In multichannel ecommerce—especially across platforms like Amazon, Walmart, Google Shopping, and eBay—product data accuracy is critical. Among the most overlooked yet powerful attributes are GTINs, MPNs, and Brand fields. When used correctly, these identifiers significantly improve visibility, trust, and listing compliance.

Let’s break down what they are, why they matter, and how to use them to your competitive advantage.

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What Are GTINs, MPNs, and Brand Fields?

GTIN (Global Trade Item Number)

A globally recognized identifier for trade items. It includes:

• UPC (Universal Product Code – common in North America)
• EAN (European Article Number)
• ISBN (for books)

These are issued by GS1 and ensure your product is uniquely and correctly identified across platforms.

MPN (Manufacturer Part Number)

Used when GTIN is not available. It’s assigned by the product’s manufacturer to distinguish between products and variations.

Brand

The Brand field ensures product ownership clarity. This is particularly critical for:

• Branded products
• Private label products
• Marketplace search filtering

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Why These Fields Matter for Visibility

Attribute	Visibility Impact
GTIN	Helps platforms match your product to existing listings and catalogs (Amazon, Google Shopping). Improves ad eligibility and discoverability.
MPN	Enables precise product matching when GTIN is missing. Ensures inclusion in catalog-driven search results.
Brand	Facilitates brand-specific searches. Boosts trust and CTR when shown to customers.

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Benefits of Using GTINs, MPNs, and Brand

✅ Improved search visibility: Especially in Google Shopping, Amazon, and Walmart Marketplace

✅ Fewer listing errors: Missing GTINs are one of the top disapproval reasons in Google Merchant Center and Walmart Seller Center

✅ Eligibility for enhanced ad formats: Such as Google Shopping ads and product carousels

✅ Buy Box optimization: Especially for Amazon and Walmart, where correct GTINs improve catalog alignment

✅ Cross-channel consistency: Unified identifiers reduce mismatches and sync errors

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Where and How to Add These Fields

Platform	How to Add
Amazon	Required for most products. Add in the GTIN field of listing feed (UPC/EAN). Private label sellers can apply for GTIN exemptions.
Walmart Marketplace	Required: GTIN or MPN + Brand. Add in listing spec sheet or via API/integrations like EcomBiz.AI.
eBay	Encouraged. Add GTIN/MPN/Brand in item specifics for maximum exposure.
Google Merchant Center	Use GTIN for all new products from known brands. Use feed rules or supplemental feeds to correct missing data.

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Pro Tip: Validating GTINs

Use the GS1 database or a tool like EcomBiz.AI’s Data Enrichment Scanner to:

• Confirm GTIN authenticity
• Detect duplicates or mismatches
• Auto-fill brand and MPN fields for catalog accuracy

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What If You Don’t Have GTINs?

• Private Label? Apply for a GTIN exemption (Amazon) or use MPN + Brand (Google and Walmart).
• No MPN or GTIN? Some platforms allow listing with “Does not apply,” but visibility and ad eligibility may suffer.

EcomBiz.AI can generate bulk listing templates and auto-fill MPN and brand from supplier feeds, saving time and improving compliance.

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Final Thoughts

GTINs, MPNs, and Brand are more than just technical listing requirements—they’re essential for visibility, trust, and automation across marketplaces.

Neglecting them leads to:

• Lower rankings
• Disapproved ads
• Lost revenue

Invest the time (or automation) to get them right—especially when scaling across Amazon, Walmart, Google, and eBay.

EcomBiz.AI helps retailers enrich product listings with correct GTINs, MPNs, and brand data—at scale.

👉 Join the Waitlist to simplify your listing workflow.