Why is GTIN necessary?

IceCream Labs
3 min readOct 27, 2022


Did you realize that Google gives product feeds with sufficient details priority? Of course, the better the results will be the more information you provide.

If you’re an eCommerce business owner who sells things online, you’re probably already familiar with the GTIN problem. The majority of brands are aware that integrating GTINs in their product data feed would improve the accuracy of the information on their product listings.

Finding or producing missing GTINs for numerous products seems a challenge.

Let’s examine what a GTIN code is, why it matters, and how optimized product feeds can benefit you when marketing your products on Google, Amazon, and eBay.

GTIN definition

GTIN, a term coined by GS1, stands for Global Trade Item Number. The barcode standard that is used by suppliers, manufacturers, and retailers is managed by GSI. It is a number that is used to identify products all around the world. Depending on the location, it has 8, 12, 13, or 14 digits.

In the case of online marketing, digital platforms employ these distinctive identifiers to determine a product’s originality and assist you in fulfilling crucial requirements so that you can effectively market your products online.

GTIN codes: usage cases

Google categorizes all of your products accurately in their catalog if you demonstrate the correct GTIN numbers. Your product advertising will more likely appear in relevant search results and ultimately attract potential customers who will buy your products if they contain more relevant content.

GTINs are particularly significant since they enable you to offer items successfully on Google Shopping and other massive marketplaces like Amazon and eBay. Let’s examine the prerequisites in more detail.

GTINs are required by online platforms for product advertising.

Shopping on Google

In cases where a product’s brand name has no unique product identifier (e.g., replacement parts), provide this information explicitly in your feed by specifying the ‘identifier exists’ attribute for that item with a value of ‘FALSE’. It’s vital to add the appropriate identification to your feed rather than using the ‘identifier exists’ attribute if an identifier is available for the item but you don’t have it. GTINs are not always necessary. A GTIN is not required for used goods, including handcrafted, vintage, and bespoke items.


GTIN codes must be included in new listings of branded items in new condition, according to eBay, which is following Google’s example in this regard.

By entering “does not apply” in the product identification field, it is possible to circumvent the requirement, but eBay advises that this should only be done for goods without a GTIN.

If you carry out this activity for a product that already has one, your product will become less visible in the search results.


For all items in the fashion category — including clothes, accessories, and footwear — Amazon demands GTINs.

On their website, they claim the following:

“Product identifiers outside of the Amazon.com system serve as the foundation for proper product page development and product matching. When adding new pages to the Amazon.com catalog, sellers are obliged to use an industry-standard product identification for the majority of product categories. These product identification codes are a part of the GTINs, or Global Trade Item Numbers, system.”

UPCs, ISBNs, and EANs are the most popular GTIN codes used to build Amazon.com catalog pages. These codes and numbers are used by Amazon to locate the precise item you want to sell.

How can you get GTIN?

Commerceflow is your go-to platform if you are looking for extracting GTIN numbers from the products or even verifying them. The ML model used to perform this activity takes half a second and reduces manual efforts and costs.



IceCream Labs

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