Google Merchant Center
Google's platform for submitting product data, powering Shopping ads and free product listings across Search, Images and the Shopping tab.
SERP FeaturesPopular productsShopping graph
Shopping results
Product listings shown on the SERP, sourced from Merchant Center feeds and from structured data on retailer pages, both free and paid.
In full
Google's Shopping Graph aggregates product data from feeds, crawled pages and other signals to build a picture of items, prices and availability. Free listings are available to eligible merchants who supply accurate data, while Shopping ads occupy the paid slots. Accuracy of price and availability matters greatly: mismatches between feed, markup and landing page cause disapprovals and suppression.
Example
A retailer's product appears in a 'Popular products' carousel after its Merchant Center feed and Product markup agree on price and stock.
Related terms
Product feed
A structured file or API supplying product attributes — id, title, description, price, availability, GTIN, images — to shopping platforms…
Merchant listing experiences
Google result types for pages where a product can be bought directly, requiring Product markup with offer details such as price, currency…
Price and offer markup
Structured data stating a product's price, currency, availability and validity, required for merchant listing eligibility and used in…
SERP
The page a search engine returns for a query, combining organic results with ads, rich results, AI-generated answers and vertical modules.