gtin

gtin · Recommended by Google

Appears in

Product

What is it?

A Global Trade Item Number. GTINs are standardized numeric codes that identify trade items worldwide. They appear as barcodes on product packaging and include formats like UPC (12 digits, common in North America), EAN (13 digits, common in Europe), ISBN (for books), and GTIN-14 (for cases and pallets).

Unlike SKUs (merchant-specific) or MPNs (manufacturer-specific), a GTIN is a universal identifier. The same product has the same GTIN regardless of who sells it.

Why this matters for AEO

When a shopper asks an AI assistant "Where can I buy UPC 012345678905?", the engine uses GTIN data to locate that exact product across every retailer with structured data. GTINs are the most reliable product identifiers for AI engines because they are globally unique. Google uses GTINs to connect product listings to its product knowledge graph, which feeds both traditional search results and AI-generated shopping answers.

What the specs say

Schema.org: Text, URL. A Global Trade Item Number. GTINs identify trade items, including products and services, using numeric identification codes. A correct gtin value should be a valid GTIN, which means that it should be an all-numeric string of either 8, 12, 13 or 14 digits, or a "GS1 Digital Link" URL based on such a string. View on schema.org

Google: Recommended. "Include all applicable global identifiers in numerical form only." View Google docs

How to find your value

• Product barcode — The number below the barcode on packaging
• Manufacturer data sheet — GTIN, UPC, or EAN field
• GS1 registry — gepir.gs1.org
• Google Merchant Center — GTIN field in product feed
• Supplier data feed — GTIN/UPC/EAN column in CSV/XML

GTIN format lengths:

• GTIN-8 (EAN-8) — 8
• GTIN-12 (UPC-A) — 12
• GTIN-13 (EAN-13) — 13
• GTIN-14 — 14
• ISBN-13 — 13

Format and code

Expected type: Text (numeric only)

Use the generic gtin property for any length. You can also use the specific subproperties gtin8, gtin12, gtin13, or gtin14 if you know the format.

Basic usage with gtin:

{
  "@context": "https://schema.org/",
  "@type": "Product",
  "name": "Men's Leather Oxford Shoes",
  "gtin": "98766051104214",
  "brand": {
    "@type": "Brand",
    "name": "Acme Shoes"
  }
}

Using a specific subproperty:

{
  "@context": "https://schema.org/",
  "@type": "Product",
  "name": "Men's Leather Oxford Shoes",
  "gtin14": "98766051104214",
  "brand": {
    "@type": "Brand",
    "name": "Acme Shoes"
  }
}

Complete product with all identifiers:

{
  "@context": "https://schema.org/",
  "@type": "Product",
  "name": "Men's Leather Oxford Shoes",
  "sku": "0446310786",
  "mpn": "925872",
  "gtin14": "98766051104214",
  "brand": {
    "@type": "Brand",
    "name": "Acme Shoes"
  },
  "offers": {
    "@type": "Offer",
    "price": "119.99",
    "priceCurrency": "USD",
    "availability": "https://schema.org/InStock"
  }
}

Common invalid patterns:

• Including spaces or dashes: "gtin": "987-6605-110421-4" (use digits only)
• Wrong digit count: a GTIN must be exactly 8, 12, 13, or 14 digits
• Using gtin12 with a 13-digit code (use the matching subproperty or the generic gtin)

Webflow implementation

Static pages

Add the GTIN in the JSON-LD block in Page Settings > Custom Code (Head):

<script type="application/ld+json">
{
  "@context": "https://schema.org/",
  "@type": "Product",
  "name": "Wireless Bluetooth Headphones",
  "gtin13": "4006381333931",
  "brand": {
    "@type": "Brand",
    "name": "Sennheiser"
  }
}
</script>

CMS template pages

Map a Webflow CMS text field (e.g., "GTIN" or "UPC") to the gtin property:

<script type="application/ld+json">
{
  "@context": "https://schema.org/",
  "@type": "Product",
  "name": "{{wf {"path":"name","type":"PlainText"} }}",
  "gtin": "{{wf {"path":"gtin","type":"PlainText"} }}"
}
</script>

Store the full numeric GTIN in the CMS field with no spaces, dashes, or prefixes.

In Schema HQ

The gtin field is mapped from Webflow CMS GTIN or UPC field to the correct gtin property in JSON-LD. It auto-detects the digit length and uses the appropriate subproperty (gtin8, gtin12, gtin13, gtin14).

Real examples

From Google's product variant documentation:

{
  "@type": "Product",
  "sku": "44E01-M11000",
  "gtin14": "98766051104214",
  "image": "https://www.example.com/coat_small_green.jpg",
  "name": "Small green coat",
  "color": "Green",
  "size": "small",
  "offers": {
    "@type": "Offer",
    "url": "https://www.example.com/coat?size=small&color=green",
    "priceCurrency": "USD",
    "price": 39.99,
    "itemCondition": "https://schema.org/NewCondition",
    "availability": "https://schema.org/InStock"
  }
}

Source: Google Product Variants documentation

Related fields

• sku · merchant-specific product identifier
• mpn · manufacturer part number
• brand · the manufacturer or brand
• offers · pricing and availability
• name · the product title
• hasGS1DigitalLink — GS1 Digital Link URI for the product

FAQ

Should I use gtin or gtin12/gtin13/gtin14?

Both work. The generic gtin property accepts any valid GTIN length. The specific subproperties (gtin12, gtin13, gtin14) are more explicit but functionally equivalent. If you know the format, use the specific subproperty for clarity.

What if my product does not have a GTIN?

Not all products have GTINs. Custom, handmade, and vintage items typically lack barcodes. In that case, provide mpn and brand instead. Google does not penalize listings without a GTIN, but having one strengthens product identification in search results.

Can I use ISBN for books?

Yes. ISBN-13 is a valid GTIN-13. Use "gtin13": "9780140449136" or "isbn": "9780140449136". Both are recognized by schema.org and Google.