Structured Data

Be seen. Use the right product information in your listings.

Latest Updates

News alert: eBay will not enforce the watermarks policy in March 2018, as originally announced. However, we still encourage you to remove watermarks from listings in order to enhance your reach and velocity on eBay. Read more.

Expanded requirement for product identifiers: Product identifiers for New and Manufacturer Refurbished items, and now the Seller Refurbished condition, are required in certain categories effective October 19, 2017.

Matching new listings to the eBay Catalog: Beginning in Spring 2018, when you create new listings or manage those that are already active on the site, your items will automatically be matched to products like yours in the eBay catalog. We will use the product identifiers you provide in your listings to find product matches for the item you are selling.

What is Structured Data and Why is it Important?

Structured data is identifying information about products. Common examples of structured data are brand name and Universal Purchase Code (UPC), though there are many more.

It's important that your listings contain accurate structured data, because that information is used by eBay and search engines to connect buyers to the products they're looking for and to give them the information they need to make their purchase.

structured data

“However a buyer shops on eBay-by model number or UPC or brand-we show up.”

-Seller Joel S.

How You Benefit from Structured Data

Your Listings are Easier to Find

What:

Search engines like Google and Bing require accurate product information for their promoted shopping results and use it to connect shoppers with what they're searching for.

Why:

Reach a larger audience. If search engines can't find your product, they can't show it buyers. When shoppers find your item quickly, it increases their likelihood of purchase.

How:

Find the required product identifiers for the categories you list in. Provide accurate product identification for every product, every time.

Products Appear in More Places

What:

eBay's product-based shopping experience uses structured data to connect buyers with more options for what they're looking for so they can make a smarter decision, faster.

Why:

eBay is expanding our product-based shopping experience, and your products need accurate information to benefit from it.

How:

Find the required product identifiers for the categories you list in. Provide accurate product identification for every product to benefit from eBay's product-based shopping experience.

product-image
Helps Highlight Value

What:

eBay uses structured data to display trending prices to buyers. Your items won't be benefit from these price comparisons without accurate product identification.

Why:

Price is very important to buyers. You can have your items and price displayed across eBay, taking care of buyers' price research. Speed up their decision by pricing your items right.

How:

Find the required product identifiers for the categories you list in. Provide accurate product identification for every product to benefit from eBay's product-based shopping experience.

eBay Trending Price displays automatically as soon as comparison prices are available.

Includes Reviews on Your Listings

What:

eBay uses structured data to gather product reviews, add them alongside listings, and display top-rated products. Without accurate product information, your item won't benefit from product reviews.

Why:

Buyers want to know what they're buying. By capturing the experiences of those who bought it before, you give them confidence to make their purchase.

How:

Find the required product identifiers for the categories you list in. Provide accurate product identification for every product to benefit from previous buyers' reviews and to allow your buyers to leave their own.

product-reviews

eBay Product Catalog

When you list certain items for sale, you can use eBay's existing product details and a stock photo from our product catalog. This helps speed up the process by automatically filling in the listing form with relevant information--like required product identifiers. As you tell us what you want to sell, we'll suggest categories and similar items that you can use to create your listing.

When you use the product catalog, it’s important to select the right item so you don’t mislead buyers. If the catalog doesn’t have an exact match, don’t use it. Instead, you can ask us to add a product to the catalog. Similarly, if you find that an items catalog description isn’t quite up to date, let us know. These catalog requests can be forwarded to us here. Learn more about listing your item with product details from our catalog.

“The time we put into this is a 100% worthwhile investment. We have no doubt that it's boosted our sales.”

-Seller Mary W.

Types of Structured Data

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  • Product Identifiers

    Product identifiers such as Brand, Manufacturer Part Number, and Global Trade Item Number (GTIN)-the collective term for UPC, ISBN, and EAN-are required for listings in most categories. Most new and refurbished branded items have product identifiers, found on the original pack. Find the complete list of product identifiers required for the categories you list in.

  • Brand

    Buyers search by brand name. Make sure they find your item.

    • Provide the brand name of the product generally recognized by consumers
    • If your item is unbranded or generic, use the term "unbranded"
    • Enter only the brand name in the brand name field
  • Manufacturer Part Number (MPN)

    Manufacturer part number is the number that uniquely ties the product to it's manufacturer. MPN may be a series of numbers or a series numbers and letters.

    • Use the most specific MPN possible. For example, different colors or sizes of a product should have different MPNs
    • Use the MPN as issued by the manufacturer
    • Enter only the MPN in the MPN field
  • Global Trade Item Number (GTIN)

    A Global Trade Item number is a universally accepted numeric code that represents a manufactured product. GTINs include an item's Universal Product Code (UPC), European Article Number (EAN), or International Standard Book Number (ISBN).

    eBay uses GTINs to catalog items, display them on product pages, and provide buyers with the information they need to make their purchase.

    Below are the qualified GTIN formats:

    GTIN Formats
    Universal Product Code (UPC), also called GTIN-12 and UPC-A A unique numerical identifier for commercial products, usually associated with a barcode printed on retail merchandise. Primarily North America 12 numeric digits
    European Article Number (EAN), also called GTIN-13 A unique numerical identifier for commercial products, usually associated with a barcode printed on retail merchandise. Primarily outside of North America Typically 13 numeric digits (can occasionally be either eight or 14 numeric digits)
    Japanese Article Number (JAN), also called GTIN-13 A unique numerical identifier for commercial products, usually associated with a barcode printed on retail merchandise. Only in Japan 8 or 13 numeric digits
    International Standard Book Number (ISBN), including ISBN-10 and ISBN-13 A unique numerical identifier for commercial books published since 1970, found on the back of books next to the barcode. Globally ISBN-10: 10 numeric digits. Last digit may be "X" which represents the number "10". This format was abandoned in 2007, and not all books have an ISBN-10.
    ISBN-13 (recommended): 13 numeric digits and typically starts with either 978 or 979

    Validating Your GTIN

    When a GTIN is available, it will appear next to the barcode on the product's packaging. You may also be able to find a product's GTIN on the original manufacturer's website.

    Troubleshooting for GTIN errors:

    • Too many or too few digits
    • Letters or symbols (instead of numbers only)
    • Invalid check digit - the last digit of a barcode number is a calculated check digit from all the other numbers in the barcode and ensures the integrity of the barcode number

    Valid GTINs are checksum validated and can be tested here.

  • Item Specifics

    Item specifics are details specific to a particular item.

    Item specifics include details such as brand, size type, size, color, and style. These appear at the top of your listing description in a consistent format, making it easy for buyers to get the facts about your item.

  • Multi-variation Details

    You can create listings with variations (like different sizes and colors) in several eBay and eBay Motors categories.

    For listings with variations, provide product identifiers for the main item and also its variations. Learn more about listings with variations.

  • Bundles & Lots

    Bundles are defined as multiple different products grouped together and sold within a single listing. Group items you are listing as a bundle by using "Bundle" item specifics tags.

    Provide product identifiers for the main item in the bundle. For example, a bundle of a camera plus a case and additional lenses should contain the brand, MPN and GTIN for the camera.

    bundle-listing

    A lot or multi-pack is made from items sold in multiples of the identical product, like five packages of the same six pack of AAA batteries. Each package shares the same barcode.

    By selecting the "Lots" item specifics tag, you can specify the number of items in the lot. Listings tagged as lots will be eligible to be displayed across eBay.

    buy-in-bulk
  • Locating GTINs

    If you are unable to find an item’s GTIN, consider using online databases like UPCitemDB and barcodelookup.com. eBay is not affiliated with these companies and doesn’t endorse or guarantee these services. Their services are governed by their own user agreements and privacy policies.



Have Questions about Structured Data?

Find answers in our FAQ center.

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