Imagine your product as a small boat in a vast ocean—without proper identification, how can it be accurately discovered and ultimately reach potential buyers? eBay understands this challenge well and has recently issued a series of updates to sellers regarding Product Identifiers, aiming to improve overall search efficiency and user experience through a more robust product identification system.
The updates not only affect new products but also focus on refurbished items, introducing stricter requirements for Product Identifier compliance. Sellers are advised to take these changes seriously and adjust their strategies promptly to maintain competitive advantage.
Why Product Identifiers Matter to eBay
Product Identifiers serve as a product's "ID card," helping eBay better understand inventory across its platform and create superior experiences for both buyers and sellers. When sellers include accurate Product Identifiers in their listings, eBay can more precisely identify popular products and increase their promotion, making them more visible to potential buyers.
Key Product Identifiers include:
- Brand name
- MPN (Manufacturer Part Number)
- GTIN (Global Trade Item Number)
More importantly, complete Product Identifiers significantly improve search visibility not only on eBay but also on external search engines like Google. This increases sales opportunities and helps associate products with relevant customer reviews and pricing guides, enhancing overall listing competitiveness.
Policy Changes and Implementation Timeline
The recent updates to eBay UK's Product Identifier policy involve multiple aspects. Sellers should pay close attention to these key dates and requirements:
Effective Immediately: Bundles Listings
eBay has optimized the functionality for Bundles Listings (multi-item products), making it easier to distinguish them from single-item listings. To maximize visibility in search results, sellers must ensure accurate Product Identifiers are included.
September 14, 2017: GTC Listings
Starting September 14, 2017, Good 'Til Cancelled (GTC) listings with invalid Product Identifiers will no longer renew automatically. Sellers should immediately begin reviewing and updating existing GTC listings, paying special attention to:
- Ensuring brand names and model numbers are correct
- Including only alphanumeric characters in MPN fields (phrases like "compatible" or "see description" will cause listing failures)
- Including only numeric characters in GTIN fields (no letters or other characters)
- Entering only the brand name in the Brand field (not the word "Brand")
October 2017: Seller Refurbished Items
Beginning October 2017, all Seller Refurbished Items must include Product Identifiers. Sellers should prepare accordingly to ensure compliance.
"Does Not Apply" Option: Temporary Retention with Caveats
eBay will temporarily retain the "Does Not Apply" option for Product Identifiers to avoid disrupting holiday sales. However, sellers should understand that this option provides no benefits—listings marked "Does Not Apply" won't appear in external search engine results (like Google), potentially missing significant traffic. Sellers should aim to complete Product Identifier information whenever possible.
New Identifier Types: Delayed Acceptance
eBay will delay acceptance of new Product Identifier types (such as those from Google, Amazon, or custom numbers). Sellers should continue using current eBay standards.
Action Plan for Sellers
To adapt to these policy changes and maintain product visibility, sellers should implement these strategies:
- Conduct comprehensive audits: Review all GTC listings immediately, focusing on Product Identifier accuracy and completeness.
- Prioritize refurbished items: Complete Product Identifier information for all refurbished product listings before October 2017.
- Minimize "Does Not Apply" usage: Research proper identifiers through product models, brand information, or supplier consultation.
- Monitor eBay announcements: Stay updated on policy changes through official communications.
- Optimize listing quality: Enhance titles, descriptions, and images alongside Product Identifiers.
- Utilize eBay resources: Access help centers and forums for guidance and peer support.
These Product Identifier updates present both challenges and opportunities for eBay sellers. Those who adapt quickly and thoroughly will gain competitive advantage in the marketplace. In e-commerce, details make the difference—complete and accurate Product Identifiers may well become a decisive factor for success on eBay's platform.