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. 

Expiration date [expiration_date]

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

Use the expiration date [expiration_date] attribute to stop showing a product on a specific date. For example, you can use this attribute for limited stock or seasonal products.

In this article

When to use

Optional Optional for each product

All products expire from your Merchant Center account 30 days after the last refresh. Products added directly in Merchant Center don’t expire. Learn more on how to Quickly add or update your products directly in Merchant Center. Products can be refreshed by re-submitting your feed or scheduling regular feed uploads. Google will also regularly check your website and refresh your products automatically if the product data can be validated, for example, by the crawling of structured data on your product landing pages.

If you want to set a specific expiration date, use the expiration date [expiration_date] attribute to submit that date.Your product will expire on the specified date or 30 days after the last refresh, which ever is sooner.


Follow these formatting guidelines to make sure Google understands the data you submit.

Learn when and how to submit your product data in English


Date, time, and time zone, ISO 8601 compliant

(YYYY-MM-DDThh:mm[±hhmm] or YYYY-MM-DDThh:mmZ)

Limits 25 characters
Repeated field No
File format Example value
Text feeds 2016-02-24T00:30-0800
XML feeds <g:expiration_date>2016-02-24T00:30-0800</g:expiration_date>

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.

  • Provide a date up to one year in the future.
  • Note: While the purpose of this attribute is to stop showing your product at the exact time that you submit, it may take several hours to take effect.

Best practices

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

  • Specify a time and time zone in addition to the date. If you don't, the default time is 12 AM, midnight, in the UTC time zone.
  • Specify when your product should stop showing. If you’re selling a product for a brief period of time, use this attribute to stop showing your product on a specific day.


Product is available for preorders with a specific release date

An example ad showing how you can select different sizes for a product

Product data for brown lederhosen
Attribute Value
Title [title] Lederhosen - brown - L
Expiration date [expiration_date] 2016-12-25T00:01-0800

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