Google Enforces Unique Product Identifiers On Free Merchant Listings

Google on Tuesday announced that marketers must use a unique product identifier on product listing feeds in Google Merchant Center beginning September 15, 2021.

Unique product identifiers (UPIs) include Global Trade Item Numbers (GTINs), Manufacturer Part Numbers (MPNs), and brand names in the product feed brands add to Google Merchant Center.

Providing the correct UPI, which are assigned to each product by the manufacturer, ensures that Google recognizes them and can provide the best customer experience.

If the product doesn’t have a UPI, Google explains how to troubleshoot the issue. UPIs include Global Trade Item Numbers (GTINs)Manufacturer Part Numbers (MPNs), and brand names. The enforcement is being expanded to free-listed products.



“Variant attributes include condition [condition] and multipack [multipack] for all products, as well as color [color] and [size] for apparel products. If a group of products are identified as duplicates, only one will remain active and eligible to show in free listings,” according to the blog post.

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