The 14 product attributes you need in Google Merchant Center

The 14 product attributes you need in Google Merchant Center are the essential data fields that allow Google to match your products to shopper searches. They sit in your product feed, a file of your products and the data that describes them. If an attribute is missing or wrong, your product may be disapproved, or it may show for the wrong searches.

Google Merchant Center (GMC) accepts dozens of attributes. Most stores do not need all of them. But 14 attributes do most of the work. Get these right and you give Google the information it needs to match your product to a shopper's search.

Each of the 14 attributes below gets a plain definition, its format, and a short example. You will also see which ones are required, which are optional, and which ones help you stand out.

Why product attributes matter for Google Shopping

Google cannot see your product the way a person can. It reads the data you supply. Each attribute is a field with a value. The header field holds the name. The cost field holds the cost. The image field points to a picture.

When a shopper types a search into Google, the system compares that search to the data in millions of feeds. Products with clear, complete, and accurate data are easier to match. Products with thin data are harder to connect, and they often lose to better feeds.

Good product data also helps in AI-driven search. Tools that summarise products or answer shopping questions pull from structured data. When your attributes are precise, these systems can identify your product and describe it correctly. That is the GEO side of a good feed. The same clean data that supports Google Shopping also allows generative engines understand what you sell.

Required attributes vs optional attributes

Some attributes are required for every product. Others are required only in certain regions or categories. A third group is optional but strongly recommended.

Required attributes are the ones Google needs to accept the product at all. If you skip one, the product will not run. Recommended attributes guide Google to find and rank your product. Optional attributes add detail for shoppers who want to compare items.

Check the GMC product data specification for the full rules, because requirements can change by country and category.

The 14 core attributes

1. Product id [id]

The id attribute is the unique identifier for each item in your feed. It works like a serial number. Google uses it to tell your products apart and to track them over time.

Use a value that does not change. Many stores use the SKU from their catalog. The id can contain up to 50 characters. Each product needs its own id, and no two items should share one.

Do not change the id when you update a product. If the value changes, Google treats it as a new product and you lose its history.

If you sell variants of the same item, such as a shirt in five fits, each variant gets its own id. You then link the variants together with the item_group_id attribute. That tells Google these items belong to one parent product.

Example: SHIRT-BLU-M

2. Product title [title]

The title is the most important text field in your feed. Shoppers see it in the ad. Google reads it to decide which searches to match.

You can use up to 150 characters, but shoppers often see only the first part. Put the most important words first, as Seer Interactive's March 2026 guide by Marisa Rosso and Nisha Brijesh also advises. Include the brand, the product type, and the key details such as color, size, or material.

A strong title follows a pattern. For clothing, it often runs brand, then product type, then color, then size. For electronics, it may run brand, then model, then key feature.

Avoid promotional text like "free shipping" or "best deal" in it. Do not write in all capital letters. Google can disapprove titles that break these rules.

Example: Nordwave Men's Waterproof Hiking Jacket, Navy Blue, Size M

3. Product description [description]

The description tells Google and shoppers more about the product. You can write up to 5,000 characters. Write in plain sentences and describe what the product is, what it is made from, and what makes it useful.

Put the most important details in the first sentences. Include exact information such as dimensions, materials, and real-life cases. This text allows Google match your product to longer, more detailed searches.

Do not paste in text that lists promotions, links, or shipping terms. Keep the focus on the product. Write a unique description for each product, because copied text from a manufacturer adds nothing.

Clear descriptions also give AI search tools something to quote. A short, factual description is easier to summarise correctly than a page of marketing language.

Example: A lightweight waterproof jacket with taped seams and an adjustable hood. Made from recycled polyester. Packs into its own pocket for travel.

4. Product link [link]

The link attribute is the URL of the product page on your website. It is where shoppers land when they click your ad. It must start with http or https and point to a working page.

The page must show the same product, price, and availability that your feed shows. If the cost on the page differs from the amount in the feed, Google can disapprove the product. This mismatch is one of the most common feed errors.

Make sure the product page loads fast and functions on mobile. A slow page loses shoppers, and Google checks the landing page as part of its review.

Example: https://www.example.com/products/waterproof-hiking-jacket

5. Product image link [image_link]

The image_link attribute gives the URL of your main product image. This is the picture shoppers see in Shopping Ads. Google shows this image beside your title and price.

Use a high-quality photo of the actual product on a plain background. The image should show the product itself, not a logo, a placeholder, or a watermark. Google sets minimum dimensions: 100 by 100 pixels for most products and 250 by 250 pixels for apparel. Larger images look better, so aim for at least 800 by 800 pixels.

You can add extra pictures with the additional_image_link attribute. Use them to show the product from other angles or in use.

Example: https://www.example.com/images/jacket-navy-front.jpg

6. Price [price]

The price attribute tells Google what the product costs. It has two parts: the number and the currency code. Write them as a number, then a space, then the three-letter currency code.

The price must match the price on your product page. Include tax where local law requires it. In the United States, amounts are shown without tax. In many other markets, including most of Europe, prices must include VAT.

If the price is wrong or does not match your page, it can be disapproved. Update your feed whenever your costs change.

Example: 129.00 EUR

7. Sale price [sale_price]

Use the sale_price attribute when a product is on sale. It shows the lower amount next to the regular one, which can raise interest in the ad.

Keep the regular price in the price field. Put the discounted amount in sale_price. Then add the sale_price_effective_date attribute to enter the start and end date of the sale. Write this field in the ISO 8601 date format.

Only use this discounted price for real discounts. Google reviews these claims, and fake sales can lead to problems. When the sale ends, remove the price or allow the date to expire.

Example: 99.00 EUR

8. Brand [brand]

The brand attribute names the maker of the product. It is required for most new products. Shoppers often search by brand name, so this field matters for matching.

Use the real brand name, not your store name, unless you make the product yourself. If you offer custom or handmade items with no brand, you can use your own business name.

Books, movies, and music are exceptions, since they do not require a brand. For everything else, keep the spelling consistent across all your items.

Example: Nordwave

9. GTIN [gtin]

GTIN stands for Global Trade Item Number. It is the number under the barcode on most retail products. It identifies the exact product that is sold around the world.

Google uses the GTIN to know which product you sell. It can then group your offer with the same product from other stores and show richer information. Products with valid GTINs often get better reach.

GTINs come in different lengths, such as 8, 12, 13, or 14 digits. You can locate the number on the packaging or get it from the manufacturer. Do not invent a GTIN. A wrong number can cause disapproval.

Read the Google guide to finding a GTIN for details on where to look and what to do if your product has none. For those with no Global Trade Item Number, such as custom goods, you can change the identifier_exists attribute to no.

Example: 0123456789012

10. Google product category [google_product_category]

The google_product_category attribute tells Google what kind of product you offer, using Google's own set of categories. The set is arranged in levels, from broad to narrow.

You can use either the full text path or the numeric ID. A precise category lets Google understand your product and match it to the right searches. For example, "Apparel & Accessories > Clothing > Outerwear > Coats & Jackets" is far more useful than just "Apparel & Accessories."

Choose the most precise category that fits. Use only one category for each product. Seer Interactive says categories can go up to five levels deep, which it links to better ad relevance and fewer wasted clicks. You can find the full set in the Google product category guide.

Example: Apparel & Accessories > Clothing > Outerwear > Coats & Jackets

11. Product type [product_type]

The product_type attribute is your own category. It is different from the Google product category. Google gives you a fixed set. You write the product type yourself.

Use it to mirror the structure of your store. This allows you to organise campaigns and group products for bidding. It can also give Google extra context about the item.

You can use a path with several levels, separated by a greater-than sign. Be consistent so that similar products share the same structure.

Example: Men > Jackets > Hiking Jackets

12. Color [color]

The color attribute names the main color of the product. It is required for apparel products in most markets, and it is recommended for many other categories.

Use plain color names that shoppers use, such as "navy blue" or "forest green." If a product has more than one color, name the main color first and separate the others with a slash. Do not use codes or made-up names.

Each variant with a different color requires its own line in the feed and its own value. Keep the color in the product name as well, so shoppers can see it in the ad.

Example: Navy Blue

13. Size and size system [size, size_system]

The size attribute tells Google what size it is. It is required for apparel and shoes in many markets. It helps shoppers filter by fit.

Pair it with the size_system attribute, which defines the sizing standard. Common values include US, UK, EU, DE, FR, and JP. This matters because a 42 means something different in each system. You can also add size_type to say if the fit is regular, petite, plus, or maternity.

Each size is a separate variant. A jacket in four sizes requires four rows with four ids, all linked through item_group_id. Keep one sizing format across your whole catalog.

Example: M (with size system US)

14. Material [material]

The material attribute names the fabric or substance the product is made from. It is useful for clothing, furniture, and accessories. Shoppers often found for a specific material, such as "leather" or "cotton."

Use the common name of the material. If it has more than one, name the main one first or use a short mix. This field gives Google a specific detail to match against long searches.

The field also helps separate products that look alike but differ in quality. When two products are similar, a clear material value can be the detail that makes yours easier to discover.

Example: Recycled polyester

Other attributes that help

The 14 above form the core. A few more attributes are worth adding when they apply to your products.

The condition attribute states whether the item is new, refurbished, or used. Most stores sell new stock, so the value is usually new. Enter it correctly for any second-hand stock.

The multipack attribute is for items sold as a group of identical products. If you sell a pack of six socks, enter 6. The bundle attribute is different. It is for a main product sold with related accessories.

The product_highlight attribute lets you add short bullet points about key features. These give shoppers quick facts and give Google more detail about your product. The product_detail attribute adds technical points, such as a name and value pair for extra specs. Clarmix covers these and six more in its guide to 8 Merchant Center attributes that help products appear in Google AI Overviews.

Google also added six optional conversational attributes at Google Marketing Live in May 2026, according to Limelight Marketing, published June 15, 2026. They help AI shopping experiences understand products and do not affect approval status.

Google also allows up to five custom labels per feed, from custom_label_0 to custom_label_4, according to Seer Interactive's March 2026 guide.

The shipping attribute defines shipping costs and times for a product. You can manage shipping at the account level instead. Add the product-level field only when one item has special rules.

The item_group_id attribute groups variants together. The product_weight attribute states the actual weight, which can affect shipping costs. The availability attribute tells Google if the product is in stock, out of stock, or on backorder. Google needs it for every product.

How to create and submit your feed

You have several ways to add products to GMC. You can upload a file, connect a store platform, or try a feed tool. The right choice depends on the number of products you sell and how often the data changes.

Start by noting all the fields you require. Then fill in each product row. Check the format of each value. Once the file is ready, submit it in Merchant Center and create a schedule for updates.

After you submit, review the diagnostics page. It shows errors and warnings for each item. Fix the errors first, since they block products from showing. Then make your way through the warnings, because they often direct you to missing recommended attributes.

If you sell in more than one country, choose the target market for each feed. Prices, currency, tax, and shipping rules can differ by country. A separate feed or a feed rule for each country keeps the data clean.

Common mistakes to avoid

Many disapprovals come from the same few problems. Knowing them saves time.

The first is a mismatch between the feed and the product page. Cost and availability must always agree. The second is a wrong or made-up GTIN. Use only real numbers. The third is a weak name. Short, vague names lose to specific ones. The fourth is a poor image, such as a low-resolution photo or one with words over it.

Another problem is a missing variant setup. If you forget item_group_id, Google may treat each variant as an alternate product. A last common issue is an old feed. If you change the pricing on your site but not in your feed, you will get errors.

How to keep your product data strong

Product data is not a one-time task. Your catalog changes, and so do the rules. Build a routine to check your feed.

Review your titles and descriptions for your top products first. Test small changes and watch the results. Add missing attributes wherever there are gaps. Keep costs and stock in sync with your store.

A feed management tool can speed this up. Tools such as DataFeedWatch can connect to Shopify or WooCommerce and build the feed for you. Clarmix helps you improve product data for Google Shopping and Performance Max, so you can identify gaps, fix weak entries, and keep attributes consistent across your catalog. Clarmix also shows four ways to use AI performance insights in Merchant Center to spot gaps in product attributes.

Frequently asked questions

What are the required attributes in Google Merchant Center?

The core required attributes are id, title, description, link, image_link, price, and availability. Brand and Global Trade Item Number are required for most new products. Color, size, and size system are required for apparel in many markets. Always check the rules for your country and category.

What is the difference between product type and Google product category?

The Google product category comes from a fixed set made by Google. Product type is a path you write yourself, based on your own store structure. Use both. The Google category lets Google understand the product. The product type helps you organise your ads.

Do I need a GTIN for every product?

Not for every product. Most branded retail products have a Global Trade Item Number, and you should provide it. Custom, handmade, or vintage goods may have none. In that case, switch identifier_exists to no. Never make up a number.

How long should a product title be?

You can use up to 150 characters. Put the key words in the first 70 or so, because shoppers may not see the rest. Include brand, product type, and the main details such as color, size, and material.

How do I set up product variants?

Give each variant its own id and its own row in the feed. Then apply the same item_group_id for every variant of the same product. Fill in the attribute that differs, such as size, for each row.

What is a multipack?

A multipack is a set of identical items sold together as one product, such as a pack of six. Use the multipack attribute with the number of units. A bundle is unique, because it combines a main product with related items.

Can I use one feed for several countries?

Yes, but you need to handle price, currency, tax, and shipping for each market. Many stores run a distinct feed or feed rules per market. Make sure every item is set to the right target country.

Key takeaways

• Start with the required fields, then add the ones that describe your product in detail.
• Lead each title with the brand, the product type and the key details.
• Use a valid GTIN and never invent one.
• Keep every value in line with your product page.
• Review your feed often and fix errors fast.

Final thoughts

The 14 attributes in this guide give you a solid base for any GMC feed. Start with the required fields, then add the ones that describe your product in detail. Specific, accurate data lets Google match your products to the right shoppers, and it helps AI discovery tools understand what you sell.

Review your feed often, fix errors fast, and keep every value in line with your product page. Small improvements to titles, images, and identifiers can add up to better reach over time.