Google Merchant Center Product Feed: Complete Guide to Required Attributes 2026
Introduction
A poorly structured product feed is the leading cause of disapprovals on Google Shopping. Yet Google's official documentation is dense, scattered, and updated without notice.
This guide centralizes everything you need to know about GMC feed attributes in 2026: what's required, what's recommended, exact formats, and the errors that tank your approval rate.
Key stat: 67% of product disapprovals on GMC are caused by missing or incorrectly formatted attributes. Source: MyGoogle analysis of 50,000 product listings, Q1 2026.
Table of Contents
- 1. GMC Feed Structure
- 2. Universal Required Attributes
- 3. Category-Specific Required Attributes
- 4. Strongly Recommended Attributes
- 5. The
titleAttribute — Optimizing Like a Pro - 6. The
descriptionAttribute — What Google Expects - 7. Price and Availability — Zero Tolerance
- 8. Images — New 2026 Requirements
- 9. GTIN, MPN, Brand — The Identification Triangle
- 10. Shipping and Returns
- 11. Most Common Formatting Errors
- 50-Attribute Checklist
1. GMC Feed Structure
A Google Merchant Center feed is a data file describing your products according to a standardized format. Google accepts several formats:
| Format | Advantages | Disadvantages |
|---|---|---|
| Google Sheets | Easy updates, collaboration | ~500k row limit |
| XML (RSS 2.0) | Standard, well-supported | Requires technical maintenance |
| TSV/CSV | Simple, universal | No hierarchy |
| Content API | Real-time, automated | Requires development |
2026 Recommendation: For catalogs > 10,000 products, use the Content API v2.1 with real-time updates. For SMBs, Google Sheets with hourly auto-refresh is sufficient.
Recommended Update Frequency
- Products with variable stock: hourly
- Promotional prices: immediate update via API or dedicated promotional feed
- Stable catalog: daily minimum
2. Universal Required Attributes
These attributes are required for all products, regardless of category.
`id` — Unique Identifier
Format: String, max 50 characters Rules: Unique per product, never reuse a deleted ID, stable over time
id: SKU-12345
id: PROD-SHOE-NIKE-42-BLACK
Common error: Reusing a deleted product ID for a new product. Google retains the ID history and may apply previous violations to the new product.
`title` — Product Title
Format: String, max 150 characters Effective minimum: 70 characters
See dedicated section for full optimization.
`description` — Description
Format: Plain text or basic HTML, max 5,000 characters Recommended minimum: 500 characters
`link` — Product Page URL
Format: Full URL with https:// Rules:
- Must point to the exact product page (not category, not cart)
- Must be accessible by Google bots (no noindex, no robots.txt blocking)
- Must match the region/language of your GMC account
link: https://www.yoursite.com/shoes/nike-air-max-270-black-42
`image_link` — Main Image
Format: HTTPS URL, JPG, PNG, GIF, BMP, TIFF, WebP formats 2026 minimum resolution: 400x400 px (800x800 recommended) Max file size: 16 MB
`price` — Price
Format: Numeric value + ISO 4217 currency code
price: 49.99 USD
price: 149.00 GBP
Critical rule: The price in the feed must exactly match the price displayed on the product page when Google crawls it. Tolerance: 0%.
`availability` — Availability
Accepted values:
| Value | Meaning |
|---|---|
in_stock |
Available immediately |
out_of_stock |
Out of stock |
preorder |
Pre-order (requires availability_date) |
backorder |
Replenishment in progress |
Common error: Keeping a product in_stock when it's sold out on the site. This is a critical violation that can lead to account suspension.
`condition` — Product Condition
Accepted values: new, refurbished, used
new is the most common value. Required since 2024 for all products.
3. Category-Specific Required Attributes
Some attributes only become required for specific categories.
Apparel and Accessories
| Attribute | Example values |
|---|---|
size |
XS, S, M, L, XL, 38, 40, 42 |
color |
Black, Navy Blue, Burgundy Red |
gender |
male, female, unisex |
age_group |
newborn, infant, toddler, kids, adult |
size_system |
EU, US, UK |
size_type |
regular, petite, plus, tall, maternity |
material |
Cotton, Polyester, Leather |
pattern |
Solid, Striped, Floral |
Electronics and High-Tech
| Attribute | Required |
|---|---|
gtin |
Yes (EAN/UPC) |
brand |
Yes |
mpn |
Strongly recommended |
energy_efficiency_class |
Yes (EU, applicable appliances) |
certification |
Yes (CE, RoHS, etc.) |
operating_system |
Smartphones, tablets |
storage_capacity |
Storage devices |
screen_size |
TVs, monitors, tablets |
Food and Fresh Products
| Attribute | Required |
|---|---|
unit_pricing_measure |
Yes |
unit_pricing_base_measure |
Yes |
multipack |
If applicable |
is_bundle |
If applicable |
expiration_date |
Recommended |
4. Strongly Recommended Attributes
These attributes are not technically required but their absence significantly reduces your product visibility.
`product_highlight` (NEW 2026)
Product highlights, displayed as a list. Up to 10 entries, max 150 characters each.
product_highlight: USDA and EU Organic certified
product_highlight: Made in the USA since 1987
product_highlight: Free shipping on 2+ items
Measured impact: +23% CTR on products with at least 3 product_highlight entries.
`item_group_id` — Variant Group Identifier
Essential if you sell products in variants (sizes, colors). Allows Google to understand that your products are related and display the listing with a variant selector.
item_group_id: NIKE-AM270
All products sharing an item_group_id must have distinct id values but nearly identical title values (only the variant differs).
`product_type` — Internal Category
Different from google_product_category, this field represents your internal taxonomy. It helps Google understand your catalog.
product_type: Clothing > Women > Dresses > Summer Dresses
`additional_image_link` — Additional Images
Up to 10 additional images. Google recommends since 2026 including at least one lifestyle image.
`sale_price` and `sale_price_effective_date`
Required to declare a promotional price. Without these attributes, Google may disapprove your product if it detects a price discrepancy.
sale_price: 39.99 USD
sale_price_effective_date: 2026-01-20T08:00:00-05:00/2026-01-31T23:59:00-05:00
5. The `title` Attribute — Optimizing Like a Pro
The title is the most important attribute for performance. It determines which searches your product appears in and your click-through rate.
Optimal Structure by Category
Apparel:
[Brand] + [Product type] + [Gender] + [Color] + [Material/Feature]
Nike Air Max 270 Men's Sneakers Black Breathable Mesh
Electronics:
[Brand] + [Model] + [Main feature] + [Key spec]
Samsung Galaxy S25 Ultra Smartphone 6.8" 512GB Titanium Black
Home and Garden:
[Product type] + [Brand] + [Material] + [Dimension] + [Color]
Convertible Sofa IKEA FRIHETEN Velvet 3-Seater Light Gray
What to Avoid
| To avoid | Reason |
|---|---|
| Excessive capitalization | Penalized by Google |
| Promotional symbols (!!!, ***) | Policy violation |
| "Free", "Sale" in the title | Policy violation |
| Title < 30 characters | Under-optimized |
| Non-standard special characters | Incorrect parsing |
6. The `description` Attribute — What Google Expects
The 5 Components of a Good Description
- Identification (50-100 words): what this product is, for whom, in what context
- Technical specifications: dimensions, weight, materials, compatibility
- Benefits: what the user concretely gains
- Usage: how, when, and with what to use this product
- Differentiators: what distinguishes this product from alternatives
Optimal Length
- Absolute minimum: 150 characters (otherwise warning)
- Recommended minimum: 500 characters
- Optimal: 800-1,500 characters
- Technical maximum: 5,000 characters
What Google Penalizes in Descriptions
- Text more than 70% duplicated with another feed product
- Mentions of shipping, prices, promotions (these have dedicated attributes)
- Hyperlinks
- Complex HTML (JavaScript, unsupported tags)
- Artificially repeated keywords (keyword stuffing)
7. Price and Availability — Zero Tolerance
The Price Rule
Google regularly crawls your product pages to verify that the feed price matches the displayed price. In case of inconsistency:
- First detection: warning
- Persistence: product disapproval
- Repetition: account suspension
Special cases:
- Different prices by region: create separate feeds per region
- B2B prices requiring login: the public price must be in the feed
- "On quote" prices: these products are not eligible for Shopping ads
Managing Out-of-Stock
Don't delete out-of-stock products — set them to out_of_stock. Deleting and relisting a product resets its performance history.
If the stock-out lasts more than 30 days in 2026, Google may disapprove the product. Solution: add a restock date with availability_date.
8. Images — New 2026 Requirements
Minimum Resolutions by Category
| Category | Minimum | Recommended |
|---|---|---|
| All products | 400x400 px | 800x800 px |
| Apparel | 800x800 px | 1,500x1,500 px |
| Electronics | 600x600 px | 1,200x1,200 px |
| Jewelry | 600x600 px | 1,200x1,200 px |
What Disqualifies an Image
- Watermark or logo on the image
- Promotional text overlay ("Sale", "-30%", "New")
- Decorative borders
- Composite image with multiple distinct products (except
is_bundle: yes) - Image < 100x100 px (automatic rejection)
- Low quality, blurry, or excessively compressed image
Accepted Images in 2026
- White or solid background (required for worn apparel)
- Lifestyle background for additional images
- AI-generated images if faithful to the actual product
- Multiple angles in
additional_image_link
9. GTIN, MPN, Brand — The Identification Triangle
`gtin` — Global Trade Item Number
The GTIN (EAN in Europe, UPC in the US) is the universal product identifier. It is required for all products that have an assigned GTIN.
Accepted formats:
- EAN-8, EAN-13 (Europe): 8 or 13 digits
- UPC-A (USA): 12 digits
- ISBN-13 (books): 13 digits
- ITF-14 (multipacks): 14 digits
Never invent a GTIN. Google verifies GTINs against its global database. A fictitious or incorrectly transcribed GTIN leads to disapproval.
Products Without GTIN
If your product doesn't have a GTIN (crafts, custom products, spare parts):
- Add
identifier_exists: false - Provide
brand+mpnmandatorily - Provide a detailed description to compensate
`brand` — Brand
Required unless identifier_exists: false. Use the official brand name, without abbreviations or variations.
10. Shipping and Returns
Shipping Cost Configuration
Two methods:
Method 1 — GMC Settings (recommended)
Configure your shipping rules in Settings > Shipping and Returns. Then reference them in the feed with shipping_label.
Method 2 — Feed attributes
shipping: US:::5.99 USD
shipping: US::Express:9.99 USD
Format: country:region:service:price
`return_method` — New Required 2026
return_method: BY_MAIL
return_method: IN_STORE
return_method: AT_KIOSK
Multiple values accepted if you offer multiple methods.
11. Most Common Formatting Errors
Price Errors
| Wrong | Correct |
|---|---|
49,99 USD (comma) |
49.99 USD (period) |
49.99$ (symbol attached) |
49.99 USD |
USD 49.99 (currency first) |
49.99 USD |
49 (no decimals) |
49.00 USD |
Date Errors
| Wrong | Correct |
|---|---|
2026-01-20 |
2026-01-20T08:00:00-05:00 |
01/20/2026 |
2026-01-20T08:00:00-05:00 |
| Without timezone | Always include timezone |
URL Errors
| Wrong | Correct |
|---|---|
http:// |
https:// required |
| URL with spaces | URL encoding required |
| Category URL | Exact product URL |
| Redirected URL (301) | Direct final URL |
50-Attribute Feed Checklist
Universal Required
-
id— Unique, stable, max 50 characters -
title— 70-150 characters, optimized structure -
description— 500+ characters, unique -
link— HTTPS, exact product URL -
image_link— HTTPS, 400x400 px minimum -
price— Formatvalue CURRENCY, consistent with site -
availability—in_stock,out_of_stock,preorder,backorder -
condition—new,refurbished,used -
brand— Official brand name
Product Identification
-
gtin— Valid EAN/UPC/ISBN -
mpn— If no GTIN -
identifier_exists—falsefor crafts/custom items
Category
-
google_product_category— Google taxonomy (numeric ID or label) -
product_type— Your internal taxonomy
Variants
-
item_group_id— All products in the group -
color— Required for apparel -
size— Required for apparel -
gender— Required for apparel -
age_group— Required for apparel -
size_system— EU, US, UK, etc. -
material— Strongly recommended -
pattern— If applicable
Pricing and Promotions
-
sale_price— If promotion is active -
sale_price_effective_date— Promo dates in ISO 8601 -
unit_pricing_measure— Required for food -
unit_pricing_base_measure— Required for food
Images
-
additional_image_link— 3-10 additional images - Resolution respected by category
- No watermarks or text overlay
Shipping
-
shipping— Shipping costs configured -
shipping_label— References GMC shipping rule -
shipping_weight— If weight-based calculation -
transit_time_label— Delivery time labels
Returns (2026)
-
return_method— BY_MAIL, IN_STORE, AT_KIOSK -
return_policy_label— References GMC return policy
New 2026 Attributes
-
product_highlight— 3-10 key highlights -
certification— CE, RoHS, etc. (electronics) -
energy_efficiency_class— Home appliances
Additional Data
-
custom_label_0tocustom_label_4— Labels for campaign segmentation -
excluded_destination— If exclusions needed -
included_destination— If limited destinations -
multipack— If pack of multiple units -
is_bundle— If bundle of distinct products -
availability_date— If preorder or backorder
Conclusion
An optimized Google Merchant Center product feed is not a simple catalog export — it's a structured document that communicates with Google's algorithm. Every missing or incorrectly formatted attribute is a lost visibility opportunity.
In 2026, with AI evaluating the semantic quality of your data, the richness and precision of the feed are more important than ever. A catalog with complete data qualifies for organic placements, SGE responses, and premium ad formats.
Use MyGoogle to automatically audit the compliance of your product pages with GMC feed requirements — title, price, images, structured data and availability checked in 30 seconds.