What is Bundle [is_bundle] Product Attribute? Google Free Listings (2025)

Some shoppers might pass over listings that combine multiple products without clear indication that they’re sold as one unit. The Bundle [is_bundle] attribute solves this by explicitly marking a custom package with a primary product and complementary accessories. Labeling your bundles correctly can improve visibility and ensure you meet Google’s requirements—particularly in free listings.

What is Bundle [is_bundle] Product Attribute?

The Bundle [is_bundle] attribute signals to Google that you’re selling a main product alongside additional, different items in a single package for one price. For instance, if you list a camera body with a compatible lens and a carrying case, you’d mark is_bundle as “yes” (or “true”) to confirm it’s a custom set you assembled.

What are Free Listings? Google’s free listings are organic placements across services like Search, Maps, YouTube, and the Shopping tab. By using the Bundle [is_bundle] attribute, you help Google accurately surface your offer to shoppers looking for all-in-one solutions—like “camera kit” or “console bundle.”

If you fail to specify that your listing is a bundle, shoppers may be confused by the multiple items shown, or your product could be miscategorized. Proper tagging ensures they know exactly what they’re getting and helps your listing appear in more targeted searches.

Where Does Google Merchant Center Fit In?

Google Merchant Center is your hub for product feeds, including attributes such as brand [brand], condition [condition], and is_bundle [is_bundle]. When you create a custom package that’s not defined by the manufacturer, you’ll want to set the is_bundle attribute to “yes” (or “true”) so that Google recognizes it as a distinct product offering.

Minimum Requirements for Bundle [is_bundle]

To stay compliant and avoid disapprovals, you must meet these key rules:

1. Mark Retailer-Defined Bundles: If the items differ (e.g., console + games, camera + lens + bag), set is_bundle to “yes.” If you don’t submit the attribute, Google defaults to “no.”
2. Showcase a Main Product: The bundle must feature one primary product. The other items should complement or enhance that main product.
3. Skip Manufacturer-Defined Bundles: If the manufacturer packaged multiple items as one SKU, you don’t use the bundle [is_bundle] attribute. That’s considered a single product.
4. Consider Condition Consistency: If any item in your bundle is used or refurbished, the entire listing should reflect that condition. For example, condition [condition] must be “used.”

Bundle [is_bundle] vs. Multipack [multipack] vs. Single Items

It can be easy to mix up your listing types, but each of these represents a unique scenario:

A) Bundle [is_bundle]

• Definition: A custom retailer-defined combination of different items sold together at one price.
• Example: Smartphone + protective case + pair of earbuds.

B) Multipack [multipack]

• Definition: A retailer-defined group of identical items.
• Example: 3 identical cereal boxes offered at once.

C) Single Items

• Definition: A standalone product or manufacturer-packaged multi-item unit.
• Example: A 2-pack of socks labeled by the manufacturer as a single product.

Understanding these distinctions helps you provide the most accurate info to potential buyers.

Best Practices

Follow these guidelines to optimize your bundle listings:

• Describe the Entire Set: In your title [title] and description [description], mention the main item plus accessories. For example, “DSLR Camera Kit w/ Lens and Bag – Brand X” leaves no doubt about what the shopper gets.
• Include Quality Images: Show all bundled items in the primary image. Additional images can highlight the main product or each accessory, boosting clarity and trust.
• Align Condition: If any accessory is refurbished, the entire bundle is considered refurbished. Misrepresenting condition can lead to disapprovals or unhappy buyers.
• Use Brand & GTIN Where Possible: If your main product has a unique GTIN or brand, submit these attributes as well. This helps Google’s system match queries more precisely.
• Avoid Partial Submissions: Make sure all complementary items are clearly described. Don’t label it a “bundle” if you only include a single product or identical items.

Pro tip: Use an AI tool to optimize your product feed

Examples

Below are some typical mistakes and their optimal corrections when submitting is_bundle:

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Pro tip: See two Google product feed examples (from 2 different online stores)

Why the Right Bundle Label Matters for Free Listings

Making sure is_bundle [is_bundle] is accurate drastically improves how potential buyers perceive your offer. Shoppers often search for package deals—like “gift bundles” or “complete set”—and your listing is more likely to appear when properly labeled. Failure to do so can lead to confusion or missed opportunities when users specifically look for packages that include multiple items.

Moreover, accurate labeling reduces returns and increases satisfaction, as customers get exactly what they expect. If they believe they’re purchasing a complete solution and then discover it’s only one item, they’re likely to abandon their cart or submit a return.

Common Pitfalls & How to Avoid Them

Even veteran merchants can slip up:

• Forgetting to Mark a Bundle: If you combine different products for a single price without setting is_bundle to “yes,” Google may incorrectly index it.
• Labeling a Manufacturer Pack as a Bundle: If a manufacturer officially sells a two-in-one product, you shouldn’t label it a bundle. It’s considered one product.
• Mixing Up Multipack: Don’t use “multipack” if the items aren’t identical. Bundles must have different items (main item + complementary accessories).
• Ignoring Condition Rules: If any item is used, the whole listing is effectively used. Inaccurate condition can lead to policy violations.
• Incomplete Descriptions: Not specifying every item in your feed data or images can mislead shoppers and cause dissatisfaction.

Related Attributes

To maximize relevance, combine is_bundle with other product attributes. Watch for potential issues under “Diagnostics” or “Needs attention” in Merchant Center. If you employ structured data on your website, map it to schema.org. Below is a table of attributes—those marked as Required apply to free listings when they fit your scenario, and recommended ones can enhance your product’s discoverability:

FAQs About Bundle [is_bundle]

Does marking a product as a bundle boost my rankings?

Yes. By clarifying that your listing is a custom bundle, you can better match relevant search queries like “phone bundle” or “home studio kit.” This alignment often results in higher click-through rates because shoppers immediately recognize they’re getting multiple items in one package.

What if my product is just a single SKU from the manufacturer?

Then it’s not a bundle. You should omit the is_bundle attribute (or leave it as “no”). Labeling a single manufacturer SKU as a “yes” can cause confusion and lead to disapproval or poor shopper experience.

Do I need to add brand or GTIN for each bundled item?

You must at least provide a brand or GTIN for the main product. Including info for accessories isn’t always mandatory—but if you have it, supplying more data can improve search relevancy. The key is to be transparent about the product composition.

Can a bundle contain items in different conditions?

Yes, but your listing’s overall condition must reflect the “worst” or “least new” status. For example, if part of your bundle is refurbished, your entire listing must be set to “refurbished” or “used.” Mismatching conditions can confuse users and lead to noncompliance.

Should I switch to multipack if all items are identical?

No. If the items are identical, use the multipack [multipack] attribute. is_bundle is for combining different or complementary products. For instance, a 4-pack of identical shampoo bottles is a multipack, not a bundle.

How often should I review my bundle listings?

Review your bundle listings any time you change inventory, add or remove accessories, or alter the primary item in the package. Keeping your data up to date helps avoid buyer confusion and preserves strong listing performance.

What if I don’t specify is_bundle at all?

By default, Google sets is_bundle to “no.” If your listing actually is a custom bundle, it’s essential to correct this—otherwise you may miss out on relevant searches or cause user confusion, leading to a higher return rate or negative feedback.

Conclusion

The Bundle [is_bundle] attribute offers a vital way to highlight that your listing includes a main product plus complementary items—helping shoppers identify multi-item deals at a glance. Properly labeling these bundles can enhance your visibility on Google’s free listings, create a clearer shopping experience, and reduce the chance of disapprovals due to mismatches or misrepresentations.

Remember: only set is_bundle to “yes” when you’re personally combining different products into a single offering. For identical items, there’s multipack. For manufacturer-defined combos, treat them as one product. By adopting these best practices, you’ll deliver a more seamless user journey and sharpen your competitive edge in the crowded e-commerce landscape.

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