When you haven't got an ASIN or an EAN, you've usually still got a name. That's enough.
Rui Correia Posted
Product codes are the clean way to match a product across retailers. An EAN or a UPC is unambiguous, and if you’ve got one you should use it.
Often you haven’t. You’ve got a product name in a sentence an editor wrote, and that’s it.
What make and model matching does
It takes the manufacturer and the model name and finds the same product wherever it’s stocked. Sony and WH-1000XM6. Ninja and AF400UK. It works the way a person would look for it, rather than the way a database would.
That’s less precise than a code, and it’s honest to say so. But it covers the majority of cases where a code isn’t available, which in practice is most editorial content.
Adding a code when you have one
You can pass a code alongside the make and model to pin the match. EAN, UPC, SKU, MPN or an ASIN all work. The code takes priority; the make and model becomes the fallback for retailers where that code isn't listed.
That combination is the most reliable setup available, and it’s worth doing on anything high-value.
When a match comes back wrong
It happens, usually for one of three reasons.
- Generic model names. Anything called Pro, Plus or Max on its own will pull in the wrong variant.
- Regional naming. The same product often carries different model suffixes in different markets.
- Bundles. A retailer listing the product with an accessory is a different item, and it may or may not be the one you meant.
Any match can be overridden manually, and the override sticks. It’s worth checking the first few on a new site rather than assuming, then leaving it alone once you trust it.
Which approach to use
Code, where you have one. Precise, and it's what the API expects.
Make and model, where you don’t. Covers most editorial mentions.
Both together, on anything that matters. Code first, name as fallback.
If you're setting this up across a lot of pages at once, a free audit will tell you which of your existing product links are working and which are already broken. Worth knowing before you start.
Common questions
Can I match products without a barcode or product code?
Yes. Make and model matching finds the same product across retailers using the manufacturer and model name.
Which product codes can I use?
EAN, UPC, SKU, MPN and ASIN. Codes take priority over make and model when both are supplied.
What if the wrong product is matched?
Override it manually and the correction sticks. Wrong matches usually come from generic model names, regional naming differences or bundle listings.