What is Gender [gender] Product Attribute? Google Free Listings (2025)

When selling apparel online, clearly indicating who an item is designed for can make a world of difference. Shoppers often filter by gender—especially for clothing and footwear—to find the items that fit their style, body type, or intended recipient. The Gender [gender] attribute allows merchants to specify whether a product is for “male,” “female,” or “unisex,” so the listing shows up for the right audience in Google’s free listings.

What is Gender [gender] Product Attribute?

The Gender [gender] attribute labels which demographic your product is primarily meant to serve. When used correctly, you can appear in results filtered by men’s or women’s items (or unisex options). It’s especially relevant in apparel categories—shoppers searching for “women’s running shoes” will likely skip listings that lack a gender label, assuming they might not be a proper fit.

What are Free Listings? Google’s free listings let merchants display their products in places like Google Search, the Shopping tab, and YouTube—without a pay-per-click fee. As long as you meet Google’s specifications and policies, your items can appear for relevant searches. Specifying the gender attribute correctly improves how your listings match to user filters, potentially increasing click-through rates.

Where Does Google Merchant Center Fit In?

Google Merchant Center is your control panel for product attributes in both paid and free listings. You’ll submit or edit the Gender [gender] field in your Merchant Center feed. If you have variants distinguished by gender (e.g., men’s black shoes vs. women’s black shoes), you must also assign them the same item group ID [item_group_id] to group them together logically.

Minimum Requirements for Gender [gender]

Though Google states no strict minimum formatting requirements for this attribute, it is nonetheless required for free listings in the Apparel & Accessories (ID:166) category when targeting select countries (e.g., the U.S., U.K., Germany, France, Japan, Brazil). Here are key points to keep in mind:

1. Required for Apparel & Accessories (ID:166): If you’re advertising or listing apparel in the specified markets, include Gender [gender] or risk potential disapprovals.
2. Use Only Supported Values: The accepted values—must be in English—are “male,” “female,” or “unisex.”
3. Apply for Variants: If your product variations are distinguished by gender, submit each variant with the same item group ID [item_group_id] but its own Gender [gender].
4. Apparel Subcategories: Items like tie clips, wristbands, or keychains are often optional. But if your product is listed under the main apparel category, you typically still need to specify gender.
5. Keep It Concise: Avoid custom descriptors like “men’s/women’s.” Google expects you to use “male,” “female,” or “unisex” exactly.

By fulfilling these requirements, your items can show up in gender-based searches and remain compliant with Google’s feed policies.

Gender [gender] vs. Age Group [age_group]

It’s easy to confuse Gender [gender] with Age Group [age_group], but they address different aspects of a product:

A) Gender [gender]

Describes whether an item is intended for males, females, or both (unisex). For example, “male” for men’s dress shoes or “unisex” for a hoodie that appeals to anyone.

B) Age Group [age_group]

Indicates the age bracket the item serves, such as newborn, infant, toddler, kids, or adult. If you sell a men’s T-shirt, you’d set Gender [gender] to “male” and Age Group [age_group] to “adult.”

These attributes often work together, especially for children’s apparel where “female kids” and “male kids” might have different sizes or styles.

Best Practices

Go beyond the basics by using these best practices:

• Stick to English: Regardless of your target market’s language, submit “male,” “female,” or “unisex” in English.
• Match Your Landing Page: If your website labels a jacket as “men’s” or “women’s,” reflect that under Gender [gender] as “male” or “female.” Otherwise, shoppers might suspect mismatched or mislabeled items.
• Combine with Other Attributes: Merge the Gender [gender] attribute with size [size] and age group [age_group] for more accurate filtering. For example, “male,” “adult,” “L” for a men’s large T-shirt.
• Create Separate Variants: If you sell a shoe style for both men and women, make two listings in your feed with distinct Gender [gender] values but the same item group ID [item_group_id].
• Unisex for All: If a product genuinely suits any gender—like a general-purpose beanie or hoodie—label it “unisex” to capture all relevant searchers.

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

Examples

Below is a table illustrating potential issues and their corrections:

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

Why the Right Gender Matters for Free Listings

In free listings, every attribute helps Google match your product to the ideal shopper. The Gender [gender] attribute is especially important in fashion, footwear, and accessories, where consumers often shop using gender filters. Without a gender designation, a product meant for men might not surface in a men’s-only search—and that could lead to lost clicks.

Moreover, clarifying gender avoids mislabeling or confusion. Shoppers want a clear picture of who the item is for. If they’re buying a gift for a friend and see “female” instead of “male,” they might abandon the listing altogether. Better alignment = higher trust = better chance of conversion.

Common Pitfalls & How to Avoid Them

Even with straightforward instructions, it’s easy to slip up. Here are typical mistakes:

• Failing to Use English Terms: Always submit “male,” “female,” or “unisex.” Using local language synonyms (e.g., “männlich,” “feminino,” “género neutro”) can lead to misinterpretation.
• Overstuffing the Attribute: Avoid including promotional text or multiple values. Keep it short—one of the three accepted terms.
• Mixing Age or Size Data: Don’t combine “adult” or “large” with your gender text. Put them in separate attributes.
• Using the Same SKU for Both Genders: If you carry a men’s version and a women’s version, you need two separate entries, each with Gender [gender] set appropriately.
• Skipping Gender for Subcategories: Even if your product is a watch band or keychain (where it might be “optional”), specifying gender can still help your item appear in relevant filters if it’s primarily designed for men or women.

By dodging these pitfalls, you’ll help Google categorize your product correctly and present it to people most likely to buy.

Related Attributes

Remember that all product attributes work together. Combine Gender [gender] with other fields, such as Age Group [age_group] or Size [size], to form a complete product profile. In Merchant Center, you can view any warnings or missing data under “Needs attention.” If you use structured data, check schema.org’s recommended property: Product.audience.suggestedGender. Below is a table of attributes—those marked Required are mandatory for free listings, while “recommended” ones can refine your listing.

FAQs About Gender [gender]

Can I list both “male” and “female” in one feed entry if my product is available in men’s and women’s styles?

No. Each listing can only have one Gender [gender] attribute. If you have multiple styles (one for men and one for women), create separate entries with the same item group ID [item_group_id].

What if my brand specifically labels products as “men’s,” “women’s,” “kids,” etc.?

Use “male,” “female,” or “unisex” for Gender [gender]. You can reflect the brand’s wording in your product title or description, but feed attributes must stick to Google’s accepted values.

Does labeling a product “female” mean men won’t see it?

No. Shoppers can still see your product if they don’t use gender filters. However, if someone chooses to filter only for men’s products, a listing marked as “female” won’t appear. That’s why accuracy is important—so that you’re not missing or mistakenly attracting the wrong audience.

Is there a scenario where “unisex” might be a disadvantage?

Only if the product is genuinely designed for men or women. If you incorrectly use “unisex,” you might show up in searches for both genders, potentially leading to returns or negative feedback from customers who expected a different fit. Use it only if the item truly fits all genders.

Do I still need this attribute if the product is a neutral accessory like a tote bag?

If your tote bag doesn’t inherently target one gender over another, “unisex” is typically the best choice. If it’s more obviously designed for men or women, choose accordingly. Even if it’s optional, specifying “unisex” can help you reach the broadest relevant audience.

Can I change the gender after the feed is submitted?

Yes. You can update the product feed in Merchant Center anytime. This might be necessary if you notice your product isn’t performing well or if you realize your attribute labeling was off. The update should reflect on Google’s listings within a reasonable timeframe.

Is there a difference between men’s plus-size and women’s plus-size in the gender attribute?

For the Gender [gender] attribute, you’d choose “male” or “female” as applicable. To indicate plus sizing, use the Size [size] or Size Type [size_type] attribute to highlight it as “Plus,” “Big & Tall,” or “Plus Size.” Keep gender labeling to the three standard terms.

Conclusion

The Gender [gender] attribute is a straightforward yet pivotal component of Google’s free listings, especially for apparel and accessories. By clearly indicating “male,” “female,” or “unisex,” you ensure that your products reach the right audience in gender-filtered searches. This leads to more relevant clicks, fewer returns, and a smoother shopping experience.

Remember: keep it strictly English, separate from other attributes like Size [size] or Age Group [age_group], and use multiple feed entries if you offer both men’s and women’s versions of the same product. When you handle gender labeling correctly, you boost discoverability, align your listing with shopper expectations, and strengthen the foundation for better performance in Google’s ecosystem of free listings.