Required Product Identifiers For Item Visibility in eBay

Below is based on an API Guide document recently circulated to eBay partners by eBay Australia. It contains some very important information for eBay sellers and in particular, those selling auto parts and products that are branded.

In a nutshell, the change requires sellers of certain products to add brand and part number data to their new listings where available by 30th June 2015

The good news is that a lot of this information is already available through data and system providers like PARts Australia or TecDoc and so can be easily integrated in your data feed. And, if not available, there are fall backs but our view is that this data and its inclusion is most likely to be included in the “secret-sauce” powering the eBay Best Match algorithm.

Ignore it and you may pay a penalty in poor ranking. Embrace it and you may leap ahead of your competition.

Contact your integration or data partners about how they can help.


Increasing the accuracy of listing information is an important part of our ongoing work to improve the marketplace experience for all users.

That’s why, starting 30th June 2015, all new listings of branded items in New and Manufacturer refurbished condition will be required to include product identifiers including the item’s brand (there are no standards for brand at the moment,  and brand field will accept all values), manufacturer part number (MPN), and global trade item numbers (GTINs) such as Universal Product Codes (UPCs) and International Standard Book Numbers (ISBNs) in select categories.

eBay uses these product identifiers to help buyers quickly find the items they’re looking for. When you’re selling, including these product identifiers not only has the potential to increase your items’ visibility in eBay search results and navigation, it can improve your placement in search engines like Google and Bing, too.


Product identifiers help buyers find your item more easily, both on eBay and in search engines like Google and Bing. Listings that include an item’s brand, MPN, and GTIN are given greater visibility in eBay search results and navigation, and also benefit from:

  • More robust listing information and item specifics, which are included automatically when your item is matched to a product in the eBay catalogue
  • More accurate pricing guidance to help make your listings more competitive
  • Being well prepared for future enhancements, such as new product reviews


1. How do I submit these product identifiers to eBay?



2. In which categories will product identifiers be required?

Details of the categories affected are listed below (more information can be found at

  • Baby
  • Books
  • Business & Industrial (Test, Lab, and Office Equipment)
  • Cameras & Photo
  • Cell Phones & Accessories
  • Clothing, Shoes & Accessories (Shoes only)
  • Computers/Tablets & Networking
  • Consumer Electronics
  • DVDs & Movies
  • eBay Motors ( applies to Parts and Accessories)
  • Health & Beauty
  • Home & Garden (Tools and Appliances only)
  • Music
  • Musical Instruments & Gear
  • Pet Supplies
  • Sporting Goods
  • Toys & Hobbies
  • Video Games & Consoles

3. Are multi-SKU listings included in the requirement?

From 1 September 2015 you will be required to include product identifiers for listings with variations in the selected categories to complete your listing in all listing flows. Before then, you will be able to include product identifiers at the variant level (in most selling tools). You can add both a Manufacturer Part Number and a Global Trader Item Number (GTIN) for each variation within a listing. However, you can assign only one brand to a listing at the parent level.

4. What if I don’t have the required data?

A mandated filed cannot be left blank. “Does Not Apply” is acceptable where a GTIN is not available, and “Unbranded” for products which do not have a brand value.

5. How will my existing GTC listings be affected?

The requirement to include product identifiers from 30 June 2015 applies only to new listings of branded items in new or manufacturer refurbished condition in select categories. It will also apply whenever you manually relist and if you revise certain fields within existing eligible listings (including existing GTCs).