In this help center, 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 you're using the article for the Merchant Center version that applies to you. 

Description [description]

A custom icon for Merchant Center Classic Article Header.

Use the description [description] attribute to tell customers about your product. List product features, technical specifications, and visual attributes. A detailed description will help us show your product to the right customers.


When to use

Required Required for each product


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

Learn when and how to submit your product data in English

Type String (Unicode characters, Recommend: ASCII only)
Limits 1–5,000 characters
Repeated field No property
(What's this?)
Product.description, Type: Text


File format Example value
Text (TSV) Google Chromecast was designed to discreetly connect to your TV. Wirelessly stream and mirror content. Integrated HDMI Connector.
XML (Feeds) <g:description>Google Chromecast was designed to discreetly connect to your TV. Wirelessly stream and mirror content. Integrated HDMI Connector.</g:description>

To format your data for Content API, go to the Content API for Shopping resource.

Note: To ensure that this product data attribute gets recognized by our system correctly, remember to submit your data feed file in a format that we support.

Minimum requirements

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

Note: If your description doesn't fit within the character limit, Google will truncate it to fit. You'll receive a warning indicating that the description has been truncated.
  • Describe only the product itself. Don't describe other aspects like details about compatible products, accessories, or other similar products available. Don't provide your business’s history or policies.
  • Use professional and grammatically correct language. Correct grammar is easier to understand and gives you a more professional appearance, which can lead to more clicks. Also avoid gimmicky ways of drawing attention such as all caps, symbols, and promotional text. Learn more about the editorial & professional requirements.
  • Don’t use words from foreign languages, unless they’re well understood such as a product with a foreign name or title.
    • For example, “sushi” is a word well understood outside of Japan.
    • Write foreign words using the alphabet of your target language. For example, avoid Japanese characters when targeting the United States. Letters with accents, like “Les Clés" are allowed.
    • Don’t use foreign characters for gimmicky purposes. This technique is common in spam and untrustworthy product listings. For example: (ಠ_ಠ)
  • Use XML entities or escaped characters instead of symbols. If you’re submitting your product data in XML or JSON, and you need to include symbols, make sure to follow the XML or JSON specification. For XML, use XML entities such as &quot;. For JSON, use escape characters such as \". If you automatically encode your description, be careful not to encode it twice.
  • Don’t include comparisons or details about other products. For example, "even better than X." Let customers research other products on their own.
  • Don’t include references to categorization systems. For example, don’t include "Toys & Games and then Toys and then Dolls, Playsets & Toy Figures and then Dolls." Include this information using the Google product category [google_product_category] or product type [product_type] attributes.
  • Don’t include links to your store or other websites. Include nothing but a link to your product's landing page with the link [link] attribute.
  • Don’t use capital letters for emphasis. Capitalized text is common in spam and untrustworthy product listing. Use capitalization when it’s appropriate, including for abbreviations, phone numbers, countries, and currency. For example, ADHD, UNICEF, 1-555-CALL-NOW, UK, and USD.
  • Don’t include promotional text such as price, sale price, sale dates, shipping, delivery date, other time-related information, or your company’s name. Include this information with the other attributes such as sale price [sale_price] or shipping [shipping].

  • Submit a description for each product. Products that don’t include a value for the description attribute will receive a warning and may experience limited performance. Similar products that include a description may be prioritized.

Best practices

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

  • Be specific and accurate. The more specific you are in your description, the easier it is for customers to identify the product they're searching for.
  • List the most important details in the first 160 - 500 characters. You can include up to 5,000 characters, but customers must click to view product details to see the longer description.
  • Include your product’s most relevant features and visual attributes. Examples of types of information to include:
    • Size
    • Material
    • Intended age range
    • Special features
    • Technical specifications
    • Shape
    • Pattern
    • Texture
    • Design. For example, customers can search for very specific visual terms like “retractable ballpoint pens."
    • Variants. List product defining details like color, size, age group, pattern, flavor, or material.

Additional guidelines

Review each section closely to determine if the requirements apply to your country or product. If you don't follow requirements that apply to you, we'll disapprove your product and let you know in your Merchant Center account.

Customized goods
  • Include a description of the product’s customization details. For example, if a product can be engraved with text, add that information to the description.
Merchant-defined bundles and multipacks
  • Describe the entire product bundle or multipack. For example, for a bundle, you might include a description of everything sold together with the main product. For a multipack, you might include information about how many products are sold together.



Hardware and software

Product data for a Google Chromecast



Description [description]

Google Chromecast is a media streaming device that plugs into the HDMI port on your TV. Simply use your mobile device and the TV you already own to cast your favorite TV shows, movies, music, sports, games, and more. Chromecast works with iPhone, iPad, Android, Mac, Windows, and Chromebook.


Product data for the book, "How Google Works"



Description [description]

"How Google Works" is an entertaining, page-turning primer containing lessons that Eric and Jonathan learned as they helped build the company. The authors explain how technology has shifted the balance of power from companies to consumers, and that the only way to succeed in this ever-changing landscape is to create superior products and attract a new breed of multifaceted employees whom Eric and Jonathan dub "smart creatives."

Products with variants

Product data for pens with red ink



Description [description]

These pens feature a generous grip for comfortable writing and a push, retractable ballpoint that provides for easy ink flow. Red ink.

Product data for pens with black ink


Description [description]


These pens feature a generous grip for comfortable writing and a push, retractable ballpoint that provides for easy ink flow. Black ink.

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