Use the product highlight [product_highlight] attribute to provide short bulleted lists of the most relevant highlights of your products. The highlights you submit should provide shoppers with easily consumable, quick-to-scan sentence fragments that answer the most common consumer questions or that focus on the most important attributes of the product.
By submitting this attribute, you can help customers discover information about your products across AI-driven surfaces, like AI Mode in Google Search and more while also enhancing traditional search experiences.
In this article
When to use
Optional for all products
Format
Follow these formatting guidelines to make sure Google understands the data you're submitting.
Learn when and how to submit your product data in English
| Type | String (Unicode characters. Recommended: ASCII only) |
|---|---|
| Limit | 1 - 150 characters (per highlight) |
| Repeated field | Yes. Recommended 4-6, Minimum 2, Maximum of 100 |
| File format | Example entry |
| Text data sources | "Supports thousands of apps, including Netflix, YouTube, HBO Now, Spotify, Showtime, Pandora, Google Play Movies","1080p maximum display resolution","Supports both 2.4 Ghz and 5 Ghz Wi-Fi networks","Supports iOS, MacOS, Windows, ChromeOS and Android devices" |
| XML data sources | <g:product_highlight>Supports thousands of apps, including Netflix, YouTube, HBO Now, Spotify, Showtime, Pandora, Google Play Movies</g:product_highlight> |
| API data sources |
To format your data for Merchant API, view the Merchant APIresource. |
Important: As this is a repeated attribute, pay careful attention to the formatting requirements when your attribute values contain special characters (commas, quotes, and backslashes).
- For text feeds, follow the detailed instructions related to quoted attributes in text feeds.
- We recommend using the TSV (tab-separate values) format for text files instead of CSV (comma-separated values) due to complexities of processing the comma symbol.
- For Google sheets, follow the detailed instructions related to escaping characters in Google sheets.
Minimum requirements
These are the requirements you'll need to meet to show your product. If you don't follow these requirements, we'll disapprove your product and let you know in your Merchant Center account.
- Each product must have at least 2 and at most 100 product highlights. We recommend 4-6 product highlights for each of your products.
- Multiple product highlight
[product_highlight]values for a single item should be separated by commas.- If any of the sub-attributes contains a comma or a colon, you must enclose that sub-attribute in straight double quotes; any straight double quotes within that sub-attribute must be doubled.
- Describe only the product itself. Don't describe other aspects like details about compatible products, accessories, other similar products available. Don't provide your business’s history or policies.
- Use professional and grammatically correct language. Correct grammar is easier to understand and gives you a more professional appearance, which can lead to more clicks. Also avoid gimmicky ways of drawing attention such as all caps, symbols, and promotional text. Learn more about the editorial & professional requirements
- Don’t use words from foreign languages, unless they’re well understood such as a product with a foreign name or title.
- Don’t use foreign characters for gimmicky purposes. This technique is common in spam and untrustworthy ads and product listings. For example: (ಠ_ಠ)
- The majority of your product data must match the feed language.
- Don’t include comparisons or details about other products. For example, don't mention things like "even better than X." Let customers research other products on their own.
- Don’t include references to categorization systems. For example, don’t include "Toys & Games > Toys > Dolls, Playsets & Toy Figures > Dolls." Include this information using the Google product category
[google_product_category]or product type[product_type]attributes. - Don’t include links to your store or other websites. Use the link
[link]attribute to include a link to your product's landing page. - Don’t use capital letters for emphasis. Capitalized text is common in spam and untrustworthy ads and product listings. You should still use capitalization when it’s appropriate, including for abbreviations, phone numbers, countries, and currency. For example, "ADHD", "UNICEF", "1-555-CALL-NOW", "UK", and "USD".
- Don’t include promotional text. Don’t add information such as price, sale price, sale dates, shipping, delivery date, other time-related information, or your company’s name. Include this information with the other attributes such as the sale price
[sale_price]or shipping[shipping]attributes. - Don't list keywords or search terms. Only list relevant highlights of the product.
Best practices
These best practices can help you go beyond the basic requirements to optimize your product data for performance.
- Use the product highlight
[product_highlight]attribute to focus on selling benefits, while using product detail[product_detail]to focus on providing technical, verifiable data. - Don't duplicate data within the attribute or data that you have already submitted in other attributes, such as title
[title], description[description], question_and_answer[question_and_answer], or product detail[product_detail]. - Don't submit if you are also submitting the document link
[document_link]attribute and the same information can be found in these documents. We will extract product highlight information from those documents instead. - Don't use search engine optimization (SEO) keywords.
- Check for errors in grammar, spelling, or capitalization.
- Don’t use words from foreign languages unless they’re well understood, such as a product with a foreign name or title.
- For example, "sushi" is a word well-understood outside of Japan.
- Write foreign words using the alphabet of your target language. For example, avoid Japanese characters when targeting the United States. Letters with accents (for example, “Les Clés") are allowed.