mpn

mpn · Recommended by Google

Appears in

Product

What is it?

The Manufacturer Part Number for a product. An MPN is assigned by the manufacturer and uniquely identifies a product within that manufacturer's catalog. Unlike SKUs (which vary by retailer), the MPN stays the same regardless of who sells the product.

Why this matters for AEO

When a technician asks an AI assistant "What is the price of part number 925872?", the engine uses mpn values to locate the exact product across multiple retailers. MPNs are especially valuable for replacement parts, industrial components, and electronics where users search by part number rather than product name.

What the specs say

Schema.org: Text. The Manufacturer Part Number (MPN) of the product, or the product to which the offer refers. View on schema.org

Google: Recommended. "The manufacturer part number. This property uniquely identifies the product for a given manufacturer." View Google docs

How to find your value

• Product packaging — Part number on label or box
• Manufacturer website — Product spec page, downloads section
• Supplier data feed — MPN column in product CSV/XML
• Distributor catalog — Part number field
• Google Merchant Center — MPN field in product feed

MPNs are typically alphanumeric codes assigned by the manufacturer. They are not the same as SKUs (retailer-assigned) or GTINs (barcode numbers).

Format and code

Expected type: Text

MPN is a plain text string containing the manufacturer's part number.

{
  "@context": "https://schema.org/",
  "@type": "Product",
  "name": "Men's Leather Oxford Shoes",
  "mpn": "925872",
  "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"
  }
}

Common invalid patterns:

• Using SKU as MPN: these are different identifiers from different sources
• Omitting brand when using MPN: MPNs are only unique within a manufacturer, so brand provides necessary context

Webflow implementation

Static pages

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

<script type="application/ld+json">
{
  "@context": "https://schema.org/",
  "@type": "Product",
  "name": "Brake Pad Set",
  "mpn": "BP-4420-FR",
  "brand": {
    "@type": "Brand",
    "name": "StopTech"
  }
}
</script>

CMS template pages

Map a Webflow CMS text field (e.g., "MPN" or "Part Number") to the mpn property:

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

In Schema HQ

Schema pulls mpn from Webflow CMS part number field in the Product JSON-LD. For static pages, enter the MPN in the Schema HQ editor alongside the brand name.

Real examples

From an ecommerce schema guide:

{
  "@context": "https://schema.org/",
  "@type": "Product",
  "name": "Men's Leather Oxford Shoes",
  "image": [
    "https://example.com/photos/1x1/photo.jpg",
    "https://example.com/photos/4x3/photo.jpg"
  ],
  "description": "Premium full-grain leather oxford shoes for formal occasions.",
  "sku": "0446310786",
  "mpn": "925872",
  "brand": {
    "@type": "Brand",
    "name": "Acme Shoes"
  },
  "offers": {
    "@type": "Offer",
    "url": "https://example.com/oxford-shoes",
    "priceCurrency": "USD",
    "price": "119.99",
    "itemCondition": "https://schema.org/NewCondition",
    "availability": "https://schema.org/InStock"
  }
}

Source: VJ SEO Marketing Ecommerce Schema Guide

Related fields

• sku · retailer-specific product identifier
• gtin · global trade item number (barcode)
• brand · the manufacturer (provides MPN context)
• name · the product title
• offers · pricing and availability

FAQ

What is the difference between MPN and SKU?

An MPN is assigned by the manufacturer and stays the same everywhere. An SKU is assigned by the retailer and varies from store to store. Two retailers selling the same brake pad share the MPN but have different SKUs.

Do I need both MPN and GTIN?

Google recommends providing all available identifiers. If the product has both a GTIN (barcode) and an MPN, include both. Some products (custom or handmade items) only have an MPN without a GTIN.

Should I always pair MPN with brand?

Yes. An MPN is only unique within a single manufacturer's catalog. Two manufacturers could use the same part number for different products. Including brand ensures search engines can correctly identify the product.