Use this guide to format your product information for Merchant Center. Google uses this data to make sure that it's matched to the right queries. Sharing your product data in the correct format is important for creating successful ads and free listings for your products.
In this article
Product data attributes:
- Basic product data
- Price and availability
- Product category
- Product identifiers
- Detailed product description
- Shopping campaigns and other configurations
- Marketplaces
- Destinations
- Shipping
- Tax
Before you begin
Other requirements
In addition to this product data specification, your product data must also meet the following requirements:
- Shopping ads policies
- Landing page requirements
- Tax rate data requirements
- Shipping rate data requirements
- Checkout requirements and best practices
- Currency and language requirements
Formatting your product data
[condition]
attribute uses the supported values new
, refurbished
, and used
, which must be submitted in English in order for the system to read them.For all attributes that do not use supported values, but rather allow for free form text, such as the title [title]
or description [description]
attributes, be sure to use the same language for all attributes in a feed. Use an underscore when submitting an attribute name with multiple words (for example, image_link
). Learn more about how to submit attributes and attribute values
Definitions
- Product: This is the actual product that potential customers search for on Google.
- Item: This is a product that has been added to your product data, either in a text feed, XML feed, or API. For example, an item is one line in your text feed.
- Variant: These are specific versions of a product that comes in different variations. For example, a shirt that comes in different sizes has size variants.
Required: Submit this attribute. If you don't, your product won't be able to serve in ads and free listings.
It depends: You may or may not need to submit this attribute depending on the product or the countries in which your products show.
Optional: You can submit this attribute if you want to help boost your product's performance.
Basic product data
The product information you submit using these attributes is the foundation for creating successful ads and free listings for your products. Make sure everything you submit is of the quality you'd show to a customer.
Attribute and format |
Minimum requirements at a glance |
Your product’s unique identifier Required Example Syntax Schema.org property: Yes (Learn more) |
|
or Structured title Your product’s name Required Example (Title Example (Structured title Syntax Structured title
If no value is specified, the Default [default] value is used.
Schema.org property Title |
For variants:
For mobile devices:
For Russia:
|
or Structured description Your product’s description Required Example (description Example (structured description
Syntax Structured description
If no value is specified, the Default [default] value is used. Content Schema.org property |
|
Your product’s landing page Required Example Schema.org property |
|
The URL of your product’s main image Required Example Schema.org property |
For the image URL:
For the image:
|
Additional image link The URL of an additional image for your product Optional Example Syntax Schema.org property: No |
|
3D model link Additional link to show a 3D model of your product. Optional (available only in the US) Note: This attribute is only available in the classic experience of Merchant Center
Example Syntax/type URL (Must start with "http://" or "https://") Up to 2000 characters |
|
Your product’s mobile-optimized landing page when you have a different URL for mobile and desktop traffic Optional Example Syntax Schema.org property: No |
|
Price and availability
These attributes define the price and availability for your products. This information is shown to potential customers in ads and free listings. If your products' prices and availability change often, you'll need to let us know in order to show your products. Check out these tips for keeping your product information fresh
Attribute and format |
Minimum requirements at a glance |
Your product's availability Required Example Supported values
Schema.org property: |
|
Availability date Required if product availability is set to The date a preordered product becomes available for delivery Example Syntax
Schema.org property: |
|
Cost of goods sold Your product’s description Optional The costs associated with the sale of a particular product as defined by the accounting convention you set up. These costs may include material, labor, freight, or other overhead expenses. By submitting the COGS for your products, you gain insights about other metrics, such as your gross margin and the amount of revenue generated by your ads and free listings. Example Syntax
Schema.org property: No |
|
Expiration date The date that your product should stop showing Optional Example Syntax
Schema.org property: No |
|
Your products price Required Example Syntax
Schema.org property: |
|
Your product's sale price Optional Example Syntax
Schema.org property: No |
|
Sale price effective date The date range during which the sale price applies Optional Example Syntax
Schema.org property: No |
|
Unit pricing measure The measure and dimension of your product as it is sold Optional (except when required by local laws or regulations) Example Syntax Supported units
Schema.org property: Yes (Learn more)
|
|
Unit pricing base measure The product’s base measure for pricing (for example, Optional (except when required by local laws or regulations) Example Syntax Supported integers Supported units
Additional supported metric integer + unit combinations Schema.org property: Yes (Learn more) |
|
Details of an installment payment plan Optional Note:
Example (implies a 0 down payment and "finance" credit type) Syntax
Note: if you don't submit the sub-attribute, the default value is finance Schema.org property: No |
|
Subscription cost Details a monthly or annual payment plan that bundles a communications service contract with a wireless product Optional (available in certain countries for showing wireless products and services only) Note: Not available for Display Ads.
Example Syntax
Schema.org property: No |
|
Loyalty program The loyalty program Optional (available for Japan and the United States only) Example Syntax
Schema.org property: No |
|
Minimum price The lowest price to which a product's price can be reduced. Google uses this information for features such as sale price suggestions, automated discounts or dynamic promotions. Optional Example Syntax
Schema.org property: No |
|
Product category
You can use these attributes to organize your advertising campaigns in Google Ads and to override Google’s automatic product categorization in specific cases.
Attribute and format | Minimum requirements at a glance |
---|---|
Google product category Optional Google-defined product category for your product Example or
Syntax
Supported values Schema.org property: No |
|
Optional Product category that you define for your product Example Syntax Schema.org property: No |
|
Product identifiers
These attributes are used to provide product identifiers that define the products you're selling in the global marketplace and can help boost the performance of your ads and free listings.
Attribute and format | Minimum requirements at a glance |
---|---|
Your product’s brand name Required (For all new products, except movies, books, and musical recording brands) Optional for all other products Example Syntax Schema.org property: Yes (Learn more) |
|
Your product’s Global Trade Item Number (GTIN) Required (For all products with a known GTIN to enable full offer performance) Optional (strongly recommended) for all other products Example Syntax Supported values
Schema.org property: |
|
Your product’s Manufacturer Part Number (MPN) Required (Only if your product does not have a manufacturer assigned GTIN) Optional for all other products Example Syntax Schema.org property: |
|
Identifier exists Use to indicate whether or not the unique product identifiers (UPIs) GTIN, MPN, and brand are available for your product. Optional Example Supported values
Schema.org property: No |
|
Detailed product description
These attributes are used to provide product identifiers that define the products you're selling in the global marketplace and can help boost the performance of your ads and free listings.
Attribute and format | Minimum requirements at a glance |
---|---|
The condition of your product at time of sale Required if your product is used or refurbished Optional for new products Example Supported values
Schema.org property: Yes (Learn more) |
|
Indicate a product includes sexually suggestive content Required (If a product contains adult content) Example Supported values
Schema.org property: No |
|
The number of identical products sold within a merchant-defined multipack Required (For multipack products in Australia, Brazil, Czechia, France, Germany, Italy, Japan, Netherlands, Spain, Switzerland, the UK and the US) Required for free listings on Google if you’ve created a multipack Optional for all other products and target countries Example Syntax Schema.org property: No |
|
Indicates a product is a merchant-defined custom group of different products featuring one main product Required (For bundles in Australia, Brazil, Czechia, France, Germany, Italy, Japan, Netherlands, Spain, Switzerland, the UK and the US) Required for free listings on Google if you’ve created a bundle containing a main product Optional for all other products and target countries Example Supported values
Schema.org property: No |
|
Certifications, such as energy efficiency ratings, associated with your product Available for the EU and EFTA countries and the UK Required for products that require certain certification information to be shown in your Shopping ads or free listings, for example due to local energy efficiency labeling regulations Optional for all other products Note: If you aren't able to locate your product in the EU EPREL database, you can use the energy efficiency class
[energy_efficiency_class] , minimum energy efficiency class [min_energy_efficiency_class] , and maximum energy efficiency class [max_energy_efficiency_class] attributes instead for a limited transition period.Example
Syntax This attribute uses the following sub-attributes:
Schema.org property: No |
Consult EU energy efficiency regulations or any applicable local law to determine if you need to provide this attribute. This includes products covered by EU energy labels, for example:
|
Energy efficiency class Your product’s energy label Available for the EU and EFTA countries and the UK Optional (except when required by local law or regulations) Note: This attribute is being deprecated. Please use the certification
[certification] attribute instead to show the EU energy efficiency class.Example Supported values
Schema.org property: Yes (Learn more) |
|
Minimum energy efficiency class Your product’s energy label Available for the EU and EFTA countries and the UK Optional (except when required by local laws or regulations) Note: This attribute is being deprecated. Please use the certification
[certification] attribute instead to show the EU energy efficiency class.Available for EU & CH only Example Supported values
Schema.org property: Yes (Learn more) |
|
Maximum energy efficiency class Your product’s energy label Available for the EU and EFTA countries and the UK Optional (except when required by local laws or regulations) Note: This attribute is being deprecated. Please use the certification
[certification] attribute instead to show the EU energy efficiency class.Available for EU & CH only Example Supported values
Schema.org property: Yes (Learn more) |
|
The demographic for which your product is intended Required (For all apparel products that are targeted to people in Brazil, France, Germany, Japan, the UK, and the US as well as all products with assigned age groups) Required for free listings for all Optional for all other products and target countries Example Supported values
Schema.org property: Yes (Learn more) |
|
Your product’s color(s) Required (For all apparel products that are targeted to Brazil, France, Germany, Japan, the UK, and the US as well as all products available in different colors) Required for free listings for all Optional for all other products and target countries Example Syntax Schema.org property: |
|
The gender for which your product is intended Required (Required for all apparel items that are targeted to people in Brazil, France, Germany, Japan, the UK, and the US as well as all gender-specific products) Required for free listings for all Google Optional for all other products and target countries Example Supported values
Schema.org property: |
|
Your product’s fabric or material Required (if relevant for distinguishing different products in a set of variants) Optional for all other products Example Syntax Schema.org property: |
|
Your product’s pattern or graphic print Required (if relevant for distinguishing different products in a set of variants) Optional for all other products Example Syntax Schema.org property: |
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Your product’s size Required (Required for all apparel products in Required for free listings for all Optional for all other products and target countries Example Syntax Schema.org property:
|
|
Your apparel product’s cut Optional (Available for apparel products only) Example Supported values
Schema.org property: Yes (Learn more)
|
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The country of the size system used by your product Optional (Available for apparel products only) Example Supported values
Schema.org property: Yes (Learn more)
|
|
ID for a group of products that come in different versions (variants) Required (Brazil, France, Germany, Japan, the United Kingdom, and the US if the product is a variant) Required for free listings for all product variants Optional for all other products and target countries Example Syntax Schema.org property: Yes (Learn more)
|
|
Product length Your product's length Optional Example Syntax Supported values
Supported units
Schema.org property: Yes (Learn more)
|
|
Your product's width Optional Example Syntax Supported values
Supported units
Schema.org property: Yes (Learn more)
|
|
Product height Your product's height Optional Example Syntax Supported values
Supported units
Schema.org property: Yes (Learn more)
|
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Product weight Your product's weight Optional Example Syntax Supported values
Supported units
Schema.org property: Yes (Learn more)
|
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Product detail Technical specifications or additional details of your product Optional Example Syntax
Schema.org property: No |
|
Product highlight The most relevant highlights of your products Optional Example Syntax Schema.org property: No |
|
Shopping campaigns and other configurations
These attributes are used to control how your product data is used when you create advertising campaigns in Google Ads.
Attribute and format | Minimum requirements at a glance |
---|---|
A URL used to specify additional parameters for your product page. Customers will be sent to this URL rather than the value that you submit for the link Optional Example Syntax Schema.org property: No |
|
Custom label 0-4 Label that you assign to a product to help organize bidding and reporting in Shopping campaigns Optional Example Syntax Schema.org property: No |
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An identifier that allows you to match products to promotions Optional (Required for promotions in Australia, France, Germany, India, the UK and the US) Example Syntax Schema.org property: No |
|
Lifestyle image link Optional Attribute used to include the URL for a lifestyle image for your product Only available for browsy surfaces Example https://www.example.com/image1.jpg Syntax Max 2000 characters Schema.org property: No |
|
Marketplaces
These attributes are used to control how your product data is used if you are a marketplace and are using a multi-seller account.
Note: Marketplaces is currently only available in the classic version of Merchant Center.
Attributes and format | Requirements at a glance |
External seller ID Note: Marketplaces is currently only available in the classic version of Merchant Center.Required for multi-seller account Used by a marketplace to externally identify a seller. (For example, on a website) Example SellerPublicName1991 Syntax 1 - 50 characters Schema.org property: No |
|
Destinations
These attributes can be used to control the different locations where your content can appear. For example, you could use this attribute if you want a product to appear in a dynamic remarketing campaign, but not in a Shopping ads campaign.
Attributes and format | Requirements at a glance |
---|---|
Excluded destination A setting that you can use to exclude a product from participating in a specific type of advertising campaign Optional Example Supported values
Some values only available for the classic version of Merchant Center. Schema.org property: No |
|
Included destination A setting that you can use to include a product in a specific type of advertising campaign Optional Example Supported values
Some values only available for the classic version of Merchant Center. Schema.org property: No |
|
Excluded countries for Shopping ads A setting that allows you to exclude countries where your products are advertised on Shopping ads Optional Only available for Shopping ads Example Syntax Schema.org property: No |
|
A setting you can use to pause and quickly reactivate a product for all ads (including Shopping ads, Display ads, and local inventory ads). A product can be paused for up to 14 days. If a product is paused for more than 14 days it will be disapproved. To re-approve, remove the attribute. Optional Example Supported values Schema.org property: No |
Shipping
These attributes can be used together with the account shipping settings and return settings to help you provide accurate shipping and return costs. People who are shopping online rely on shipping costs and speeds, as well as return policies, to help them make choices about what to buy, so it's important to take the time to submit quality information.
Attribute and format | Minimum requirements at a glance |
---|---|
Your product's shipping cost, shipping speeds, and the locations your product ships to It depends Shipping costs are required for Shopping ads and free listings for the following countries: Australia, Austria, Belgium, Canada, Czechia, France, Germany, India, Ireland, Israel, Italy, New Zealand, Japan, the Netherlands, Poland, Romania, South Korea, Spain, Switzerland, the UK, and the US You may also be required to provide shipping costs based on local laws or regulations. Optional (to specify additional countries your product ships to or destinations where shipping costs are not required) Supported prices Example Syntax
Schema.org property: Yes (Learn more) |
|
Shipping label Optional Label that you assign to a product to help assign correct shipping costs in Merchant Center account settings Example perishable Syntax Max 100 characters Schema.org property: No |
|
Shipping weight The weight of the product used to calculate the shipping cost Optional (Required for carrier-calculated rates in your account shipping settings) Supported weights
Example Syntax Supported units
Schema.org property: No |
|
Shipping length The length of the product used to calculate the shipping cost by dimensional weight Optional (Required for carrier-calculated rates in your account shipping settings) Example Syntax Supported values
Supported units
Schema.org property: No |
|
Shipping width The width of the product used to calculate the shipping cost by dimensional weight Optional (Required for carrier-calculated rates in your account shipping settings) Example Syntax Supported values
Supported units
Schema.org property: No |
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Shipping height The height of the product used to calculate the shipping cost by dimensional weight Optional (Required for carrier-calculated rates in your account shipping settings) Example Syntax Supported values
Supported units
Schema.org property: No |
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Ships from country A setting that allows you to provide the country from which your product will typically ship Optional Example Syntax Schema.org property: No |
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Maximum handling time The longest amount of time between when an order is placed for a product and when the product ships Optional Example Syntax Schema.org property: No |
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Shipping label Optional Label that you assign to a product to help assign different transit times in Merchant Center account settings. Example From Seattle Syntax Max 100 characters Schema.org property: No |
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Minimum handling time The shortest amount of time between when an order is placed for a product and when the product ships Optional Example Syntax Schema.org property: No |
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Free shipping threshold Order cost above which shipping is free. Optional Example Syntax
Schema.org property: No |
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Tax
These attributes can be used together with the account tax settings to help you provide accurate tax costs.
Format | Minimum requirements at a glance |
---|---|
Your product’s sales tax rate in percent Required (Available for the US only) Example Syntax
Schema.org property: No |
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A category that classifies your product by specific tax rules Optional (Recommended for custom tax rates at the account level) Example Syntax Schema.org property: No |
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