Merchant Center allows you to list your products for free on Google properties, including Google Search, the Shopping tab, and Google Images.
Free product listings can appear on Google Search and Google Images. Free enhanced listings appear on the 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 your feed includes free listings as a destination
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, 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
[item_group_id]: Use this attribute to group product variants together in your data. Follow the best practices for the item group ID attribute 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 ID
[item_group_id]attribute 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 ID
[item_group_id]attribute 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 ID
[item_group_id]attribute to submit each of your variants by pattern.
[material]: Indicate the primary materials used in the main part of your product, as customers often search for products by material (for example, “leather jackets”).
Submit high-quality images
- Image link
[image_link]: Submit URLs to high-resolution product images to improve your chances of capturing customer attention. We recommend removing any UTM sizing parameters and submitting images that are at least 650x850 pixels.
- Additional image link
[additional_image_link]: Provide up to 10 additional images per product to help customers 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. Google uses gender in combination with your size
[size]and age group
[age_group]attributes to standardize sizing and departments that are shown to customers (for example, a t-shirt with “
male” and “
kids” indicated for the gender and age group could could be used to display a “boys t-shirt”).
- Age group
[age_group]: Use this attribute to indicate which demographic your product is designed for. This attribute is used in combination with the gender
[gender]attribute to help customers see the correct size information (for example, submit the value “
women’s” for an adult female and the value “
girls” for a female child).
Submit additional optional attributes
- Size type
[size_type], size system
[size_system]: Use these attributes to help further specify the standardized size of your product.
[condition]: Use this attribute to help customers 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
- Add the availability
[availability]attribute: It’s recommended that you add the availability
[availability]attribute. If you don’t, your products may not appear in all search results.
- Add the Google Search Index
[canonical_link]attribute: You can use the Google Search Index
[canonical_link]attribute to ensure your products are associated with the correct URL in Google’s Search index.
- If the Google Search Index
[canonical_link]attribute isn’t used, there’s a chance the URL provided in the link
[link]or mobile link
[mobile_link]feed attribute will be indexed. To prevent indexing, add the
noindextag to your pages if appropriate, or use the Google Search Index
[canonical_link]attribute in your feed.
- If the Google Search Index
- If you include specific prices in your Merchant Center feed (use the price
[price]attribute) 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
[price]attribute in your product feed
Provide shipping and return policy information
- 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. By adding a link to your policy, you give customers access to important information about shipping rates and times for the products they may want to purchase.
- Include your return policy information: Add your return policy information to your Merchant Center account to show information about returns in your free product listings. Knowing what your return policy is may determine whether or not a customer decides to purchase a product.