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How should I configure the brand, MPN, and GTIN/UPC fields?

Google requires at least two of the following three attributes for almost every product.

  • Brand - brand name or manufacturer of the item
  • MPN - manufacturer part number
  • GTIN - global trade item number (UPC, EAN, JAN, or ISBN)


Leave GTIN blank if it is not available.
Not all items have a GTIN. For those items, leave the GTIN field blank and provide the brand and manufacturer part number (MPN) instead.
GTIN is required for certain designated brands.
For certain designated brands, you must provide a valid GTIN when the item condition is new.
Specify MPN and Brand for items with no GTIN
If the products are white-label, vintage, custom-made, or manufactured by you, then just set brand to your company name and map MPN to your internal product code or SKU field.
Specify UPC codes as 12 digits
To avoid an invalid identifier warning, always specify UPC codes as 12 digits. There should not be any hyphens/dashes or spaces in the UPC code, and remember to include any leading zeros.
Use the complete Manufacturer Part Numbers
Two or more character MPN values are now allowed. A single character MPN will result in an error.
Use only one Manufacturer Part Number
If the MPN has multiple variations of hyphenation, spacing, or capitalization, only specify the official or most common one.
Use real, accurate information
It is not useful to insert dummy, made-up, or generic values for these fields. You should only put information in these fields if it is real and accurate, otherwise, Google may suspend your items.
Request exceptions for disallowed items
If identifiers are not available for your products and Google disapproves the listings, then contact Google via your Merchant Center account to find out your options.

Looking up Identifiers

There are several ways to obtain the above information for your products.

  • Search for the item in Amazon and look in the Product Information section.
  • Contact or check the website of the item manufacturer or your supplier
  • Read it off the product packaging
  • Hire a Product Data Entry service

Multiple UPC codes

If you have multiple UPC codes for a single item, specify each one separated by a comma and space.

If you have products with size/color variations, each with a different UPC code, you have numerous options with varying complexity.

  1. Create a catalog field called 'upc' in your store catalog, and specify each UPC code separated by a comma and space.
  2. Create catalog fields called 'upc' and 'upc-multiple' in your store catalog, and specify just one of the UPC codes in 'upc', and all the UPC codes separated by commas in 'upc-multiple'. Google can accept comma-separated UPC codes, and for other shopping engines, you can use the single UPC code.
  3. With a Custom feed and some special programming, we can multiply your listings by each size/color option.