Google Merchant Center introduces new store address attribute for local inventory

Google Merchant Center introduced a new store address [store_address] attribute, requiring merchants to provide physical store addresses when submitting products for Local inventory ads and Local free listings.

What’s new. Google now requires the store_address attribute for each product submission intended for Local inventory ads or Local free listings.

The attribute identifies the physical store associated with a product, helping standardize location information across local inventory data.

How it works. Merchants must include the store’s address in their product data using the new attribute.

Google specifies the attribute as a string using Unicode characters, with addresses formatted using ASCII-encoded text.

Who it affects. The update applies to merchants submitting products for Google’s local shopping experiences, including:

• Local inventory ads: Paid listings that promote products available at nearby physical stores.
• Local free listings: Unpaid listings that help shoppers discover products available in local stores.

Why we care: Merchants managing inventory across multiple locations should review their product feeds to ensure each applicable submission includes the correct store address.

Missing or incorrectly formatted address information could create problems with product-to-store associations and feed compliance.

The bottom line. Retailers using Local inventory ads or Local free listings should review their Merchant Center feeds and add the required store_address attribute to applicable product submissions, ensuring addresses are accurate and properly formatted.

Dig deeper. Store address [store_address]