Structured Data

Use the right product information and get
your listings seen by more buyers.

Structured Data

What is structured data?

Structured data is a specific type of data that includes identifying information about a product.

Since the information contained in structured data is standardized, it means that it provides information that's as accurate and up-to-date as possible, often provided by the manufacturer. Product identifiers and item specifics are both types of structured data.

Product identifiers, such as brand, Manufacturer Part Number (MPN), 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 that can be found on the original packaging. You can see a complete list of product identifiers required for the categories you list in.

Item specifics are details specific to a particular item. They include details about brand, size, type, colour, and style. Item specifics appear at the top of your listing description in a consistent format, making it easy for buyers to get the facts about your item.

In addition to product identifiers and item specifics, there are other types of structured data. We've outlined the most common ones below:

Types of structured data

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  • Brand

    A brand is the name a manufacturer has given to particular product. Buyers often search by brand name, so including it in your listing helps make sure they find your item. Here are a few tips:

    • Provide the brand name of the product generally best recognized by buyers.
    • 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 Numbers are the numbers that uniquely tie the product to its manufacturer. The MPN may be a series of numbers, or a combination of numbers and letters. Here's how to get the most out of MPNs:

    • Use the most specific MPN possible. For example, different colours or sizes often have different MPNs.
    • Use the MPN as it was 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 catalogue items, display them on product pages, and provide buyers with the information they need to make a purchase. Below are the qualified GTIN formats:

    • Universal Product Code (UPC), also called GTIN-12 and UPC-A:
      A unique, 12-digit numerical identifier, usually associated with a barcode printed on retail merchandise. Primarily found in North America.
    • European Article Number (EAN), also called GTIN-13:
      A unique numerical identifier, typically 13 digits (but sometimes 8 or 14), usually associated with a barcode printed on retail merchandise. Primarily found outside of North America.
    • Japanese Article Number (JAN), also called GTIN-13:
      A unique numerical identifier, generally 8 or 13 digits, usually associated with a barcode printed on retail merchandise. Primarily found in Japan.
    • International Standard Book Number (ISBN), including ISBN-10 and ISBN-13:
      A unique numerical identifier for commercial books published after 1970, found on the back of the book, next to the barcode. ISBN-10 includes 10 numerical digits, the last of which may be 'X', representing '10'. ISBN-13 includes 13 numerical digits and typically begins with 978 or 979. Found globally.

    When a GTIN is available, it will appear next to the barcode on the product's packaging. If you can't locate an item's GTIN, you might be able to find it on the original manufacturer's website, or by using online databases such as UPCitemDB or Keep in mind that eBay is not affiliated with theses companies and doesn't endorse or guarantee these services. Their services are governed by their own user agreements and privacy policies.

    You can validate your GTIN using this tool. If you experience errors when using a GTIN in your listing, make sure you're using the correct number of digits, and that you don't include any letters or symbols. Also check for an invalid check digit—the last digit of a barcode number is a 'check digit' calculated with all of the other numbers in the barcode, and ensures the integrity of the barcode number.

The eBay catalogue

eBay stores a database of structured product data called the eBay catalogue. When you create a listing, we'll suggest matched products based on the keywords or product identifiers you include in your title, if there is a match available. This information comes from the eBay catalogue.

When you select the item you're selling from these matches, we'll automatically add the correct product identifiers and item specifics, as well as one or more product photos, depending on the item condition of the product you're selling. Including this information makes your listings more complete, and helps your buyers find what they're looking for more easily.

When you're using information from the eBay catalogue, you should only select suggestions that exactly match your product. If you select a product that's slightly different, such as a model that's a different colour or from a different year, it could include incorrect information in your listing that could be misleading for buyers.

If there are no matches in the eBay catalogue for your item, you can still add product identifiers and item specifics manually. It's important to associate the item you're selling with information from the eBay catalogue whenever possible.

How you benefit from structured data

Your listings are easier to find
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. Help reach a larger audience for your listings by finding the required product identifiers for the categories you list in, and use them every time you list.

Products appear in more places
eBay's product-based shopping experience uses structured data to connect buyers with more options for what they're looking for, so they're able to make smarter decisions, faster. To get the most benefit from eBay's product-based shopping experience, provide accurate product identification.

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

Benefit from review on your listings
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.

How to use structured data in your listings

When you're listing a single item, using structured data is as easy as entering the appropriate identifiers in the Item specifics section provided in the listing flow. If the item you're selling is in the eBay catalogue, we'll even pre-fill the item's product identifiers based on the item that matches the one you are listing.

If you're listing more than one item, or if you're listing an item that has variations, you can still use product identifiers. Follow the guidelines below:

Multi-variation listings
You can create listings with variations—such as different sizes or colours—in several eBay and eBay Motors categories.

For listings with variations, provide product identifiers for the main item, as well as its variations. Learn more about creating listings with variations.

Bundled listings
Bundles are listings that include multiple products grouped and sold together with a single listing. You can group items you are listing as a bundle by selecting the Bundle item specifics tag.

When listing a bundle, provide the product identifiers for the main item in the bundle. For example, a bundle that includes a camera as well as a case and additional lenses should contain the brand, MPN, and GTIN for the camera.

A lot or multi-pack is a listing of identical items sold in multiples, such as five packages of the same 6-pack of AAA batteries. Each package in the lot 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 are eligible to be displayed across eBay.

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