Add products directly in Merchant Center

You can add individual product listings without creating and uploading a new feed. Once you’ve added individual products to Merchant Center, you can make edits to that item individually. Keep in mind that you’re able to use a combination of feeds and individual product uploads.

This article explains how to add individual products.

How it works

Ads for products submitted individually:

  • Are not available for local inventory ads
  • Cannot be combined with inventory feeds
  • Do not have an expiration date unless explicitly removed (unlike feed offers that expire in 30 days)
  • Cannot be affected by feed rules

Multi-client accounts are not eligible to use individual product data uploads.

Before you begin

Before you can upload product data to Merchant Center, you need to verify and claim your store’s website URL. Learn more about how to verify and claim your website URL

You also need to have already set up tax and shipping for the country that you want to advertise in.


To add products individually:

  1. Log in to your Merchant Center account.
  2. Select Products from the navigation menu, then click All products.
  3. Click the plus button to add a product.
  4. Fill out the required product data fields.
  5. (Optional) If you sell similar products which vary by color, size, gender, or other variant attributes, go to the “Detailed product description” section and click I have an apparel or variant products. You can add all variant colors, genders, age groups, sizes, materials, and patterns for the product. Choose the attributes and corresponding attribute values which distinguish your variant items.
  6. Click Save.

If you added variant products in the previous step:

  1. (Optional) Click Assign values to variants in bulk (optional) if you want to define templates for dynamically populating attribute values based on variants.
    • For example, you can dynamically generate your variant titles or link URLs by appending attributes such as color or size.
  2. Click Apply to save any product data templates you created in step 1. The changes will be seen in the summary table below. You can enable and disable these templates by clicking the chips on the top if you want to use either a URL or only a title template.
  3. Review the summary of all the variant offers you created. For attributes not listed in the table, the values will be taken from the previous screen.
    • (Optional) Click Add attribute column to add additional attributes
  4. Click Continue to review the product and variants
  5. Click List this product

To edit an individually added product:

  1. Log in to your Merchant Center account.
  2. Select Products from the navigation menu, then click All products.
  3. Select the product you want to edit.
  4. Click the pencil icon Edit to edit the product.
  5. Click Save.

Note: It can take up to an hour for your product to appear in the “All products” page.

Learn more about the Shopping ads product data specification and the Buy on Google product data specification

Related links

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