Product name [product_name]

Use the product name [product_name] attribute to indicate the parent product for a variant group. This is the name customers usually use to refer to your product. While the product itself might come in many variants, they would all have the same product name.

When to use

Recommended for all products.


Follow these formatting guidelines to make sure Google understands the data you're submitting.

For details on when and how to submit values in English, learn more about submitting your product data

Example value
Text (TSV) Pixel
XML (Feeds) <g:product_name>Pixel</g:product_name>


Follow these guidelines to make sure you submit high-quality data for your products.

Minimum requirements

These are the requirements you'll need to meet to show your product on Google. If you don't follow these requirements, we'll disapprove your product and let you know in the Diagnostics page of your Manufacturer Center account.

  • Use a product name to tie together different variants of a product. It also helps us understand how your products fit together.
  • Do not submit variant information with product names. Product names with variant information (for example, Chromecast "black") will be rejected.
  • Product name should be part of the brand taxonomy. A brand taxonomy can generally be thought of as a structure in which each level becomes more granular, until a single product is represented by a specific title.
    • Brand encompasses all products under that brand name.
    • Product line could also be thought of as a sub-brand, and is a smaller pool of related products.
    • Product name contains a single product with many variants.
    • Title is a specific and unique product identified by a single GTIN.

Best practices

These best practices can help you go beyond the basic requirements to optimize your product data for performance.

  • Always include a product name for products that have variants. However, ensure the product name attribute does not contain the variant attributes.
  • Do not include brand or variant information for product names.
  • Use a product name that would be recognizable by consumers.


Product data for a Google Home
Attribute Value
Brand [brand] Google
Product line [product_line] Home
Product name [product_name] Home
Title [title] Google Home
Product data for a Neutrogena light therapy acne treatment mask
Attribute Value
Brand [brand] Neutrogena
Product line [product_line] Acne Treatment Mask
Product name [product_name] Light Therapy Acne Treatment Mask
Title [title] Neutrogena Light Therapy Acne Treatment Mask
Product data for a pair of tan men's Cole Haan Caldwell cap toe oxford dress shoes, size 9.5 D
Attribute Value
Brand [brand] Cole Haan
Product line [product_line] Oxford Dress Shoes
Product name [product_name] Caldwell Oxford
Title [title] Cole Haan Men's Caldwell Cap Toe Oxford Dress Shoes (Tan 9.5 D)
Product data for a bag of small dog Purina Dog Chow, 16.5 pound size
Attribute Value
Brand [brand] Purina
Product line [product_line] Small dog food
Product name [product_name] Dog Chow-Small Dog
Title [title] Purina Dog Chow-Small Dog-16.5LB Bag
Product data for a blue, LexMod Earl fabric sofa
Attribute Value
Brand [brand] Lexmod
Product line [product_line] Sofas
Product name [product_name] Earl Sofa
Title [title] LexMod Earl Fabric Sofa in Blue
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