Please note the Buy on Google program in France will be ending on December 7, 2021. You can read more details here

Find businesses by identity attributes

You can now easily tell when a retailer has a business identity attribute. To help you find and support businesses with specific identity attributes, check for one of the following identity icons:

  • Black-owned
  • Latino-owned
  • Women-owned
  • Veteran-owned

You can find these icons on the product page of the Shopping tab.

Tip: You'll only find these icons if a retailer has self-identified with an attribute and added it to their business profile. Learn how to add an identity attribute to your business.

Check if a business has an identity attribute

  1. Search for an item you want to know more about.
  2. Go to the "Shopping" tab.
    • Mobile device: Tap the product title or image of the item.
    • Computer: Click the product title or image and then View Product details.
  3. Businesses with identity attributes will have icons next to their names. On the product page, if a retailer chose a business identity attribute, you'll find an icon in their product details, like .
    • Mobile device: Check in the “Buying options” section.
    • Computer: Check in the “Compare buying options” section.
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