Use the gtin attribute to submit Global Trade Item Numbers (GTINs). A GTIN uniquely identifies your product. This specific number helps us make your ad or unpaid listing richer and easier for users to find. Products submitted without any unique product identifiers are difficult to classify and may not be eligible for all Shopping programs or features.
When to use
Optional for each product
Required for all products with a GTIN assigned by the manufacturer
Several different types of ID numbers are considered a GTIN. Use the gtin 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
Format
Follow these formatting guidelines to make sure we understand the data you're submitting.
| 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 |
|
| XML feeds | <g:gtin>3234567890126</g:gtin> |
To format your data for Content API, see the Content API for Shopping.
Minimum requirements
These are the requirements you'll need to meet to show your product. If you don't follow these requirements, we'll disapprove your product and let you know in the Diagnostics page in your Merchant Center account.
- Submit any other relevant unique product identifiers. You might be required to submit the
brandandmpnattribute. 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 users to your products. Learn more about product identifier attributes - Submit a 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 a GTIN. 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.
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 Diagnostics in your Merchant Center account.
Books and media
- Use the ISBN-13 of a book as the value for the
gtinattribute. - For a product that has a UPC and an ISBN-13, submit the
gtinattribute 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.
Bundles
A bundle is a main product that you’ve grouped with other accessory products, sold together as one package for a single price.
- If the manufacturer created the bundle, use the GTIN, MPN, and brand of the bundle, not the individual products.
- If you created the bundle, use the GTIN, MPN, and brand of the main product. 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 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 and description attributes.
- Submit the
gtinattribute with the value assigned by the manufacturer if you offer customization, engraving, or other personalization of a product. - Use the
is_bundleattribute to let us know that the product includes customization.
Magazine subscriptions
Medication
- For the United States, a National Drug Code (NDC) can be converted into a GTIN. Learn more from the GS1 GTIN Validation Guide Appendix C
- For European countries, similar conversion rules exist. Learn more from the Guideline on the packaging information of medicinal products for human use authorized by the Union
Multipacks
A multipack is a group 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.
- If the manufacturer created the multipack: use the
gtin,mpn, andbrandof the multipack, not the individual products. - If you created the multipack: use the
gtin,mpn, andbrandof the individual products. Learn more about the multipack attribute
Printed music
Printer cartridges
Submit the correct GTIN value for your printer cartridge. Learn more about requirements for printer cartridges
Products available in variant colors or sizes
color attribute and a unique gtin for each variant. Learn more about the size and color attributes.Products with several GTINs
Make sure to the submit the correct GTIN for each product:
- For variants (comes in multiple colors, sizes, etc.), submit 1 GTIN 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 UPI attributes with each value.
Store brand and white-label products
Don’t submit a GTIN 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 and mpn attributes for these products.
White-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.
- Submit the
gtinattribute with the value assigned by the manufacturer. - Submit the “
used” value for theconditionattribute.
Examples
| Product | Black Dress, size L |
title |
Sleeveless A-line Dress - black - size L |
brand |
Little Black Dress |
gtin |
3234567890126 |
condition |
new |
| Product | Bio Goat Milk |
title |
1l Bio Goat Milk |
brand |
Tanja’s Goat Farm |
gtin |
3234567890126 |
condition |
new |
For media and books, use the ISBN-13 as the value for the gtin attribute.
| Product | New copy of “How Google Works” |
title |
How Google Works |
gtin |
9781455582341 |
condition |
new |
| Product | Previously owned copy of “How Google Works” |
title |
How Google Works |
gtin |
9781455582341 |
condition |
used |
| Product | Google Chromecast |
title |
Google Chromecast 2 - 1080p - Wi-Fi - Black |
brand |
|
gtin |
7894892017139 |
mpn |
H2G2-42 |
condition |
new |
| Product | Repaired and cleaned up Chromecast (comes with a warranty) |
title |
Google Chromecast 2 - 1080p - Wi-Fi - Black |
brand |
|
gtin |
3234567890126 |
mpn |
H2G2-42 |
condition |
refurbished |
| Product | Google 25.3 MP Digital SLR Camera and accessories |
title |
Google 25.3 MP Digital SLR Camera Body + 35mm Lense + blue camera bag |
price |
435 USD |
google_product_category |
152 |
brand |
|
gtin |
0614141123452 |
is_bundle |
yes |
condition |
new |
If your product comes in multiple colors or sizes, you have different unique product identifiers for each of these variants. For example:
| Product | Google T-shirt |
title |
Google T-shirt - Green - Small |
price |
11 USD |
color |
green |
size |
s |
id |
9876-S-GRN |
item_group_id |
9876 |
brand |
|
gtin |
9504000059437 |
condition |
new |
mpn |
00638HAY |
| Product | Google T-shirt |
title |
Google T-shirt - Blue - Small |
price |
11 USD |
color |
blue |
size |
s |
id |
9876-S-BLU |
item_group_id |
9876 |
brand |
|
gtin |
9504000059422 |
condition |
new |
mpn |
00638NIC |
| Product | Google T-shirt |
title |
Google T-shirt - Yellow - Small |
price |
11 USD |
color |
yellow |
size |
s |
id |
9876-S-YELLOW |
item_group_id |
9876 |
brand |
|
gtin |
9504000059446 |
condition |
new |
mpn |
00638ANG |
| Product | Google Nexus 6 |
title |
Google Nexus 6 - 32 GB - Midnight Blue - unlocked |
price |
199 USD |
google_product_category |
Electronics > Communications > Telephony > Mobile Phones |
brand |
|
gtin |
0614141123452 |
mpn |
00638NAGPE |
condition |
new |
| Product | white label couch |
title |
3 seater couch - brown / green |
price |
799 USD |
brand |
MyStore |
gtin |
0614141123452 |
mpn |
ANG |
condition |
new |
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
| Product | Customized Black Dress |
title |
Black Dress Customized with Your Design - Size M |
price |
32 USD |
color |
black |
size |
M |
gtin |
(Leave blank, since the dress is custom made and doesn't have a GTIN) |
condition |
new |
is_bundle |
yes |
identifier_exists |
no |