How to use conversational attributes

Conversational attributes help AI systems and conversational agents better understand your products' specific nuances. They are completely optional and designed to complement your primary Merchant Center product data specification. By submitting these attributes, you can help customers discover information about your products across AI-driven surfaces, like AI Mode in Search and more, while also enhancing traditional search experiences.

Get started with conversational attributes

The following conversational attributes are available as part of the Google Merchant Center product data specification:

You can add these attributes directly into your existing product data setup by either using a supplemental data source (recommended) or by adding them to your primary data source. You can also use the Merchant API to submit these attributes. Including them won't impact the approval status of your existing products. Use these attributes to convey descriptive information about your products, including variant data.

Note: If you already submit specific details in the description [description], product highlight [product_highlight] or product detail [product_detail] attributes, you don't need to duplicate that data again in the conversational attributes.

How to use

Attribute	How to use	Example value
Question and answer `[question_and_answer]`	Add questions and answers or FAQ about a product under `[question_and_answer]`	`"Does it have a headphone jack?":"This version doesn't have a headphone jack.", "Does it support Bluetooth?":"It has full Bluetooth 6.0 support."`
Document link `[document_link]`	Add a related document (PDF) under`[document_link]`	`https://example.com/manual.pdf` To submit more than one PDF file, separate each URL with a comma ( , ): `https://example.com/manual.pdf, https://example.com/assembly_instructions.pdf`
Related product `[related_product]`	Add related products under `[related_product]`	Group attribute with three sub-attributes: Relationship type `[relationship_type]` Identifier type `[identifier_type]` Identifier `[identifier]` Example `required_part:id:AZ7B,` `accessory:gtin:811571013579`
Item group title `[item_group_title]`	Add the `[item_group_title]` attribute in combination with the item group ID `[item_group_id]` attribute to assign a title to a product with multiple variants	`Organic cotton men's T-shirt`
Variant option `[variant_option]`	Use the variant option `[variant_option]` attribute in combination with the item group title `[item_group_title]` and item group ID `[item_group_id]` attributes to specify all variant-identifying properties of a product when it's available in different variants.	Group attribute with two sub-attributes: name `[name]` value `[value]` Example: `Shoe width:narrow,size:8`
Popularity rank `[popularity_rank]`	The popularity rank `[popularity_rank]` attribute indicates the popularity of your product, ranked as a percentage of total inventory. The higher the value the better your product is performing compared to other products that you're selling.	`95.5`

Examples

Product data for one variant of a mobile phone using conversational attributes:

Attribute	Value
ID `[id]`	pixel9-Pro_XL_512GB_Moonstone
Item group ID `[item_group_id]`	pixel9
Title `[title]`	Google Pixel 9 Pro 512 GB Moonstone
Item group title `[item_group_title]`	Google Pixel 9
Variant option `[variant_option]`	display:XL,memory:512GB,color:moonstone
Question and answer `[question_and_answer]`	'Does it have a headphone jack?':'This version doesn't have a headphone jack.','Does it support Bluetooth?':'It has full Bluetooth 6.0 support.'
Product highlight `[product_highlight]`	Supports thousands of apps', '1080x2424 pixel display resolution', 'Supports 2.4 GHz, 5 GHz and 6 GHz Wi-Fi networks'
Product detail `[product_detail]`	General:Protection:"Scratch-resistant display", Connectivity:Wireless Technology:"BuiltIn; 802.11b/g/n with NFC", Connectivity:Number of USB-C ports:1
Related product `[related_product]`	often_bought_with:id:AZ7B,often_bought_with:id:AZ7C, accessory:gtin:811571013579
Popularity rank `[popularity_rank]`	95.5
Document link `[document_link]`	https://example.com/manual_pixel9.pdf
Link `[link]`	https://example.com/pixel9pro_xl
Image link `[image_link]`	https://example.com/product/pixel9_pro_xl.jpg
Availability `[availability]`	`in_stock`
Price `[price]`	995.00 GBP
Brand `[brand]`	Google
GTIN `[gtin]`	840353925693
MPN `[mpn]`	GA10376-GB
Condition `[condition]`	`new`
Colour `[color]`	Moonstone
Delivery `[shipping]`	0.00 GBP

Links to detailed attribute specification

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How to use conversational attributes

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Get started with conversational attributes

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Examples

Links to detailed attribute specification

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