Manufacturer Center vs. Merchant Center feeds
A Merchant Center feed is primarily used to help a merchant specify details that aid in the sale of the product and may contain information specific to retailers (sale price, availability, product type, shipping information, etc.). Merchant Center accounts are available to any retailer who would like to use Google to advertise the products that they sell.
A Manufacturer Center feed is primarily used by branded manufacturers to share detailed and rich product information such as product titles, descriptions, images, key features, YouTube videos, and others that are not captured in a Merchant Center feed. The data submitted into Manufacturer Center is used to enrich Google's overall product catalog. Manufacturer Center is only available to manufacturers, brand owners, and brand licensors, regardless of whether they sell directly to consumers.
It is possible for a manufacturer to participate in both Merchant Center and Manufacturer Center. Information provided via Manufacturer Center will not affect the listed retailers or the sale price of products advertised on Google via Merchant Center. If a manufacturer would like to advertise their products for sale, they can do so via Merchant Center.
Details provided through Manufacturer Center help us better understand the product and its defining attributes. We use this information to enhance the information that is available to consumers and to increase the quality of the Shopping Ads that we surface to users based on their search queries across the Google ecosystem. We may display the information directly to users on Google.com, Google Shopping, Google Now cards, or Google Express.In addition, brands that invest in their structured data through Manufacturer Center have seen improvements in purchase conversions. Product information that is submitted may be displayed on Google.com, the Google Shopping tab, Google Now cards, and Google Express.
|Attribute||Merchant Center||Manufacturer Center|
|additional image link||OPTIONAL||RECOMMENDED|
|adult||RECOMMENDED IF APPLICABLE||N/A|
|Google Ads grouping||REQUIRED IF APPLICABLE||N/A|
|Google Ads labels||OPTIONAL IF APPLICABLE||N/A|
|Google Ads redirect||OPTIONAL IF APPLICABLE||N/A|
|age group||REQUIRED IF APPLICABLE||OPTIONAL|
|color||REQUIRED IF APPLICABLE||OPTIONAL|
|gender||REQUIRED IF APPLICABLE||OPTIONAL|
|google product category||RECOMMENDED||N/A|
|is bundle||REQUIRED IF APPLICABLE||N/A|
|item group id||REQUIRED IF APPLICABLE||OPTIONAL|
|material||REQUIRED IF APPLICABLE||OPTIONAL|
|mobile product page link (URL)||RECOMMENDED||N/A|
|msrp (suggested retail price)||RECOMMENDED||OPTIONAL|
|multipack||REQUIRED IF APPLICABLE||N/A|
|pattern||REQUIRED IF APPLICABLE||OPTIONAL|
|price||REQUIRED IF APPLICABLE||N/A|
|product page link (URL)||REQUIRED||OPTIONAL|
|sale price effective date||RECOMMENDED||N/A|
|shipping weight||REQUIRED IF APPLICABLE||N/A|
|size||REQUIRED IF APPLICABLE||OPTIONAL|
|unit pricing base measure||RECOMMENDED IF AVAILABLE||N/A|
|unit pricing measure||RECOMMENDED IF AVAILABLE||N/A|