Google has changed some of Google Shopping feed requirements this week. The key change is that Google now require branded products to have a GTIN number. In Europe this is essentially the EAN or barcode number. If your product feed doesn’t have this information, your products will stop showing in Google Shopping.
The reason for this is so that Google can group together the same product in one listing. For example if you’re searching for a Panasonic KX-NT343 telephone, you’d see one product listed in Google Shopping. You then click that one product to see all the different suppliers and their prices. It makes the choice for shoppers easier. Currently you might find several different products, which are all the same product with slightly different descriptions.
Here’s some more information from Google
Here’s a list of the brands which need to have a unique product identifer
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