Rich product content [rich_product_content]

Use the rich product content [rich_product_content] attribute to provide rich product descriptions and media calling out special product features. The rich product content attribute uses structured data markup to customize the look and feel of media experiences. This attribute appears in the From the Manufacturer section and may be used to describe product features on Google Knowledge Panels.

When to use

Optional. Recommended for highlighting features on products to appear in the From the Manufacturer section.

Note that the rich product content [rich_product_content] attribute overrides the feature description [feature_description] attribute, and only the details mentioned in the rich product content attribute will be displayed.


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.

Attribute Rich product content [rich_product_content]
When to Include Recommended
Type Special structured data
Character Count 20 kB max
Repeated Field No
TSV field example

Note: You’ll need to encode the whole field in double quotes, and need to escape the double quotes inside the field by using two double quotes. CSV/TSV exporters will usually take care of this for you.

""@context"": {
""s"": """",
""g"": """"
""@type"": ""g:Showcase"",
""g:showcaseBlock"": [
""@type"": ""g:ShowcaseFeatureSet"",
""s:headline"": ""Headline of feature set"",
""s:itemListElement"": [
""@type"": ""g:ShowcaseFeature"",
""s:headline"": ""Headline of feature"",
""s:description"": ""Description of feature""

XML Example

Note: You will need to encode this as CDATA within an XML file.

"@context": {
"s": "",
"g": ""
"@type": "g:Showcase",
"g:showcaseBlock": [
"@type": "g:ShowcaseFeatureSet",
"s:headline": "Headline of feature set",
"s:itemListElement": [
"@type": "g:ShowcaseFeature",
"s:headline": "Headline of feature",
"s:description": "Description of feature"

Note: Manufacturer Center API now supports the rich product content attribute. Learn how to get started with Manufacturer Center API


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.

  • Submit at least one showcase feature or media gallery. Learn more about rich content data format
  • If your content includes headlines, they must be unique; do not repeat feature headlines or text.
  • For showcase features, do not replicate the headline as the text.
  • For images, use a URL that points to an image in a supported file format.
  • Make sure your URL can be crawled by Google. For example, ensure your robots.txt file is configured correctly. Learn more about robots.txt files

Best practices

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

  • Do not add manufacturer- or merchant-specific details, such as links, phone numbers, company information or promotional text.
  • Make sure that grammar, capitalization, and punctuation are complete and consistent within headlines and text.
  • Do not repeat the same image.
  • Before submitting an image, test some of your image links using the Fetch as Google tool, which is available through Google Search Console. If you’re submitting a lot of new images, using this tool on a few links can help you detect issues before submitting images. Once you submit your image, it will be crawled within 3 days. Learn more about Search Console
  • If you need to change an image of an existing product, submit a new URL for the new image. When you submit a new URL, the image will be crawled within 3 days. Keep in mind that if you change the image, but keep the same URL, it might take up to 6 weeks to detect and then crawl the new image.


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