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 
Mens 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 shipping," all capital letters, or gimmicky foreign characters
• For variants
  • Include a distinguishing feature such as color or size
• For mobile devices
  • Include “with contract” if sold with a contract
  • For the United States, include “with payment plan” if sold in installments
• For Russia
  • For books and other information products, include the age rating at the beginning of the title

Required
Your product’s description

Example 
Red, 100% cotton, large men’s t-shirt

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 shipping," all capital letters, or gimmicky foreign characters
• Include only information about the product. Don’t include links to your store, sales information, details about competitors, other products, or accessories

Required
Your product’s landing page

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

Syntax
Max 2000 characters

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
• Use an in-domain tracking URL if needed. Don't use too many redirects, which can increase latency

Required
The URL of your product’s main image

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

Syntax
Max 2000 characters

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 the URL can be crawled by Google (robots.txt configuration allowing Googlebot and Googlebot-image) 
• For the image:
  • Accurately display the product you're selling
  • Use an accepted format: non-animated GIF (.gif), JPEG (.jpg/.jpeg), PNG (.png), BMP (.bmp), and TIFF (.tif/.tiff) 
  • For non-apparel products, use an image of at least 100 x 100 pixels
  • For apparel products, use a image of at least 250 x 250 pixels
  • Don't submit an image larger than 64 megapixels or a file larger than 16MB
  • 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 Hardware (632) or Vehicles & Parts (888) categories, illustrations are accepted
  • In any paint category, single color images are allowed

Optional
The URL of an additional image for your product

Example 
http://​www.example.​com/​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-optimized 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 2000 alphanumeric characters

• Meet the requirements for the link attribute

Required
Your product's availability

Example 
in stock

Supported values

• in stock
• out of stock
• preorder

Schema.org property
Offer.​availability

Optional
The date a pre-ordered product becomes available for delivery

Example
2016-02-24T11:07:31​+0100 (UTC+1)

Syntax

• Max 25 alphanumeric characters
• ISO 8601 
  • YYYY-MM-DD
  • YYYY-MM-DDThh:mm:ss
  • YYYY-MM-DDThh:mm:ssZ

Schema.org property

• Offer.​availabilityStarts
• Offer.​availabilityEnds

• Use this attribute if you submit availability as preorder

Optional 
The date that your product should stop showing

Example
2016-07-11T11:07:31​+0100 (UTC+1)

Syntax

• Max 25 alphanumeric characters
• ISO 8601 
  • YYYY-MM-DD
  • YYYY-MM-DDThh:mm:ss
  • YYYY-MM-DDThh:mm:ssZ

• Use a date less than 30 days in the future

Required 
Your product’s price

Example
15.00 USD

Syntax 

• Numeric
• ISO 4217

Schema.org property
Offer.​​priceSpecification

• Accurately submit the product's price and currency, and match with the price from your landing page
• Make sure that your landing page includes the price in the currency of the target country prominently and in a place that's straightforward to find 
• Ensure that the product can be purchased online for the submitted price
• Make sure that any user in the target country can buy the product on its own for the submitted price, and without paying for a membership
• 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, Canada, and India
  • Don't include tax in the price
• For all other countries
  • Include value added tax (VAT) in the price
• See unit_​​pricing_​​measure and installment attributes for additional options to submit price-related information

Optional 
Your product's sale price

Example
15.00 USD

Syntax 

• Numeric
• ISO 4217

Schema.org property
Offer.​​priceSpecification

• Meet the requirements for the price attribute
• Submit the sale_​price in addition to the price attribute with the non-sale price
• Accurately submit the product's sale price, and match the sale price from your landing page

Optional 
The date range during which the product’s sale_​price applies

Example
2016-02-24T11:07:31​+0100 (UTC+1) / 2016-02-29T23:07:31​+0100 (UTC+1)

Syntax

• Max 51 alphanumeric characters
• ISO 8601 
  • YYYY-MM-DD
  • YYYY-MM-DDThh:mm:ss
  • YYYY-MM-DDThh:mm:ssZ
• Separate start date and and end date with /

Schema.org property

• Offer.​​price​Specification.​validFrom
• Offer.​​price​Specification.​validThrough

• Use together with sale_​price
• If you don't submit sale_​price_​effective_​date, the sale_​price always applies
• Use a start date before the end date

Optional (except when required by local laws or regulations)
The measure and dimension of your product as it is sold

Example
1.5kg

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

Schema.org property
Offer.​​price​Specification.​reference​Quantity

• Use the measure or dimension of the product without packaging 
• Use a positive number

Optional (except when required by local laws or regulations)
The product’s base measure for pricing (e.g. 100ml means the price is calculated based on a 100ml units)

Example
100g

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 
75cl, 750ml, 50kg, 1000kg

Schema.org property
Offer.​​price​Specification.​reference​Quantity.​value​Reference

• Optional when you submit unit_​​pricing_​​measure
• Use the same unit of measure for both unit_​​pricing_​​measure and unit_​pricing_​base_​measure
• Keep in mind that the price (or sale price, if active) is used to calculate the unit price of the product. For example, if price is 3 USD, unit_​​pricing_​​measure is 150ml, and unit_​pricing_​base_​measure is 100ml, the unit price is 2 USD / 100ml

Optional (Available for Brazil only)
Details of an installment payment plan

Example
6, 50 BRL

Syntax
installment uses 2 sub-attributes:

• months (required) 
  Integer, the number of installments the buyer has to pay.
• amount (optional)
  ISO 4217, the amount the buyer has to pay per month

• Match the installment option that’s visible on your landing page
• Don't require a loyalty card
• Make sure you still include the price attribute with the total price for the product 

Optional (Available for Japan only)
The number and type of loyalty points a customer receives when buying a product

Example
Program A, 100, 1.5

Syntax
loyalty_​points uses 3 sub-attributes:

• points_​value (required) 
  Number of points earned for the product
• name (optional)
  Name of the loyalty points program, 12 full-width characters or 24 roman characters
• ratio (optional)
  Number, the ratio of a point when converted to currency 

• Only submit loyalty points with a specific monetary value

Required (for Apparel & Accessories (166), Media (783), and Software (2092) categories)

Optional for all other products 
Google-defined product category for your product

Example
Apparel & 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 value will be used to organize bidding and reporting in AdWords Shopping campaigns

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 recognized by consumers
• Only provide your store name as the brand in case you manufacture the product, or your product falls into a generic brand category. For example, you could submit your store name as the brand if you sell white label products or customized jewelry
• 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)

Optional 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 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 identifiers that relates to the multipack
• For bundles:
  • Use the product identifiers for the main product in the bundle
• If you offer customization, engraving, or other personalization of a product that's been assigned a GTIN by the manufacturer:
  • Submit the GTIN and use the is_​bundle attribute to let us know that the product includes customization
• If your product doesn't have both a GTIN and MPN:
  • Set identifier_​exists to no (FALSE)

Required (Only if your new 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 colors of a product should have different MPNs
• If your product doesn't have both a GTIN and MPN:
  • Set identifier_​exists to no (FALSE)

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

• GTIN and brand
  or
• MPN and brand 

Example
no

Supported values  

• yes
  Product identifiers are assigned to the new product by the manufacturer
• 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 to no

Required 
Your product’s condition

Example 
new

Supported values

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

Schema.org property
Offer.​itemCondition

Required
Indicate a product includes sexually suggestive content

Example
yes

Supported values

• yes
• no

• Submit yes if this individual product contains nudity or sexually suggestive content. If you don't submit the attribute, the default is no. Learn about the adult-oriented content policy
• If your website generally targets an adult audience and contains adult-oriented content with or without nudity, navigate to to your Merchant Center account, open General Settings, and check the box next to “This site contains adult products as defined by our policy.” If you check the box, you don't need to submit the adult attribute for individual products.

Required (For multipack products in  Australia, Brazil, Czechia, France, Germany, Italy, Japan, Netherlands, Spain, Switzerland, the UK and the US)

Optional for all other products and target countries
The number of identical products sold within a merchant-defined multipack

Example
6

Syntax
Integer, greater than 1 (multipacks cannot contain 1 product)

• 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 6 bars of soap together
• Submit the number of products in your multipack. If you don't submit the attribute, the default is 0
• If the product's manufacturer assembled the multipack instead of you, don't submit this attribute

Required (For bundles in Australia, Brazil, Czechia, France, Germany, Italy, Japan, Netherlands, Spain, Switzerland, the UK and the US)

Optional for all other products and target countries
Indicates a product is a merchant-defined custom group of different products featuring one main product

Example 
yes

Supported values

• yes
• 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 is no
• Don't use this attribute for bundles without a clear main product. For example, a gift basket containing cheese and crackers

Optional (Available for EU & CH only, may be required by local laws or regulations)
Your product’s energy label

Example
A+

Supported values

• G
• F
• E
• D
• C
• B
• A
• A+
• A++
• A+++

• Include the legally required energy label
• For water heaters, include the energy efficiency class for these types:
  • Conventional water heaters
  • Solar water heaters
  • Heat pump water heaters
  • Water heater packages 
• For reversible air conditioners
  • Include the energy efficiency class for heating during an average season

Required (For all apparel items that target Brazil, France, Germany, Japan, the UK, and the US as well as all products with assigned age groups)

Optional for all other products and target countries
Your product’s targeted demographic

Example
infant

Supported values

• newborn
  Up to 3 months old
• infant
  Between 3-12 months old
• toddler
  Between 1-5 years old
• kids
  Between 5-13 years old
• adult
  Typically teens or older

Schema.org property

• Product.​audience.​suggestedMinAge
• Product.​audience.​suggestedMaxAge

• Include one value per product
• For variants
  • Include with the same value for item_​group_​id and different values for age_​group

Required (For all apparel items in feeds that target Brazil, France, Germany, Japan, the UK, and the US as well as all products available in different colors) 

Optional for all other products and target countries
Your product’s color(s)

Example
Black

Syntax
Max 100 alphanumeric characters (max 40 characters per color)

Schema.org property
Product.color

• Don’t use a number such as 0 2 4 6 8
• Don’t use characters that aren’t alphanumeric such as #fff000
• Don’t use only 1 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 color names into 1 word instead of separating them with a / such as RedPinkBlue
• Don’t use a value that isn’t a color such as multicolor, various, variety, men's, women's, or N/A
• For variants
  • Include with the same value for item_​group_​id and different values for color

Required (Required for all apparel items in feeds that target Brazil, France, Germany, Japan, the UK, and the US as well as all gender-specific products) 

Optional for all other products and target countries
Your product’s targeted gender

Example
Unisex

Supported values

• male
• female
• unisex

Schema.org property
Product.​audience.​suggested​Gender

• For some Apparel & Accessories (166) categories like Shoelaces (1856), this attribute is recommended instead of required since these categories aren't dependent on gender
• For variants
  • Include with the same value for item_​group_​id and different values for gender

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

• To indicate multiple materials for a single product (not variants), add a primary material, followed by up to 2 secondary materials, separated by a /. For example, instead of CottonPolyesterElastane, use cotton/polyester/elastane
• For variants
  • Include with the same value for item_​group_​id and different values for material

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

• For variants
  • Include with the same value for item_​group_​id and different values for pattern

Required (Required for all apparel items in the Apparel & Accessories > Clothing and Apparel & Accessories > Shoes product categories targeting Brazil, France, Germany, Japan, the UK, and the US as well as all products available in different sizes) 

Optional for all other products and target countries
Your product’s size

Example
XL

Syntax
Max 100 characters

• For variants
  • Include with the same value for item_​group_​id and different values for size
• If sizes contain multiple dimensions, condense them into 1 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

Optional (Available for apparel products only)
Your apparel product’s cut

Example
maternity

Supported values 

• regular
• petite
• plus
• big and tall
• maternity

• If you don't submit the attribute, the default is regular

Optional (Available for apparel products only)
The country of the size system used by your product 

Example
US

Supported values

• US
• UK
• EU
• DE
• FR
• JP
• CN (China)
• IT
• BR
• MEX
• AU

• If you don't submit the attribute, the default is your target county

Required (Brazil, France, Germany, Japan, the United Kingdom, and the US if the product is a variant)

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

• Use a unique value for each group of variants. Use the parent SKU where possible 
• Keep the value the same when updating your product data
• Use only valid unicode characters
• Use an item group ID for a set of products that differ by one or more of these attributes:
  • color
  • size
  • pattern
  • material
  • age group
  • gender
• Include the same attributes for each product in the item group. For example, if a product varies by size and color, submit size and color for every product that share the same value for item_​group_​id
• If your products differ by design elements that aren't represented by the attributes above, don't use item_​group_​id

Optional 
A URL that includes tracking parameters to help you understand traffic to your landing page

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

Syntax
Max 2000 characters

• Make sure the user ends up at the same landing page you use in the link or mobile_​link attribute

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

Example
Shopping

Supported values

• Shopping
• Display Ads

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

Example

• seasonal 
• clearance
• holiday
• sale
• price range

Syntax
Max 100 characters

• Use a value that you'll recognize in your Shopping campaign. The value won't be shown to users who see your ads
• Submit up to 5 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 in your product data and promotion data
• Submit up to 10 promotion IDs for one product by including this attribute multiple times

Required (Australia, Czechia, France, Germany, Italy, Netherlands, Spain, Switzerland, the UK, and the US) 

Optional for all other target countries
Your product's shipping cost

Example 

US:CA:Overnight:16.00 USD

Syntax
shipping uses 4 sub-attributes:

• price (required) 
  Fixed shipping cost, including VAT if required
• country (optional)
  ISO 3166 country code 
• region or postal_​code or location_​id (optional)
• service (optional)
  Service class or shipping speed

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

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

• Use a value that you'll recognize in your account shipping settings. The value won't be shown to users who see your ads. Examples:
  • Sameday
  • Oversize
  • Only FedEx

Optional (Required for carrier-calculated rates, a table based on weight, or a rule based on weight in your account shipping settings) 
The weight of the product used to calculate the shipping cost

Example
3 kg

Syntax
Integer + unit

Supported units

• lb
• oz
• g
• kg

• Submit this value if you set up account shipping settings for carrier-calculated rates or weight-based shipping services

Optional (Required for carrier-calculated rates in your account shipping settings)
The length of the product used to calculate the shipping cost by dimensional weight 

Example
20 in

Syntax
Integer + unit

Supported integers
A value between 1 and 1000

Supported units

• in
• cm

• Submit this value if you set up account shipping settings for carrier-calculated rates
• If you don't provide shipping dimension attributes while using carrier-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 you provided in shipping_​weight
• If you submit this attribute, submit all shipping dimension attributes:
  • shipping_​length
  • shipping_​width
  • shipping_​height
• Use the same unit for all shipping dimension attributes that apply to a single product
• Keep in mind that Google doesn't automatically calculate additional shipping cost for oversize items. If your package would be considered large or oversized by your carrier, you should either use the shipping attribute to set shipping cost for an individual product or use the shipping_​label attribute with account shipping settings to set the cost

Optional (Required for carrier-calculated rates in your account shipping settings)
The width of the product used to calculate the shipping cost by dimensional weight 

Example
20 in

Syntax
Integer + unit

Supported integers
A value between 1 and 1000

Supported units

• in
• cm

• Meet the requirements for the shipping_​length attribute

Optional (Required for carrier-calculated rates in your account shipping settings)
The height of the product used to calculate the shipping cost by dimensional weight 

Example
20 in

Syntax
Integer + unit

Supported integers
A value between 1 and 1000

Supported units

• in
• cm

• Meet the requirements for the shipping_​length attribute

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

Example 
US:CA:5.00:y

Syntax
tax uses 4 sub-attributes:

• rate (required) 
  Tax rate as a percentage
• country (optional)
  ISO 3166 country code 
• region or postal_​code or location_​id (optional)
• tax_​ship (optional)
  Specify if you charge tax on shipping. Accepted values are yes or 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, Canada, and India
  • Don't include tax in the price attribute. For the US only, include the tax in the tax attribute if you need to override your account settings
• For all other countries
  • Include value added tax (VAT) in the price attribute and do not use the tax attribute