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, Google Shopping, 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
availability REQUIRED N/A
availability date RECOMMENDED N/A
brand REQUIRED REQUIRED
capacity N/A OPTIONAL
color REQUIRED IF APPLICABLE OPTIONAL
condition REQUIRED N/A
count N/A OPTIONAL
description REQUIRED REQUIRED
disclosure date N/A OPTIONAL
excluded destination OPTIONAL N/A
expiration date OPTIONAL N/A
feature description N/A RECOMMENDED
flavor N/A OPTIONAL
format N/A OPTIONAL
gender REQUIRED IF APPLICABLE OPTIONAL
google product category RECOMMENDED N/A
gtin REQUIRED REQUIRED
id REQUIRED REQUIRED
image link REQUIRED REQUIRED
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
mpn RECOMMENDED RECOMMENDED
msrp (suggested retail price) RECOMMENDED OPTIONAL
multipack REQUIRED IF APPLICABLE N/A
pattern REQUIRED IF APPLICABLE OPTIONAL
price REQUIRED IF APPLICABLE N/A
product detail N/A OPTIONAL
product line N/A RECOMMENDED
product name N/A OPTIONAL
product page link (URL) REQUIRED OPTIONAL
product type RECOMMENDED OPTIONAL
release date N/A OPTIONAL
sale price RECOMMENDED N/A
sale price effective date RECOMMENDED N/A
scent N/A OPTIONAL
shipping REQUIRED N/A
shipping height RECOMMENDED N/A
shipping label OPTIONAL N/A
shipping length RECOMMENDED N/A
shipping weight REQUIRED IF APPLICABLE N/A
shipping width RECOMMENDED N/A
size REQUIRED IF APPLICABLE OPTIONAL
size system RECOMMENDED OPTIONAL
size type RECOMMENDED OPTIONAL
tax REQUIRED N/A
theme N/A OPTIONAL
title REQUIRED REQUIRED
unit pricing base measure RECOMMENDED IF AVAILABLE N/A
unit pricing measure RECOMMENDED IF AVAILABLE N/A
video link N/A OPTIONAL

 

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