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September 15: GTINs Required In Google Shopping Feeds In US And Other Markets
The product identifiers will be required for roughly 50 designated brands.
Beginning Tuesday, September 15, Google will require Global Trade Item Numbers (GTINs) in several markets, including the US.
The requirement will go into effect for new products for the list of 50 or so “designated brands,” such as Motorola, Skechers and Under Armour, in feeds targeting Australia, Brazil, the Czech Republic, France, Germany, Italy, Japan, the Netherlands, Spain, Switzerland, the United Kingdom and the United States.
The GTINs help Google match product feed offers to the Google Shopping product catalog and makes it easier for Google to show products that are relevant to the search. More relevant results means more clicks. Google says early tests showed that offers that matched the catalog receive up to 40 percent more clicks than those that did not.
GTIN types vary by country. In the US, the GTIN is also known as a UPC code and has 12 digits. If you’re not sure where to look, Google has a help page on finding GTINs by market.
Be sure to review the designated brands list linked to above and add any GTINs for designated brand products to your feeds before the 15th. After the 15th, there will be a manual review request process if you believe items are disapproved incorrectly.