What is MPN [mpn] Product Attribute? Google Free Listings (2025)

Many consumers browsing online may overlook or even distrust listings that lack clear manufacturer data. The MPN [mpn] attribute resolves this by supplying a unique code—assigned by the manufacturer—to pinpoint specific product variants. Submitting the correct MPN makes it easier for shoppers (and Google) to verify authenticity, which is especially critical in free listings.

What is MPN [mpn] Product Attribute?

The MPN [mpn] attribute identifies your product using the exact code the manufacturer provides. It helps prospective buyers confirm the specific product variant they seek—especially when searching by model or part code. This becomes invaluable in competitive categories like electronics, automotive parts, or specialized tools where different versions may look similar but perform differently.

What are Free Listings? Google’s free listings appear on surfaces such as Search, Maps, YouTube, and the Shopping tab without requiring advertisers to pay for clicks. An accurate MPN can raise the visibility of your product in these listings, boosting your odds of appearing for relevant user queries.

By furnishing an authentic MPN, you make your listing more relevant to specific searches—like “GO12345OOGLE laptop hinge” or “Brand X part 123.” This helps connect specialized buyers to the precise variant they need, minimizing confusion and the chance of returns.

Where Does Google Merchant Center Fit In?

Google Merchant Center is where you manage feed attributes like brand [brand], gtin [gtin], and mpn [mpn]. Providing all three—when available—helps Google confidently index your product data. If your listing lacks an MPN (and no GTIN exists), it could lose out on valuable impressions in free listings.

Minimum Requirements for MPN [mpn]

To stay compliant and avoid disapprovals or restricted visibility, adhere to these key rules:

1. Submit Authentic Manufacturer Codes: Use only the MPN specified on the packaging or documentation. Avoid guessing or inventing values.
2. Add MPN If No GTIN Exists: If your product has no manufacturer-assigned GTIN, the MPN often becomes the go-to identifier. This is especially important for specialized or niche products.
3. Respect Variants: Each color, size, or style usually has a unique MPN—unless the manufacturer explicitly indicates otherwise (for example, some apparel variants share the same code).
4. Exclude Store-Made Codes: If you’re not the manufacturer, don’t assign your own version of a code. Submit only what’s legitimately linked to the product.
5. Ensure Clear Differentiation: If one product has multiple variations, confirm each variant has the correct code. Failing to do so can lead to mismatches in search results.

MPN [mpn] vs. GTIN [gtin] vs. Brand [brand]

Though these three attributes often appear together, they have distinct roles:

A) MPN [mpn]

This is the manufacturer’s unique part number for a product. It’s typically a short alphanumeric code and can vary among similar items from the same brand. If your product doesn’t have a GTIN, the MPN might become your primary identifier.

B) GTIN [gtin]

A numerical code (UPC, EAN, ISBN, etc.) that identifies products across the global supply chain. If you have a GTIN, submit it in addition to MPN for a more robust listing.

C) Brand [brand]

Used to indicate the company or maker behind the product. While two different items can share the same brand, each often carries its own GTIN and/or MPN.

By providing all relevant identifiers, you arm Google’s systems with enough details to accurately understand and display your product.

Best Practices

Here are some tips to enhance your product visibility:

• Stick to Official Data: Confirm the MPN from packaging or the manufacturer’s website. A single misplaced character could invalidate the code.
• Be Consistent Across Feeds: If your MPN appears differently in other channels, align them so shoppers and search engines don’t encounter conflicting information.
• Avoid Redundant Store Details: Don’t add text like “Sale!” or “Wholesale” to the MPN field. Use it strictly for the part number itself.
• Check Variant Logic: If you sell multiple versions, ensure each has the right MPN. Overlapping codes create confusion and reduce listing relevance.
• Combine with GTIN & Brand: Including all identifiers helps Google match your products to user queries with greater accuracy.

Pro tip: Use an AI tool to optimize your product feed

Examples

Below is a set of real-world scenarios illustrating common mistakes—and how to correct them—when assigning MPNs:

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Pro tip: See two Google product feed examples (from 2 different online stores)

Why the Right MPN Matters for Free Listings

An accurate MPN signals to Google that your listing represents a genuine product. This boosts relevance, making it more likely to show up when shoppers look for your part number or a close match. In competitive or technical categories, failing to provide a verified MPN can result in missed clicks and lost potential sales.

Additionally, customers sometimes search by MPN specifically to find that exact item. If you leave it blank (and a GTIN isn’t available), you may vanish from those targeted searches. A meticulously provided MPN also clarifies product differences, preventing confusion if you sell multiple versions that look alike but have distinct part codes.

Common Pitfalls & How to Avoid Them

Even the most experienced merchants can slip up with MPN-related issues. Stay clear of these pitfalls:

• Fabricating or Guessing Codes: If you don’t have a legitimate MPN, omit the field rather than inventing a placeholder.
• Using the Same MPN for Different Variants: Each variant typically comes with its own code—don’t assume one-size-fits-all.
• Injecting Branding or Promotional Text: The MPN field must remain purely factual and numeric (or alphanumeric).
• Confusing MPN with GTIN: GTINs are global numeric codes, while MPNs are part numbers. Never swap these fields.
• Ignoring Manufacturer Updates: If a manufacturer changes its part numbering, update your feed promptly to maintain accuracy.

Related Attributes

Combining MPN with other product attributes ensures your products show up in relevant searches and remain policy-compliant. Regularly check the “Needs attention” or “Diagnostics” section in Merchant Center to identify errors. If you use structured data, map your feed to schema.org properties. Below is a table of attributes—those flagged as Required must be provided for free listings when applicable, and recommended ones can further improve visibility.

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FAQs About MPN [mpn]

Does having an MPN boost my product’s ranking?

Yes. When aligned with the correct brand and, if applicable, GTIN, a well-formatted MPN allows Google to pinpoint your product in niche or model-specific searches. This alignment often leads to higher visibility in relevant queries, as Google can confidently match your items to precise search terms.

What if my product truly has no MPN?

Then leave the field blank. Custom-made products, private-label items, or artisan goods might not come with an official manufacturer part code. Submitting an invented number could trigger policy flags or confuse shoppers expecting a traceable code. If you do have a brand name or GTIN, provide those instead.

How does MPN differ from brand?

Brand [brand] refers to the name of the product’s maker (e.g., Sony, Nike, or Dell). MPN [mpn] identifies a specific part or variant under that brand. A brand can produce many products, but each product line or item often has a unique MPN. Combining brand and MPN clarifies the exact version for buyers.

Can I reuse MPNs for different products?

No. Each unique product should have its own MPN. Reusing codes for different SKUs or styles can confuse shoppers and hamper Google’s ability to list your variants correctly. If you discover you’ve assigned the same MPN to multiple products, correct your feed as soon as possible.

Should I include sales or promotional words in the MPN?

No. Promotional language—such as “LimitedOff2025” or “BuyOneGetOne”—violates policy guidelines when placed in identifier attributes. Keep MPN purely factual and consistent with the manufacturer’s original code.

How often should I verify my MPNs?

As often as you update your product catalog or detect potential errors. Manufacturers sometimes revise their part numbers or retire old models. By reviewing your feed regularly, you ensure shoppers see current, accurate information.

What if my product also has a GTIN?

You can—and should—submit both. The MPN is an additional identifier that can help shoppers validate they’re getting the exact item they need, especially in technical or specialty categories. Having both codes can make your listings even more competitive and precise.

Conclusion

The MPN [mpn] attribute is integral to verifying and marketing your products accurately in Google’s free listings. Providing a manufacturer-issued part code clarifies variant differences, cuts down on shopper confusion, and often improves your overall listing performance.

Remember: only submit an MPN if it exists and you’re certain it’s correct. Omit the field rather than guess. Combined with other essential identifiers, a precise MPN can boost trust, surface your product to the right buyers, and streamline the path to purchase. With the right data in place, you can stand out in a crowded online marketplace while keeping your Merchant Center feed both compliant and compelling.

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