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Product attribute guidelines

Product attributes define the important and relevant facts about a product. Attributes include things such as brand, size type, size, color, and style.

Manufacturers often list product attributes as product "specifications," and robust product pages provide a complete list of the manufacturer's specifications. In a straight-forward sense, attributes provide the details of a product that buyers use to make their purchasing decisions.

eBay defines a set of item specifics for each category, and you create product attributes by mapping the product's specifications to the item specifics of the eBay category to which the product belongs.

Providing a complete set of item specifics creates a rich set of structured data that enhances the ability for search engines to find, filter, and recall products. This translates into search results that more closely target the search queries entered by users, which ultimately results in more buying conversions.

Tip: Use the Item Specifics Lookup Tool to retrieve the item specifics for any eBay category.

Attribute requirements

Supply as may item specifics as you can, keeping in mind the following guidelines:

  • When appropriate, the attributes for a product must include precise details about the dimensions of the product. The product dimensions should indicate the size of the actual product and not the size of the packaging in which the product ships. The unit of measurement for US products should be inches and feet, or ounces and pounds (lbs.), while units for EU and APAC products should be in millimeters or centimeters, or grams and kilograms.
  • Do not include details about shipping options, item condition, warranty information, or information on the company that produces the product in the Attributes section.

Product identifiers

You must provide product identifiers for every product that is produced by a manufacturer or brand. Product identifiers include the following:

  • The brand name of the product.
  • The Manufacture Part Number (MPN).
  • The Global Trade Identification Number (GTIN).

Important! Products are uniquely identified by either their brand name with the corresponding Manufacture Part Number, or the Global Trade Item Number. While you must provide enough information to uniquely identify the product, always provide all three values as available.


A brand is a unique and identifiable name or symbol that is used to identify a seller's goods or services. Brand names can be trademarked and can apply to a single product, a product line, or even an entire company. Brands are used to differentiate the seller's products from those sold by a competitor, and they allow customers to discover products made by the brand via online searches and other types of brand name placements.

The following guidelines apply to the brand name of a product:

  • The brand name you specify for the catalog entry should exactly match the spelling used by the manufacturer of the brand in the corresponding locale. Specifically, pay attention to the upper- and lower-casing of the letters in trademarked brands.
  • Symbols (such as ®, ©, and ™) and abbreviations (such as "GmbH" and "Ltd.") that are not part of the brand name should not be specified in the Brand attribute field.
  • Multi-product companies might have branding systems and product hierarchies where umbrella brands, sub-brands, family lines, and product lines are used to differentiate the products the company markets. Please use the brand name that is most relevant and recognized for the product you are describing in your catalog description.
  • The brand name must not be your own retail brand unless your retail brand manufactured the product to its own specifications. Do not use your seller name as the Band of the product.
  • Do not use the name of the manufacturer that produced the product, but rather the brand name under which the product was spec'ed.
  • If a product is an unbranded or generic product, set the Brand value to "Unbranded." Do not enter values such as "N/A," "Does not exist," "Does not apply", "No brand", or "Generic" for the brand name.
  • There are some cases where you can replace the brand name with another value. For example, a brand name is usually not applicable for books, movies, music, games, posters, or custom-made products. For media, provide the name of the product's publisher.
  • Some names (and some trademarks that are commonly considered brands) might be better represented in the eBay catalog using a field other than the Brand field. Depending on the item being described, consider using attribute fields such as Character Family or Artist to list specifics about the product, and please make an effort to list the actual manufacturer of the product in the Brand field. Consider the following examples:

    • StarWars toys by Hasbro (where "Hasbro" is the brand)
    • Hatchimals toys by Spin Master (where "Spin Master" is the brand)

Manufacturer Part Numbers

The Manufacturer Part Number (MPN) is a series of unique numbers and/or letters assigned to the item or part by the manufacturer.

  • If a product does not have an MPN from the manufacturer, enter, "Does Not Apply" for the MPN value.

Global Trade Item Numbers

A Global Trade Item Number (GTIN) is a number that uniquely identifies a specific product. The GTIN specifications and standards cover several different types of trade codes, including UPC, EAN, and ISBN. For information on GTIN values, see Global Trade Item Numbers.

  • If a product does not have an GTIN from the manufacturer, enter, "Does Not Apply" for the GTIN value.

Additional attribute requirements

When creating the attribute list for a compatible product, manufacturer-created bundle, or multi-pack, consider the guidelines outlined below. For details on these product types, see About bundles and multi-packs.

Bundle requirements

  • The attributes for a bundled product must include the product identifier(s) assigned to the bundle by the manufacturer.
  • The attributes for a bundled product must use the manufacturer's GTIN number for the bundle, and not the GTIN of the base product or any of the products within the bundle.

Multi-pack requirements

  • The attributes for a multi-pack must include the product identifier(s) assigned to the multi-pack by the manufacturer.
  • The attributes of a multi-pack must specify the GTIN of the specific multi-pack being described, noting that multi-packs can vary in lot size and that each different size has a different GTIN number.

Compatible product requirements

  • The product identifier attributes for a compatible product must list the Brand, MPN, and GTIN of the manufacturer who actually built the compatible product. Do not use the details of the product from the original equipment manufacturer (OEM) in the product identifier aspects to show that your product is compatible with the OEM product.
  • For compatible products and accessories, populate the Compatible Brand aspect with the Brand name of the OEM who produced the product that the compatible product matches.