Home › Google Merchant Center Barcode
Google Merchant Center Barcode & GTIN — Complete Guide
Google Merchant Center (GMC) requires a valid GTIN (Global Trade Item Number) for most product listings in Google Shopping. Products without GTINs are typically ineligible for Shopping ads and free listings, or receive significantly lower visibility. This guide explains exactly what GTINs Google requires, when exemptions apply, and how to generate the barcode images for your product packaging.
Why Google Merchant Center Requires GTINs
Google uses GTINs to match your product listings to the correct product in its shopping knowledge graph. When your GTIN matches a known product, Google automatically enriches your listing with product images, reviews, specifications, and pricing comparisons from other retailers — all of which improve click-through rates and visibility. Without a valid GTIN, your product cannot be matched and receives reduced visibility in Shopping results.
Which GTIN Formats Does Google Accept?
Google Merchant Center accepts the following GTIN formats in the gtin attribute of your product feed:
- GTIN-12 (UPC-A) — 12-digit code, used for products sold in North America
- GTIN-13 (EAN-13) — 13-digit code, used internationally
- GTIN-14 (ITF-14) — 14-digit code, used for trade cases and outer packaging
- GTIN-8 (EAN-8) — 8-digit code for small packaging
- ISBN — 13-digit International Standard Book Number for books
- ISSN — 8-digit International Standard Serial Number for periodicals
When GTINs Are Not Required
Google provides GTIN exemptions in specific circumstances. You may omit the GTIN attribute when the product is a custom or handmade item with no manufacturer-assigned GTIN, a vintage or one-of-a-kind item, a product manufactured before GTINs were assigned (pre-1980 for most categories), a replacement part or accessory not sold by major retailers, or a product sold only in certain regions where GTINs are not standard. When claiming an exemption, set identifier_exists to false in your feed.
Getting a GTIN for Google Merchant Center
If your product is a brand-name item you resell, the GTIN is already assigned by the manufacturer — find it on the product packaging barcode (the 12 or 13 digit number beneath the barcode). If you manufacture or private-label your own products, you must obtain GTINs from GS1. In the USA, register at GS1 US. In Canada, register at GS1 Canada. GS1 issues a Company Prefix and you assign item reference numbers to each unique product.
Do not purchase GTINs from third-party resellers. Google cross-references GTINs against the GS1 database and flags listings where the brand name does not match the registered Company Prefix owner.
Quick access: Generate UPC-A (GTIN-12) · Generate EAN-13 (GTIN-13)
Generating the Barcode Image for Packaging
Google Merchant Center requires the GTIN number in your product data feed — it does not require a barcode image in the feed itself. However, if you manufacture your own products, you need the barcode image for your physical packaging so that retailers can scan it. Use BatchPrintGTIN to generate the barcode image: enter your GTIN, select UPC-A (for 12-digit) or EAN-13 (for 13-digit), and download as PNG or SVG.
GTIN Validation in Google Merchant Center
Google validates GTINs for correct format and check digit. Common rejection reasons include using a GTIN with an invalid check digit, using a GTIN that does not exist in the GS1 database (common with reseller numbers), using a GTIN already assigned to a different product by another brand, and using internal-use GTINs (200–299 prefix range) in a public shopping feed. BatchPrintGTIN calculates check digits correctly for all supported formats.
GTIN in Google Merchant Center Product Feed
In your GMC product feed (whether submitted via Google Sheets, XML, API, or a platform like Shopify or WooCommerce), include the GTIN in the gtin column or attribute. Do not include spaces or hyphens — submit the numeric digits only. For a UPC-A: 012345678905. For an EAN-13: 0012345678905.
Frequently Asked Questions
Can I use a UPC-A for Google Merchant Center?
Yes. A 12-digit UPC-A is a valid GTIN-12 and is accepted in the GMC gtin attribute. If you are selling internationally via Google Shopping, EAN-13 (13 digits) is preferred for non-US markets.
What happens if my GTIN fails validation?
Google will flag the product with a GTIN warning or error in the Diagnostics section of Merchant Center. The product may still appear in some surfaces but will not be eligible for enhanced product listings or certain Shopping ad formats. Fix the GTIN issue to restore full eligibility.
Generate a GTIN Barcode Free