Google Merchant Center has introduced a warranty attribute for product feeds, Search Engine Land reported on October 16, letting retailers submit warranty information for products appearing in Shopping ads and free listings. The attribute expands warranty data beyond vehicle ads in Japan, where it was previously supported, to general products.
Merchants submit the warranty attribute with two supporting fields: duration, a whole number for how long the warranty lasts, and duration_unit, which states whether that period is in months or years. For standard products both fields are required when warranty data is submitted — a three-year warranty is sent as “3:year”. Google points to regulations such as Quebec’s Bill 29, where warranty information must be displayed in advertising, as a reason merchants may need the field. The attribute is generally optional, but it can be required for products covered by local disclosure rules. Vehicle ads keep their own formatting options, including mileage-based warranty information.
Why it matters: product feeds are becoming the source of truth for how Google presents a merchant everywhere — in Shopping, in free listings and across the surfaces advertisers manage with tools like Google Ads Adds Channel Prioritization And Budget Allocation Controls. A standardised warranty field gives shoppers a comparison point Google can surface consistently, and gives regulated-market merchants one feed-level way to meet disclosure duties instead of per-market workarounds. Merchants should check the requirements in each market they sell in rather than assuming every product needs warranty data.
Source: Search Engine Land, October 16, 2026, reporting Google Merchant Center’s product data documentation.
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