What is a GTIN and the different types?
Understanding GTINs
GTIN stands for Global Trade Item Number. It's a unique identifier assigned by manufacturers to products worldwide. Think of it as your product's unique ID number that helps marketplaces like Google Shopping, Amazon, and others accurately identify and display your products.
When GTINs Are Required
Required for all products with a GTIN assigned by the manufacturer. GTINs help your products appear in shopping results and make them easier for customers to find.
Not required for custom-made, handmade, or vintage products that don't have manufacturer-assigned identifiers.
Important: Only provide a GTIN if you are certain it is correct. When in doubt, do not provide a GTIN (do not guess or make up values).
GTIN Formats
There are four GTIN formats based on the number of digits. What people commonly call "UPC" or "EAN" are actually regional names for these GTIN formats:
- GTIN-8 (8 digits) – Used for small packages where space is limited
- GTIN-12 (12 digits) – This is what UPC codes use in North America
- Convert 8-digit UPC-E codes to 12-digit UPC-A format
- GTIN-13 (13 digits) – This is what EAN, JAN, and ISBN codes use
- EAN: Used primarily in Europe (13 digits)
- JAN: Used in Japan (13 digits)
- ISBN: Used for books (convert ISBN-10 to ISBN-13 format; if you have both, use only the 13-digit number)
- GTIN-14 (14 digits) – This is what ITF-14 codes use for multipacks and wholesale cases
Key Point: UPC, EAN, JAN, and ISBN are not different types of GTINs – they're regional or industry-specific names that map to GTIN-12 or GTIN-13 formats. All GTINs follow the same global standard structure.
Where to Find GTINs
You can find your product's GTIN:
- On the product packaging near the barcode
- On the manufacturer's website or product documentation
- From your supplier or distributor
- In your wholesale purchase records
How to Configure GTIN in CMS Max
On the add/edit product page, go to the Attributes tab:
- Enter the product's GTIN in the
[gtin]field - Only set to "No Identifier" if your product is custom-made and has no manufacturer-assigned GTIN
- An accurate GTIN must be added to be eligible for Google Merchant Center, unless it's a custom product
Note: CMS Max automatically validates GTIN check digits. Invalid GTINs will be rejected by Google Merchant Center.
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