What is Google Shopping MPN?

Have you ever come across something called the Manufacturer Part Number (MPN) while listing products online? If yes, you might be aware that different products often carry their own unique codes, especially on platforms like Google Shopping.

This code helps both shoppers and platforms identify an item accurately. It’s a simple concept but can make a huge impact on whether customers find your listings or miss them entirely.

Simply put, an MPN is a unique code assigned by the manufacturer to a specific product. Since manufacturers often create a range of items in varying colors, sizes, and even bundle variations, they need something to set them apart. That is where an MPN becomes very useful.

A single manufacturer can produce numerous products, so having a unique alphanumeric identifier boosts clarity for everyone: shoppers, sellers, and the platform itself. If you have a green backpack in three different sizes, each size might have a different MPN.

By including that detail in your listing, you make it easier for Google Shopping to show the correct item to the right audience.

There’s a bit more to it. If you’re new to using MPNs, you may wonder why or when it’s required, how to include it in your product feed, or what happens when you don’t have it at all. Let’s go through these points step by step.

Why MPN Matters on Google Shopping

There’s one main reason why Google Shopping often requires or suggests an MPN: product identification. Imagine you’re shopping for a specific smartphone battery or a particular model of a running shoe.

If your listing has an MPN that matches a user’s search term, your product is more likely to appear in the results. That precise matching helps buyers find exactly what they want and helps you get your product ranked higher in relevant searches.

• Accurate Match: When a user types that unique code, Google recognizes the product clearly.
• Better Visibility: Including an MPN can boost your listing’s exposure.
• Fewer Disapprovals: Missing required identifiers can lead to product disapprovals. Using MPN helps avoid potential issues.

Sometimes, sellers skip MPNs because they think a product name is enough. But for many standard products, Google specifically wants either a Global Trade Item Number (GTIN) or an MPN.

If you leave both out, you risk lowering your search ranking or, in some cases, having the product disqualified. That’s why knowing whether your products need MPNs and then adding them properly can make a big difference.

When Is MPN Required?

A common question from sellers is: “Do I really need an MPN?” The answer mainly depends on whether your products have GTINs or are custom-made.

If you’re selling something that does not have an official GTIN (like an ISBN for books or a UPC code for many consumer goods), then Google typically asks for an MPN. These two identifiers—GTIN and MPN—can sometimes be used interchangeably for listing purposes, but not entirely.

• If a product has a GTIN: You don’t necessarily need to provide an MPN (though you still can).
• If a product does NOT have a GTIN and is not customized: Provide the MPN.
• If it is a completely custom product: You can set “identifier exists” to “no” and skip the MPN.

For example, consider a standard, mass-produced camera lens. You’ll likely find a GTIN on its box or label. But in some regions, or for certain specialized items, the lens may not have a GTIN printed. In that case, the MPN must be included if it exists.

By supplying it, you meet Google’s guidelines and help potential buyers find you. If you’re selling custom-embroidered T-shirts, you might have no official MPN or GTIN. Then you don’t need to worry about those codes—just let Google know that no identifier exists for the product.

Where to Find MPN

Finding the correct MPN can be as straightforward as checking a label. If you’re not sure, here are four reliable methods:

1. Check the Product Itself or Packaging
   Many items have the MPN printed on the product label or box. Look for codes labeled “MPN,” “Part Number,” or something similar.
2. Visit the Official Manufacturer’s Website
   Some manufacturers list part numbers on their official sites, usually on product pages or specification sheets.
3. Contact the Manufacturer Directly
   If you can’t find the code on the product or online, a quick call or email to the manufacturer can help you get the information.
4. Look at Catalogs or Brochures
   Traditional product catalogs, brochures, or parts lists from the manufacturer often include specific part numbers.

GTIN vs. MPN: A Quick Comparison

Both GTIN (Global Trade Item Number) and MPN help identify products, but they have different roles. The table below explains the differences:

Including MPN in Your Product Feed

When creating a feed for Google Merchant Center manually, use the designated field for MPN or its equivalent. In many feed templates, you’ll see an attribute labeled “mpn.” Simply enter the code exactly as it appears on the product’s label.

Using a Product Feed Manager

If you run an online store and need an efficient way to submit multiple products, a feed manager tool can automate the process. Typically, you would map a custom product field where you store the MPN to the “mpn” field in the feed manager. Once set up, every time you update your products, the tool updates your product feed with the latest MPN data.

Here’s a simple process you might follow:

1. Add a custom field in your product admin area to store the MPN.
2. Enter the actual MPN values for each product or variant.
3. In your feed manager, connect that custom field to the “mpn” attribute.
4. Generate or update your product feed.
5. Submit the feed to Google Merchant Center.

This method minimizes manual mistakes and speeds up the listing process, especially if you have many items.

If You Don’t Have an MPN

Sometimes you simply can’t find a Manufacturer Part Number. It might be missing, or the product is fully custom. Google Shopping generally accepts this, as long as you follow the guidelines. For items without any official identifier, you can set “identifier exists” to “no.” This tells Google that no unique product codes are available.

Example scenario
• Item: Custom-printed hoodie
• No brand, no official part number.
• In your feed:

• “title” → “Comfort-Fit Hoodie – Custom Print”
• “identifier exists” → “no”
• “mpn” → (leave empty)

Setting it up this way prevents unnecessary product disapprovals for missing MPN or GTIN. However, if the product does have an MPN and you choose to ignore it, your listing might be rejected. So make sure you include an existing MPN when required.

Reasons MPN Is Beneficial

Many sellers ask, “Does it really matter if I include an MPN number?” It does matter for several reasons:

1. Google uses MPNs to match user searches with the correct product. Someone searching by the exact code is likely ready to buy.
2. If your product doesn’t have a GTIN, Google usually expects an MPN. Including it prevents flagged errors.
3. When shoppers compare items, especially in categories like electronics or automotive parts, the MPN helps ensure they’re looking at the same model or variant.
4. Platforms such as Google Ads use the MPN for more precise ad targeting, matching your item to potential buyers seeking that specific code.
5. Keeping track of items using MPN in your records makes reordering and verifying shipments simpler.

Keep in mind that ignoring required MPNs can affect both how visible your product is and its compliance with Google Shopping rules.

Real-World Examples

• Smartphone Cases: A case manufacturer releases different protective covers, each with a unique MPN. If you’re reselling them, make sure you have the right MPN for each model.
• Car Parts: In automotive components, a small difference between codes like 123A and 123B can be significant—affecting compatibility with certain engine types. Correct MPN ensures the buyer receives the correct part.
• Sports Equipment: A sports brand may produce bats in various lengths and weights. Each variant might have a separate MPN so that buyers are sure of what they are purchasing.

Sample Format for a Non-MPN Product

Below is an example of how your feed attributes might look for a custom item with no MPN:

• title: Handmade Leather Keychain (Custom)
• description: Handcrafted keychain made from genuine leather.
• price: 15.00 USD
• condition: new
• identifier exists: no
• mpn: (leave empty)

This straightforward approach meets Google’s requirements by showing that no standard product identifier is available, which helps you avoid issues with missing codes.

Handling Product Bundles and Multipacks

Bundles

Sometimes, you might create a bundle of items (for example, a T-shirt plus socks). If the manufacturer is responsible for the bundle and provided a single code for the set, use that single MPN. If you created the bundle, use the MPN from the main item and ensure that “identifier exists” is set appropriately for the other non-custom items.

Multipacks

A multipack is slightly different from a bundle but still needs proper identification:

• Manufacturer-created multipack: Use the multipack’s assigned MPN.
• Seller-created multipack: Include the MPNs from each individual product it contains (if available).

Following these guidelines keeps everything organized and avoids confusion.

Potential Pitfalls

1. Using Other Brands’ Codes for Compatibility
   Do not list a code from an original equipment manufacturer if your product is a third-party alternative. Use the actual part number from your specific product’s maker.
2. Self-Assigning Codes
   If you’re not the manufacturer, you shouldn’t create your own MPN codes. That can lead to mismatches on Google and may result in rejected listings.
3. Typos
   Even small mistakes, like confusing a letter with a similar digit, can hide your product from search results. For example, mixing up the letter “O” with the number “0” is a common error.

Short List of Best Practices

• Always check each MPN before uploading.
• Use an organized spreadsheet or product management system to keep track of MPN, GTIN, and other key identifiers.
• Stay updated with Google’s latest policy changes in case they adjust any attribute requirements or restrictions.

Frequently Asked Question About MPNs

Understanding MPNs can significantly impact your product listings on Google Shopping. Here’s a quick guide to common questions about why they matter and how to use them effectively.

What is an MPN?

An MPN (Manufacturer Part Number) is a unique identifier assigned by a manufacturer to distinguish a specific product from others within their catalog. It helps online platforms display the correct item to shoppers.

Why does Google Shopping require MPNs?

Google uses MPNs to match products accurately in search results. Providing an MPN increases visibility, improves search rankings, and reduces the risk of listing disapprovals.

When do I need to use an MPN?

If your product lacks a GTIN (Global Trade Item Number) and isn’t custom-made, then an MPN is typically required. For custom products, you can mark “identifier exists” as “no” and omit an MPN.

How do I find an MPN?

Check the product packaging, manufacturer’s website, catalogs, or contact the supplier directly. The MPN is usually labeled as “Part Number” or something similar.

Can I create my own MPN if I don’t have one?

No, only manufacturers assign MPNs. Listing an incorrect or self-created number can lead to product disapprovals or confusion in search results.

What happens if I leave the MPN field blank?

If your product requires an MPN and it’s missing, Google may lower its visibility or even disapprove the listing. For truly custom products without MPNs, set “identifier exists” to “no.”

How do I add an MPN to my product feed?

Locate the “mpn” field in your Google Merchant Center feed and enter the exact number from the manufacturer. If using a feed manager, ensure your MPN data is mapped correctly.

Are MPNs mandatory for bundles and multipacks?

If the manufacturer provided an MPN for the bundle or multipack, use that. If you created the set, use the main product’s MPN or leave it blank if it doesn’t apply.

How do MPNs compare to GTINs?

GTINs (like UPC or EAN) are universal product identifiers, while MPNs are brand-specific. If a product has a GTIN, it takes priority, but if absent, an MPN is often needed.

What are common mistakes when using MPNs?

Typos, using the wrong part number, inventing your own MPN, or mislabeling third-party alternatives can cause listing issues. Always verify accuracy before submitting.

By following these guidelines, you can ensure better search visibility, fewer listing errors, and a smoother selling experience on Google Shopping.

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