Product data specification

Fix Missing Attributes in Google Merchant Center [Tutorial]

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Use this guide to format your product information for Merchant Center. Google uses this data to match your products to the right queries. Providing accurate and correctly formatted product data is essential for creating successful ads and free listings, and for preventing product disapprovals or display issues. 

Incorrect, inaccurate, or missing product information can cause disapprovals, limited eligibility, incorrect displays for your products, or other Issues in Merchant Center. Common problems include, incorrect google product category [google_product_category] or gtin [gtin] attribute values, missing or incorrect variant attributes (such as item group id [item_group_id], color [color] or size [size]), low-quality images, or conflicting data between your feed and website. These issues can prevent your ads and free listings from showing on Google.

Note: In the Issue Details Page (IDP) of your Merchant Center account, you can view all the diagnostic information for any issues affecting your products. It will allow you to more easily identify, understand, and resolve issues. Learn more About the Issue Details Page.


On this page

Product data attributes:

Before you begin

Other requirements

In addition to this product data specification, your product data must also meet the following requirements:

Formatting your product data
Use English when submitting the names of attributes and the values for attributes that use supported values. For example, the condition [condition] attribute uses the supported values new, refurbished, and used, which must be submitted in English in order for the system to read them.

For all attributes that don't use supported values, but rather allow for free form text, such as the title [title] or description [description] attributes, be sure to use the same language for all attributes in a feed. Use an underscore when submitting an attribute name with multiple words (for example, image_link). Learn how to Submit attributes and attribute values

Definitions

  • Product: This is the actual product that potential customers search for on Google.
  • Item: This is a product that has been added to your product data, either in a text feed, XML feed, or API. For example, an item is one line in your text feed.
  • Variant: These are specific versions of a product that comes in different variations. For example, a shirt that comes in different sizes has size variants.

Required Required: Submit this attribute. If you don't, your product won't be able to serve in ads and free listings.

This icon represents whether the sourced content is dependent where the product attribute is used It depends: You may or may not need to submit this attribute depending on the product or the countries in which your products show.

Optional Optional: You can submit this attribute if you want to help boost your product's performance.

Basic product data

The product information you submit using these attributes is the foundation for creating successful ads and free listings for your products. Make sure everything you submit is of the quality you'd show to a customer.

Label assets that are AI edited or created

AI regulations in the European Union, India, and New York require that ads with certain AI-generated or edited assets include disclosures and/or labels that inform consumers that the ads were made with AI.

Add labels directly to your creatives or use the AI label setting in Google Ads, Display & Video 360, Campaign Manager 360, Merchant Center, and Ads Editor to add AI labels to your creatives. Learn more about how to Use AI content label settings to label your ads.

Notes

Attribute and format

Minimum requirements at a glance

ID [id]

Your product’s unique identifier

Required Required

Example
A2B4

Syntax
Max 50 characters

Schema.org property: Yes (Learn more about Merchant listing (Product, Offer) structured data on Google Search Central)
  • Use a unique value for each product.
  • Use the product's SKU where possible.
  • Keep the ID the same when updating your data.
  • Use only valid unicode characters.
  • Use the same ID for the same product across countries or languages.

Title [title]

or

Structured title [structured_title]

Your product’s name

Required Required

Example (Title [title]):
Mens Pique Polo Shirt

Example (Structured title [structured_title]): trained_algorithmic_media:"Stride & Conquer: Original Google Men's Blue & Orange Power Shoes (Size 8)"

Syntax
Title [title]: Plain text.Max 150 characters

Structured title [structured_title]: 2 sub-attributes:

  • Digital source type [digital_source_type] (Optional): This sub-attribute supports 2 values:
    • Default [default]: Specifies that the title provided using the content [content] sub-attribute was not created using generative AI.
    • Trained algorithmic media [trained_algorithmic_media]. Specifies that the title provided using the content [content] sub-attribute was created using Generative AI.

If no value is specified, the Default [default] value is used.

  • Content [content] (Required): The title text. Max 150 characters.

Schema.org property:

Title [title]: Yes (Learn more about Merchant listing (Product, Offer) structured data on Google Search Central)

Structured title [structured_title]: No
  • Use one of the title [title] and structured title [structured_title] attributes to clearly identify the product you are selling.
  • For titles created using generative AI, use the structured title [structured_title] attribute, otherwise use the title [title] attribute.
  • Accurately describe your product and match the title from your landing page.
  • Don’t include promotional text like "free shipping", all capital letters, or gimmicky foreign characters.

For variants:

  • Include distinguishing features such as color or size.

For mobile devices:

  • Include “with contract” if sold with a contract.
  • For the United States, include “with payment plan” if sold in installments.

For Russia:

  • For books and other information products, include the age rating at the beginning of the title.

Description [description]

or

Structured description [structured_description]

Your product’s description

Required Required

Example (description [description]):
Made from 100% organic cotton, this classic red men’s polo has a slim fit and signature logo embroidered on the left chest. Machine wash cold; imported.

Example (structured description [structured_description]):

trained_algorithmic_media:"Transform your TV with the effortless power of Google Chromecast. This sleek device discreetly connects to your television, unlocking a world of wireless streaming and mirroring possibilities. From movies and TV shows to photos and presentations, cast your favorite content directly to the big screen with its integrated HDMI connector."

Syntax
Description [description]: Plain Text. Max 5000 characters

Structured description [structured_description]: 2 sub-attributes:

  • Digital source type [digital_source_type] (Optional): This sub-attribute supports 2 values:
    • Default [default]: Specifies that the title provided using the content [content] sub-attribute was not created using generative AI.
    • Trained algorithmic media [trained_algorithmic_media]. Specifies that the title provided using the content [content] sub-attribute was created using Generative AI.

If no value is specified, the Default [default] value is used.

Content [content] (Required): The description text. Max 5000 characters

Schema.org property:

Description [description]: Yes (Learn more about Merchant listing (Product, Offer) structured data on Google Search Central)

Structured description [structured_description]: No
  • Use one of the description [description] and structured description [structured_description] attributes to accurately describe your product and match the description from your landing page.
  • For descriptions created using generative AI, use the structured description [structured_description] attribute, otherwise use the description [description] attribute.
  • Don’t include promotional text like "free shipping," all capital letters, or gimmicky foreign characters.
  • Include only information about the product. Don’t include links to your store, sales information, details about competitors, other products, or accessories.
  • Use formatting (for example, line breaks, lists, or italics) to format your description.

Link [link]

Your product’s landing page

Required Required

Example
http://www.example.com/asp/sp.asp?cat=12&id=1030

Schema.org property: Yes (Learn more about Merchant listing (Product, Offer) structured data on Google Search Central)
  • Use your verified domain name.
  • Start with http or https.
  • Use an encoded URL that complies with RFC 2396 or RFC 1738.
  • Don't link to an interstitial page unless legally required.

Image link [image_link]

The URL of your product’s main image

Required Required

Example
http:// www.example.com/image1.jpg

Schema.org property: Yes (Learn more about Merchant listing (Product, Offer) structured data on Google Search Central)

We recently announced new image size requirements of at least 500 x 500 pixels for all product images. Enforcement of the new requirements will begin January 31, 2027.

For the image URL:

  • Link to the main image of your product.
  • Start with http or https.
  • Use an encoded URL that complies with RFC 2396 or RFC 1738.
  • Make sure the URL can be crawled by Google. Check your “robots.txt” file to ensure you’re not blocking “Googlebot” or “Googlebot-image” from crawling your product pages and images.

For the image:

  • Accurately display the product.
  • Use an accepted format: JPEG (.jpg/.jpeg), WebP (.webp), PNG (.png), non-animated GIF (.gif), BMP (.bmp), and TIFF (.tif/.tiff).
  • Don't scale up an image or submit a thumbnail.
  • Don't include promotional text, watermarks, or borders.
  • Don't submit a placeholder or a generic image.

  • All images created using generative AI must contain meta data indicating that the image was AI-generated (for example, the IPTC DigitalSourceTypeTrainedAlgorithmicMedia metadata tag). Don't remove embedded metadata tags such as the IPTC DigitalSourceType property from images created using generative AI tools, for example Product Studio. The following IPTC NewsCodes specify the type of digital source that was used to create the image, and should be preserved:

    • TrainedAlgorithmicMedia: The image was created using a model derived from sampled content.
    • CompositeSynthetic: The image is a composite that includes synthetic elements.
    • AlgorithmicMedia: The image was created purely by an algorithm not based on any sampled training data (for example, an image created by software using a mathematical formula).

Additional image link [additional_image_link]

The URL of an additional image for your product

Optional Optional

Example
http://www.example.com/image1.jpg

Syntax
Max 2000 characters

Schema.org property: No
  • Meet the requirements for the image link [image_link] attribute with these exceptions:
    • The image can include product staging and show the product in use.
    • Graphics or illustrations can be included.
  • Submit up to 10 additional product images by including this attribute multiple times.

  • All images created using generative AI must contain meta data indicating that the image was AI-generated (for example, the IPTC DigitalSourceTypeTrainedAlgorithmicMedia metadata tag). Don't remove embedded metadata tags such as the IPTC DigitalSourceType property from images created using generative AI tools, for example Product Studio. The following IPTC NewsCodes specify the type of digital source that was used to create the image, and should be preserved:

    • TrainedAlgorithmicMedia: The image was created using a model derived from sampled content.
    • CompositeSynthetic: The image is a composite that includes synthetic elements.
    • AlgorithmicMedia: The image was created purely by an algorithm not based on any sampled training data (for example, an image created by software using a mathematical formula).

Video Link [video_link]

Additional link to show a video of your product.

Optional Optional

Example
https://example.com/video1.mpg

Syntax

URL (Must start with "http://" or "https://")

Up to 2000 characters

Schema.org property: No

For the video link URL:

  • All video links must use a video URL, starting with “http://” or “https://”.
  • Replace any special characters in video URLs with their URL-encoded equivalents. For example, replace commas with %2C. Refer to a URL encoding reference for a complete list.
  • If you’re not using a YouTube URL, the URL must point directly to a raw video file. It should not be a link to a landing page that contains the video player.
  • The video URL must be publicly accessible on the web. Googlebot must be able to access videos publicly without requiring logins or special permissions and with no restrictions in robots.txt.

For the video format

  • Video length should be a minimum of 6 seconds and maximum of 240 seconds.
  • The video file must be within the maximum file size of 500 MB.
  • The aspect ratio of the video should be 9:16, 16:9, or 1:1.
  • Use videos with at least a resolution of 720p (1280x720).
  • The video must be in a supported file format (.MPG, .MP4, .WMV, .AVI, .MOV and .FLV .MPEG-1, .MPEGPS).

For the video content:

  • Videos should not be of low resolution, blurry, or out of focus.
  • Videos should not have black bars on the top, bottom, or on the sides of the video.
  • Sound is optional.

Ownership and Accessibility:

  • Merchants must own the content licensing rights for marketing purposes ads. No payment to creators will be made through Google. Any compensation must be handled between the brand and creator directly.

3D model link [virtual_model_link]

Additional link to show a 3D model of your product.

Optional Optional (available only in the US)

Example
https://www.google.com/products/xyz.glb

Syntax

URL (Must start with "http://" or "https://")

Up to 2000 characters

Schema.org property: Yes (Learn more about Merchant listing (Product, Offer) structured data on Google Search Central)
  • Use a 3D model. Your file shouldn’t exceed 15MB. Textures in the file can be up to 2K (4K isn’t supported).
  • Provide a valid URL in your product data. The link should point to a .gltf, or .glb file.
  • Review your 3D model. You can use a validation tool to verify if your 3D model works properly.

Mobile link [mobile_link]

Your product’s mobile-optimized landing page when you have a different URL for mobile and desktop traffic

Optional Optional

Example

http://www.m.example.com/asp/ sp.asp?cat=12 id=1030

Syntax
Max 2000 alphanumeric characters

Schema.org property: No
  • Meet the requirements for the link [link] attribute.

Price and availability

These attributes define the price and availability for your products. This information is shown to potential customers in ads and free listings. If your products' prices and availability change often, you'll need to let us know in order to show your products. Check out these tips for keeping your product information fresh

Attribute and format Minimum requirements at a glance

Availability [availability]

Your product's availability

Required Required

Example
in_stock

Supported values

  • In stock [in_stock]
  • Out of stock [out_of_stock]
  • Preorder [preorder]
  • Backorder [backorder]

Schema.org property: Yes (Learn more about Merchant listing (Product, Offer) structured data on Google Search Central)
  • Accurately submit the product's availability and match the availability from your landing page, checkout pages, and structured data (for example, “in_stock” or “out_of_stock” in your Schema.org markup).
  • If an item is out of stock, the price must still be clearly visible on the landing page.
  • Provide the availability date [availability_date] attribute if you submit preorder [preorder] or backorder [backorder] as the availability value.

Availability date [availability_date]

The date a preordered product becomes available for delivery

Required Required if product availability is set to preorder

Example
(For UTC+1)
2016-02-24T11:07+0100

Syntax

  • Max 25 alphanumeric characters
  • ISO 8601
    • YYYY-MM-DDThh:mm [+hhmm]
    • YYYY-MM-DDThh:mmZ

Schema.org property: Yes (Learn more about Merchant listing (Product, Offer) structured data on Google Search Central)
  • Use this attribute if your product's availability is set to preorder. Provide a value up to one year in the future.
  • The availability date should also be added to the product’s landing page and be clear to your customers (for example, “May 6, 2023”).
    • If an exact date can’t be provided, you can use an estimated date (for example, “May 2023”).

Cost of goods sold [cost_of_goods_sold]

Your product’s description

Optional Optional

The costs associated with the sale of a particular product as defined by the accounting convention you set up. These costs may include material, labor, freight, or other overhead expenses. By submitting the COGS for your products, you gain insights about other metrics, such as your gross margin and the amount of revenue generated by your ads and free listings.

Example
23.00 USD

Syntax

  • ISO 4217 codes
  • Use '.' rather than ',' to indicate a decimal point
  • Numeric

Schema.org property: No
  • The currency must be in the ISO 4217 format. For example, USD for US dollars.
  • The decimal point must be a period (.). For example, 10.00 USD.

Expiration date [expiration_date]

The date that your product should stop showing

Optional Optional

Example
(For UTC+1)
2016-07-11T11:07+0100

Syntax

  • Max 25 alphanumeric characters
  • ISO 8601
    • YYYY-MM-DDThh:mm [+hhmm]
    • YYYY-MM-DDThh:mmZ

Schema.org property: No
  • Use a date less than 30 days in the future.
  • Note that a latency of several hours may occur.

Price [price]

Your products price

Required Required

Example
15.00 USD

Syntax

  • Numeric
  • ISO 4217

Schema.org property: Yes (Learn more about Merchant listing (Product, Offer) structured data on Google Search Central)
  • Accurately submit the product's price and currency, and match with the price from your landing page, structured data, and at checkout.
  • Make sure that your landing page and the checkout pages include the price in the currency of the target country in a place that's straightforward to find. For ambiguous currency symbols such as “$”, use explicit symbols (for example, “S$” for Singapore Dollars, “C$” for Canadian Dollars) on your landing page.
  • Ensure that the product can be purchased online for the submitted price.
  • Make sure that any customer can buy the product for the submitted price, without having to sign up for a membership program (free or paid).
  • If you are targeting a combination of supported and non-supported regions for loyalty programs with a free-to-join tier, you can choose how to submit these free member prices.
  • Don't submit a price of 0 (a price of 0 is allowed for mobile devices sold with a contract and physical goods sold with a subscription only).
  • For products sold in bulk quantities, with minimum order quantities, bundles, or multipacks.
    • Submit the total price of the minimum purchasable quantity. This total price should also be prominently displayed on the landing page.
  • For the US and Canada:
    • Don't include any taxes, such as sales tax, Goods and Services Tax (GST), value-added tax (VAT), or import tax, in the price [price] attribute.
  • For all other countries:
    • Include value added tax (VAT) or Goods and Services Tax (GST) in the price.
  • For additional options to submit price-related information, check the following attributes:
    • Unit pricing measure [unit_pricing_measure]
    • Unit pricing base measure [unit_pricing_base_measure]
    • Sale price [sale_price]
    • Subscription cost [subscription_cost]
    • Installment [installment]
    • Loyalty program [loyalty_program]

Sale price [sale_price]

Your product's sale price

Optional Optional

Example
15.00 USD

Syntax

  • Numeric
  • ISO 4217

Schema.org property: Learn more about Merchant listing (sale pricing) structured data on Google Search Central.
  • Meet the requirements for the price [price] attribute.
  • Submit this attribute (sale price) in addition to the price [price] attribute set to the non-sale price.
  • Accurately submit the product's sale price, and match the sale price with your landing page and the checkout pages.
  • Don't use the sale price [sale_price]  for loyalty prices requiring membership in a loyalty program, free or paid, in countries where the loyalty program is supported. Instead, use the loyalty program [loyalty_program] attribute. If you are targeting a combination of supported and non-supported regions for loyalty programs with a free-to-join tier, you can choose how to submit these free member prices.

Sale price effective date
[sale_price_effective_date]

The date range during which the sale price applies

Optional Optional

Example
(For UTC+1)
2016-02-24T11:07+0100 /
2016-02-29T23:07+0100

Syntax

  • Max 51 alphanumeric characters
  • ISO 8601
    • YYYY-MM-DDThh:mm [+hhmm]
    • YYYY-MM-DDThh:mmZ
  • Separate start date and end date with /

Schema.org property: No
  • Use together with the sale price [sale_price] attribute.
  • If you don't submit this attribute (sale price effective date), the sale price always applies.
  • Use a start date before the end date.

Unit pricing measure
[unit_pricing_measure]

The measure and dimension of your product as it is sold

Optional Optional (except when required by local laws or regulations)

Example
1.5kg

Syntax
Numerical value + unit

Supported units

  • Weight: oz, lb, mg, g, kg
  • Volume US imperial: floz, pt, qt, gal
  • Volume metric: ml, cl, l, cbm
  • Length: in, ft, yd, cm, m
  • Area: sqft, sqm
  • Per unit: ct

Schema.org property: Yes (Learn more about Merchant listing (Product, Offer) structured data on Google Search Central)
  • Use the measure or dimension of the product without packaging.
  • Use a positive number.
  • For variants:
    • Include the same value for item group ID [item_group_id] and different values for unit pricing measure.

Unit pricing base measure
[unit_pricing_base_measure]

The product’s base measure for pricing (for example, 100ml means the price is calculated based on a 100ml units)

Optional Optional (except when required by local laws or regulations)

Example
100g

Syntax
Integer + unit

Supported integers
1, 10, 100, 2, 4, 8

Supported units

  • Weight: oz, lb, mg, g, kg
  • Volume US imperial: floz, pt, qt, gal
  • Volume metric: ml, cl, l, cbm
  • Length: in, ft, yd, cm, m
  • Area: sqft, sqm
  • Per unit: ct

Additional supported metric integer + unit combinations
75cl, 750ml, 50kg, 1000kg

Schema.org property: Yes (Learn more about Merchant listing (Product, Offer) structured data on Google Search Central)
  • Optional when you submit the unit pricing measure [unit_pricing_measure] attribute.
  • Use the same unit of measure for this attribute (unit pricing measure) and unit pricing base measure.
  • Keep in mind that the price (or sale price, if active) is used to calculate the unit price of the product. For example, if the price [price] attribute is set to 3 USD, unit pricing measure is 150ml, and unit pricing base measure is set to 100ml, then the unit price is 2 USD / 100ml.

Installment [installment]

Details of an installment payment plan

Optional Optional

Note:
  • Not available for Display Ads.
  • For Vehicle Ads: only available in certain European countries.
  • For Shopping Ads and Free listings: Available in Latin America for all product categories and in certain other countries for showing wireless products and services only.

Example (implies a 199 EUR down payment and a "finance" credit type)
6:30 EUR:199 EUR

Syntax
This attribute uses 4 sub-attributes:

  • Months [months] (Required)
    Integer, the number of installments the buyer has to pay.
  • Amount [amount] (Required)
    ISO 4217, the amount the buyer has to pay per month
  • Downpayment [downpayment] (Optional, not available in Latin America)
    ISO 4217, the amount the buyer has to pay upfront as a one time payment. Note: if you don't submit the sub-attribute, the default value is 0 or “no down payment”.
  • Credit type [credit_type] (Optional). This sub-attribute uses the following supported values:
    • Finance [finance]
    • Lease [lease]

Note: if you don't submit the sub-attribute, the default value is finance [finance]. This sub-attribute is only applicable for Vehicle Ads.

Schema.org property: No
  • Match the installment option that’s visible on your landing page.
  • Don't require a loyalty card.
  • Make sure the price [price] attribute is the total price when paid in full up-front and use the installment [installment] attribute to indicate an alternative payment option using installments with an optional initial down payment.

Subscription cost [subscription_cost]

For mobile and wireless products details a monthly or annual payment plan that bundles a communications service contract with a wireless product.

For Physical Goods Subscriptions details a weekly, monthly, or annual subscription amount for a range of hard goods and physical products that can be delivered to an address. Find the recurring billing policy for more information.

Optional Optional (available only for permitted categories)

Note:
  • Mobile and wireless subscriptions are available for Shopping ads and free listings in certain countries.
  • Physical Goods Subscriptions are available for Shopping ads in the United States on Google Search.

Example

month:12:35.00USD

Syntax

  • Period [period] (Required)
    The duration of a single subscription period. This sub-attribute uses the following supported values:
    • Week [week](Physical Goods Subscriptions only)
    • Month [month]
    • Year [year]
  • Period length [period_length] (Required)
    Integer, the number of subscription periods (weeks, months or years) that the buyer must pay. Must be greater than 0.
  • Amount [amount] (Required)
  • ISO 4217, the amount the buyer must pay per month. When displaying this amount, Google may round up to the nearest whole unit of local currency to save space. The provided value must still exactly match the amount as shown on your site.

Schema.org property: No

For all products:

  • Specify the offer terms of the subscription on your landing page.
  • The Google Product Category [google_product_category] attribute must be present.

For mobile and wireless products:

  • Include the total amount due at checkout in the price [price] attribute.
  • When used in combination with the installment [installment] attribute, also include the total amount due at checkout in the downpayment [downpayment] sub-attribute of the installment [installment] attribute.
  • Match the communications payment plan that you display on your landing page. The plan must be easy to find on the landing page.
  • This attribute is only supported for mobile products with the following Google product category:
    • Watches (ID: 201)
    • Mobile Phone (ID: 267)
    • Tablet Computers. (ID: 4745)
    • Mobile Phone Prepaid Cards & SIM Cards (ID: 6030)
    • GPS Tracking Devices (ID: 6544)

For Physical Goods Subscriptions:

  • The[price] attribute must be present and provided as 0. The price value will be ignored and not shown.
  • The [sale_price] attribute, if provided, will be ignored and not shown
  • This attribute is only supported for Physical Goods Subscriptions with the following Google product category:
    • Personal Care (ID: 2915)
    • Health Care (ID: 491)
    • Home & Garden (ID: 536)
    • Pet Supplies (ID: 2)
    • Toys (ID: 1253)
    • Prepared Foods (ID: 5814)
    • Apparel & Accessories (ID: 166)
    • Coffee (ID: 1868)
    • Alcoholic Beverages (ID: 499676)
    • Medicine & Drugs (ID: 518)

Loyalty program [loyalty_program]

The loyalty program [loyalty_program] attribute allows setting up of member prices, loyalty points, and loyalty shipping.

Optional Optional (available for US, Australia, Brazil, Mexico, Canada, France, Germany, India, Italy, Netherlands, South Korea, Spain, and the United Kingdom, Japan ( points program ).

Example

my_loyalty_program:silver:10 USD::10::free_member_shipping

Syntax
This attribute uses 7 sub-attributes:

  • Program label [program_label] (Optional for single tier merchants)
    The loyalty program label set in your loyalty program settings in Merchant Center.
  • Tier label [tier_label] (Optional for single tier merchants)
    The tier label set in your program settings in Merchant Center, used to differentiate benefits between each tier.
  • Price [price] (Optional) The member specific price for the program and tier. This will display alongside the non-member price to give shoppers an idea of the benefits of joining your program. This attribute should be used for free and paid memberships.
  • Cashback [cashback_for_future_use] (optional): Reserved for future use.
  • Loyalty points [loyalty_points] (Optional) The points that the members gain on purchasing the product on your website. This needs to be a whole number.
  • Member price effective date [member_price_effective_date] (Optional): This sub-attribute allows merchants to specify when their member pricing benefit begins and ends.
  • Shipping label [shipping_label] (Optional): This sub-attribute allows merchants to specify which offers are eligible for loyalty shipping. Choose your own definition for this value.

Schema.org property: Yes (Learn more about Merchant listing (Member prices) structured data on Google Search Central)
  • Submit the loyalty program [loyalty_program] attribute to match the loyalty program label and tiers configured under your Merchant Center account.
  • Ensure member prices are clearly accessible on your website for members, whether through a loyalty overview page, a dedicated event page, or otherwise clearly communicated to members.
  • Ensure that member prices match between your product data source, landing page, and checkout.
  • Member price for free and paid tiers needs to be submitted via this attribute. Submitting member price using price [price] or sale price [sale_price] is not allowed in countries where the loyalty program is supported. If you are targeting a combination of supported and non-supported regions for loyalty programs with a free-to-join tier, you can choose how to submit these free member prices.
  • If you only have one tier in your loyalty program, you don’t need to submit program label [program_label] and tier label [tier_label].
  • Program label [program_label] and tier label [tier_label] are case-insensitive.

Minimum price [auto_pricing_min_price]

The lowest price to which a product's price can be reduced. Google uses this information for features such as sale price suggestions, automated discounts or dynamic promotions.

Optional Optional

Example
15.00 USD

Syntax

  • Numeric
  • ISO 4217

Schema.org property: No
  • Submit a minimum price [auto_pricing_min_price] attribute.
    • If you are using the automated discounts or dynamic promotions feature, to specify the minimum price to which your product can be reduced.
    • If you want to limit sale price suggestions to a minimum price, for example, to comply with local pricing laws or to indicate a MAP (minimum advertised price).

Maximum retail price [maximum_retail_price]

Your product’s price.

Optional Optional (available only in IN)

Example
15.00 INR

Syntax

  • Numeric
  • ISO 4217

Accurately submit the product's maximum retail price and currency, and match with the price from your landing page and at checkout.

Make sure that your landing page includes the price in the currency of the target country in a place that's straightforward to find.

Don't submit a price of 0 (a price of 0 is allowed for mobile devices sold with a contract).

  • For the US and Canada:
    • Don't include tax in the price.
  • For all other countries:
    • Include value added tax (VAT) or Goods and Services Tax (GST) in the price.

Product category

You can use these attributes to organize your advertising campaigns in Google Ads and to override Google’s automatic product categorization in specific cases.

Attribute and format Minimum requirements at a glance

Google product category [google_product_category]

Optional Optional

Google-defined product category for your product

Example
Apparel & Accessories > Clothing > Outerwear > Coats & Jackets

or

371

Syntax
Value from the Google product taxonomy

  • The numerical category ID, or
  • The full path of the category

Supported values

Google product taxonomy

Schema.org property: No
  • Include only one category.
  • Include the most relevant category.
  • Include either the full path of the category or the numerical category ID, but not both. It is recommended to use the category ID.
  • Include a specific category for certain products.
    • Alcoholic beverages must be submitted to only certain categories.
  • Mobile devices sold with contract must be submitted as:
    • Electronics > Communications > Telephony > Mobile Phones (ID: 267)
    • Apparel & Accessories > Jewelry > Watches (ID: 201)
    • Electronics > Communications > Telephony > Mobile Phone Accessories > Mobile Phone Pre-Paid Cards & SIM Cards (ID: 6030)
    • Electronics > GPS Tracking Devices (ID: 6544)
    • For tablets: Electronics > Computers > Tablet Computers (ID: 4745)
  • Gift Cards must be submitted as Arts & Entertainment > Party & Celebration > Gift Giving > Gift Cards & Certificates (ID: 53)
  • Physical Goods Subscriptions must be submitted under:
    • Health & Beauty > Personal Care (ID: 2915)
    • Health & Beauty > Health Care (ID: 491)
    • Home & Garden (ID: 536)
    • Animals & Pet Supplies > Pet Supplies (ID: 2)
    • Toys & Games > Toys (ID: 1253)
    • Food, Beverages & Tobacco > Food Items > Prepared Foods(ID: 5814)
    • Apparel & Accessories (ID: 166)
    • Food, Beverages & Tobacco > Beverages > Coffee (ID: 1868)

Product type [product_type]

Optional Optional

Product category that you define for your product

Example
Home > Women > Dresses > Maxi Dresses

Syntax
Max 750 alphanumeric character

Schema.org property: No
  • Include the full category. For example, include Home > Women > Dresses > Maxi Dresses instead of just Dresses
  • Only the first product type value will be used to organize bidding and reporting in Google Ads Shopping campaigns

Product identifiers

These attributes are used to provide product identifiers that define the products you're selling in the global marketplace and can help boost the performance of your ads and free listings.

Attribute and format Minimum requirements at a glance

Brand [brand]

Your product’s brand name

Required Required (For all new products, except movies, books, and musical recording brands)

Optional Optional for all other products

Example
Google

Syntax
Max 70 characters

Schema.org property: Yes (Learn more about Merchant listing (Product, Offer) structured data on Google Search Central)
  • Provide the brand name of the product generally recognized by consumers.
  • Providing the correct brand for a product will ensure the best user experience and result in the best performance.
  • Only provide your own brand name as the brand if you manufacture the product or if your product falls into a generic brand category.
    • For example, you could submit your own brand name as the brand if you sell private-label products or customized jewelry.
  • For products that truly don't have a brand (for example, a vintage dress without a label, generic electronics accessories, and other examples), leave this field empty.
  • Don't submit values such as "N/A", "Generic", "No brand", or "Does not exist".
  • For compatible products:
    • Submit the GTIN and brand from the manufacturer who actually built the compatible product.
    • Don't provide the Original Equipment Manufacturer (OEM) brand to indicate that your product is compatible with or a replica of the OEM brand's product.

GTIN [gtin]

Your product’s Global Trade Item Number (GTIN)

This icon represents whether the sourced content is dependent where the product attribute is usedIt Depends (strongly recommended if available)

Example
3234567890126

Syntax
Max 50 numeric characters (max 14 per value - added spaces and dashes are ignored)

Supported values

  • UPC (in North America / GTIN-12)
    12-digit number like 323456789012
    8-digit UPC-E codes should be converted to 12-digit codes
  • EAN (in Europe / GTIN-13)
    13-digit number like 3001234567892
  • JAN (in Japan / GTIN-13)
    8 or 13-digit number like 49123456 or 4901234567894
  • ISBN (for books)
    10 or 13-digit number like 1455582344 or 978-1455582341. If you have both, only include the 13-digit number. ISBN-10 are deprecated and should be converted to ISBN-13
  • ITF-14 (for multipacks / GTIN-14)
    14-digit number like 10856435001702

Schema.org property: Yes (Learn more about Merchant listing (Product, Offer) structured data on Google Search Central)
  • Exclude dashes and spaces.
  • Submit only valid GTINs as defined in the official GS1 validation guide, which includes these requirements:
    • The checksum digit is present and correct
    • The GTIN is not restricted (GS1 prefix ranges 02, 04, 2)
    • The GTIN is not a coupon (GS1 prefix ranges 98 - 99)
  • Providing the correct GTIN for a product will ensure the best user experience and result in the best performance. Products with a GTIN but submitted without one may have limited visibility.
  • Only provide a GTIN if you’re sure it is correct. When in doubt don’t provide this attribute (for example, do not guess or make up a value). If you submit a product with an incorrect GTIN value, your product will be disapproved.
  • For compatible products:
    • Submit the GTIN and brand from the manufacturer who actually built the compatible product.
    • Don't provide the Original Equipment Manufacturer (OEM) brand to indicate that your product is compatible with or a replica of the OEM brand's product.
  • For multipacks:
    • Use the product identifiers that relates to the multipack.
  • For bundles:
    • Use the product identifiers for the main product in the bundle.
  • If you offer customization, engraving, or other personalization of a product that's been assigned a GTIN by the manufacturer:
    • Submit the GTIN and use the bundle [is_bundle] attribute to let Google know that the product includes customization.

MPN [mpn]

Your product’s Manufacturer Part Number (MPN)

Required Required (Only if your product does not have a manufacturer assigned GTIN)

Optional Optional for all other products

Example
GO12345OOGLE

Syntax
Max 70 alphanumeric characters

Schema.org property: Yes (Learn more about Merchant listing (Product, Offer) structured data on Google Search Central)
  • Only submit MPNs assigned by a manufacturer.
  • Use the most specific MPN possible.
    • For example, different colors of a product should have different MPNs.
  • Providing the correct MPN for a product (when required) will ensure the best user experience and result in the best performance.
  • Only provide an MPN if you’re sure it’s correct. When in doubt don’t provide this attribute (for example, don’t guess or make up a value).
  • If you submit a product with an incorrect MPN value, your product will be disapproved.

Identifier exists [identifier_exists]

Use to indicate whether or not the unique product identifiers (UPIs) GTIN, MPN, and brand are available for your product.

Optional Optional

Example
no

Supported values

  • Yes [yes]
    Product identifiers are assigned to the new product by the manufacturer
  • No [no]
    Product lacks a brand, GTIN, or MPN (view requirements to the right). If set to no, still provide the UPIs you have.

Schema.org property: No
  • If you don't submit the attribute, the default value is yes.
  • Your product’s category type determines which unique product identifiers (GTIN, MPN, brand) are required.
  • Submit the identifier exists attribute and set the value to no if:
    • Your product is a media item and the GTIN is unavailable (Note: ISBN and SBN codes are accepted as GTINs
    • Your product is an apparel (clothing) item and the brand is unavailable
    • In all other categories, your product doesn’t have a GTIN, or a combination of MPN and brand
  • If a product does have unique product identifiers, don’t submit this attribute with a value of “no” or the product may be disapproved.

Detailed product description

These attributes are used to provide product identifiers that define the products you're selling in the global marketplace and can help boost the performance of your ads and free listings.

Attribute and format Minimum requirements at a glance

Adult [adult]

Indicate a product includes sexually suggestive content

Required Required (If a product contains adult content)

Example
yes

Supported values

  • Yes [yes]
  • No [no]

Schema.org property: Yes (Learn more about Merchant listing (Product, Offer) structured data on Google Search Central)
  • Set the value of this attribute to yes if this individual product contains nudity or sexually suggestive content. If you don't submit the attribute, the default value is no. Learn more about Adult-oriented content
  • If your website is generally focused on an adult audience and contains adult-oriented content with or without nudity, indicate that in your Merchant Center settings.
Find these settings in the "Business details" tab.

Age group [age_group]

The demographic for which your product is intended

Required Required (For all apparel products that are targeted to people in Brazil, France, Germany, Japan, the UK, and the US as well as all products with assigned age groups)

Required Required for free listings for all Apparel & Accessories (ID: 166) products

Optional Optional for all other products and target countries

Example
infant

Supported values

  • Newborn [newborn]
    0-3 months old
  • Infant [infant]
    3-12 months old
  • Toddler [toddler]
    1-5 years old
  • Kids [kids]
    5-13 years old
  • Adult [adult]
    Teens or older

Schema.org property: Yes (Learn more about Merchant listing (Product, Offer) structured data on Google Search Central)
  • Include one value per product.
  • For variants:
    • Include the same value across all variants for item group ID [item_group_id] and the same value across all variants for item group title [item_group_title] and different values for age group.
    • If age group is a variant-identifying property, then we recommend you provide it using both the variant option [variant_option] attribute and the age group [age_group] attribute.

Bundle [is_bundle]

Indicates a product is a merchant-defined custom group of different products featuring one main product

Required Required (For bundles in Australia, Brazil, Czechia, France, Germany, Italy, Japan, Netherlands, Spain, Switzerland, the UK and the US)

Required Required for free listings on Google if you’ve created a bundle containing a main product

Optional Optional for all other products and target countries

Example
yes

Supported values

  • Yes [yes]
  • No [no]

Schema.org property: No
  • Submit yes if you're selling a custom bundle of different products that you created, and the bundle includes a main product (for example, a camera combined with a lens and bag). If you don't submit the attribute, the default value is no.
  • Don't use this attribute for bundles without a clear main product (for example, a gift basket containing cheese and crackers).

Certification [certification]

Certifications, such as energy efficiency ratings, associated with your product

Available for the EU and EFTA countries and the UK

Required Required for products that require certain certification information to be shown in your Shopping ads or free listings, for example due to local energy efficiency labeling regulations

Optional Optional for all other products

Note: Starting April 2025, for products targeting countries in the European Union and that are required to show graphical energy efficiency class labels, use the certification [certification] attribute, which references the necessary graphical energy efficiency source data through the EU EPREL database. The energy efficiency class [energy_efficiency_class] attributes are now only available for products that target Switzerland, Norway, or the United Kingdom.

Example

EC:EPREL:123456

Syntax

This attribute uses the following sub-attributes:

  • Authority [certification_authority] Certification authority. Only "EC" or "European_Commission" supported.
  • Name [certification_name] Name of the certification. Only "EPREL" supported.
  • Code [certification_code] Code of the certification. For example, for the EPREL certificate with the link https://eprel.ec.europa.eu/screen/product
    /dishwashers2019/123456 the code is 123456

Schema.org property: Yes (Learn more about Merchant listing (Product, Offer) structured data on Google Search Central)

Consult EU energy efficiency regulations or any applicable local law to determine if you need to provide this attribute. This includes products covered by EU energy labels, for example:

  • Domestic ovens
  • Electronic displays such as televisions and other external monitors
  • Fridges and freezers
  • Household dishwashers
  • Household tumble dryers (rescaled as of July 1, 2025)
  • Household washing machines and washer-dryers
  • Light sources
  • Range hoods
  • Refrigerating appliances with a direct-sales function
  • Smartphones and tablets (starting June 20, 2025)
  • Solid fuel boilers
  • Space heaters
  • Tyres
  • Ventilation units
  • Water heaters

Gender [gender]

The gender for which your product is intended

Required Required (Required for all apparel items that are targeted to people in Brazil, France, Germany, Japan, the UK, and the US as well as all gender-specific products)

Required Required for free listings for all Google Apparel & Accessories (ID: 166) products

Optional Optional for all other products and target countries

Example
Unisex

Supported values

  • Male [male]
  • Female [female]
  • Unisex [unisex]

Schema.org property: Yes (Learn more about Merchant listing (Product, Offer) structured data on Google Search Central)
  • For some Apparel & Accessories (ID:166) categories like Shoelaces (ID:1856), this attribute is recommended instead of required since these categories aren't dependent on gender.
  • For variants:
    • Include the same value across all variants for item group ID [item_group_id] and the same value across all variants for item group title [item_group_title] and different values for gender.
    • If gender is a variant-identifying property, then we recommend you provide it using both the variant option [variant_option] attribute and the gender [gender] attribute.

Color [color]

Your product’s color(s)

Required Required (For all apparel products that are targeted to Brazil, France, Germany, Japan, the UK, and the US as well as all products available in different colors)

Required Required for free listings for all Apparel & Accessories (ID: 166) products

Optional Optional for all other products and target countries

Example
Black

Syntax
Max 100 alphanumeric characters (max 40 characters per color)

Schema.org property: Yes (Learn more about Merchant listing (Product, Offer) structured data on Google Search Central)
  • Don’t use a number such as "0", "2", or "4".
  • Don’t use characters that aren’t alphanumeric such as "#fff000".
  • Don’t use only one letter such as R. (For Chinese, Japanese, or Korean languages, you can include a single character such as 红.)
  • Don’t reference the product or image such as “see image”.
  • Don't combine several color names into one word, such as "RedPinkBlue". Instead, separate them with a /, such as "Red/Pink/Blue". Don’t use a value that isn’t a color, such as "multicolor", "various", "variety", "men's", "women's", or "N/A".
  • If your product features multiple colors, list the primary color first.
  • For variants:
    • Include the same value across all variants for item group ID [item_group_id] and the same value across all variants for item group title [item_group_title] and different values for color [color].
    • If color is a variant-identifying property, then we recommend you provide it using both the variant option [variant_option] attribute and the color [color] attribute.

Condition [condition]

The condition of your product at time of sale

Required Required if your product is used or refurbished

Optional Optional for new products

Example
new

Supported values

  • New [new]
    Brand new, original, unopened packaging
  • Refurbished [refurbished]
    Professionally restored to working order, comes with a warranty, may or may not have the original packaging
  • Used [used]
    Previously used, original packaging opened or missing

Schema.org property: Yes (Learn more about Merchant listing (Product, Offer) structured data on Google Search Central)

Document link [document_link]

The URL to a PDF document about your product

Optional Optional

Example
https://example.com/manual.pdf

Syntax
URL (Must start with "http://" or "https://")
Max 5 values
Up to 2000 characters

Schema.org property: No

For the URL:

  • All document links must be a URL to a valid PDF file, starting with “http://” or “https://”.
  • Replace any special characters with their URL-encoded equivalents. For example, replace commas with %2C. Refer to a URL encoding reference for a complete list.

Ownership:

  • Merchants must own the content licensing rights for marketing purposes.

Energy efficiency class [energy_efficiency_class]

Your product’s energy efficiency class

Only available for products that target Switzerland, Norway, or the United Kingdom.

Optional Optional (except when required by local law or regulations)

Note: Starting April 2025, the energy efficiency class [energy_efficiency_class] attributes are only available for products that target Switzerland, Norway, or the United Kingdom and are not sold in the EU. For products targeting countries in the European Union and are required to show the graphical energy efficiency class, use the certification [certification] attribute, which references the necessary graphical energy efficiency source data from the EU through the EPREL database.

Example
A+

Supported values

  • A+++
  • A++
  • A+
  • A
  • B
  • C
  • D
  • E
  • F
  • G

Schema.org property: Yes (Learn more about Merchant listing (Product, Offer) structured data on Google Search Central)
  • Include the legally required energy class.

  • To be used in combination with minimum energy efficiency class [min_energy_efficiency_class] and maximum energy efficiency class [max_energy_efficiency_class] to create an energy efficiency label, for example, A+ (A+++ to G).

Item group ID [item_group_id]

ID for a group of products that come in different versions (variants)

Required Required (Brazil, France, Germany, Japan, the United Kingdom, and the US if the product is a variant)

Required Required for free listings for all product variants

Optional Optional for all other products and target countries

Example