Open API Update: Strengthening Brand Management in Coupang( FAQ Collection)

This document provides additional FAQ for the announcement published in WING on May 21:
"[OpenAPI] Notice on Mandatory Product Attributes Entry and Strengthened Monitoring"

The relevant OpenAPI structural changes are currently undergoing internal review and will be officially released in the near future. To prevent any disruptions to your daily operations, all developers and brand sellers are strongly advised to complete their assessments and system integration updates by July 31, 2026.

We are now launched the following APIs:

1)New Brand Search API, search brand information by brand Name

2)New Brand Enrolled API, seller can retrieve the list of brand info

3)New Get Brand by ID API, seller can retrieve brand info by brandId

4)Update Product Creation API : A new field brandId will be added and the format to add GTIN / MPN in attribute array.

Q1: If we cannot supplement the MPN and GTIN info by June 1, will our existing active products be suspended or taken down? How will legacy API users be affected?

• For Active/Existing Products: Products lacking identifier information after June 1 will not be automatically taken down. 

• For Newly Created Products (New vs. Legacy Users):

  • New Users (API Keys issued on or after June 1, 2026): Failure to provide mandatory attributes will directly cause product registration failure (system error).

  • Legacy Users (API Keys active before June 1, 2026): The system will not block or throw errors for new product creations in the short term. However, you must complete the API upgrade by the final deadline of July 31, 2026; otherwise, new product creations will be blocked after that date.

Q2: What exactly are the structural changes to the OpenAPI? Which new endpoints and fields are involved?

This update introduces 1 new field and 3 brand-new endpoints. Existing legacy fields (such as barcode, modelNo, and emptyBarcode) remain isolated and unaffected.

1. New Field in Product Creation API: A new brandId field will be introduced (mapping to the existing string-based brand name). Concurrently, Global Trade Item Number or Manufacturer Part Number can be passed within the attributes array parameter.

2. New Brand Search API: Allows querying Coupang's standardized brandId and its metadata using a brand name string.

3. New Enrolled Brands API: Allows developers to retrieve a list of all standardized brand names currently registered in the system.

4. New Get Brand by ID API: Allows seller to retrieving brand info by brandId.

#JSON Attribute Request Example

"items": [
  {
    "itemName": "Black",
    "attributes": [
      {
        "attributeTypeName": "Global Trade Item Number",
        "attributeValueName": "0194253941234",
        "exposed": "NONE"
      },
      {
        "attributeTypeName": "Manufacturer Part Number",
        "attributeValueName": "MT0Q3FE/A",
        "exposed": "NONE"
      }
    ]
  }
]

Q3: Is it absolute that any product with brand info MUST include an MPN or GTIN? What if the product genuinely doesn't have one?

• Conditional Requirement based on the Brand: It is not unconditionally mandatory. Developers should first call the Brand Search API and check the boolean value of the isUIDRequired field in the response:

  • If true: MPN or GTIN is strictly mandatory.

  • If false: MPN or GTIN input is optional.

• Products with No Identifiers: If a product objectively lacks a brand or any identifier codes, those fields may be left blank. 

  Crucial Note: If the product title contains a brand name but the brand field is left empty, the product will be rejected during review or heavily suppressed in traffic exposure.

Q4: Are duplicate MPNs or GTINs allowed across different product variations (e.g., across sizes or colors)?

In general, system validation permits the use of identical identifier codes for items belonging to the same brand and same style but varying by size or color. Please refer to the final OpenAPI error codes post-launch for definitive validation logic.

Q5: Will Coupang provide an API endpoint to register new brands?

No, an API endpoint for brand registration is not available at this time. Instead, Coupang will soon launch a brand registration portal directly on the WING dashboard. Sellers who need to onboard a new brand must submit a manual request via WING.

Q6: As an ERP vendor (integrator) or self-developed seller, how should we manage and update our current active product catalog?

Currently, the OpenAPI does not support direct modifications or patches to existing product attribute fields (such as injecting a brandId retroactively). To update legacy listings, please guide or assist sellers to use the WING Dashboard via one of the two methods below:

• Method 1: Individual Item Editing via WING Navigate to WING > Product Management > [Inquire/Modify Product]. In the "Update Information and Increase Sales" section at the top, locate items tagged with "Enter missing mandatory option information" or "Enter mandatory attributes." Click "Modify Product" to input the identifier codes and save. (Note: If "AI Suggestions" appear, you may review and apply them. They will not take effect automatically without review and manual saving).

• Method 2: Excel Bulk Upload via WING Navigate to WING > Product Management > [Inquire/Modify Product]. At the bottom of the "Update Information and Increase Sales" section, click the "Bulk entry of missing mandatory attribute information" button. Download the template from [Step 1], fill in the missing attributes/identifiers, save, and upload via [Step 2].