eBay issued an “important update” for sellers in Australia regarding product identifiers upon which its structured data initiative is based. The marketplace will tighten product identifier validation, it said, warning sellers to ensure their listings contain all the correct product identifiers. “Listings that continue to contain incorrect information run the risk of not being relisted, including branded listings with ‘Does Not Apply’ in the MPN or GTIN fields.”
eBay Australia’s announcement follows:
In order to provide buyers with the best shopping experience and make your listings easier to find, we’ve been heavily focusing on making product identifiers part of our listing framework in the last 2 years. To ensure we keep providing our customers with the best marketplace, we will tighten product identifier validation to ensure listings are correctly identified and comply with eBay’s listing policies and best practices.
What are product identifiers?
Product identifiers include the brand, the Manufacturer’s Part Number (MPN), and the Global Trade Item Number (GTIN). In order to identify a brand, it must be valid and established. For unbranded products sellers should select the value ‘Unbranded/Generic’ instead of ‘Does Not Apply’. In most categories, eBay requires that sellers enter a UPC (Unique Product Code) for the GTIN. If sellers don’t have a UPC for their product, they may enter an EAN (European Article Number) in its place.
How Do I Benefit?
There are approximately 1.2 million browse pages and 30 million product pages which support displaying listings with product identifiers on eBay.com.au. Validating your product identifiers enables your products to be displayed on such pages and may result in your listings experiencing:
– Increased visibility: More impressions than an unidentified listing on average*
– Increased conversions: 6% more than an unidentified listing on average*
– Stronger SEO traffic: Listings without a valid GTIN will not be featured in Google’s search engine moving forward.
What do I Need to do?
Sellers should ensure that their listings contain all the correct product identifiers. Listings that continue to contain incorrect information run the risk of not being relisted, including branded listings with ‘Does Not Apply’ in the MPN or GTIN fields.
Moving forward, ‘Does Not Apply’ should only be used where a manufacturer has not assigned a GTIN for a product (for example, if you are making your own product).
Moreover, eBay expects that multi-variant listings also have unique GTINs for each variation.
eBay will continually monitor and improve its validation process to ensure sellers enter correct product identifiers. Review your listings now and make sure you have the correct GTIN or MPN information in all your listings at all times.
Where can I find my product identifiers?
There are a number of ways to find your product identifiers. For example, you may find it through:
– Your order catalogues
– Your suppliers
– The product’s boxes, or
– 3rd party databases such as EAN-search.org
eBay validates the product identifiers you provide. You can test your GTINs before entering it in your listing.
If you have any question regarding this, please contact us via our Customer Service Team. As always thank you for selling on eBay.