What is a SKU (stock keeping unit)?
October 30, 2026
A SKU, or stock keeping unit, is a unique code a business gives to each product it stocks, including each size, colour or variant. It is used to track stock, process orders and report sales for that exact item.
Why it matters for online retailers
Every order, stock count and reorder depends on knowing exactly which item you mean. A clear SKU for each variant stops a blue medium being picked when a red large was ordered, and lets stock sync accurately across every channel.
How to structure SKU codes
- Keep them short and use letters and numbers only.
- Build them from meaningful parts, such as product, colour and size (for example TSHIRT-BLU-M).
- Never reuse a SKU for a different product.
- Avoid characters that look alike, such as O and 0.
SKU vs barcode vs EAN vs ASIN
- SKU: your own internal code.
- Barcode: a scannable version of a code, often printed on the label.
- EAN or GTIN: a global product number, usually from the manufacturer.
- ASIN: Amazon's own product identifier.
How StoreFeeder handles it
In StoreFeeder, each product is mapped once to its listings on every channel, so a sale under any listing comes off the right SKU's stock. Barcode scanning ties each pick back to the SKU.
Read more about StoreFeeder inventory management.
Frequently asked questions
Is a SKU the same as a barcode?
No. A SKU is your internal code; a barcode is a scannable symbol that can represent a SKU or a global number such as an EAN.
Do variants need their own SKU?
Yes. Each size, colour or pack size you stock separately should have its own SKU.
Can I use the manufacturer's code as my SKU?
You can, but many retailers create their own so the format is consistent across suppliers.
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