN, and if so you don’t need to submit one. Instead, submit the brand [brand] and MPN [mpn] attributes for these products.

Private-label products are products that are produced by one company, but relabeled by the company selling it to make it look like they produced it. For example, Company A makes a connected-TV device. Company B buys it to resell and rebrands it with their logo and name.

Used and vintage products

Used or vintage products may have a GTIN, and you should provide it if possible.

Examples

Apparel

An illustration of a dress with the GTIN visible and highlighted

Product data for a dress, black, sleeveless, A-line, size L
Attribute Value
Title [title] Sleeveless A-line Dress - black - size L
Brand [brand] Little Black Dress
GTIN [gtin] 3234567890126
Condition [condition] new
Food and beverages

An illustration of a jug of milk with GTIN and barcode visible and highlighted.

Product data for goat milk, bio, 1 liter
Attribute Value
Title [title] 1l Bio Goat Milk
Brand [brand] Tanja’s Goat Farm
GTIN [gtin] 3234567890126
Condition [condition] new
Media and books

For media and books, use the ISBN-13 as the value for the GTIN [gtin] attribute.

An illustration of a book with the GTIN visible and highlighted

Product data for the book, “How Google Works”, new
Attribute Value
Title [title] How Google Works
GTIN [gtin] 9781455582341
Condition [condition] new
Product data for the book, “How Google Works”, used
Attribute Value
Title [title] How Google Works
GTIN [gtin] 9781455582341
Condition [condition] used
Electronics

An illustration of product packaging that shows the product's GTIN

Product data for Chromecast 2, 1080p, Wi-Fi, black, new
Attribute Value
Title [title] Google Chromecast 2 - 1080p - Wi-Fi - Black
Brand [brand] Google
GTIN [gtin] 7894892017139
MPN [mpn] H2G2-42
Condition [condition] new
Product data for a Chromecast 2, 1080p, Wi-Fi, black, refurbished, warranty
Attribute Value
Title [title] Google Chromecast 2 - 1080p - Wi-Fi - Black
Brand [brand] Google
GTIN [gtin] 3234567890126
MPN [mpn] H2G2-42
Condition [condition] refurbished
Merchant-defined multipacks and bundles

An illustration of a bundle that includes a camera body, lens, and bag

Product data for a digital camera, SLR, 25.3 MP, with lens and camera bag
Attribute Value
Title [title] Google 25.3 MP Digital SLR Camera Body + 35mm Lens + blue camera bag
Price [price] 435 USD
Google product category [google_product_category] 152
Brand [brand] Google
GTIN [gtin] 0614141123452
Bundle [is_bundle] yes
Condition [condition] new
Variants

If your product comes in multiple colors or sizes, you have different unique product identifiers for each of these variants. For example:

An example of ads without placeholder images

Product data for a Google t-shirt, green, small, new
Attribute Value
Title [title] Google T-shirt - Green - Small
Price [price] 11 USD
Color [color] Green
Size [size] S
ID [id] 9876-S-GRN
Item group ID [item_group_id] 9876
Brand [brand] Google
GTIN [gtin] 9504000059437
Condition [condition] new
MPN [mpn] 00638HAY
Product data for a Google t-shirt, blue, small, new
Attribute Value
Title [title] Google T-shirt - Blue - Small
Price [price] 11 USD
Color [color] Blue
Size [size] S
ID [id] 9876-S-BLU
Item group ID [item_group_id] 9876
Brand [brand] Google
GTIN [gtin] 9504000059422
Condition [condition] new
MPN [mpn] 00638NIC
Product data for a Google t-shirt, yellow, small, new
Attribute Value
Title [title] Google T-shirt - Yellow - Small
Price [price] 11 USD
Color [color] Yellow
Size [size] S
ID [id] 9876-S-YELLOW
Item group ID [item_group_id] 9876
Brand [brand] Google
GTIN [gtin] 9504000059446
Condition [condition] new
MPN [mpn] 00638ANG
Phone or tablet

An illustration with 3 different colors of one mobile phone

Product data for a Google Nexus 6, 32 GB, midnight blue, unlocked
Attribute Value
Title [title] Google Nexus 6 - 32 GB - Midnight Blue - unlocked
Price [price] 199 USD
Google product category [google_product_category] Electronics > Communications > Telephony > Mobile Phones
Brand [brand] Google
GTIN [gtin] 0614141123452
MPN [mpn] 00638NAGPE
Condition [condition] new
Store brand and blank label products

An illustration of a couch with product staging

Product data for a couch, 3 seat, brown and green, new, private-label
Attribute Value
Title [title] 3 seater couch - brown / green
Price [price] 799 USD
Brand [brand] MyStore
GTIN [gtin] 0614141123452
MPN [mpn] ANG
Condition [condition] new
Products without a GTIN

Some products don’t have a GTIN assigned, and so you don’t need to submit one. However, if the product does have a GTIN assigned and you don’t submit it, then the product could be disapproved. Learn more about what to do if your product doesn't have a GTIN

An illustration of a woman wearing a black dress

Product data for a dress, black, customized, M, new
Attribute Value
Title [title] Black Dress Customized with Your Design - Size M
Price [price] 32 USD
Color [color] Black
Size [size] M
GTIN [gtin] (Leave blank, because a custom-made garment doesn't have a GTIN)
Condition [condition] new
Bundle [is_bundle] yes
Identifier exists [identifier_exists] no

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