GTIN [gtin]

Use the GTIN [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 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

When to use

Required for all products with a GTIN assigned by the manufacturer

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.

For details on when and how to submit values in English, learn more about submitting your product data

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.

Guidelines

Follow these guidelines to make sure you submit high-quality data for your products.

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 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.

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 GTIN [gtin] attribute.
  • For a product that has a UPC and an ISBN-13, submit the 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.

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, MPN, and brand of the bundle, and not the individual products, as the values for the corresponding attributes.
  • If you created the bundle: submit the GTIN, MPN, and 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

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 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

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: submit the GTIN [gtin], MPN [mpn], and brand [brand] of the multipack, and not the individual products, as the values for the corresponding attributes.
  • If you created the multipack: submit the GTIN, MPN, and brand of the individual products as the values for the corresponding attributes. Learn more about the multipack attribute

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 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, 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 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.

  • Submit the GTIN [gtin] attribute with the value assigned by the manufacturer.
  • Set the value to used for the condition [condition] attribute.

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 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

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 white-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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