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Product highlight

A product highlight is an optional Merchant Center attribute, product_highlight, that holds short bullet points about the most important features of a product.

How it works

Each highlight is a sentence fragment of up to 150 characters that a shopper can scan quickly. Google wants highlights to answer the questions shoppers ask most often or to name the product’s most important attributes. A product that uses the attribute needs between 2 and 100 of them, and Google recommends 4 to 6.

Google’s minimum requirements allow only facts about the product itself. Leave out promotional text, price, shipping, delivery dates, your company name, links, category paths such as “Kitchen > Glasses”, comparisons with other products, keywords and capitals for emphasis. Google disapproves products that break these requirements.

Highlights also shouldn’t repeat what the description, product_detail or question_and_answer already say. Our guide to descriptions and highlights in Merchant Center covers what to put in each field.

Example

Example store, not client data.

The tableware shop sends four highlights for a set of wine glasses: “Lead-free crystal glass”, “450 ml bowl shaped for red wine”, “Dishwasher safe” and “Set of 6 glasses”. It drops two other drafts: “Best price in town” is promotional text, and “FREE DELIVERY” mixes shipping information with capitals for emphasis.

Not to be confused with

  • Title and description — the description is required running text of up to 5,000 characters. Highlights are optional bullet points, and Google asks that they not repeat the description.
  • Conversational attributes — six newer attributes, such as question_and_answer, aimed mainly at conversational experiences like AI Mode. Product highlight is a general attribute.

Right and wrong readings

  • Wrong: “Highlights are a good place for search terms.” Right: Google asks you not to list keywords or search terms there, only relevant details of the product.
  • Wrong: “One strong highlight is enough.” Right: a product that uses the attribute needs at least 2. Fewer than that breaks Google’s minimum requirements.

Sources

  • Product highlight [product_highlight] — purpose, 1–150 characters, 2–100 per product, 4–6 recommended, content rules, disapproval. Checked 2 October 2026.
  • Product data specification — optional attribute; no repeats with product detail, question and answer or description; description up to 5,000 characters. Checked 2 October 2026.
  • ProductAttributes — Merchant API: product_highlights as bullet points. Checked 2 October 2026.