The short answer
Free listings are one of the best no-cost traffic sources a new store can get. Google's free listings help page says eligible products can appear at no cost on Google Search, Google Maps, Gemini, YouTube, the Shopping tab, Google Images and Google Lens.
To get there you need four things:
- A Merchant Center account connected to your store's website.
- Clear shipping and return policies, both on your site and in Merchant Center.
- Accurate product data for every item you want to show.
- Store pages that follow Google's policies, so your account stays approved.
None of it costs money. It does take an afternoon of careful setup.
What free listings are (and aren't)
A free listing is a product card on Google with your image, title, price and store name that links to your product page. It's different from a Shopping ad: you don't bid or pay per click.
Two things to know up front:
- It's product pages only. Google says free listings help your product pages appear, not your homepage, policy pages or category pages.
- Eligibility isn't a promise of traffic. Google notes the free listings setting gives permission to show your products but doesn't guarantee they'll be shown. Google matches products to searches using the data you provide, which is why good data matters so much.
Step 1: Create your Merchant Center account
Start at Google Merchant Center and follow Google's get started guide. You'll add your business name, the country you ship from, and your store's website.
Google will ask you to verify and claim your website, which proves you own the domain. If you haven't settled on one yet, read our guide to choosing a domain name first, since changing domains later means redoing this step.
In most cases, Google says free listings are turned on by default. You can check the status on the Free listings page in Merchant Center.
Step 2: Add shipping and return policies
Google's free listings page recommends setting up shipping in Merchant Center (or with the shipping attribute in your product data) and adding your return policy, so shoppers see that information right next to your products.
Its account guidelines go further: your return and refund policy should be easy to find on your site and explain what the customer has to do, when you accept returns, the time window, and when they'll get a refund. Even if you don't take returns, you still need to say so clearly.
If you haven't written these yet, use our guides to setting up shipping and writing a return and refund policy.
Step 3: Upload your product data
Every product needs a set of attributes defined in Google's product data specification. The core ones for a beginner:
- ID: your own unique product code, like a SKU.
- Title: what the product is, in plain words shoppers search for. "Lavender Soy Candle, 8 oz, Hand-Poured" beats "Dreamy Vibes."
- Description: what it is, what it's made of, size, and who it's for.
- Link: the exact product page URL.
- Image link: a clear photo, ideally on a plain background with no promo text on top. Our phone product photo guide covers this.
- Price and availability: for example "24.00 USD" and "in stock". These must match your product page exactly.
- Brand and identifiers: your brand name, plus a GTIN if your product has one.
For small catalogs, Google lets you add products with Google Sheets, which is often the easiest route if your store platform doesn't send data automatically.
A quick note on GTINs
A GTIN is the barcode number on many retail products (UPC in North America). Google's GTIN page says including a correct GTIN can help performance, but some products don't have one and then you don't need to submit it. Google is direct about this: never guess or make one up. If you make your own products, you usually won't have one, and that's fine.
Step 4: Stay inside Google's policies
Google reviews your products and website against its Shopping ads and listings policies. The account guidelines also require that products are available to buy directly on your store (no affiliate links), that you use a supported language consistently, and that you collect payment details securely over SSL.
The most common beginner problems are simple mismatches:
- Price or stock on the page doesn't match your product data.
- Missing or hard-to-find contact info, shipping or returns.
- Checkout or product pages that don't load properly.
When Merchant Center flags an issue, it usually tells you which product and which attribute. Fix the data, then let Google re-review.
Step 5: Make your listings actually win clicks
Once you're approved, your product data does the selling. A few habits help:
- Write titles like search queries. Lead with the product type, then key details like size, color or material.
- Use real, specific descriptions. The same writing that helps on your site helps here; see product descriptions that rank on Google and AI search.
- Price clearly. Check our guide on pricing your products.
- Keep data fresh. Update stock and prices whenever they change.
- Check performance. Merchant Center shows clicks and impressions for free listings, so you can see which products and titles get attention.
Free listings vs Shopping ads
| Free listings | Shopping ads | |
|---|---|---|
| Cost | Free | Pay per click |
| Setup | Merchant Center + product data | Same, plus a Google Ads account |
| Placement | Organic, not guaranteed | Paid placements, competitive bidding |
| Best for | Every new store | Proven products with a budget |
Start with free listings. Once you know which products sell, you can test small Shopping ad budgets with real data behind you.
Where Newcomer fits
Free listings reward stores with clean product pages, clear prices in USD, and visible shipping and return info. Newcomer builds your store that way from the start, with product pages written for Google and AI search, so you're ready for Merchant Center instead of fixing pages afterward. It pairs well with our beginner guide to AEO and GEO.
Want a store that's ready for Google Shopping on day one? Start your store with Newcomer.
Questions, answered.
Are Google free listings really free?
Yes. Google says eligible products can appear at no cost on Search, the Shopping tab, Images, Lens, YouTube, Maps and Gemini. You only pay if you choose to run Shopping ads separately.
Do I need a Google Ads account for free listings?
No. Free listings only need a Google Merchant Center account with your verified website and product data. Google Ads is only required if you also want paid Shopping ads.
Do I need GTINs or barcodes for my products?
Only if your product has one. Google says some products don't have a GTIN assigned and you don't need to submit one then, but if a GTIN exists, including the correct one can help. Never guess or invent a GTIN.
Why aren't my products showing up after approval?
Google says the free listings setting gives permission to show products but doesn't guarantee they will appear. Improve titles, descriptions, images and price accuracy, and fix any issues Merchant Center flags.
Do I need a return policy to use free listings?
Google's account guidelines say your return and refund policy should be easy to find on your website, and even if you don't offer returns you should state that explicitly. Adding it in Merchant Center also shows return info next to your products.
Sources
- Free listings for products (Google Merchant Center Help)
- Get started with Merchant Center (Google Merchant Center Help)
- Product data specification (Google Merchant Center Help)
- GTIN [gtin] (Google Merchant Center Help)
- Follow Merchant Center guidelines to keep your account approved (Google Merchant Center Help)
- Google's Shopping ads and listings policies (Google Merchant Center Help)
- Add products to Merchant Center using Google Sheets (Google Merchant Center Help)