ALL Google Shopping Feed Requirements in 2025

When I talk about Google Shopping feed requirements these days, I’m not just thinking “fill out a few attributes and see what happens.”

I’m considering how these feeds affect your entire online presence in 2025.

Everything from SERP visibility to brand authority depends on whether your product data meets Google’s standards. If an attribute is missing, inaccurate, or poorly formatted, you won’t show up.

I’ve seen numerous e-commerce businesses overlook their Merchant Center feed.

They optimize their websites, social channels, and paid search campaigns, but often ignore the Merchant Center feed.

That oversight can cost you, since both paid ads and free listings rely on this data.

Why Feed Requirements Matter More Than Ever

The impact of Google Shopping is well known. In 2025, everyone wants to appear in Google Shopping tabs, on free product listings, and across the entire Google ecosystem (Search, Images, Maps, etc.).

Google is investing a lot in making shopping experiences smooth so they count on structured product data. If you have it, you’re in; if not, you’re out.

SEO isn’t just about sprinkling keywords into your product page.

It’s about giving Google the most accurate, complete, and current product attributes so its algorithm can match your product with the right shopper.

In that way, your feed is your SEO blueprint for product listings. It is no longer optional to get it right.

If you are not familiar with what a feed looks like, here is an example of a procuct:

<rss version="2.0" xmlns:g="http://base.google.com/ns/1.0">
  <channel>
    <title>Outdoor Journey Store</title>
    <link>https://www.adventuregearpro.com</link>
    <description>Gear and apparel for camping, hiking, and backpacking</description>

    <item>
      <g:id>TL-1001</g:id>
      <g:structured_title>
        <g:digital_source_type>trained_algorithmic_media</g:digital_source_type>
        <g:content>"Rest Under the Stars: AI-Enhanced TranquilLight Sleeping Bag (Regular)"</g:content>
      </g:structured_title>
      <g:structured_description>
        <g:digital_source_type>trained_algorithmic_media</g:digital_source_type>
        <g:content>"Stay warm on cool nights with the AI-Enhanced TranquilLight Sleeping Bag. Designed to retain heat while remaining breathable, it ensures restful sleep for backpackers and car campers alike."</g:content>
      </g:structured_description>
      <g:link>https://www.adventuregearpro.com/tranquillight-sleeping-bag</g:link>
      <g:image_link>https://www.adventuregearpro.com/images/tranquillight_sleeping_bag.jpg</g:image_link>
      <g:availability>in_stock</g:availability>
      <g:price>99.99 USD</g:price>
      <g:brand>TranquilLight</g:brand>
      <g:color>Red/Grey</g:color>
      <g:condition>new</g:condition>
      <g:shipping>
        <g:country>US</g:country>
        <g:service>Standard</g:service>
        <g:price>7.50 USD</g:price>
        <g:min_transit_time>3</g:min_transit_time>
        <g:max_transit_time>5</g:max_transit_time>
      </g:shipping>
      <g:shipping_weight>2.0 lb</g:shipping_weight>
    </item>

My “wake-up” moment

I remember a client who thought “Title” and “Link” would be enough. They were marketing a line of specialty shoes and couldn’t understand why their click-through rate was so low.

It turned out they left out the “Brand,” “Condition,” and “MPN” attributes—and their products vanished from certain searches.

After fixing these missing fields, impressions recovered and their free listings began ranking higher than competitors on Google Shopping. Anyone who ignores these fields eventually learns the lesson.

Mandatory Product Feed Attributes

Let’s break down the actual fields that Google requires and what each means for your SEO and listing performance.

1. ID

• What it is: A unique identifier for each product.
• Why it matters: Google uses this ID to track product history and performance. Changing IDs frequently creates confusion and may lead to data loss.
• Tip for 2025: Keep your IDs consistent across all marketing channels, not just Google Merchant Center, so your analytics stay aligned.

2. Title

• What it is: The main product title that appears in search results and on your listing.
• Why it matters: This is the first piece of text a potential customer sees. Clear, descriptive, and brand-aligned titles tend to rank better.
• SEO Angle: Overloading titles with irrelevant keywords is unhelpful. Instead, include the brand name, product type, or key features that users search for.

3. Description

• What it is: A detailed summary of your product that appears below the title.
• Why it matters: It acts as a second point of contact for a shopper and is important for feed-based relevance.
• SEO Angle: Detailed and accurate descriptions help improve match quality. Explain product benefits and how it addresses a need, while avoiding duplicate content across listings.

4. Link

• What it is: The URL leading to your product page.
• Why it matters: Users click this link to navigate from Google to your website. A broken or redirected link will lead to disapproval in Merchant Center.
• Pro Tip: Make sure the page is mobile-friendly and loads fast. Slow or unresponsive pages can increase bounce rates and hurt performance.

5. Image Link

• What it is: The URL of your primary product image.
• Why it matters: A low-quality image or one that does not accurately show the product can result in disapprovals and a reduced click-through rate. Google favors clear, well-lit product images.
• Quick Story: I once worked with a client who used artistic lifestyle shots rather than simple product images. Their click-through rate suffered because the product was not clearly visible. When they switched to a straightforward image, conversions jumped quickly.

6. Price

• What it is: The cost for your product in the local currency (e.g., USD, EUR).
• Why it matters: Inaccurate pricing is a deal-breaker. Shoppers will leave if the price shown doesn’t match the site.
• 2025 Best Practice: Update your feed regularly—daily or even several times a day if pricing changes frequently—to keep it in sync with your website.

7. Availability

• What it is: Indicates the product stock status (e.g., in stock, out of stock, preorder).
• Why it matters: Customers dislike clicking on a product that turns out to be unavailable.
• Pro Tip: Inconsistent availability can lead to feed suspension, so keep this information current to maintain sales.

8. Condition

• What it is: Shows whether a product is new, refurbished, or used.
• Why it matters: Shoppers might filter out products based on condition, so providing the correct information is essential.

9. Brand

• What it is: The brand or manufacturer name.
• Why it matters: Both users and Google rely on brand names when searching.
• Insider Note: If you are a reseller, ensure that the brand is presented correctly. For private label products, use your own store’s brand.

10. GTIN (Global Trade Item Number)

• What it is: A standardized barcode number (UPC, EAN, ISBN, etc.).
• Why it matters: Google matches products to queries using this number. If a GTIN exists and isn’t provided, you may lose impressions.
• Pro Tip: For unique or custom items without a GTIN, use the MPN field or set “identifier_exists=false” correctly.

11. MPN (Manufacturer Part Number)

• What it is: A unique product code assigned by the manufacturer.
• Why it matters: When no GTIN is available, MPN helps Google identify and categorize your product.
• Hot Tip: Verify the correct MPN with your supplier to avoid indexing issues.

12. Multipack

• What it is: The number of identical products sold within a single package.
• Why it matters: This attribute clarifies the quantity a customer receives, reducing confusion and potential returns.
• 2025 Note: Always specify if your product is sold as a multipack (e.g., “2-pack”) to set clear expectations.

13. Bundle (is_bundle)

• What it is: Indicates if the product is a bundle of different items sold together.
• Why it matters: Bundles can offer better value and appeal to customers seeking complete solutions.
• Pro Tip: Mark “is_bundle” as “Yes” for bundled products, such as a camping gear set.

14. Color

• What it is: The main color of the product.
• Why it matters: Accurate color information helps customers find products that match their preferences and filters.
• Tip: Use standard color names and avoid creative descriptions that could confuse shoppers.

15. Size

• What it is: The size specification of the product.
• Why it matters: Standardized sizing ensures customers select the correct fit, especially for apparel and footwear.
• Pro Tip: Use recognized sizing conventions (e.g., “11 US”).

16. Age Group

• What it is: The target age demographic for the product.
• Why it matters: Age group helps Google and shoppers filter products appropriately (e.g., “Adult”, “Child”).
• 2025 Best Practice: Always specify the age group to improve targeting and relevance.

17. Gender

• What it is: The intended gender for the product.
• Why it matters: Gender-specific attributes help with accurate categorization and filtering, especially for apparel.
• Tip: Use “Unisex” where appropriate.

18. Item Group ID

• What it is: Identifier for grouping product variants (e.g., different sizes or colors).
• Why it matters: This helps Google group related products, improving organization and searchability.
• Pro Tip: Use a consistent item group ID for all variants of the same product.

19. Shipping

• What it is: Shipping details for the product.
• Why it matters: Clear shipping information (e.g., “Free shipping within 5 business days”) sets accurate delivery expectations and can influence purchase decisions.
• 2025 Note: Specify shipping costs, regions, and delivery times.

20. Tax

• What it is: Tax information for the product.
• Why it matters: Transparency about tax (e.g., “Tax included”) ensures compliance with regulations and avoids surprises at checkout.

Recommended and Optional Product Feed Attributes

Providing just the mandatory attributes meets the basic requirements, but including extra details can help you stand out. Google’s aim is to show the most relevant listings, so more data opens the door for better ranking and visibility.

21. Pattern

• What it is: Description of the product’s pattern (e.g., “Camouflage”).
• Why it matters: Including pattern details can attract customers looking for specific designs, especially in apparel and home goods.

22. Material

• What it is: The main material used in the product (e.g., “Gore-Tex fabric”).
• Why it matters: Highlighting materials helps customers understand product quality and functionality.

23. Additional Image Link

• What it is: URLs of extra product images.
• Why it matters: Providing multiple images showcases different angles and features, increasing buyer confidence.

24. Size Type

• What it is: The size measurement system used (e.g., “US”, “EU”).
• Why it matters: Specifying the size type accommodates international customers and reduces sizing confusion.

25. Size System

• What it is: The standardized size system (e.g., “US”).
• Why it matters: Using a standardized size system ensures consistency across different product listings.

26. Canonical Link

• What it is: The canonical URL for the product page.
• Why it matters: Implementing canonical links helps prevent duplicate content issues and improves SEO performance.

27. Product Category

• What it is: The Google product taxonomy category.
• Why it matters: Accurate categorization ensures your product appears in the right searches and Shopping tab filters.

28. Sale Price / Sale Price Effective Date

• What it is: Temporary sale price and the date range it’s effective.
• Why it matters: These details can display discounts directly in the listing, driving urgency and conversions.

29. Custom Labels

• What it is: Internal labels for campaign organization.
• Why it matters: Useful for segmenting product groups and managing bids, especially in large catalogs.

2025 Feed Management Best Practices

Here are some tactics I use to keep feeds in good shape and working in line with SEO objectives.

Practice #1: Automate Where Possible

Managing thousands of SKUs manually is nearly impossible. Use an automated feed management tool or your e-commerce platform’s integrations to push updates when prices or stock levels change.

• Focus on real-time updates: For stores with frequent price or stock changes, aim for multiple feed updates each day.
• Data consistency: Ensure the feed mirrors your website. Any conflicting information, like a different price, is a common reason for feed disapproval.

Practice #2: Clean Up Your Feeds Regularly

Schedule regular reviews—whether weekly, monthly, or quarterly—to check your feed attributes.

• Look for errors: Address any warnings from Google Merchant Center promptly.
• Remove outdated products: Archive discontinued or seasonal items to keep your feed accurate and focused.

Practice #3: Optimize Titles and Descriptions for Relevance

Since the feed is part of your SEO, think about how customers search for products.

• Use natural language: Avoid keyword stuffing in an unnatural way. Include the brand, product type, one key feature, and a relevant descriptor.
• Explain why the product matters: In descriptions, provide clear details that help customers understand the benefits and specifics of the product.

Practice #4: Implement Structured Data on Your Website

Adding structured data markup (like JSON-LD for product schema) on your website supports the details in your feed.

• From Google’s perspective: Matching data between your site and Merchant Center shows reliability.
• Practical advantage: Consistency can reduce disapprovals and help secure opportunities for free listing spots.

Practice #5: Use Custom Labels Strategically

Custom labels allow you to group products by margins, seasons, or best-seller status.

• For example, label top-selling items as “bestseller” to track performance or run focused ad campaigns.
• This approach makes it easier to adjust budgets and focus on products that affect overall success.

Common Pitfalls I See in 2025

Seeing common errors can help prevent similar issues.

Pitfall #1: Inconsistent PricingNothing frustrates shoppers more than a price mismatch between Google Shopping and your website. Keep your feed pricing consistent to avoid disapproval.

Pitfall #2: Generic TitlesA title like “Men’s Shirt” is not enough when selling a specific brand and style. More detailed titles provide better relevance.

Pitfall #3: Missing GTIN for Products that Have OneIf your product has an official barcode and you leave it out, you lose valuable impressions. Google checks for GTINs to verify authenticity.

Pitfall #4: Ignoring Shipping and TaxUnexpected costs can drive shoppers away. If shipping and tax details are missing, bounce rates may increase, and Google might mark your feed as incomplete.

Pitfall #5: Letting Old Errors RemainMany businesses postpone correcting errors flagged in Merchant Center. Ignoring these issues not only hurts sales but also diminishes your feed’s overall quality.

Apparel Client Turnaround

A few months back, I assisted an expanding apparel brand that was new to Google Shopping free listings.

They had a mismatch in product attributes—a “Large” shirt was marked as “L” in the feed while the website stated “Large.” Google flagged this inconsistency.

After aligning all variant details such as color, size, and brand, product visibility increased significantly, with a 40% rise in free listing traffic shortly thereafter.

Recap: Key Google Shopping Feed Requirements