Product Information Policy Update – Mandatory Brand, GTIN/Model Number, and Purchase Option Fields (Published on May 21, 2026)

Hello, this is Coupang.

To provide customers with more accurate product information and improve product visibility for sellers, Coupang is updating its product information policy.

According to the Coupang Terms of Service (for businesses) and the Product Information Policy, sellers are required to provide accurate product information. Accordingly, the following three fields will become mandatory for both new and existing products registered via API:

1. Brand
2. Barcode (GTIN) or Product Number (Model Number) corresponding to the product identifier
3. Purchase Options*
   • Mandatory Purchase Options: Information selected by customers when purchasing a product
      

If any of the above information is missing or inaccurate, measures such as product registration failure or exposure restrictions may be applied. Please review the details below to avoid any disruption to your operations.

1. Key Policy Changes

• Implementation
  Mandatory entry of brand, product identifier (GTIN or model number), and purchase options for all new and existing API-registered products
• Applicable Categories
  All categories (to be expanded gradually)
• Pre-notice Period
  Until July 31

※ During this period, API registration failures will not be applied to existing sellers who have already been issued API keys, even if the required fields are missing.
※ For sellers who receive their first API key after June 1, API registration may fail if these fields are missing.
※ In Wing, under “Edit Product Info to Increase Sales,” please check items marked as “Provide Required Attributes” and complete missing fields such as “Product Identifier,” “Brand,” and “Mandatory Purchase Options” during this period.

• Effective Date
  August 1, 2026

2. Terminology

Depending on your product type, you must provide one of the following:

• Brand
  Enter the brand name directly or use the Coupang Brand API to search for and input the brand ID.
• Barcode (GTIN)
  The number printed below the barcode on product packaging. Identical products worldwide share the same GTIN.

• Product Number (Model Number)
  A model number assigned by the brand to identify a product’s unique design.

  You can find it from:

  • Product hang tags or internal care labels (“Style”, “Model”, etc.)
  • Official brand websites or product detail pages
• Mandatory Purchase Options
  Information selected by customers when purchasing a product
  (Example: Capacity per unit: 100ml, Quantity: 1)

3. Action Required

• Method: Update API listing (see API documentation)
  1. API Docs → Product APIs → Product Creation
     Check newly added required attributes
     (Brand, GTIN/Model Number, Purchase Options)
  2. API Docs → Brand APIs → Brand Search
     Use brand name to find the corresponding brand ID in the Coupang standard brand library

Accurate product identification information is a key factor in increasing product trust and boosting sales.

Your success is Coupang’s success.
Thank you.