EAN (European Article Number)(EAN)
E-commerce
E-commerce
An EAN is the 13-digit product code under the barcode on almost every product in Europe. It is a type of GTIN and you need it for marketplaces and Google Shopping, among others.
Officially the EAN is now called GTIN-13; the old name is still used everywhere. There is also a short EAN-8 for small packaging. The first digits indicate the GS1 organisation that issued the number, not necessarily the country where the product was made. The last digit is a check digit.
You use the EAN at the till, in your webshop and inventory management, and when selling via Amazon or other marketplaces, which often require it. In your product feed for Google Merchant Center you put the EAN in the gtin field. That way Google recognises your product and can show your Shopping ads and free listings better.
Tip
Check that the EAN in your feed exactly matches the product and variant on your site. An EAN from the wrong size or colour causes errors in Merchant Center and confuses customers.
Related terms
- GTIN (Global Trade Item Number)A GTIN is a product's globally unique number, the digits under the barcode. Google Merchant Center uses it to recognise your product and match it to searches.
- Product feedA product feed is a structured file with all your products and their data, used by platforms like Google Shopping and Meta to display your items.
- Google ShoppingGoogle Shopping is the product ad format with image, price and shop name that appears above or beside search results and on the Shopping tab.