Product identifiers boost visibility and sales

Product identifiers are now required to list in select categories.

As of May 1, 2016 we’ve updated our seller fees and benefits   Learn more
Screenshot of a white male wearing a black eBay hat and holding up a product.

What Are Product Identifiers?

Most new and manufacturer refurbished branded items have product identifiers, on the original casing or box. These identifiers include the item's brand name, Manufacturer Part Number (MPN), and Global Trade Item Number (GTIN).

Identifiers make it easy for shoppers to find your items when searching online-on eBay.com and in external search engines such as Google and Bing. Find and update your qualifying listings with product identifiers now.

Help shoppers easily find your items

Apply identifiers to these items:

  • Requirements to include product identifier will continue to be extended to additional categories
    • By February 2017, new listings of new or manufacturer-refurbished items in most categories will require at least one of the product identifiers (e.g., UPC, GTIN, one of the above, etc.). Also, note that the options "Does not Apply" and "NA" will no longer be available for the majority of items. Some categories and item types will continue to be exempt. The list of exemptions will be communicated by next year.
    • In addition to the boost in listing visibility, when you include product identifiers you can also benefit from:
      • Increased visibility in eBay deals, bargains, and other promotions
      • More robust listing information and item specifics, which are included automatically by matching your item with a product from the eBay catalog
      • More accurate pricing guidance when you list your items
      • Trending price alert in view item when your listings are priced lower than the trending price and include product identifiers
    • Be sure to add the required product identifiers to your listings now. Use the eBay bulk edit and relist tool or contact your third-party tool vendor to add product identifiers to items within your existing listing inventory.
    • Note: Sellers who list used, collectible, vintage, or one-of-a-kind items are not required to include product identifiers at this time.
How to maximize item views with identifiers

  • Be sure to include your item's product identifiers any time you list branded items in new or manufacturer-refurbished condition-particularly in the categories listed here
  • Use eBay's bulk listing and editing tool to update your listings with the required product identifiers now to take advantage of increased search visibility
  • To save time while listing new items-and to make sure your listing is accurately described and priced competitively with like items on eBay.com -- match your item with a product from the eBay catalog every time you list. When you do, the product identifiers for your item are included automatically in your listing.
  • Review eBay's best practices for maximizing your position in Best Match search results. And remember, creating great collections can also help attract more buyers to your listings.

Get Listing Exposure

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  • eBay search

    Getting a good position for your listings in eBay's Best Match sort order is key to building your sales. That means following all the best practices when you list to help eBay surface your items to the most interested buyers-for example, price competitively and use item specifics. It also means delivering the great service that helps you achieve Top Rated Seller status and offering services that help your listings sell. Get all the best practices for maximizing your position in Best Match. Creating great collections to attract followers can also help get more eyes on your listings.

  • Increase sales with insights into your listing performance

    The Listing Analytics application can help you increase your sales by providing insight into how your listings perform in your sales funnel - the rate at which buyers see, click, and buy from your listings. The application also helps you identify specific areas to improve your listings and business practices.

  • Search optimization

    Create View Item pages that will be found in Internet search engines with this list of tips and tools that can help search engine users find you. Although search engines don't disclose exactly how their technology works or how they rank their results, this guide will help you with the little things that can make a big difference.

  • Use keywords

    Pick three to five keywords that relate closely to your item. Ask yourself what words people are likely to use in a search engine when looking for what you're selling. Once you have these keywords, use them appropriately in your listing title and item description.

  • Take care with titles

    Your listing title is a key factor in natural search. Include the most important keywords or keyword phrases in your listing title. Use all of your available characters wisely. Remember, users don't search for words such as "wow" or "look."

  • Get the most out of your item description

    Your item's description is the most valuable tool for creating search engine-friendly listings. While your primary goal is to describe the item you are selling to your eBay audience, here are several ways to use your description to its fullest:

    • Create good content: Describe your item the best you can and in as much detail as possible. You should include approximately 200 words of visible text in your description, with the most important keyword phrases comprising 5% to 7% of the total. (In 200 words of text, you'll want to use your keywords 10 to 14 times.) Note that search engines only read a certain amount of information per page, so overdoing your description with non-relevant information isn't a good strategy.
    • Avoid keyword spamming: Do not overuse keywords in an item description as it can reduce the effectiveness of content. Moreover, keyword spamming is a violation of eBay policy as well as an irritation to prospective buyers.
    • Avoid hidden text: Do not add invisible copy; search engines will not read it.
    • Vary font strength: Use bold headers and use a font size of 12 or 14 maximum.
    • Include links: Add links to other products, to your eBay Store, and so on. The words that are linked should be relevant to the destination. For example, "Visit my Store" or "See other items" are more effective than "Click here."
    • Use image alt tags: These are keywords associated with the images you use in your listing. If you do your own HTML, be sure to include alt tags. This provides yet another opportunity to optimize keywords or keyword phrases that both describe the image and are consistent with your content.
  • Increase sales with insights into your listing performance

    The Listing Analytics application can help you increase your sales by providing insight into how your listings perform in your "sales funnel" - the rate at which buyers see, click, and buy from your listings. The application also helps you identify specific areas to improve your listings and business practices.

  • Choosing the right editing tool

    Located right inside My eBay, this functionality is easy to use and allows you to revise multiple listing fields such as item condition, price, quantity, and product identifiers on up to 500 items at once.

    To edit live listings using bulk functionality, simply follow these steps:

    • Click My eBay at the top of any eBay page. You may be asked to sign in.

    • In the left column, click Sell. Check the box beside the listings you want to edit.

    • Click the Edit button.

    • Your listings will appear in a spreadsheet-type form on the screen. Click in the boxes you want to change (such as title or price) and edit the information right there.

    • You can bulk-revise up to 500 listings at a time. Check the boxes beside the listings you want to edit, and then click on the Edit dropdown menu to see a list of fields you can change. Make your changes in the pop-up window that appears.

    • You can see how a listing will appear on the site by clicking on the magnifying glass icon on the right side of the spreadsheet.

    • When you're done, click Submit all at the bottom of the page. Then click Confirm and submit in the pop-up window or cancel to go back. You'll be able to see if you incurred any new fees on this pop-up as well.

      To learn more, watch a 2-minute video on how to edit your listings in bulk.

      To edit your return policy, follow these steps:

    • Click My eBay at the top of any eBay page. You may be asked to sign in

    • In the left column, click Sell.

    • Check the box beside the listings you want to edit.

    • Click the Edit button. You are now in the bulk editing tool.

    • From the Edit dropdown menu at the top of the page, choose Return policy. A pop-up window will appear. You can change:

      • Whether or not you accept returns. Remember, even if you choose not to accept returns, buyers may still request a return if the items don't match the item description.
      • The return timeframe. Choose 14 days, 30 days, or 60 days.
      • How the refund will be given. Choose from the following options: money back, replacement, or exchange.
      • Who pays for return shipping. Consider offering free shipping to attract more buyers. Alternatively, you can specify when you'd like the buyer to pay for return shipping.
      • When you're done, click Submit all at the bottom of the page. Then click Confirm and submit in the pop-up window or cancel to go back. You'll be able to see if you incurred any new fees on this pop-up as well.

  • Selling Manager and Selling Manager Pro

    These tools use the bulk editing tool located in My eBay to make changes to your listings. However, there are some extra advantages for subscribers. You can choose to edit scheduled listings at the same time as you edit live listings. You can also filter your listings by format. For example, you can use the drop-down menu at the top to show only Fixed Price Good 'Til Cancelled listings.

    To edit live listings using Selling Manager or Selling Manager Pro, follow these steps:

    • Click My eBay at the top of any eBay page. You may be asked to sign in.

    • Under the Activity tab, move down to the Selling Manager menu and click Active.

    • In the Active Listings table, either select individual listings or select all by clicking the box at the top, to the left of the word Title.

    • Click the Edit button. (You are now in the bulk editing tool.)

    • On the Edit Listings page, check off the fields you wish to edit.

    • Choose whether you would like to edit the listings individually (different changes to different listings) or in bulk (the same change applied to all listings at once), then click Continue.

    • On the next screen, edit your listings.

    • Click Continue, review your edits and submit them.

      If you subscribe to Selling Manager or Selling Manager Pro, take advantage of the powerful advanced search functionality in these tools. Use it to create complex search queries for your active listings, easily pinpointing items that require updates.

      Use the advanced search functionality to generate a report of listings that do not include required item specifics in Clothing, Shoes & Accessories and edit them individually or in bulk. Watch a demo on adding item specifics to existing listings.

      To edit your return policy in Selling Manager or Selling Manager Pro, follow these steps:

    • Click My eBay at the top of any eBay page. You may be asked to sign in

    • In the left column, click Sell.

    • Check the box beside the listings you want to edit.

    • Click the Edit button. You are now in the bulk editing tool.

    • From the Edit drop-down menu at the top of the page, choose Return policy. A pop-up window will appear. You can change:

    • Whether or not you accept returns. Remember, even if you choose not to accept returns, buyers may still request a return if the items don't match the item description.

    • The return time frame. Choose 14 days, 30 days, or 60 days.

    • How the refund will be given. Chosse from the following options: money back, replacement, or exchange.

    • Who pays for return shipping Consider offering free shipping to attract more buyers. Alternatively, you can specify when you'd like the buyer to pay for return shipping.

    • When you're done, click Submit all at the bottom of the page. Then click Confirm and submit in the pop-up window or cancel to go back. You'll be able to see if you incurred any new fees on this pop-up as well.



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