What Is MPN in Google Shopping? (And When You Need It)
How MPN, GTIN and brand work together as product identifiers, and what to do when a product has none.
MPN stands for Manufacturer Part Number. It is a code the manufacturer gives a product model to identify it. In Google Merchant Center, the mpn attribute is one of the product identifiers, along with gtin and brand, that help Google understand exactly what you are selling.
MPN, GTIN and SKU โ the difference
- GTIN โ a global barcode number (such as EAN or UPC) issued through GS1. The most important identifier when a product has one. Read what a GTIN code is.
- MPN โ the manufacturer's own model or part number, such as "WM-7KG-FL-2025".
- SKU โ your own internal stock code. Use it in the
idfield, not as an MPN.
When to provide an MPN
- If the product has a GTIN, provide the GTIN and brand. Adding the MPN as well is helpful but usually not required.
- If the product has no GTIN but the manufacturer assigned an MPN, provide the brand and MPN.
- Only use the manufacturer's real MPN โ not one you invent.
Products without any identifiers
Handmade items, custom products, vintage goods and private-label products made only for you may have no GTIN or MPN. For these, set identifier_exists to no (or false). Do not use it for branded products that do have identifiers โ Google may flag it.
Common errors
- "Missing value [gtin]" or limited performance warnings โ add the real GTIN, or brand + MPN.
- Invalid GTIN โ check digit errors or made-up numbers. Check them in bulk with the GTIN validator.
- SKU used as MPN โ replace it with the manufacturer's part number, or leave MPN empty.
Read how to fix Merchant Center errors for other common problems.
Where to find MPNs
Check the product packaging, the manufacturer's website or catalogue, supplier invoices and data sheets. Your distributor can usually provide a list.
A worked example
An electronics shop sold 300 accessories from several brands. About 120 had no barcodes in its system, so it set identifier_exists to no for all of them. Merchant Center showed warnings because the products were branded. The shop asked its distributor for manufacturer part numbers and added brand + MPN for those items. The warnings cleared and the products started matching more searches for exact model numbers.
If you make your own products, see how to get a barcode for your product in India.
Identifier checklist for your feed
- Branded product with barcode: gtin + brand (mpn optional).
- Branded product without barcode: brand + mpn.
- Your own brand, registered barcodes: gtin + brand.
- Handmade or custom item: brand (your shop name) and identifier_exists set to no.
- Never: made-up GTINs, SKUs in the MPN field, or identifier_exists = no for products that have identifiers.
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Frequently asked questions
Is MPN required in Google Shopping?
Not when a GTIN is provided. Without a GTIN, brand and MPN are recommended where they exist.
Can I use my SKU as the MPN?
No. MPN should be the manufacturer's part number.
What if my product has no identifiers?
Set identifier_exists to no, but only for products that genuinely have none.
Does adding MPN improve performance?
Accurate identifiers help Google match your product to searches, especially model-number searches.