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In this Help Centre, you can find content for both Merchant Center Next and the classic Merchant Center experience. Look for the logo at the top of each article to make sure that you're using the article for the Merchant Center version that applies to you. 

Age group [age_group]

A custom icon for Merchant Center Classic and Merchant Center Next.

Use the age group [age_group] attribute to set the demographic that your product is designed for.

When you use this attribute, your product can appear in results that are filtered by age. For example, results can be filtered by 'Women' instead of 'Girls'.

An illustration showing filters for age options in Google shopping

In this article

When to use 

RequiredRequired for free listings for all Clothing & Accessories (ID 166) products.

RequiredRequired for Shopping ads for all Clothing & Accessories (ID 166) products when targeting these countries:

  • Brazil
  • France
  • Germany
  • Japan
  • United Kingdom
  • United States

Optional for products in the following Clothing & Accessories sub-categories:

  • Pinback Buttons (ID 4179)
  • Tie Clips (ID 180)
  • Cufflinks (ID 193)
  • Wristbands (ID 1893)
  • Shoe Covers (ID 5385)
  • Shoelaces (ID 1856)
  • Spurs (ID 2427)
  • Watch Bands (ID 5123)
  • Keychains (ID 175)
  • Wallet Chains (ID 5841)
  • Lanyards (ID 6277)
  • Chequebook Covers (ID 6460)
  • Badge & Pass Holders (ID 6170)
  • Watch Winders (ID 6870)
  • Watch Stickers & Decals (ID 7471)
  • Handkerchiefs (ID 5207)
  • Decorative Fans (ID 5114)

These are the supported values for this attribute:

  • Newborn [newborn]
    0–3 months old. Newborn sizes are often identified by the age range in months (0–3) or just 'newborn'.
  • Infant [infant]
    3–12 months old. Infant sizes are often identified by the age range in months (3–12).
  • Toddler [toddler]
    1–5 years old. Toddler sizes are often identified by the age range in months (12–24) or years (1–5).
  • Children [kids]
    5–13 years old. Children's sizes are often identified by the age range in years (5–13).
  • Adult [adult]
    Typically teens or older (13 years old or more). All sizes within this age group have been manufactured to fit an adult or teen.

Format

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

Learn when and how to submit your product data in English

Supported values
  • newborn
  • infant
  • toddler
  • child
  • adult
Repeated field No
Schema.org property
(What is this?)
Product.audience.suggestedMinAge, Product.audience.suggestedMaxAge

Type: Number. Only use the defined age ranges for each supported value. Age is expressed in years so, for example, use 0.25 for 3 months.
File format Example entry
Text adult
XML feeds <g:age_group>adult</g:age_group>

To format your data for Content API, see the Content API for Shopping feature.
Note: To ensure that this product data attribute is recognised by our system correctly, remember to submit your data feed file in a format that we support.

Best practices

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

  • Submit one of the supported values if the age group [age_group] attribute is required for your target country and product category. This attribute doesn't have a default value, so if you don't submit it, no value will be used.
  • Submit an accurate value for all products that vary by age group. Use this attribute when your product is a variant that is distinguished by its age group (for example, 'shoes for 0–3 months' and 'shoes for 1–5 years'), and also submit each variant with the same value for the item group ID [item_group_id] attribute.
  • For products that are not exclusively for children, submit the age group attribute with the value set to adult. This will not limit the search results that your product can appear for, and it does not mean that your product contains sexually suggestive content. (If your product does contain sexually suggestive content, then use the adult [adult] attribute.)
  • Submit this attribute if your product varies by age, even if it is not a variant. This will help to ensure that your product is shown in search results that are filtered by age.

Pair with the gender [gender] attribute, where appropriate. The age group attribute can also work together with the gender [gender] attribute to help ensure that customers see the correct size information.

Examples

Sizes that vary by age group

To show customers the correct size information, the age group attribute is also used together with the gender [gender] attribute.

Product data for men's tennis shoes, size 6, regular width
Attribute Value
Gender [gender] male
Size [size] 6
Size system [size_system] UK
Size type [size_type] regular
Age group [age_group] adult

 

Product data for women's tennis shoes, size 6, regular width
Attribute Value
Gender [gender] female
Size [size] 6
Size system [size_system] UK
Size type [size_type] regular
Age group [age_group] adult

 

Product data for toddlers' tennis shoes, size 6, regular width
Attribute Value
Gender [gender] female
Size [size] 6
Size system [size_system] UK
Size type [size_type] regular
Age group [age_group] toddler

 

Product data for girls' tennis shoes, size 6, regular width
Attribute Value
Gender [gender] female
Size [size] 6
Size system [size_system] UK
Size type [size_type] regular
Age group [age_group] child

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