GTIN, MPN, and Brand in Google Merchant Center: What Sellers Should Check
Summary
Google Merchant Center requires GTIN, brand, and MPN for most products to enable accurate product matching. Understanding what each field means and how to populate them correctly prevents disapprovals and improves Shopping ad performance.
Quick Answer
GTIN is your product's barcode number (found on the packaging). Brand is the official manufacturer name. MPN is the manufacturer's part number. Use all three accurately and only for products you are authorized to sell.
What This Issue Means
Product identifiers help Google verify that your product is what you say it is. Invalid or mismatched identifiers can trigger misrepresentation flags, while missing identifiers limit product visibility. Each attribute serves a different purpose in product matching.
Why It Happens
- Confusing supplier GTIN with the product's own GTIN (resellers vs. manufacturers)
- Entering a brand name that is not the official registered manufacturer
- Using a generic MPN format that does not match the manufacturer's documentation
- GTIN is correct but brand name does not match the GTIN's registered brand
- identifier_exists is not set correctly when the product has no standard GTIN
- MPN is left blank when it is required for the specific product category
- Product bundle uses the same GTIN as one of its component items
- Brand authorization is missing for trademarked brand names
What to Check First
- Confirm which identifier fields are required for your specific product category
- Locate the official GTIN barcode on the product's retail packaging
- Verify the brand name matches the official manufacturer name registered with GS1
- Find the MPN from the manufacturer's label, documentation, or website
- Check that the GTIN, brand, and MPN all refer to the same specific product
- Confirm whether you are an authorized reseller for the brand you are listing
- For bundles or custom products, set identifier_exists to no and provide brand and MPN
- Verify the GTIN passes validation in Google's manufacturer database
Evidence to Prepare
- Photo of the product barcode (EAN, UPC, ISBN) showing the GTIN
- Product packaging clearly showing the brand name, GTIN, and MPN
- Official supplier or manufacturer invoice listing product identifiers
- Screenshot of your product feed with correctly populated identifier fields
- Brand authorization letter or reseller certificate if required by the manufacturer
- Documentation from the manufacturer confirming the MPN for your specific product
Step-by-Step Recovery Path
- Review Google's identifier requirements for your specific product category
- For each product, identify the correct GTIN from the physical item or packaging
- Enter the official manufacturer brand name, not a marketplace or store brand
- Find the exact MPN from manufacturer documentation
- If you are a reseller, confirm you are authorized to use the identifiers
- For products without standard GTINs, set identifier_exists to no
- Update your feed and resubmit all products with corrected identifiers
Mistakes to Avoid
- Using a GTIN that belongs to a similar but different product
- Listing an unauthorized brand name to boost product matching
- Leaving MPN blank because it seems redundant with the GTIN
- Creating bundles and using the component product's individual GTIN
- Not setting identifier_exists to no for custom or bundle products
When to Ask an Expert
Consider reaching out to an expert if:
- You are reselling products and need to verify which GTIN you are allowed to use
- Your brand name is being rejected by Google's brand registry
- You have complex product variants with multiple MPNs per GTIN
- You need to register a new brand in Google's brand registry
Related Issues
Missing Product Identifiers in Google Merchant Center: GTIN, MPN, and Brand Checklist
Add the missing GTIN, brand, and MPN to your product feed. GTINs must match the actual product barcode. If your product genuinely does not have a GTIN, set identifier_exists to no and provide brand and MPN instead.
Google Merchant Center Invalid GTIN: What It Means and How to Fix It
Your GTIN (barcode number) failed validation. Verify you are using the correct GTIN for each specific product—typically found on the product barcode or packaging. Do not guess or make up numbers.
Google Merchant Center Misrepresentation: What It Means and How to Fix It
Misrepresentation means your product listing does not accurately describe what you are selling. Review your feed data, verify all product attributes match the actual product, and submit for re-review with supporting evidence.
Frequently Asked Questions
Which products are exempt from the GTIN requirement?
Can I sell products under my own brand even if I am not the original manufacturer?
What happens if my GTIN, brand, and MPN do not all match the same product?
Do I need to register my brand in Google's brand registry?
Independent Disclaimer
SellerFixHub is an independent educational and lead-matching resource. We are not affiliated with Google, TikTok, Amazon, Shopify, or any marketplace. We do not guarantee product approval, account reinstatement, appeal success, or review outcomes. Platform decisions are made by the platform.