Product data specification

Use this specification to format your product information for Merchant Center programmes, such as Shopping ads, free product listings and Buy on Google. Submitting your product data to Google in the correct format is important for creating successful ads and free listings for your products. Google uses this data to make sure that it's matched to the right queries.

Before you begin

If you're new to Merchant Center, get started with the onboarding guide.

Other requirements to bear in mind

Google also has a few other requirements that your product data needs to meet. Familiarise yourself with them before you begin:

Additional product data specifications
If you want to list products in free product listings, show products in local inventory ads or promotions, or sell products through Buy on Google, you may need to submit supplemental attributes, and different requirements may apply. Use each feature's specifications alongside this specification to submit the correct data:
Definitions
  • Product. Word that describes the actual product that your potential customers would be searching for on Google.
  • Item. Word that describes a product once it's 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. Word that describes a product that comes in different variations. For example, a shirt that comes in different sizes has size variants.
Quick reference
Required Required Submit this attribute. If you don't, your product won't be able to serve in ads and free listings.
This icon represents whether the sourced content is dependent where the product attribute is used It depends Check the attribute's related article to understand if you need to submit this attribute for your products. Sometimes the requirements change depending on which countries your products are shown in.
Optional Optional You can submit this attribute if you want to help boost your product's performance.
Attributes Common product categories
Group Attribute name Clothing Media Software Variant All other types
Basic product data ID
[id]
Required Required Required Required Required
Title
[title]
Required Required Required Required Required
Description
[description]
Required Required Required Required Required
Link
[link]
Required Required Required Required Required
Image link
[image_link]
Required Required Required Required Required

Additional image link [additional_image_link]

Optional Optional Optional Optional Optional
Mobile link
[mobile_link]
Optional Optional Optional Optional Optional
Price and availability Availability
[availability]
This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used
Availability date [availability_date] This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used
Expiry date
[expiration_date]
Optional Optional Optional Optional Optional
Price
[price]
Required Required Required Required Required
Sale price
[sale_price]
Optional Optional Optional Optional Optional

Sale price effective date [sale_price_effective_date]

Optional Optional Optional Optional Optional
Cost of goods sold [cost_of_goods_sold] Optional Optional Optional Optional Optional
Unit pricing measure [unit_pricing_measure] Optional Optional Optional This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used

Unit pricing base measure [unit_pricing_base_measure]

Optional Optional Optional This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used
Instalment
[installment]
This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used
Subscription cost [subscription_cost] This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used
Loyalty points
[loyalty_points]
This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used
Product category

Google product category [google_product_category]

Optional Optional Optional Optional Optional
Product type
[product_type]
Optional Optional Optional Optional Optional
Product identifiers Brand
[brand]
Required Optional Required Required Required
GTIN
[gtin]
Required Required Required Required Required
MPN
[mpn]
Required Required Required Required Required
Identifier exists
[identifier_exists]
Optional Optional Optional Optional Optional
Detailed product description Condition
[condition]
This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used
Adult
[adult]
This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used
Multipack
[multipack]
This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used
Bundle
[is_bundle]
This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used

Energy efficiency class [energy_efficiency_class]

Optional Optional Optional This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used

Minimum energy efficiency class [min_energy_efficiency_class]

Optional Optional Optional This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used

Maximum energy efficiency class [max_energy_efficiency_class]

Optional Optional Optional This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used
Age group
[age_group]
This icon represents whether the sourced content is dependent where the product attribute is used Optional Optional This icon represents whether the sourced content is dependent where the product attribute is used Optional
Colour
[color]
This icon represents whether the sourced content is dependent where the product attribute is used Optional Optional This icon represents whether the sourced content is dependent where the product attribute is used Optional
Gender
[gender]
This icon represents whether the sourced content is dependent where the product attribute is used Optional Optional This icon represents whether the sourced content is dependent where the product attribute is used Optional
Material
[material]
Optional Optional Optional This icon represents whether the sourced content is dependent where the product attribute is used Optional
Pattern
[pattern]
Optional Optional Optional This icon represents whether the sourced content is dependent where the product attribute is used Optional
Size
[size]
This icon represents whether the sourced content is dependent where the product attribute is used Optional Optional This icon represents whether the sourced content is dependent where the product attribute is used Optional
Size type
[size_type]
This icon represents whether the sourced content is dependent where the product attribute is used Optional Optional This icon represents whether the sourced content is dependent where the product attribute is used Optional
Size system
[size_system]
This icon represents whether the sourced content is dependent where the product attribute is used Optional Optional This icon represents whether the sourced content is dependent where the product attribute is used Optional
Item group ID
[item_group_id]
Optional Optional Optional Required Optional
Product length
[product_length]
Optional Optional Optional Optional Optional
Product width
[product_width]
Optional Optional Optional Optional Optional
Product height
[product_height]
Optional Optional Optional Optional Optional
Product weight
[product_weight]
Optional Optional Optional Optional Optional
Product detail
[product_detail]
Optional Optional Optional Optional Optional
Product highlight [product_highlight] Optional Optional Optional Optional Optional
Shopping campaigns and other configurations Ads redirect
[ads_redirect]
Optional Optional Optional Optional Optional
Custom label 0
[custom_label_0]
Optional Optional Optional Optional Optional
Promotion ID
[promotion_id]
Optional Optional Optional Optional Optional
Pause [pause] Optional Optional Optional Optional Optional
Marketplaces External seller ID
[external_seller_id]

 

This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used
Destinations Excluded destination [excluded_destination] Optional Optional Optional Optional Optional
Included destination [included_destination] Optional Optional Optional Optional Optional
Excluded countries for Shopping ads [shopping_ads_excluded_country] Optional Optional Optional Optional Optional
Delivery Delivery
[shipping]
This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used
Delivery label
[shipping_label]
Optional Optional Optional Optional Optional
Delivery weight
[shipping_weight]
This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used
Delivery length
[shipping_length]
This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used
Delivery width
[shipping_width]
This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used
Delivery height
[shipping_height]
This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used
Dispatched from country [ships_from_country] Optional Optional Optional Optional Optional
Transit time label [transit_time_label] Optional Optional Optional Optional Optional
Minimum handling time [min_handling_time] Optional Optional Optional Optional Optional
Maximum handling time [max_handling_time] Optional Optional Optional Optional Optional
Tax Tax
[tax]
This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used This icon represents whether the sourced content is dependent where the product attribute is used
Tax category
[tax_category]
Optional Optional Optional Optional Optional
Click on the name of an attribute to view full details, including more information about the minimum requirements, best practices and examples.

Basic product data

The product information that you submit using these attributes is our foundation for creating successful ads and free listings for your products. Make sure that everything you submit is of the quality that you'd show to a customer.

Attribute Format Minimum requirements at a glance
ID [id]

Required

Your product's unique identifier

Example
A2B4

Syntax
Max. 50 characters

Schema.org property
Product.sku

  • Use a unique value for each product. Use the product's SKU where possible. The ID value does not need to be a product identifier, like an MPN, though it can be if your SKU for the product matches the MPN.
  • Keep the ID the same when updating your data
  • Use only valid unicode characters. Avoid invalid characters like control, function or private area characters
  • Use the same ID for the same product - across countries or languages
Title [title]

Required

Your product's name

Example
Men's Pique Polo Shirt

Syntax
Max. 150 characters

Schema.org property
Product.name

  • Accurately describe your product and match the title from your landing page
  • Don't include promotional text like 'free delivery', all capital letters or gimmicky foreign characters
  • For variants
    • Include a distinguishing feature such as colour or size
  • For mobile devices
    • Include 'with contract' if sold with a contract
    • For the United States, include 'with payment plan' if sold in instalments
  • For Russia
    • For books and other information products, include the age rating at the beginning of the title
Description [description]

Required

Your product's description

Example
Made from 100% organic cotton, this classic red men's polo has a slim fit and signature logo embroidered on the left chest. Machine wash cold; imported.

Syntax
Max 5,000 characters

Schema.org property
Product.description

  • Accurately describe your product and match the description from your landing page
  • Don't include promotional text like 'free delivery', all capital letters or gimmicky foreign characters
  • Only include information about the product. Don't include links to your shop, sales information, details about competitors, other products or accessories
  • Use formatting (for example, line breaks, lists or italics) to format your description
Link [link]

Required

Your product's landing page

Example
http://​www.example.​com/​asp​/sp.asp?cat=​12&id=1030

Schema.org property
Offer.​url

  • Use your verified domain name
  • Start with http or https
  • Use an encoded URL that complies with RFC 2396 or RFC 1738. For example, a comma would be represented as '%2C'
  • Don't link to an interstitial page unless legally required
Image link [image_link]

Required

The URL of your product's main image

Example
http://www.example.com/image1.jpg

Schema.org property
Product.image

  • For the image URL:
    • Link to the main image of your product
    • Start with http or https
    • Use an encoded URL that complies with RFC 2396 or RFC 1738. For example, a comma would be represented as '%2C'
    • Make sure that the URL can be crawled by Google (robots.txt configuration allowing Googlebot and Googlebot-image)
  • For the image:
    • Accurately display the product that you're selling
    • Use an accepted format: JPEG (.jpg/.jpeg), WebP (.webp), PNG (.png), non-animated GIF (.gif), BMP (.bmp) and TIFF (.tif/.tiff)
    • For non-clothing products, use an image of at least 100 x 100 pixels
    • For clothing products, use an image of at least 250 x 250 pixels
    • Don't submit an image larger than 64 megapixels or a file larger than 16 MB
    • Don't scale up an image or submit a thumbnail
    • Don't include promotional text, watermarks or borders
    • Don't submit a placeholder or a generic image Exceptions:
      • In the Hardware (632) or Vehicles & Parts (888) categories, illustrations are accepted.
      • In any paint category, single-colour images are allowed
Additional image link [additional_image_link]

Optional

The URL of an additional image for your product

Example
http://www.example.com/image1.jpg

Syntax
Max. 2,000 characters

  • Meet the requirements for the image link [image_link] attribute with these exceptions:
    • The image can include product staging and show the product in use
    • Graphics or illustrations can be included
  • Submit up to 10 additional product images by including this attribute multiple times
Mobile link [mobile_link]

Optional

Your product's mobile-optimised landing page when you have a different URL for mobile and desktop traffic

Example
http://www.m.example.com/asp/ sp.asp?cat=12 id=1030

Syntax
Max. 2,000 alphanumeric characters

Price and availability

These attributes define the price and availability for your products. This information is shown to potential customers in your ads and free listings. If your products' prices and availability change often, bear in mind that you'll need to let us know about all of the updates to be able to show your products. Take a look at these tips for keeping your product information fresh.

Attribute Format Minimum requirements at a glance

Required

Your product's availability

Example
in_stock

Supported values

  • In stock [in_stock]
  • Out of stock [out_of_stock]
  • Preorder [preorder]
  • Backorder [backorder]

Schema.org property
Offer.availability

  • Accurately submit the product's availability and match the availability from your landing page and checkout pages.
  • Provide the availability date [availability_date] attribute (with a value up to one year in the future) if the availability is set to preorder or backorder
Availability date
[availability_date]

Required if product availability is set to preorder or backorder

The date a preordered or backordered product becomes available for delivery

Example
(for UTC+1)
2016-02-24T11:07+0100

Syntax

  • Max. 25 alphanumeric characters
  • ISO 8601
    • YYYY-MM-DDThh:mm [+hhmm]
    • YYYY-MM-DDThh:mmZ

Schema.org property
Offer.availabilityStarts

  • Use this attribute if your product's availability is set to preorder or backorder. Provide a value up to one year in the future.
  • The availability date should also be added to the product's landing page and be clear to your customers (e.g. '6 May 2023'). If an exact date can't be provided, you can use an estimated date (e.g. 'May 2023').
Cost of goods sold
[cost_of_goods_sold]

Optional

The costs associated with the sale of a particular product as defined by the accounting convention that you set up. These costs may include material, labour, 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
23.00 GBP

Syntax

  • ISO 4217 codes
  • Use '.' rather than ',' to indicate a decimal point
  • Numeric
 
Expiry date
[expiration_date]

Optional

The date that your product should stop showing

Example
(for UTC+1)
2016-07-11T11:07+0100

Syntax

  • Max. 25 alphanumeric characters
  • ISO 8601
    • YYYY-MM-DDThh:mm [+hhmm]
    • YYYY-MM-DDThh:mmZ
  • Use a date less than 30 days in the future
  • Note that a latency of several hours may occur
Price [price]

Required

Your product's price

Example
15.00 GBP

Syntax

  • Numeric
  • ISO 4217

Schema.org property
Offer.​​priceSpecification

  • Accurately submit the product's price and currency and match it with the price from your landing page and at checkout
  • Make sure that your landing page and the checkout pages include the price in the currency of the target country prominently, in a place that's straightforward to find
  • Ensure that the product can be purchased online for the submitted price
  • Make sure that any customer in the target country can buy the product for the submitted price, without paying for a membership
    • Add any minimum order value in your delivery settings
  • Don't submit a price of 0 (a price of 0 is allowed for mobile devices sold with a contract)
  • For products sold in bulk quantities, bundles or multipacks
    • Submit the total price of the minimum purchasable quantity, bundle or multipack
  • For the US and Canada
    • Don't include tax in the price
  • For all other countries
    • Include Value Added Tax (VAT) or goods and services tax (GST) in the price
  • For additional options to submit price-related information, see the following attributes:
Sale price
[sale_price]

Optional

Your product's sale price

Example
15.00 GBP

Syntax

  • Numeric
  • ISO 4217
  • Meet the requirements for the price [price] attribute
  • Submit this attribute (sale price) in addition to the price [price] attribute set to the non-sale price
  • Accurately submit the product's sale price and match the sale price with your landing page and the checkout pages
Sale price effective date [sale_price_effective_date]

Optional

The date range during which the sale price applies

Example
(for UTC+1)
2016-02-24T11:07+0100 /
2016-02-29T23:07+0100

Syntax

  • Max. 51 alphanumeric characters
  • ISO 8601
    • YYYY-MM-DDThh:mm [+hhmm]
    • YYYY-MM-DDThh:mmZ
  • Separate start date and end date with /
Unit pricing measure
[unit_pricing_measure]

Optional (except when required by local laws or regulations)

The measure and dimension of your product as it is sold

Example
1.5 kg

Syntax
Numerical value + unit

Supported units

  • Weight: oz, lb, mg, g, kg
  • Volume US imperial: floz, pt, qt, gal
  • Volume metric: ml, cl, l, cbm
  • Length: in, ft, yd, cm, m
  • Area: sqft, sqm
  • Per unit: ct
Unit pricing base measure [unit_pricing_base_measure]

Optional (except when required by local laws or regulations)

The product's base measure for pricing (e.g. 100 ml means that the price is calculated based on a unit of 100 ml)

Example
100 g

Syntax
Integer + unit

Supported integers
1, 10, 100, 2, 4, 8

Supported units

  • Weight: oz, lb, mg, g, kg
  • Volume US imperial: floz, pt, qt, gal
  • Volume metric: ml, cl, l, cbm
  • Length: in, ft, yd, cm, m
  • Area: sqft, sqm
  • Per unit: ct

Additional supported metric integer + unit combinations
75 cl, 750 ml, 50 kg, 1000 kg

  • Optional when you submit the unit pricing measure [unit_pricing_measure] attribute
  • Use the same unit of measure for this attribute (unit pricing measure) and unit pricing base measure
  • Bear in mind that the price (or sale price, if active) is used to calculate the unit price of the product. For example, if the price [price] attribute is set to 3 GBP, unit pricing measure is 150 ml and unit pricing base measure is set to 100 ml, then the unit price is 2 GBP/100 ml
Instalment
[installment]

Optional (available in Latin America for all product categories and in certain other countries for showing wireless products and services only)

Details of an instalment payment plan

Example
6.50 BRL

SyntaxThis attribute uses two sub-attributes:

  • Months [months] (Required)
    Integer, the number of instalments that the buyer has to pay.
  • Amount [amount] (Required)
    ISO 4217, the amount that the buyer has to pay per month
  • Match the instalment option that's visible on your landing page
  • Don't require a loyalty card
  • For Latin America, make sure that the price [price] attribute is the total price when paid in full up front and use the installment [installment] attribute to indicate an alternative payment option using instalments.
  • For other countries, use the price attribute (as low as 0) as the up-front payment (including any device down payment and activation fees) and the installment attribute for additional monthly instalment payments.
Subscription cost
[subscription_cost]

Optional (available in certain countries for showing wireless products and services only)

Details a monthly or annual payment plan that bundles a communications service contract with a wireless product

Example
month:12:35.00GBP

Syntax
This attribute uses three sub-attributes:

  • Period [period] (Required)
    The duration of a single subscription period. This sub-attribute uses the following supported values:
    • Month [month]
    • Year [year]
  • Period length [period_length] (Required)
    Integer, the number of subscription periods (months or years) that the buyer must pay.

  • Amount [amount] (Required)
  • ISO 4217, the amount that the buyer must pay per month. When displaying this amount, Google may round up to the nearest whole unit of local currency to save space. The provided value must still exactly match the amount as shown on your site.
  • Submit the price [price] attribute with the total amount due at checkout (including down payment and activation fee).

  • Match the communications payment plan that you display on your landing page. The plan must be easy to find on the landing page.

Loyalty points
[loyalty_points]

Optional (available for Japan only)

The number and type of loyalty points that a customer receives when buying a product

Example
Programme A, 100, 1.5

Syntax
This attribute uses three sub-attributes:

  • Loyalty point value [points_value] (Required)
    Number of points earned for the product
  • Loyalty points programme name [name] (Optional)
    Name of the loyalty points programme, 12 full-width characters or 24 Roman characters
  • Ratio [ratio] (Optional)
    Number, the ratio of a point when converted to currency
  • Only submit loyalty points with a specific monetary value

Product category

You can use these attributes to organise your advertising campaigns in Google Ads and to override Google's automatic product categorisation in specific cases.

Attribute Format Minimum requirements at a glance
Google product category [google_product_category]

Optional

Google-defined product category for your product

Example
Clothing & Accessories > Clothing > Outerwear > Coats & Jackets

or

371

Syntax
Value from the Google product taxonomy

  • The numerical category ID, or
  • The full path of the category

Supported values
Google product taxonomy

  • Include only 1 category
  • Include the most relevant category
  • Include either the full path of the category or the numerical category ID, but not both. It is recommended that you use the category ID.
  • Include a specific category for certain products:
    • Alcoholic beverages must be submitted with one of these categories:
      • Food, Beverages & Tobacco > Beverages > Alcoholic Beverages (ID: 499676), or any of its subcategories
      • Arts & Entertainment > Hobbies & Creative Arts > Homebrewing & Winemaking Supplies (ID: 577), or any of its subcategories
    • Mobile devices sold with contract must be submitted as Electronics > Communications > Telephony > Mobile Phones (ID: 267) for phones or Electronics > Computers > Tablet Computers (ID: 4745) for tablets
    • Gift Cards must be submitted as Arts & Entertainment > Party & Celebration > Gift Giving > Gift Cards & Certificates (ID: 53)
Product type [product_type]

Optional

Product category that you define for your product

Example
Home > Women > Dresses > Maxi Dresses

Syntax

Max 750 alphanumeric character

  • Include the full category. For example, include Home > Women > Dresses > Maxi Dresses instead of just Dresses
  • Only the first product type value will be used to organise bidding and reporting in Google Ads Shopping campaigns

Product identifiers

These attributes are used to provide product identifiers that define the products that you're selling in the global marketplace. We use product identifiers to understand what you're selling. When we understand what you're selling, we can help boost the performance of your ads and free listings by adding valuable details about the product and serving it in a more relevant way to users. Learn more about product identifiers.

Attribute Format Minimum requirements at a glance
Brand [brand]

Required (For all new products, except movies, books and musical recording brands)

Optional for all other products

Your product's brand name

Example
Google


Syntax
Max. 70 characters


Schema.org property
Product.brand

  • Provide the brand name of the product generally recognised by consumers
  • Providing the correct brand for a product will ensure the best user experience and result in the best performance.
  • Only provide your own brand name as the brand if you manufacture the product or if your product falls into a generic brand category. For example, you could submit your own brand name as the brand if you sell private-label products or customised jewellery.
  • For products that truly do not have a brand (for example, a vintage dress without a label, generic electronics accessories, etc.), leave this field empty.
  • Don't submit values such as 'N/A', 'Generic', 'No brand' or 'Does not exist'.
  • For compatible products:
    • Submit the GTIN and brand from the manufacturer that actually built the compatible product
    • Don't provide the original equipment manufacturer (OEM) brand to indicate that your product is compatible with or a replica of the OEM brand's product
GTIN [gtin]

Required (For all products with a known GTIN to enable full offer performance)

Optional (strongly recommended) for all other products

Your product's Global Trade Item Number (GTIN)

Example
3234567890126

Syntax
Max. 50 numeric characters (max. 14 per value – added spaces and dashes are ignored)

Supported values

  • UPC (in North America/GTIN-12)
    12-digit number like 323456789012
    8-digit UPC-E codes should be converted to 12-digit codes
  • EAN (in Europe/GTIN-13)
    13-digit number like 3001234567892
  • JAN (in Japan/GTIN-13)
    8- or 13-digit number like 49123456 or 4901234567894
  • ISBN (for books)
    10- or 13-digit number like 1455582344 or 978-1455582341. If you have both, only include the 13-digit number. ISBN-10 is deprecated and should be converted to ISBN-13
  • ITF-14 (for multipacks/GTIN-14)
    14-digit number like 10856435001702

Schema.org property
Product.isbn
Product.gtin8
Product.gtin12
Product.gtin13
Product.gtin14

  • Exclude dashes and spaces
  • Submit only valid GTINs as defined in the official GS1 validation guide, which includes these requirements:
    • The checksum digit is present and correct
    • The GTIN is not restricted (GS1 prefix ranges 02, 04, 2)
    • The GTIN is not a coupon (GS1 prefix ranges 98–99)
  • Providing the correct GTIN for a product will ensure the best user experience and result in the best performance.
  • Only provide a GTIN if you're sure that it is correct. When in doubt don't provide this attribute (for example, do not guess or make up a value). If you submit a product with an incorrect GTIN value, your product will be disapproved.
  • For compatible products:
    • Submit the GTIN and brand from the manufacturer that actually built the compatible product
    • Don't provide the original equipment manufacturer (OEM) brand to indicate that your product is compatible with or a replica of the OEM brand's product
  • For multipacks:
    • Use the product identifier that relates to the multipack
  • For bundles:
    • Use the product identifier for the main product in the bundle
  • If you offer customisation, engraving or other personalisation of a product that's been assigned a GTIN by the manufacturer:
    • Submit the GTIN and use the bundle [is_bundle] attribute to let Google know that the product includes customisation
MPN [mpn]

Required (Only if your product does not have a manufacturer-assigned GTIN)

Optional for all other products

Your product's Manufacturer Part Number (MPN)

Example
GO12345OOGLE

Syntax
Max. 70 alphanumeric characters

Schema.org property
Product.mpn

  • Only submit MPNs assigned by a manufacturer
  • Use the most specific MPN possible. For example, different colours of a product should have different MPNs.
  • Providing the correct MPN for a product (when required) will ensure the best user experience and result in the best performance.
  • Only provide an MPN if you're sure that it's correct. When in doubt, don't provide this attribute (for example, don't guess or make up a value).
  • If you submit a product with an incorrect MPN value, your product will be disapproved.
Identifier exists [identifier_exists]

Optional

Use to indicate whether or not the unique product identifiers (UPIs) GTIN, MPN and brand are available for your product.

Example
no [no]

Supported values

  • Yes [yes]
    Product identifiers are assigned to the new product by the manufacturer
  • No [no]
    Product lacks a brand, GTIN or MPN (see requirements to the right). If set to no [no], still provide the UPIs that you have.
  • If you don't submit the attribute, the default value is yes [yes]
  • Your product's category type determines which unique product identifiers (GTIN, MPN, brand) are required.
  • Submit the identifier exists attribute and set the value to no [no] if:
    • Your product is a media item and the GTIN is unavailable (Note: ISBN and SBN codes are accepted as GTINs
    • Your product is a clothing item and the brand is unavailable
    • In all other categories, your product doesn't have a GTIN, or a combination of MPN and brand
  • If a product does have unique product identifiers, don't submit this attribute with a value of 'no' or the product may be disapproved.

Detailed product description

These attributes are used to submit particular product characteristics that users commonly search for. The attributes can help you control how your products appear when you show products that have variants. These attributes are also used to help potential customers filter by attributes when searching for products on Google. Learn more about how to submit variants.

Attribute Format Minimum requirements at a glance
Condition [condition]

Required if your product is used or refurbished

Optional for new products

The condition of your product at time of sale

Example
new

Supported values

  • New [new]
    Brand new, original, unopened packaging
  • Refurbished [refurbished]
    Professionally restored to working order, comes with a warranty, may or may not have the original packaging
  • Used [used]
    Previously used, original packaging opened or missing

Schema.org property
Offer.itemCondition

 
Adult [adult]

Required (if a product contains adult content)
Indicate that a product includes sexually suggestive content

Example
yes

Supported values

  • Yes [yes]
  • No [no]
  • Set the value of this attribute to yes if this individual product contains nudity or sexually suggestive content. If you don't submit the attribute, the default value is no. Learn about the adult-oriented content policy
  • If your website is generally focused on an adult audience and contains adult-orientated content with or without nudity, navigate to your Merchant Center account, click on the tool icon Tools and settings menu icon [Gear] to open the 'Tools and settings' menu, then select Shopping ads setup. Expand the 'Adult content' panel and tick the box beside 'My website primarily contains adult-oriented content (e.g. erotic lingerie) as defined by Google's policy'. If you tick the box, you don't need to submit the adult [adult] attribute for individual products.
Multipack [multipack]

Required (for multipack products in Australia, Brazil, Czechia, France, Germany, Italy, Japan, the 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

The number of identical products sold within a merchant-defined multipack

Example
6

Syntax
Integer

  • Submit this attribute if you defined a custom group of identical products and are selling them as a single unit of sale. For example, you're selling six bars of soap together
  • Submit the number of products in your multipack. If you don't submit the attribute, the default value is 0
  • If the product's manufacturer assembled the multipack instead of you, don't submit this attribute
Bundle [is_bundle]

Required (for bundles in Australia, Brazil, Czechia, France, Germany, Italy, Japan, the 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

Indicates that a product is a merchant-defined custom group of different products featuring one main product

Example
yes

Supported values

  • Yes [yes]
  • No [no]
  • Submit yes if you're selling a custom bundle of different products that you created and the bundle includes a main product. For example, a camera combined with a lens and bag. If you don't submit the attribute, the default value is no
  • Don't use this attribute for bundles without a clear main product. For example, a gift basket containing cheese and crackers
Energy efficiency class [energy_efficiency_class]

Optional (except when required by local law or regulations)

Your product's energy label

Example
A+

Supported values

  • A+++
  • A++
  • A+
  • A
  • B
  • C
  • D
  • E
  • F
  • G
Minimum energy efficiency class [min_energy_efficiency_class]

Optional (except when required by local laws or regulations)

Available for EU and CH only

Your product's energy label

Example
A+++

Supported values

  • A+++
  • A++
  • A
  • B
  • C
  • D
  • E
  • F
  • G
Maximum energy efficiency class [max_energy_efficiency_class]

Optional (except when required by local laws or regulations)

Available for EU and CH only

Your product's energy label

Example
D

Supported values

  • A+++
  • A++
  • A
  • B
  • C
  • D
  • E
  • F
  • G
Age group [age_group]

Required (for all clothing products that are targeted at 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 Clothing and accessories (ID: 166) products

Optional for all other products and target countries

The demographic for which your product is intended

Example
infant

Supported values

  • Newborn [newborn]
    0–3 months old
  • Infant [infant]
    3–12 months old
  • Toddler [toddler]
    1–5 years old
  • Children [kids]
    5–13 years old
  • Adult [adult]
    Teenagers or older


Schema.org property

  • Product.audience.suggestedMinAge
  • Product.audience.suggestedMaxAge
Colour [color]

Required (for all clothing products in feeds that are targeted at Brazil, France, Germany, Japan, the UK and the US, as well as all products available in different colours)

Required for free listings for all Clothing and accessories (ID: 166) products

Optional for all other products and target countries

Your product's colour(s)

Example
black

Syntax
Max. 100 alphanumeric characters (max. 40 characters per colour)

Schema.org property
Product.colour

  • Don't use a number such as '0', '2' or '4'
  • Don't use characters that aren't alphanumeric such as '#fff000'
  • Don't use only one letter, such as R (for Chinese, Japanese or Korean languages, you can include a single character, such as 红)
  • Don't reference the product or image such as 'see image'
  • Don't combine several colour names into one word, such as 'RedPinkBlue'. Instead, separate them with a /, such as 'Red/Pink/Blue'. Don't use a value that isn't a colour, such as 'multicolour', 'various', 'variety', 'men's', 'women's' or 'N/A'.
  • If your product features multiple colours, list the primary colour first.
  • For variants
Gender [gender]

Required (for all clothing items in feeds that are targeted at 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 Clothing and accessories (ID: 166) products

Optional for all other products and target countries

The gender for which your product is intended


Example
unisex

Supported values

  • Male [male]
  • Female [female]
  • Unisex [unisex]

Schema.org property
Product.audience.suggestedGender

  • For some Clothing and accessories (ID:166) categories like Shoelaces (ID:1856), this attribute is recommended instead of required since these categories aren't dependent on gender
  • For variants
Material [material]

Required (if relevant for distinguishing different products in a set of variants)

Optional for all other products

Your product's fabric or material

Example
leather

Syntax
Max. 200 characters

Schema.org property
Product.material

  • To indicate multiple materials for a single product (not variants), add a primary material, followed by up to two secondary materials, separated by a /. For example, instead of 'CottonPolyesterElastane', use 'cotton/polyester/elastane'.
  • For variants
Pattern [pattern]

Required (if relevant for distinguishing different products in a set of variants)

Optional for all other products

Your product's pattern or graphic print

Example
striped
polka dot
paisley

Syntax
Max. 100 characters

Schema.org property
Product.pattern

Size [size]

Required (for all clothing products in Clothing and accessories > Clothing (ID:1604) and Clothing and accessories > Shoes (ID:187) product categories targeted at people in Brazil, France, Germany, Japan, the UK and the US, as well as all products available in different sizes)

Required for free listings for all Clothing and accessories > Clothing (ID:1604) and Clothing and accessories > Shoes (ID:187) products.

Optional for all other products and target countries

Your product's size

Example
XL

Syntax
Max. 100 characters

Schema.org property
Product.size

  • For variants:
  • If sizes contain multiple dimensions, condense them into one value. For example, '16/34 Tall' for neck size 16 inches, sleeve length 34 inches and 'Tall' fit
  • If your item is one size fits all or one size fits most, you can use one_size, OS, one_size fits_all, OSFA, one_size_fits_most or OSFM
  • For merchant-defined multipack products, submit the multipack quantity using the multipack [multipack] attribute. Do not submit the multipack quantity under the size attribute
Size type [size_type]

Optional (available for clothing products only)

Your clothing product's cut

Example
maternity

Supported values

  • Regular [regular]
  • Petite [petite]
  • Maternity [maternity]
  • Big [big]
  • Tall [tall]
  • Plus [plus]
  • Submit up to two values
  • If you don't submit the attribute, the default value is regular
Size system
[size_system]

Optional (available for clothing products only)

The country of the size system used by your product

Example
US

Supported values

  • US
  • UK
  • EU
  • DE
  • FR
  • JP
  • CN
  • IT
  • BR
  • MEX
  • AU
  • If you don't submit the attribute, the default value is your target country
Item group ID
[item_group_id]

Required (Brazil, France, Germany, Japan, the UK 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

ID for a group of products that come in different versions (variants)

Example
AB12345

Syntax
Max. 50 alphanumeric characters

Schema.org property
Product.inProductGroupWithID

Product length
[product_length]

Optional

Your product's length

Example
20 in

Syntax
Number + unit

Supported values
1–3000

  • Decimal values are supported

Supported units

  • cm
  • in
  • Include as many of the product measurement attributes as possible.
  • Use the same unit of measurement for each product dimension attribute (including product length, width and height). Otherwise, the information won't be displayed.
Product width
[product_width]

Optional

Your product's width

Example
20 in

Syntax
Number + unit

Supported values
1–3000

  • Decimal values are supported

Supported units

  • cm
  • in
  • Include as many of the product measurement attributes as possible.
  • Use the same unit of measurement for each product dimension attribute (including product length, width and height). Otherwise, the information won't be displayed.
Product height
[product_height]

Optional

Your product's height

Example
20 in

Syntax
Number + unit

Supported values
1–3000

  • Decimal values are supported

Supported units

  • cm
  • in
  • Include as many of the product measurement attributes as possible.
  • Use the same unit of measurement for each product dimension attribute (including product length, width and height). Otherwise, the information won't be displayed.
Product weight
[product_weight]

Optional

Your product's weight

Example
3.5 lb

Syntax
Number + unit

Supported values
0–2000

  • Decimal values are supported

Supported units

  • lb
  • oz
  • g
  • kg
  • Use the actual assembled product weight for this attribute. If your product comes in multiple pieces, for example, as part of a bundle, use the complete weight of all of the pieces in the listing.

Optional

Technical specifications or additional details about your product

Example
General:Product Type:Digital player

Syntax
This attribute uses three sub-attributes:

  • Section name [section_name]: Max. 140 characters
  • Attribute name [attribute_name]: Max. 140 characters
  • Attribute value [attribute_value]: Max. 1,000 characters
  • Don't add information covered in other attributes, all capital letters, gimmicky foreign characters, promotion text or list keywords or search terms
  • Don't add information such as price, sale price, sale dates, delivery, delivery date, other time-related information or your company's name
  • Only provide an attribute name and value when the value is confirmed. For example, provide 'Vegetarian=False' if a food product is not vegetarian and not just because the default value for Boolean attributes is false.

Optional

The most relevant highlights of your products

Example
Supports thousands of apps, including Netflix, YouTube and HBO Max

Syntax
Max. 150 characters

  • Use between 2 and 100 product highlights
  • Describe only the product itself
  • Don't list keywords or search terms
  • Don't include promotional text, all capital letters or gimmicky foreign characters

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 Format Minimum requirements at a glance
Ads redirect [ads_redirect]

Optional

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 [link] or mobile link [mobile_link] attributes

Example
http://www.example.com/product.html

Syntax
Max. 2,000 characters

  • Submit the same registered domain as for the link [link]attribute (and the mobile link [mobile_link]attribute, if present).
  • Valid registered domains include 'example.com', 'm-example.com', 'example.co.uk', 'example.com.ai' and 'bar.tokyo.jp'. URLs submitted with invalid domains, such as 'example.zz' or 'example.comic', will not be accepted. For more details on valid registered domains, see ads redirect [ads_redirect].

Optional
Label that you assign to a product to help organise bidding and reporting in Shopping campaigns

Example
Seasonal 
Clearance
Christmas
Sale
Price range

Syntax
Max. 100 characters

  • Use a value that you'll recognise in your Shopping campaign. The value won't be shown to customers who see your ads and free listings.
  • Submit up to five custom labels per product by including this attribute multiple times:
    • custom_label_0 [custom_label_0]
    • custom_label_1 [custom_label_1]
    • custom_label_2 [custom_label_2]
    • custom_label_3 [custom_label_3]
    • custom_label_4 [custom_label_4]
  • Use only 1,000 unique values for each custom label across your Merchant Center account
Promotion ID [promotion_id]

Optional (Required for promotions in Australia, France, Germany, India, the UK and the US)

An identifier that allows you to match products to promotions

Example
ABC123

Syntax
Max. 50 characters

  • Use a unique and case sensitive ID without spaces or symbols (for example, %, !)
  • To map specific promotions to specific products, submit the same promotion ID in your product data and promotion data
  • Submit up to 10 promotion IDs for one product by including this attribute multiple times

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.

Attribute Format Minimum requirements at a glance
Excluded destination [excluded_destination]

Optional

A setting that you can use to exclude a product from participating in a specific type of advertising campaign

Example
Shopping_ads

Supported values

  • Shopping_ads
  • Buy_on_Google_listings
  • Display_ads
  • Local_inventory_ads
  • Free_listings
  • Free_local_listings
 
Included destination [included_destination]

Optional

A setting that you can use to include a product in a specific type of advertising campaign

Example
Shopping_ads

Supported values

  • Shopping_ads
  • Buy_on_Google_listings
  • Display_ads
  • Local_inventory_ads
  • Free_listings
  • Free_local_listings
 
Excluded countries for Shopping ads 
[shopping_ads_excluded_country]

Optional

A setting that allows you to exclude countries where your products are advertised on Shopping ads.

Only available for Shopping ads

Example
DE

Syntax
2 characters. Must be an ISO_3166-1_alpha-2 country code.

 
Pause [pause]

Optional

A setting that 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.

Example
ads

Supported values
ads

 

Delivery

These attributes can be used together with the account delivery settings to help you provide accurate delivery costs and speeds. Users rely on these delivery costs and speeds to help them make choices about what to buy, so it's important to take the time to submit quality delivery information. Learn how to set up account delivery settings

Attribute Format Minimum requirements at a glance
Delivery [shipping]

Optional

Delivery costs are required for Shopping ads and free listings for the following countries: Australia, Austria, Belgium, Canada, Czechia, France, Germany, Ireland, Israel, Italy, the Netherlands, Poland, South Korea, Spain, Switzerland, the UK and the US

You may also be required to provide delivery costs based on local laws or regulations.

Optional (to specify additional countries that your product is delivered to or destinations where delivery costs are not required)

Not available for Buy on Google listings

Your product's delivery cost, delivery speeds and the locations that your product is dispatched to.

Supported prices
0–1000 USD (check for other currencies)

Example
US:CA:Overnight:16.00 USD:1:1:2:3

Syntax
This attribute uses the following sub-attributes:

  • Country [country] (Required)
    ISO 3166 country code
  • Region [region](Optional)
  • Postcode [postal_code](Optional)
  • Location ID [location_id] (Optional)
  • Location group name [location_group_name] (Optional)
  • Service [service] (Optional)
    Service class or delivery speed
  • Price [price] (Optional)
    Fixed delivery cost, including VAT if required
  • Minimum handling time [min_handling_time] and maximum handling time [max_handling_time] (Optional)
    To specify handling time
  • Minimum transit time [min_transit_time] and maximum transit time [max_transit_time] (Optional)
    To specify transit time
  • Use this setting when delivery costs for your product are not defined in your Merchant Center account or when you need to override delivery costs or speeds defined in your Merchant Center account.
Delivery label [shipping_label]

Optional

Label that you assign to a product to help assign the correct delivery costs in Merchant Center account settings

Example
perishable

Syntax
Max. 100 characters

  • Use a value that you'll recognise in your account delivery settings. The value won't be shown to customers. Examples:
    • Same day
    • Oversized
    • Only FedEx
Delivery weight [shipping_weight]

Optional (Required for courier-calculated rates, a table based on weight, or a rule based on weight in your account delivery settings)

The weight of the product used to calculate the delivery cost

Supported weights

  • 0–2000 lbs for imperial
  • 0–1000 kg for metric

Example
3 kg

Syntax
Number + unit

Supported units

  • lb [lb]
  • oz [oz]
  • g [g]
  • kg [kg]
  • Submit this value if you set up account delivery settings for courier-calculated rates or weight-based delivery services
Delivery length [shipping_length]

Optional (Required for courier-calculated rates in your account delivery settings)

The length of the product used to calculate the delivery cost by dimensional weight

Example
20 in

Syntax
Number + unit

Supported values

  • 1–150 for inches
  • 1–400 for cm

Supported units

  • in [in]
  • cm [cm]
  • Submit this value if you set up account delivery settings for courier-calculated rates
  • If you don't provide delivery dimension attributes while using courier-calculated rates, Google won't be able to calculate rates based on the dimensional weight of the product. If that's the case, we'll just calculate the rates based on the value that you provided in the delivery weight [shipping_weight] attribute
  • If you submit this attribute, submit all delivery dimension attributes:
  • Use the same unit for all delivery dimension attributes that apply to a single product
  • Bear in mind that Google doesn't automatically calculate additional delivery cost for oversized products. If your package would be considered large or oversized by your courier, you should either use the delivery [shipping] attribute to set delivery cost for an individual product or use the delivery label [shipping_label] attribute with account delivery settings to set the cost
Delivery width [shipping_width]

Optional (Required for courier-calculated rates in your account delivery settings)

The width of the product used to calculate the delivery cost by dimensional weight

Example
20 in

Syntax
Number + unit

Supported values

  • 1–150 for inches
  • 1–400 for cm

Supported units

  • in [in]
  • cm [cm]
Delivery height [shipping_height]

Optional (Required for courier-calculated rates in your account delivery settings)


The height of the product used to calculate the delivery cost by dimensional weight

Example
20 in

Syntax
Number + unit

Supported values

  • 1–150 for inches
  • 1–400 for cm

Supported units

  • in [in]
  • cm [cm]
Dispatched from country [ships_from_country]

Optional

A setting that allows you to provide the country from which your product will typically be dispatched.

Example
DE

Syntax
2 characters. Must be an ISO_3166-1_alpha-2 country code.

  • Provide only the country from which you typically dispatch this product
Transit time label [transit_time_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

  • Use a value that you'll recognise in your account delivery settings. The value won't be shown to customers. Examples:
    • Dog food
    • From Seattle
    • Heavy parcel
Maximum handling time [max_handling_time]

Optional

The longest amount of time between when an order is placed for a product and when the product is dispatched.

Example
3

Syntax
Integer, greater than or equal to 0

Minimum handling time [min_handling_time]

Optional
The shortest amount of time between when an order is placed for a product and when the product is dispatched.

Example
1

Syntax
Integer, greater than or equal to 0

Tax

These attributes can be used together with the account tax settings to help you provide accurate tax costs. Learn how to set up account tax settings.

Attribute Format Minimum requirements at a glance
Tax [tax]

Required (Available for the US only)
Your product's sales tax rate in percentage

Example 
US:CA:5.00:y

Syntax
This attribute uses four sub-attributes:

  • Rate [rate] (required) 
    Tax rate as a percentage
  • Country [country] (optional)
    ISO 3166 country code 
  • Region [region] or postcode [postal_code] or location ID [location_id] (optional)
  • Delivery tax [tax_ship] (optional)
    Specify if you charge tax on delivery.
  • Supported values:
    • yes or no
  • Use this setting only to override the account tax settings for an individual product. We recommend that you submit tax information for all of your products using the account settings in Merchant Center
  • For the US and Canada
    • Don't include tax in the price [price] attribute. For the US only, include the tax in the tax [tax] attribute if you need to override your account settings
  • For all other countries
    • Include value added tax (VAT) or Goods and Services Tax (GST) in the price attribute and do not use the tax attribute
Tax category [tax_category]

Optional (Recommended for custom tax rates at the account level)
A category that classifies your product by specific tax rules

Example 
Clothing

Syntax
Max. 100 characters

  • Use this attribute if you have products that have a specific tax rate. 
    • Category labels in your product data must match the labels that you enter in the Categories section in Merchant Center.
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