GTIN (Global Trade Item Number)(GTIN)
E-commerce
E-commerce
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.
GTIN is the umbrella name for product numbers issued by GS1. In Europe that is usually the EAN (13 digits, also called GTIN-13), in North America the UPC (12 digits) and for books the ISBN. Each variant of a product, such as a different size or colour, has its own GTIN.
You use a GTIN in your till system, inventory management, on marketplaces like Amazon and in your product feed. In Google Merchant Center you enter it in the gtin attribute. Google uses the number to see which product you sell, so your ads and free listings in Google Shopping appear more often for the right searches and your price can be compared with other stores.
If you sell a branded product that has a GTIN, submit it. If you make your own products or sell handmade or unique items without a GTIN, you can leave the field empty and provide brand and MPN (the manufacturer part number) instead.
Tip
Never make up a GTIN or use another product's number. Google checks numbers against GS1; incorrect GTINs lead to warnings or disapproved products. If you want to issue your own numbers, buy them from GS1.
Related terms
- EAN (European Article Number)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.
- 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.