What Are Product Attributes? Top 15 Feed Attributes in 2025

Google Shopping offers a powerful way for online retailers to display products and reach more potential customers. By optimizing your product information with accurate Google Shopping feed product attributes, you’ll maximize visibility in Googles Free Product Listings and improve the chances of connecting with shoppers who are ready to buy.

Below, we’ll explore what Google Shopping feed attributes are, why they matter, and exactly which attributes you should consider adding to your product feed.

What Are Product Attributes?

Product Attributes are specific pieces of information about your products—like ID, title, price, and availability—that you submit to Google via a product feed (such as in a spreadsheet or through a platform integration).

What’s the Purpose of Attributes in the Product Feed? Product feed attributes are specific pieces of information (like ID, title, price, brand, etc.) that describe your products in a structured way. By submitting these attributes, you help Google (or other platforms) accurately display, match, and filter your items in search results.

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

3 Reasons Why Product Attributes Are Important

Here are three key reasons why product feed attributes matter:

1. Improved Visibility and Reach: Accurate attributes help Google understand precisely what you’re selling. This improves your product’s chances of appearing in relevant searches on the Shopping tab, Google Search, Google Images, YouTube, and more.
2. Better Customer Experience: When customers see clear, detailed product information—like price, brand, availability, and color—they can make quick and informed decisions, leading to higher click-through and conversion rates.
3. Compliance and Avoiding Disapprovals: Submitting required and accurate attributes ensures your feed meets Google’s guidelines. Missing or incorrect product details can result in product disapprovals, which means lost sales opportunities.

Also read: The Ultimate Guide to Supplemental Feeds

15 Google Shopping Feed Attributes You Need to Know

Below is a quick reference table of the most essential product attributes. After the table, we’ll dive deeper into each attribute with examples, dos and don’ts, and tips for various types of online stores (wine, shoes, outdoor gear, etc.).

Below are the essential Google Shopping feed attributes you’ll want to include in your product data specification. For each attribute, you’ll find a short explanation of why it’s important followed by Dos and Don’ts (with examples) that can apply to different types of online stores (wine, shoes, outdoor gear, and more).

1. Id [id]

A unique and consistent ID for each product helps you monitor performance, troubleshoot issues, and keep historical data intact. It also prevents confusion if you have similar or variant products in your catalog.

Dos

• Use a unique, descriptive format (e.g., “WINE-RED-243” for a red wine).
• Keep the same ID over time, even when updating your feed (e.g., “SHOE-MENS-001” for men’s running shoes).
• Organize IDs logically so you can quickly differentiate categories (e.g., “OUT-TENT-001” for a 2-person tent).

Don’ts

• Re-use IDs for different products (e.g., don’t label two wine varietals with “WINE-001”).
• Change IDs frequently, which erases historical performance (e.g., switching from “SHOE-MENS-001” to “SHOE-001-M” mid-season).
• Use placeholders that offer no clarity (e.g., “TEST-123” for a live, sellable item).

2. Title [title]

Your title appears first in Google Shopping results, so it must be clear and relevant. Including core details (brand, key features, product type) makes it easier for shoppers to identify what you’re selling:

Dos

• Include essential descriptors (e.g., “Vintage Merlot 2019 - Full-Bodied Red Wine”).
• Keep it concise and scannable (e.g., “Men’s Waterproof Hiking Boots - Size 10”).
• Use natural, search-friendly wording (e.g., “4-Person Family Camping Tent” instead of “Tent4CampingFamily”).

Don’ts

• Overload with keywords or promotional text (e.g., “Buy Cheap Red Wine Discount Sale!”).
• Use incomplete titles (e.g., “Merlot 2019” without mentioning it’s a wine).
• Exaggerate product features (e.g., calling a standard sneaker “Professional Marathon-Grade Running Shoe”).

3. Link [link]

A correct product link brings shoppers exactly where they expect to go, reducing bounce rates and building trust. It also ensures Google can accurately direct traffic to the right product page.

Dos

• Use secure HTTPS URLs (e.g., https://winestore.com/products/2019-merlot).
• Double-check links lead directly to the product (e.g., a link for “MensSneakers-Black” should open that specific product page).
• Keep links updated if you change site structure (e.g., recheck after reorganizing your shoe categories).

Don’ts

• Link to category pages instead of the exact product (e.g., https://shoestore.com/mens-sneakers instead of the specific item).
• Use shortened or masked URLs that appear untrustworthy (e.g., bit.ly/shoeson-sale).
• Redirect shoppers to promotional splash pages (e.g., sending them to https://outdoorstore.com/sale for a specific tent).

4. Image link [image_link]

A clear, high-quality product image dramatically influences click-through rates. Showcasing the product from a clean angle helps shoppers quickly decide if it meets their needs.

Dos

• Provide crisp, high-resolution images (e.g., a well-lit wine bottle against a white background).
• Show the entire product (e.g., display all sides of a hiking backpack if possible).
• Update images when packaging or design changes (e.g., if the shoe’s color changes from navy to black).

Don’ts

• Use watermarked or text-overlaid photos (e.g., “SALE 50% OFF” splashed on the product).
• Upload blurry or low-resolution images that undermine credibility.
• Combine multiple products in one shot if you’re selling them separately (e.g., five different wine bottles side by side but only one is actually for sale).

5. Price [price]

Shoppers look at pricing before clicking, so accuracy is vital. Matching your site and feed prices maintains trust and avoids confusion or disapproval by Google.

Dos

• Reflect real-time costs (e.g., if a trail shoe is discounted from $99.99 to $79.99, show $79.99).
• Use correct currency codes (e.g., “29.99 USD” for U.S. listings).
• Update quickly when sales end (e.g., revert from $59.00 to $79.00 for shoes).

Don’ts

• List incorrect sale prices (e.g., showing $10.00 when it’s really $20.00).
• Omit currency info (e.g., just “49.99” with no “USD”).
• Keep outdated prices active once promotions expire (e.g., referencing a holiday discount well after the holidays).

6. Description [description]

A precise description that touches on features and benefits helps shoppers make an informed decision. It also provides extra context to match with relevant search queries.

Dos

• Emphasize unique selling points (e.g., “Aged in French oak barrels for a complex flavor” for a wine).
• Use everyday language that aligns with how customers search (e.g., “Lightweight, breathable running shoes ideal for daily jogs”).
• Mention key specs (e.g., “Waterproof up to 3,000mm” for a tent).

Don’ts

• Overstuff with buzzwords (e.g., “amazing,” “best-ever,” “incredible” repeated unnecessarily).
• Bury important details behind fluff (e.g., paragraphs of your store’s history instead of product specifics).
• Make unverified claims (e.g., “Guarantees you’ll run 50% faster”).

7. Availability [availability]

Telling shoppers if an item is in stock, on preorder, or out of stock saves them time and helps them decide quickly. It also keeps your feed aligned with Google’s guidelines.

Dos

• Mark “in stock” only when you can fulfill orders promptly (e.g., wine cases on hand).
• Switch to “out of stock” as soon as items sell out (e.g., a particular shoe size runs dry).
• Use “preorder” for upcoming launches (e.g., next season’s tent releasing next month).

Don’ts

• List as “in stock” if you’re uncertain or have backorders (e.g., waiting for a supplier’s shipment).
• Forget to update after inventory changes (e.g., newly restocked products still labeled “out of stock”).
• Mix statuses in a single listing (e.g., “in stock/out of stock” for different variants of the same feed entry).

8. Condition [condition]

Stating whether an item is new, used, or refurbished sets expectations. It also keeps customers from feeling misled when they receive the product.

Dos

• Choose “new,” “used,” or “refurbished” based on actual product status (e.g., a previously returned tent that’s reconditioned becomes “refurbished”).
• Clarify any wear if used (e.g., “Shoes have minor scuffs from previous use”).
• Match your website info so there’s no discrepancy (e.g., if you say “new” on your site, say “new” in the feed).

Don’ts

• Label used items as “new” (e.g., secondhand wine accessories incorrectly labeled fresh out of the box).
• Skip the condition attribute for anything other than brand-new merchandise.
• Hide major defects (e.g., large scratches or missing parts).

9. Brand [brand]

Brand is a key factor in searches and filters, especially for apparel, electronics, or well-known labels. It helps customers find products from their favorite makers.

Dos

• Use the official manufacturer name (e.g., “Nike,” “Adidas,” “Chateau XYZ” for wine).
• Spell the brand consistently (e.g., “Patagonia” in all listings, not “Patagucci”).
• Assign your own brand if it’s a private-label (e.g., “Sunrise Winery” for your in-house vineyard).

Don’ts

• Use your store name if it’s not the actual brand (e.g., listing “OutdoorStore Brand” for a Patagonia jacket).
• Combine multiple brands in one listing (e.g., “Nike / Adidas”).
• Leave brand blank when the manufacturer is clearly known (e.g., ignoring “Canon” for a camera).

10. Gtin [gtin]

A recognized barcode or UPC ties your product to a global database, boosting visibility and credibility. If a GTIN exists, Google strongly prefers it to help match your product accurately.

Dos

• Enter the exact barcode number from the product (e.g., scanning a shoe box for “1234567890123”).
• Confirm authenticity with official labels or documentation (e.g., a well-known wine sold in retail stores should have a valid UPC).
• Update GTIN if the product packaging changes and receives a new code.

Don’ts

• Invent a random GTIN (e.g., “9999999999999” for a product that has no barcode).
• Reuse the same code for multiple different products (e.g., giving all your tent models “1234567890123”).
• Omit GTIN if it’s available, as that may reduce your product’s visibility.

11. Mpn [mpn]

If no GTIN exists, the Manufacturer Part Number serves as another unique identifier. This is crucial for niche or custom items that aren’t widely barcoded.

Dos

• Provide the genuine MPN from the manufacturer (e.g., “SHOE-ALPHA-3456” for a specialty shoe).
• Use MPN if a GTIN is unavailable (e.g., a private-label wine might have “VINE-RED-MPN-01”).
• Keep it consistent across all listings for the same product.

Don’ts

• Leave it blank for items that do have an MPN (e.g., ignoring “CAM-GEAR-001” for a custom tent pole).
• Plug in random numbers or placeholders (e.g., “N/A” for everything).
• Mix up MPN with different product lines (e.g., using a shoe’s MPN for a backpack).

12. Multipack [multipack]

When you sell multiple identical items as one unit (like a 6-pack of socks), mark it as a multipack. This clarifies quantity and pricing for bulk purchases.

Dos

• Specify the exact count (e.g., “6” for a half-dozen bottles of the same wine).
• Highlight value in the description if relevant (e.g., “3-pack of running socks for 15% savings”).
• Use multipack only for truly identical items (e.g., all the same color and size of T-shirts).

Don’ts

• Mark a variety set as a multipack (e.g., red, white, and rosé wine sold together is a “bundle,” not a “multipack”).
• Confuse customers by listing “2” but shipping only one item.
• Forget to update the count if your multipack changes (e.g., from 4 items to 5, without changing the attribute).

13. Bundle [is_bundle]

Bundles combine different items into one purchase (e.g., a cheese-and-wine gift basket). Marking it properly can increase appeal and clarity for shoppers seeking a complete set.

Dos

• Set “is_bundle = yes” when items vary (e.g., “Wine + Cheese + Crackers Gift Set”).
• Detail the contents in your description (e.g., “Includes one bottle of Chardonnay, two gourmet cheeses, and artisan crackers”).
• Show the total value to highlight savings (e.g., “Valued at $80; bundle price $65”).

Don’ts

• Use this attribute for identical items (that’s a multipack).
• Hide important details (e.g., failing to mention the flavors of cheese included).
• Confuse a single manufacturer-set package as a custom bundle (e.g., if the brand itself sells it as a single SKU, it might not be a “bundle”).

14. Color [color]

Many shoppers filter by color, so providing a clear, precise color name helps them find what they want quickly. This is especially critical for apparel or visually distinctive products.

Dos

• Use specific color terms (e.g., “Burgundy” for a deep red wine label, “Forest Green” for a backpack).
• Match the dominant color (e.g., if it’s mostly black with a small white logo, list “Black”).
• Apply color beyond apparel if relevant (e.g., “Stainless Steel” finish on a coffee maker).

Don’ts

• List multiple colors for one variant (e.g., “Black / Red / Blue” if you have separate listings for each).
• Use generic placeholders like “Multicolor” if a primary color is clear (e.g., a predominantly red pattern).
• Misrepresent color to appear in more searches (e.g., labeling a dark navy shoe as “Black”).

15. Size [size]

Size is mandatory for apparel and accessories, but it also benefits other products like tents, furniture, or pet items where dimension matters. Accurate sizing reduces returns and helps shoppers filter more effectively.

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).

FAQ

Are all of these attributes mandatory for every product?

No. Some attributes are required for all products (ID, title, link, image link, price, availability, description), and others are only required under specific conditions (e.g., color and size for apparel, GTIN if available, multipack if you’re selling a pack). It’s always best to fill in as many attributes as possible to improve visibility.

What are the mandatory fields in Google product feed?

The main required fields for most products include ID, Title, Link, Image link, Price, Description, and Availability. For any item that is used or refurbished, you must provide Condition. If the product has a clearly identifiable brand, Brand is also mandatory. Additionally, GTIN, MPN, Multipack, and is_bundle may be required depending on the nature or configuration of your products. Always check Google’s latest documentation to see which attributes are marked as required versus recommended.

How do I remove the shipping attribute from Google feed?

If you’re currently submitting the shipping [shipping] attribute within your product feed and you want to remove it, you can do one of the following:

1. Delete the shipping column/field in your data feed or spreadsheet.
2. Disable or remove shipping overrides in the Merchant Center settings if you’ve specifically set them up at the account or feed level.

Keep in mind that if you remove the shipping attribute, you’ll need to rely on your account-level shipping settings to properly calculate and display shipping costs. Make sure those settings are correct—especially if you ship to multiple regions or use varied shipping rates—or else you risk inaccurate information showing to potential customers.

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

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

What happens if I submit incorrect or outdated information?

Google may disapprove your products, which can temporarily (or permanently) suspend your listings until you fix the issues. Always keep your feed up to date 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. They can share the same Item Group ID if they are variations of the same parent product, but the ID must be unique for each variant.

How often should I update my product feed?

As often as your product data changes. If you regularly update prices, availability, or create new bundles, make sure to reflect those changes in your feed promptly. Many merchants update their feeds daily or even multiple times a day.

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