Knowledge Base

Google GTIN Attributes Explained – Merchant Center Product Feeds

When you are working with your product feed for your Google Merchant Center, you will undoubtedly come across the need for a GTIN, as it is one of the three unique product identifier attributes that match your products to a user’s search. Below is the Google GTIN Attribute values explained.

The Global Trade Item Number (GTIN), can be a couple of different identifiers, depending on your country of product origin or sale.

In the United States and Canada, the GTIN can be the registered Universal Product Code (UPC). The UPC number is a 12 digit number.

UPC on a barcode - GTIN for Google Merchant Center

Outside of the United States, the GTIN can be the registered European Article Number (EAN). The EAN is usually a 13 digit number – but can occasionally be seen as an 8 or 14 digit number.

In Japan, the GTIN can be the Japanese Article Number (JAN). The JAN can be either an 8 or 13 digit number.

In the case of the UPC, EAN and PAN, this number is most often found with a barcode printed on the retail merchandise or packaging.

Applicable internationally, the GTIN can be the International Standard Book Number (ISBN) in the case of commercial books published late than 1970. The ISBN is a 10 digit number (before 2007) and now can be represented with a 13 digit number starting with either 978 or 979.

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