Google Merchant Updates

Introduction to Google Merchant Center Updates

Google is updating its Merchant Center rules, which will affect how sellers list products in Shopping ads and free listings. These updates will be rolled out in two phases, with the first phase starting on April 8 and the second phase starting on July 1. The changes will impact installment pricing, energy labels, member pricing, and US sales tax information.

Immediate Changes

The first phase of updates includes three key changes that are now in effect:

• New Instalment Pricing Rules: Google no longer allows the use of the [price] attribute for deposits on installment products. Instead, sellers must use the [downpayment] sub-attribute within the [installment] attribute. The [price] attribute must show the full price that customers pay when paying upfront.
• Updated Energy Labels: For EU countries, Google has replaced the energy efficiency class attributes with the broader [certification] attribute. This supports both new and old EU energy labels, while Norway, Switzerland, and the UK still use the original energy attributes.
• Better Delivery Options: Google has added more delivery details at the product level, including new attributes such as [carrier_shipping] and options to specify business days for handling and transit. These changes help show more accurate delivery times in ads and listings.

Upcoming Changes

The second phase of updates will start on July 1 and includes two key changes:

• Member Pricing Updates: Google will stop allowing member prices in the regular [price] or [sale_price] attributes. Instead, sellers must use the [loyalty_program] attribute. Products that don’t follow this rule may be disapproved after July 1.
• No More US Sales Tax Requirements: Google will stop requiring US sellers to provide sales tax information through the [tax] and [tax_category] attributes or Merchant Center settings. However, US sellers must still submit tax information until July 1.

Impact on Sellers

These updates will require changes to how sellers structure their product data. The new rules clarify how to show full payment versus installment options, which helps shoppers understand pricing better. The energy label changes for EU countries match current regulations and give more options for showing graphical labels. The member pricing change will affect many retailers, who must use the loyalty program attribute instead of regular price fields if they offer loyalty discounts. Once the sales tax requirement ends, US sellers will benefit from simpler feeds, which may fix some common disapproval issues.

Preparing for the Updates

To keep listings working well, sellers should:

1. Check their feeds for any outdated attributes
2. Update installment pricing right away
3. EU sellers should switch to the new certification attribute for energy labels
4. Change how they handle loyalty pricing before July 1
5. Watch for improved performance of listings that were previously disapproved for tax issues

Conclusion

By adapting to these changes early, sellers can avoid disruptions to their Shopping ads and listings while benefiting from better product data and delivery information. Google notes that offers currently disapproved for missing tax information may begin to receive traffic after the updates. By following the steps outlined above, sellers can ensure a smooth transition and continue to reach their customers effectively.