Merchant Center allows you to list your products for free on Google properties, including Google Search, the Google Shopping tab, and Google Images.
Free product listings can appear on Google Search and Google Images. Free enhanced listings appear on the Google Shopping tab. Learn more about the different standard listing types and availability by country
Standard and enhanced listings have different data requirements. Learn more about data required for standard and enhanced listings
Follow these best practices to help your products appear in free standard and enhanced listings.
Use a Merchant Center product feed
Ensure that your feed is opted in to free listings
If you have existing feeds already uploaded to Merchant Center, your feeds are likely already opted in to free listings. You can confirm by checking the destination setting of the feed in Merchant Center.
- Sign in to your Merchant Center account.
- Click Products in the main left navigation menu.
- Click Feeds to see settings for your different feeds.
- In the “Destination” column, you should see "Free product listings".
If you’re not opted in, to opt in, click Growth and then Manage programs in the left navigation menu. Then, click the feature card, and follow the instructions.
Help Google understand the products that you're selling
- Global Trade Item Numbers (GTIN)
- Note: Submit these for all products for which GTINs exist.
- Brand and Manufacturer Part Numbers (MPN).
Apparel-specific data to include in more visual listings
item_group_id: Use this attribute to group product variants together in your data. Follow the best practices for the
item_group_idattribute to ensure your variants are submitted correctly.
color: Submit the primary color of your product. If your product has variants that vary by color, use the
item_group_idattribute to submit each of your variants by color.
size: Use these attributes to specify the standardized size of your product. If your product has variants that vary by size, use the
item_group_idattribute to submit each of your variants by size.
pattern: Use this to describe the pattern or graphic print on your product. If your product has variants that vary by pattern, use the
item_group_idattribute to submit each of your variants by pattern.
material: Indicate the primary materials used in the main part of your product, as shoppers often search for products by material (“leather jackets”).
Submit high-quality images
image_link: Submit URLs to high-resolution product images to improve your chances of capturing shopper attention. We recommend removing any UTM sizing parameters and submitting images that are at least 650x850 pixels.
additional_image_link: Provide up to 10 additional images per product to help shoppers see different views of your product.
Define demographic attributes
gender: Use this attribute to specify which gender your product is designed for, or submit “unisex” if no gender is specified. We use gender in combination with your size and age_group attributes to standardize sizing and departments that are shown to users (a t-shirt with “male” and “kids” indicated for the gender and age_group could show for “boys t-shirt”).
age_group: Use this attribute to indicate which demographic your product is designed for. This attribute is used in combination with gender to help ensure users see the correct size information (“women's” for “adult,” “female” and “girls” for “kids,” “female”).
Submit additional optional attributes
size_type, size_system: Use these attributes to help further specify the standardized size of your product.
condition: Use this attribute to help shoppers understand whether your product is used or new.
multipack: Use this attribute to indicate if your product is multiple, identical items grouped as one product (“10 pairs white cotton socks”).
Provide more data attributes for better quality listings
Adding the suggested attributes below will help Google match your product data with user queries:
- Add the
availabilityattribute: It’s highly recommended that you add the
availabilityattribute. If you don’t, your products may not appear in search results on eligible properties (this attribute is required for standard listings).
- Add the
canonical_linkattribute: It's recommended that you add the
canonical_linkattribute. This ensures that your products are associated with the correct URL in Google’s Search index.
- Set up shipping configuration and shipping policy links: Adding a link to your shipping policy is required for enhanced listings and recommended for standard listings.
- If you include specific prices in your Merchant Center feed (use the
priceattribute) or in schema.org markup (
Offers), any price drops based on the running historical average of your product’s pricing may appear in your listings. Learn more about best practices for using the price attribute in your product feed
Comply with free listings policies
Provide merchant trust and quality signals
Google looks for signals that listings will be helpful and valid for users on Google properties. Here are two additional ways that you can make your free listings more likely to appear on Google properties (trust and safety signals are strongly recommended for enhanced listings on the Google Shopping tab):