When it comes to e-commerce, precise product identifiers—Brand, MPN, and GTIN—are essential for your products to be easily searchable and for customers to find exactly what they need. These identifiers aren’t just technical terms; they’re the key to setting your products apart on platforms like Amazon, Google Shopping, and Walmart. Let’s dive into each one, with examples to guide you.

What Are Brand, MPN, and GTIN?

1. Brand

The Brand refers to the name of the company or manufacturer that created the product. This is often the most recognizable identifier to customers.

• Example: Suppose you sell smartphones from Apple. In this case, “Apple” is the brand, and it represents the company behind the product. You might also have products from other brands like Samsung or Xiaomi in your store. Each brand name becomes an identifier that customers may search for or trust based on their reputation and past experiences.
• Why It’s Important: Brand names build credibility and help establish customer trust. When people search online, they often include the brand name in their search queries, like “Apple iPhone 12” instead of just “iPhone.” Listing the brand clearly can improve search engine visibility and attract customers looking specifically for that brand.

2. MPN (Manufacturer Part Number)

MPN, or Manufacturer Part Number, is a unique code given by the manufacturer to a specific product or product variation. It’s like a fingerprint for each item and is especially useful for distinguishing between models that might be similar.

• Example: Let’s say you sell HP printers, and you have two models in stock: the HP LaserJet Pro M15w and the HP LaserJet Pro MFP M28w. Each model has a unique MPN—something like “4PA39A” for one model and “Y5S53A” for the other. These codes identify specific printer models, even if they both fall under the same general product line.
• Why It’s Important: MPN helps customers locate exact versions of products they need. This can be critical for items like electronics, auto parts, or machinery parts, where even minor differences in parts can be crucial. Including the MPN allows for more precise searches and fewer mix-ups, especially when there are similar models.

3. GTIN (Global Trade Item Number)

GTIN is a globally recognized barcode number that uniquely identifies products. It’s most commonly found as UPC (Universal Product Code) in North America, EAN (European Article Number) in Europe, or ISBN for books. GTINs are assigned by GS1, an international organization, ensuring each code is unique worldwide.

• Example: For a product like the iPhone 12 Pro Max 256GB, its GTIN might be 00190198064045. This code is standardized across regions and platforms, so whether you’re selling on Amazon, Google Shopping, or your own website, the GTIN helps any platform recognize the product accurately. Learn where to Find a GTIN.
• Why It’s Important: GTIN is necessary for product visibility on major marketplaces. Google Shopping, for instance, often requires GTIN for product listings to match them accurately with search queries. Not providing a GTIN can limit your product’s reach, as some platforms may deprioritize or remove listings without this identifier.

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Step-by-Step Guide: How to Use Brand, MPN, and GTIN for Your Products

Here’s how to use Brand, MPN, and GTIN effectively to improve searchability, clarity, and customer trust.

1. Accurately Enter the Brand Name
   • Use the official name of the product’s brand without abbreviations, spelling errors, or modifications. It should appear exactly as customers know it.
   • Example: If the brand is “Samsung,” avoid entering variations like “Sam Sung” or “Samsung Co.” Stick to “Samsung” for consistency.
2. Identify and Include the MPN in Product Listings
   • The MPN should be placed in a visible section of your product’s specifications or details. For products with multiple configurations (e.g., electronics, car parts), MPN helps customers select the right version.
   • Example: For a Sony WH-1000XM4 headphone, the MPN might be something like “WH1000XM4/B” for the black model. Adding this to your product title or description makes it clear which model is being offered, helping customers who are specifically looking for this MPN.
3. List the GTIN in the Product Data Section
   • The GTIN is often entered into the barcode field or a designated identifier field in e-commerce platforms. This code is crucial for online marketplaces like Google Shopping, which rely on GTINs to categorize and display products.
   • Example: If you’re selling a Panasonic Lumix G7 Camera, the GTIN might be “0885170279348.” Entering this code helps Google Shopping or Amazon recognize and list the product accurately, allowing it to reach the right customers.
4. Using All Identifiers Together for Better Product Searchability
   • Combine the Brand, MPN, and GTIN for a comprehensive product listing. This makes it easier for customers to locate the specific product they’re searching for, whether on search engines or marketplaces.
   • Example: A product listing for a Dell Inspiron 15 3000 Laptop might look like this in the title: Dell Inspiron 15 3000 – MPN: 3593 – GTIN: 884116292584. In this listing, both the MPN and GTIN make it clear which model is being offered, helping Dell fans or specific product seekers find this laptop faster.

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Common Mistakes to Avoid When Using Brand, MPN, and GTIN

• Mixing Up MPN and GTIN: Remember, MPN is a manufacturer-specific identifier, while GTIN is a universal code used worldwide.
• Inaccurate GTINs: Ensure your GTINs are accurate and match the product exactly. Incorrect GTINs may result in product removal from marketplaces or customer confusion.
• Leaving Out Brand Names: Brand names build credibility, so avoid omitting them or using unofficial variations. A consistent brand name creates trust and improves SEO.

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Summary

Understanding and using Brand, MPN, and GTIN correctly is essential for building product listings that stand out and improve searchability. Each identifier plays a role:

• Brand builds trust and makes the product recognizable.
• MPN distinguishes between models, especially for items with various configurations.
• GTIN ensures your products are cataloged and searchable on global platforms like Google and Amazon.

By implementing these identifiers, you provide customers with a clear and seamless shopping experience while maximizing your product visibility across online marketplaces. Proper use of Brand, MPN, and GTIN may seem like a small detail, but it can significantly impact your e-commerce success, especially for customers who rely on accurate identifiers to make purchasing decisions.

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