What is a product identifier?
A product identifier is the combination of fields, most commonly GTIN or brand plus Manufacturer Part Number (MPN), that a channel uses to uniquely recognise a specific product. It serves as the digital equivalent of a barcode or serial number, allowing platforms to distinguish one product from another with absolute certainty.
Why product identifiers matter
Most shopping and marketplace channels require at least one valid identifier combination per product. Without one, a listing may be restricted, flagged for review, or rejected entirely, depending on the channel's policy for that product category.
Channels enforce identifier requirements for several reasons. They prevent duplicate listings of the same product, which can confuse customers and split sales across multiple versions of the same item. They also enable accurate product matching across different retailers, which helps shoppers compare prices and find the product they want. For channels like Google Shopping, a valid identifier is often mandatory before a product can appear in search results at all.
When you upload product data to a feed destination, the channel's system checks whether your product has at least one acceptable identifier. If your product lacks both a GTIN and a brand-MPN combination, the listing will not be approved for display.
The identifier hierarchy: GTIN first, then brand plus MPN
Channels follow a consistent order when validating product identifiers. GTIN (Global Trade Item Number) is the preferred identifier. If your product has a valid GTIN, the channel will accept it without needing other identifiers.
If your product has no GTIN, the channel will then check for a valid combination of brand name plus MPN. Both fields must be present and accurate. A product with no GTIN can often still qualify using its brand name and manufacturer part number, provided both fields are accurate and consistent across all your listings.
If neither GTIN nor the brand-MPN combination is available, some channels will fall back to matching on product title alone, though this is a weaker identifier and may not be reliable if similar products share similar names.
Practical example
Suppose you sell a specialist industrial component manufactured by a supplier that does not assign a GTIN. The product has a clear manufacturer part number: MPN 7834-BLK-09. Your brand name is listed as 'Acme Parts Co'. You upload this product to a shopping channel with the following fields:
- brand: 'Acme Parts Co'
- mpn: '7834-BLK-09'
- gtin: (left blank)
The channel's validation system will reject the GTIN field as empty, then check the brand-MPN combination. Because both brand and MPN are present and valid, the product will be approved for listing. If you had left the brand field blank as well, the listing would likely be rejected or flagged, even though the MPN is correct.
How product identifiers work in competitor matching
Vendably uses the same identifier hierarchy to match competitor products in your catalogue. When you monitor competitors, Vendably attempts to link a competitor's listing to your own product using the following priority order:
- GTIN match first. If your product and the competitor's product share the same GTIN, they are matched.
- Brand plus MPN match second. If GTINs do not match, Vendably checks whether both the brand and MPN are identical.
- Title match last. If neither GTIN nor brand-MPN combinations match, Vendably will attempt to match on product title, though this is the weakest match type.
This means that maintaining accurate brand and MPN fields in your product data is essential not only for channel approval, but also for accurate competitor tracking and price monitoring.
Related terms
Understanding product identifiers requires familiarity with the following related concepts:
- GTIN: what it is and why product feeds need one. GTIN is the global standard barcode identifier for retail products. It is the strongest form of product identifier.
- Manufacturer Part Number (MPN). This is the unique identifier assigned by a product's manufacturer. When paired with a brand name, it forms a valid alternative to GTIN.
- Item group: linking product variants together. An item group bundles multiple variants (such as different colours or sizes) of the same base product under a single identifier.
- Feed destination: what it means in Vendably. A feed destination is a shopping channel or marketplace where you publish your product data. Each destination has its own identifier requirements.
Summary
A product identifier is the unique combination of fields that allows channels to recognise and approve your products. GTIN is the gold standard, but brand plus MPN provides a valid alternative when GTIN is not available. Ensuring that at least one of these combinations is present and accurate in your product data is essential for successful listings across shopping channels and for accurate competitor matching in Vendably.