Understanding Product Attributes: The Top 15 Feed Attributes for 2025

Boost your online sales by optimizing your Google Shopping feed attributes to enhance visibility. Accurate product details, along with well-defined product attributes, and trustworthy marketing claims are crucial for attracting ready-to-buy customers.

Google Shopping is a powerful tool for online retailers to showcase their products and reach a broader audience. By fine-tuning your product information with precise Google Shopping feed attributes, you can increase your visibility in Google's Free Product Listings and improve your chances of connecting with eager shoppers.

In this guide, you'll learn about Google Shopping feed attributes, their significance, and the key attributes to include in your product feed.

What Are Product Attributes?

Product attributes are specific details about your products—such as ID, title, price, and availability—that you provide to Google through a product feed, typically via a spreadsheet or platform integration.

Why Are Attributes Important in a Product Feed? Product feed attributes are structured pieces of information (like ID, title, price, brand, etc.) that describe your products. By submitting these attributes, you enable Google (or other platforms) to accurately display, match, and filter your items in search results.

Also read: Google product feed examples (from 2 different online stores)

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This process involves a merchant creating and updating products and specifying product attributes through primary and supplemental feeds, both of which connect to the Google Merchant Center database. Merchants can use product API methods (delete, get, insert, list) to manage listings. This ensures that the most current product information is stored in the Google Merchant Center for accurate and up-to-date listings.

3 Reasons Why Product Attributes Are Important

Here are three key reasons why product feed attributes are essential:

1. Enhanced Visibility and Reach: Accurate attributes help Google understand exactly what you're selling, increasing the likelihood of your products appearing in relevant searches on the Shopping tab, Google Search, Google Images, YouTube, and more.
2. Improved Customer Experience: Clear, detailed product information—such as price, brand, availability, safety, and color—enables customers to make informed decisions quickly, leading to higher click-through and conversion rates.
3. Compliance and Avoiding Disapprovals: Providing required and accurate product attributes ensures your feed complies with Google’s guidelines. Missing or incorrect product details can lead to product disapprovals, resulting in lost sales opportunities.

Also read: The Ultimate Guide to Supplemental Feeds

12 Essential Google Shopping Feed Attributes

Below is a quick reference table of the most crucial product attributes. Following the table, you'll find detailed explanations of each attribute, complete with examples, dos and don'ts, and tips for various types of online stores (such as wine, shoes, outdoor gear, etc.).

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These essential Google Shopping feed attributes are crucial for your product data specification. For each attribute, you'll find a brief explanation of why it’s important, followed by Dos and Don’ts (with examples) that apply to different types of online stores, such as wine, shoes, outdoor gear, and more.

1. ID [id]

A unique and consistent ID for each product is essential for tracking performance and maintaining historical data. It helps prevent confusion, especially if you have similar or variant products.

Key Points:

• Use a unique, descriptive format.
• Keep the same ID over time.
• Organize IDs logically.

2. Title [title]

Your product title is the first thing shoppers see, so it must be clear and relevant. Including core details like brand and key features helps shoppers quickly identify your product.

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Key Points:

• Include essential descriptors.
• Keep it concise and scannable.
• Use natural, search-friendly wording.

3. Link [link]

Providing an accurate product link ensures shoppers land on the correct page, reducing bounce rates and fostering trust.

Key Points:

• Use secure HTTPS URLs.
• Verify links lead directly to the product.
• Keep links updated if your site structure changes.

4. Image Link [image_link]

High-quality images significantly impact click-through rates. A clear image helps shoppers quickly determine if the product meets their needs.

Key Points:

• Provide crisp, high-resolution images.
• Show the entire product.
• Update images when packaging or design changes.

5. Price [price]

Accurate pricing is crucial as shoppers often check prices before clicking. Ensuring your site and feed prices match maintains trust.

Key Points:

• Reflect real-time costs.
• Use correct currency codes.
• Update quickly when sales end.

6. Description [description]

A precise description that highlights features and benefits helps shoppers make informed decisions and provides context for search queries.

Key Points:

• Emphasize unique selling points.
• Use everyday language.
• Mention key specs.

7. Availability [availability]

Informing shoppers about stock status helps them make quick decisions and ensures your feed aligns with Google’s guidelines.

Key Points:

• Mark "in stock" only when you can fulfill orders.
• Switch to "out of stock" as soon as items sell out.
• Use "preorder" for upcoming launches.

8. Condition [condition]

Clearly stating whether an item is new, used, or refurbished sets the right expectations and prevents customer dissatisfaction.

Key Points:

• Select the correct condition.
• Describe any wear and tear if used.
• Ensure consistency with your website.

9. Brand [brand]

The brand is crucial for searches and filters, especially for well-known labels, helping customers find products from their preferred brands.

Key Points:

• Use the official manufacturer name.
• Maintain consistent spelling.
• Assign your own brand if it’s a private label.

10. GTIN [gtin]

A recognized barcode or UPC enhances visibility and credibility. If a GTIN exists, it should be included to accurately match your product.

Key Points:

• Enter the exact barcode number.
• Verify authenticity with official labels.
• Update GTIN if the product packaging changes.

11. MPN [mpn]

If no GTIN exists, the Manufacturer Part Number serves as another unique identifier, crucial for niche or custom items.

Key Points:

• Provide the genuine MPN from the manufacturer.
• Use MPN if a GTIN is unavailable.
• Keep it consistent across all listings.

12. Color [color]

Providing a clear, precise color name helps shoppers filter products quickly, especially for apparel or visually distinctive items.

Dos

• Provide standardized sizing (e.g., “10 US” for shoes, “Large” for shirts).
• Use item_group_id for variations (e.g., each shoe size has its own ID but shares a group).
• Mention relevant specs for non-apparel (e.g., a “4-Person” tent or “50L” backpack).

Don’ts

• Lump multiple sizes together in one entry (e.g., “8-12” for a single shoe listing).
• Leave it blank when size is essential (e.g., “Unknown” for a piece of clothing).
• Use confusing terms (e.g., “One Size” if the product actually comes in multiple sizes).

Are all of these attributes mandatory for every product?

Not all attributes are mandatory for every product. Some attributes, such as ID, title, link, image link, price, availability, and description, are required for all products. Others, like color and size, are only necessary for specific categories such as apparel. Attributes like GTIN are required if available, and multipack is needed if you’re selling a pack. It’s beneficial to fill in as many attributes as possible to enhance your product’s visibility.

What are the mandatory fields in a Google product feed?

The essential fields for most products include ID, Title, Link, Image link, Price, Description, Availability, and product attributes. For items that are used or refurbished, you must include the Condition attribute. If the product has a recognizable brand, the Brand attribute is also mandatory. Depending on the product’s nature or configuration, GTIN, MPN, Multipack, and is_bundle may be required. Always refer to Google’s latest guidelines to determine which attributes are required versus recommended.

How do I remove the shipping attribute from a Google feed?

To remove the shipping [shipping] attribute from your product feed, you can:

1. Delete the shipping column or field in your data feed or spreadsheet.
2. Disable or remove shipping overrides in the Merchant Center settings if they have been set up at the account or feed level.

Remember, if you remove the shipping attribute, you will need to rely on your account-level shipping settings to accurately calculate and display shipping costs. Ensure these settings are correct, especially if you ship to multiple regions or use varied shipping rates, to prioritize safety and avoid displaying inaccurate information to potential customers.

Do I need a GTIN if I already have an MPN?

If your product has a GTIN assigned by the manufacturer, it should always be provided. If a GTIN is not available, then the MPN is required. If both exist, you should provide both.

What happens if I submit incorrect or outdated information?

Submitting incorrect or outdated information can lead to Google disapproving your products, which may result in temporary or permanent suspension of your listings until the issues are resolved. It’s crucial to keep your feed updated with accurate pricing, availability, and other details.

Can I use the same ID for products with variations (color, size)?

No, each variation should have its own unique ID. Variations can share the same Item Group ID if they are different versions of the same parent product, but each variant must have a unique ID.

How often should I update my product feed?

You should update your product feed as often as your product data changes. If you frequently update prices, availability, or create new bundles, ensure these changes are reflected in your feed promptly. Many merchants update their feeds daily or even multiple times a day.

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