Data and eligibility requirements to show your products on surfaces across Google

You can enable your products to appear in unpaid product results on surfaces across Google.

How it works

This programme allows people to see product results from your shop on various Google surfaces, including Google Images, the Google Shopping tab, Google Lens and Google Search (availability of listing types for each Google surface varies by country. Learn more). Just as we don't charge sites to form part of the Google Search index, participating merchants are eligible to appear on surfaces across Google results for free.

To become eligible, you must follow the required policies to show products on surfaces across Google, and meet one of two criteria:

  • If you submit a feed through Google Merchant Center, you can participate in surfaces across Google by selecting the corresponding programme in Merchant Center.
    Learn more about choosing programmes
  • If you have structured data markup on your website, you will automatically have your products shown on surfaces across Google (with the exception of the Google Shopping tab) without directly participating in the programme. You can opt out at any time by removing the data markup and implementing crawl and indexing controls.

Additional eligibility requirements for enhanced listings on the Google Shopping tab

To be eligible for enhanced listings, which show your products in content-rich listings on the Google Shopping tab, you must follow the policies for surfaces across Google as well as those for Shopping ads. Eligibility is also based on your account status and the quality of the data that you provide.

You can influence your eligibility by providing Google with high-quality information that ensures that shoppers will have a positive customer experience. There are a range of ways in which you can do this. For example, you can link your account with a third-party platform, or if your platform is not yet supported, you can opt in to the Google Customer Reviews programme.

Note: Structured data markup is not supported for unpaid listings on the Google Shopping tab. You must submit a feed through Google Merchant Center and meet the additional eligibility requirements for enhanced listings to appear in these results. If you already have structured data markup on your website and want to get started with feeds in Google Merchant Center, consider starting with automated feeds. Learn more.

For merchants submitting feeds through Google Merchant Center

If you submit a feed through Google Merchant Center and do not choose to participate in the surfaces across Google programme, your products may not be eligible to appear as unpaid listings on surfaces across Google nor as rich snippets in your Google Search and Google Images results. Google may still use and display certain product feed data that you submit (for example, titles and images) as described in the Merchant Center Terms of Service, including to improve Google's services.

Also, if you've previously submitted a product feed to Google, you may already have products that are appearing in unpaid product results on surfaces across Google. If you don't want your products to appear across these free surfaces, follow these instructions to manage your destinations.

Data feed requirements

If you submit a product feed to Google for the first time, you can enable your products to appear on surfaces across Google.

Standard listings

The minimum required attributes to show your inventory on surfaces across Google are:​

Enhanced listings

Products that are eligible for enhanced listings will appear in content-rich formats on the Google Shopping tab, which may boost traffic and drive sales.

Note: Enhanced listings are currently available in the United States only.

In addition to the attributes required for surfaces across Google, the following attributes are required to participate in enhanced listings:


We encourage you to submit as many applicable attributes as possible to ensure accurate and comprehensive data.

Learn more about requirements for the Shopping product data specification

Best practices

Follow these best practices when showing your products on surfaces across Google. 

Unavailable attributes

The following Shopping ads attributes are not available for surfaces across Google:

ads_redirect [ads_redirect]

custom_label_0-4 [custom_label_0-4]

Related links

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