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Product Identifiers

Starting 21st July 2016, products listed on will require Product Identifiers. This is applicable to all branded new and manufacturer refurbished items in specific categories. This will help buyer quickly find what they are looking for.

What's changing ?

Sellers who list branded items in the new or manufacturer-refurbished condition in select categories are required to include the item's brand, manufacturer part number (MPN), and Global Trade Item Number (GTIN) to complete their listings. This applies to both new and existing listings including Good 'Til Canceled (GTC) listings.

What are the benefits of adding Product Identifiers?

Product identifiers help buyers find your item more easily, both on eBay and in search engines like Google and Bing, even when the buyer does not specifically use them during their search. Listings that include an item’s brand, MPN, and GTIN are given greater visibility in eBay search results and navigation, and also benefit from:

  1. More robust listing information and item specifics, which are included automatically when your item is matched to a product in the eBay catalog.
  2. More accurate pricing guidance to help make your listings more competitive.
  3. Trending price alert in view item when your listings are priced lower than the trending price and include product identifiers.
  4. In addition to the boost in listing visibility, when you include product identifiers you can also benefit from– Increased visibility in eBay deals, bargains, and other promotions.

What are product identifiers?

Most new and manufacturer refurbished branded items have product identifiers, on the original casing or box. These identifiers include the item's brand name, Manufacturer Part Number (MPN), and Global Trade Item Number (GTIN). Identifiers make it easy for shoppers to find your items when searching online — on and in external search engines such as Google and Bing.

Learn more about how to locate and add product identifiers to your listings through this video.


When is the change happening?

Product identifiers will become mandatory from 21st July 2016. Your Live listings will NOT be impacted. Please read “Will all my listings be impacted on 21st July” section below for details how the change will be rolled out.

Will all my listings be impacted on 21st of July?

No. Product identifiers will become mandatory in the following sequence -

1. From 21st July, all New listings done in select categories will require product identifiers (Brand, GTIN, MPN).

2.Live listings, which were listed in 1, 5, 7, 10, 20 and 30-day duration format will not be impacted. However, whenever such listings.

  • Are revised in any form (i.e. Title, Category, Item Specifics or Condition is changed) OR
  • End and then are re-listed

product identifiers will be mandatory.

3.All live GTC listings will not be impacted for 30 days and will keep on auto-renewing till 21st August 2016. If the product identifiers are not added in GTC listings until 21st 2016, the listings will NOT be auto-relisted and will thus end.


  • If the product identifier information is not available, you can select 'Does not apply' when creating or revising your listing.
  • Sellers who list used, collectible, vintage or one-of-a-kind items are not required to include these unique product identifiers at this time.

How do I add product identifiers in my listings?

1. For individual listings

Your listing panel will have these additional fields as shown below. Please input correct values for these fields when you create a new listing.

If a certain category, requires EAN code instead of UPC code, you may see “EAN” written instead of UPC as shown below.

2. Editing in Bulk

You can add product identifiers to your existing listings using the drop-down menus found in eBay’s bulk listing and editing tool.

3. Listings done via File Exchange

You can add the following fields in your file exchange template and add new listings/relist/revise your old items.

  • *C:Brand
  • *C:MPN
  • Product:UPC or Product:ISBN (UPC or ISBN whichever is applicable your products. EAN code could be entered in Product:UPC column)

Please note that if your category does not require any of these product identifiers, please don't use * before these fields (C:Brand, C:MPN or Product:UPC / Product:ISBN). You can check your category here.If it says "Yes" for a product identifier you will have to use a *. Otherwise, don't use *

File exchange templates will be updated to reflect these changes once the change is implemented on the site.

Important note:When you add MPN or UPC/ISBN number using File Exchange, please retain other item specific that you had already uploaded in the same file. If you add only MPN or UPC/ISBN (and the file you are uploading does not have other item specifics), other existing item specifics will get overwritten. A simple way is to use your existing file exchange template (csv file which you used to upload the products), add two new columns C: MPN and Product:UPC or Product:ISBN in it while keeping all other item specific columns same as original file, set “Action” column to “ReviseFixedPriceItem” and upload this csv file through file exchange.

If you don’t have original file exchange file of your listings, you can edit your listings using instructions in “2. Editing in Bulk” section above.

4. Listings done via Turbo Lister

Turbolister interface will be updated to show the new product identifier fields as applicable to your category once the change is live on site

5. For listings managed by third party sites

If you have listed on eBay through third party services, please ask them to add product identifiers. You will need to provide the same to them for your existing and new listings, if any.

Which product identifiers are applicable to my categories?

A complete list of categories where product identifiers will be required could be found here.

Frequently Asked Questions




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