Product data specification

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 
• 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

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

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 of the chest. Machine wash cold; imported.

Syntax
Max 5000 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

Required
Your product's landing page

Example 
http://​www.example.​co.uk/​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

Required
The URL of your product's main image

Example 
http://​www.example.​co.uk/​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: non-animated GIF (.gif), JPEG (.jpg/.jpeg), PNG (.png), 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

Optional
The URL of an additional image for your product

Example 
http://​www.example.​co.uk/​image1.​jpg

Syntax
Max 2000 characters

• Meet the requirements for the 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

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

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

Syntax
Max 2000 alphanumeric characters

• Meet the requirements for the link [link] attribute

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
• Include a specific category for certain products:
  • Alcoholic beverages must be submitted with one of these categories:
    • Food, Beverages & Tobacco > Beverages > Alcoholic Beverages (499676), or any of its subcategories
    • Arts & Entertainment > Hobbies & Creative Arts > Homebrewing & Winemaking Supplies (3577), or any of its subcategories
  • Mobile devices sold with contract must be submitted as Electronics > Communications > Telephony > Mobile Phones (267) for phones or Electronics > Computers > Tablet Computers (4745) for tablets
  • Gift Cards must be submitted as Arts & Entertainment > Party & Celebration > Gift Giving > Gift Cards & Certificates (53)

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 [product_type] value will be used to organise bidding and reporting in Google Ads Shopping campaigns

Required (For all new products, except movies, books and musical recording brands)
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
• Only provide your shop name as the brand if you manufacture the product, or your product falls into a generic brand category. For example, you could submit your shop name as the brand if you sell white-label products or customised jewellery
• If you don't have a brand to provide, don't provide a value. For example, don't use N/A, Generic, No brand or Does not exist
• For compatible products:
  • Submit the GTIN and brand from the manufacturer who 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

Required (For all new products with a gtin assigned by the manufacturer)
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 are 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)
• For compatible products:
  • Submit the GTIN and brand from the manufacturer who 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 identifiers 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 is_​bundle [is_​bundle] attribute to let us know that the product includes customisation
• If your product doesn't have both a GTIN and MPN:
  • Set identifier_​exists [identifier_​exists] to no [no] (FALSE [FALSE])

Required (Only if your new product does not have a manufacturer assigned gtin)
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
• If your product doesn't have both a GTIN and MPN:
  • Set identifier_​exists [identifier_​exists] to no [no] (FALSE [FALSE])

Optional 
To be used if your new product doesn’t have a 

• GTIN and brand
  or
• MPN and brand 

Example
no [no]

Supported values  

• yes [yes]
  Product identifiers are assigned to the new product by the manufacturer
• no [no]
  No GTIN, brand or MPN are assigned to the new product by the manufacturer

• If you don't submit the attribute, the default is yes
• If your product doesn't have a GTIN and brand or MPN and brand:
  • Set identifier_​exists [identifier_​exists] to no [no]

Optional 
A URL used to specify additional parameters for your product page. Users will be sent to this URL rather than the value that you submit for link [link] or mobile_link [mobile_link].

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

Syntax
Max 2000 characters

• Submit the same registered domain as the value for ads_redirect [ads_redirect], link [link] and mobile_link [mobile_link]. 
• 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
• holiday
• 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 users who see your ads
• Submit up to five custom labels per product by including this attribute multiple times:
  • custom_​label_​0
  • custom_​label_​1
  • custom_​label_​2
  • custom_​label_​3
  • custom_​label_​4
• Use only 1,000 unique values for each custom label across your Merchant Center account

Optional (Required for Merchant Promotions in Australia, France, Germany, India, the UK and the US)
An identifier that allows to you match products to Merchant promotions

Example
ABC123

Syntax
Max 50 characters

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

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
• Shopping Actions
• Display Ads
• Surfaces across Google 

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
• Shopping Actions
• Display Ads
• Surfaces across Google 

Required (Australia, Austria, Belgium, Canada, Czechia, France, Germany, Ireland, Israel, Italy, the Netherlands, Poland, South Korea, Spain, Switzerland, the UK and the US) 

Optional for all other countries of sale
Your product's delivery cost

Supported prices 
0–1000 GBP (check here for other currencies)
 

Example 

US:CA:Overnight:16.00 USD

Syntax
shipping [shipping] uses 4 sub-attributes:

• country [country] (optional)
  ISO 3166 country code 
• region [region] or postal_​code [postcode] or location_​id [location_id] or location_group_name [location_group_name] (optional)
• service [service] (optional)
  Service class or delivery speed
• price [price] (required) 
  Fixed delivery cost, including VAT if required

• Use this setting only to override the Merchant Center account delivery settings for an individual item

Optional 
Label that you assign to a product to help assign correct delivery costs in your 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 users who see your ads. Examples:
  • Same day
  • Oversized
  • Only FedEx

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
Integer + 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

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
Integer + unit

Supported integers

• 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 operator-calculated rates, we won't be able to calculate rates based on the dimensional weight of the item. If that's the case, we'll just calculate the rates based on the value that you provided in shipping_​weight [shipping_weight]
• If you submit this attribute, submit all delivery dimension attributes:
  • shipping_​length [delivery length]
  • shipping width [delivery width]
  • shipping height [delivery height]
• 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 costs for oversized items. If your parcel would be considered large or oversized by your operator, you should either use the shipping [shipping] attribute to set the delivery cost for an individual product or use the shipping_label [delivery_label] attribute with account delivery settings to set the cost

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
Integer + unit

Supported integers
A value between 1 and 1000

Supported units

• in [in]
• cm [cm]

• Meet the requirements for the shipping_​length [delivery_length] attribute

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
Integer + unit

Supported integers
A value between 1 and 1000

Supported units

• in [in]
• cm [cm]

• Meet the requirements for the shipping_​length [delivery_length] attribute

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 users. Examples:
  • Dog food
  • From Seattle
  • Heavy parcel

Optional (US only)
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 1

Schema.org property

• Offer.deliveryLeadTime.maxValue

• Submit this attribute if you want to display the overall time that it takes for a product to arrive at its destination
• Do not include weekends.
• For products ready to be dispatched the same day, submit 0.
• For submitting a time range, submit max_handling_time in combination with min_handling_time.

Optional (US only)
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 1

Schema.org property

• Offer.deliveryLeadTime.minValue

• Meet the requirements for the max_handling_time [max_handling time] attribute

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

Example 
US:CA:5.00:y

Syntax
tax uses four sub-attributes:

• rate [rate] (required) 
  Tax rate as a percentage
• country [country] (optional)
  ISO 3166 country code 
• region [region], postal_​code [postcode] or location_​id [location_id] (optional)
• tax_​ship [tax_ship] (optional)
  Specify if you charge tax on delivery. Accepted values are yes [yes] or no [no]

• Use this setting only to override the account tax settings for an individual item. We recommend that you submit tax information for all 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 [price] attribute and do not use the tax [tax] attribute

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.