Google Merchant Center introduced a new warranty attribute for product feeds, allowing retailers to provide warranty information for products appearing in Shopping ads and free listings.
The update expands warranty data support beyond vehicle ads in Japan, helping merchants meet local regulations that require warranty details to be disclosed.
What’s new
The warranty attribute is now available for general products, rather than being limited to vehicle advertising.
Google highlights regulations such as Bill 29 in Quebec, Canada, where certain warranty information must be displayed in advertising.
The attribute is generally optional, but may be required for products subject to local disclosure requirements.
How it works
Merchants can submit warranty information using the new attribute and its supporting fields:
- Warranty duration [duration]: Specifies how long the warranty lasts, using a whole number.
- Duration unit [duration_unit]: Defines whether the warranty period is measured in months or years.
For standard products, both fields are required when submitting warranty information. Google supports months and years, with years required for warranty periods covered by Quebec’s Bill 29.
For example, a product with a three-year warranty can be submitted using the value 3:year.
What’s changing for vehicle ads
Warranty information was previously supported for vehicle ads in Japan. Google has now expanded the attribute to general products while retaining separate formatting options for eligible vehicle ads, including mileage-based warranty information.
Why we care
The update gives ecommerce advertisers a standardized way to communicate warranty coverage through their product feeds. For merchants operating in regulated markets, this could simplify compliance and reduce the risk of missing required product information. Warranty details may also help shoppers better understand product coverage when comparing purchases, although Google has not announced any guaranteed improvements in ad visibility or performance.
The catch
The new attribute is not universally mandatory. Its use depends on the product and applicable local regulations. Merchants should review the requirements in the markets where they advertise rather than assume every product needs warranty data.
The bottom line
Google Merchant Center now supports warranty information for general products, helping retailers communicate coverage and meet local advertising requirements. Merchants should review their product feeds and add the attribute where applicable.