Guide To Why And How To List With Strong ID

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Google has made several releases and updates to Google Shopping over the last few months related to unique product identifier usage and mandating. Also, we are expecting to see an increase in quality enforcement from Google, particularly in the sense of product identifier requirements.
 
Unique product identifiers are product codes or other values associated with an individual product. The primary set of unique product identifiers are Global Trade Item Numbers (GTINs), which include UPC, EAN (in Europe), JAN (in Japan), and ISBN (for books). In addition, a Manufacturer Part Number (MPN) can be used if it is accompanied by the manufacturer's brand name.
 
Listing with invalid or missing Identifiers are likely to become disapproved and therefore won’t be promoted by Google shopping. It is very important that, when unique product identifiers exist for an item, you will use those identifiers in your listing.
 
Please do not invent or approximate values for GTIN, MPN, or Brand. Each has a prescribed value assigned by the manufacturer, and any other value will be flagged as invalid and therefore won’t be presented by Google.
 
In case you are missing the product unique identifier you can look up the UPCs or EANs at the Internet UPC Database websites, though not all product identifiers that have been issued. You can look up ISBNs at ISBNdb.com. You can also check ISBN-13 on Google Shopping.
 
Google’s requested strong id definition is divided by meta:
 
Category Identifiers required
Media UPC, EAN, or JAN
Books ISBN (post 1970)
Apparel (excl. handbag, shoes, sunglasses, watches) Brand
Accessories (*handbag, shoes, sunglasses, watches) Brand + 1 of either MPN and GTIN
Custom made goods N/A
All other 2 out of GTIN; Brand; MPN
 
What happens when item is not compliant to Google requests to Strong ID:
  • Where there are same items from other merchants with strong ID available, items that are not strong ID compliant will be demoted (not shown).
  • Eventually we expect Google to not show items without strong ID
 
Why should I add Strong ID to my listing:
  • Make your item more searchable on ebay’s site and on Google (some of search algorithms rely on strong id being provided to produce results).
  • Creating a better user experience for your customer (your customer knows exactly what item it is and what to expect).
  • Avoid your listings being removed from Google’s search results.
 
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