Short answer. age_group says which age an apparel product is made for: newborn (0–3 months), infant (3–12 months), toddler (1–5 years), kids (5–13 years) or adult (13 and over). Required for all Apparel & Accessories products in free listings, and in Shopping ads for Brazil, France, Germany, Japan, the United Kingdom and the United States; optional elsewhere.
| Attribute | age_group |
|---|---|
| Requirement | Required for all Apparel & Accessories products in free listings, and in Shopping ads for Brazil, France, Germany, Japan, the United Kingdom and the United States; optional elsewhere. |
| Format |
|
Accepted values
newborn | 0–3 months. |
infant | 3–12 months. |
toddler | 1–5 years. |
kids | 5–13 years. |
adult | 13 years and over. |
Google’s rules for age_group
- Use Google’s bands, not your store’s; “teen” is adult for Google.
Common mistakes, and the error each one becomes
- “children” or “baby” instead of Google’s values.
- Missing on a clothing catalogue. → Missing value [color] / [size] / [gender] / [age_group]
Where the value comes from on a connected store
| Shopify | Not a native field; set through the channel’s product fields or a mapped metafield. |
|---|---|
| WooCommerce | Not sent by the plugin; add through a feed tool or a supplemental data source. |
The free feed check reads this attribute from any feed file and reports the defects above; every check is listed.
Questions merchants ask
Where do teenagers go?
adult: Google defines it as typically teens or older, 13 and over. Meta has a separate teen value.
Is age_group needed for accessories?
For Apparel & Accessories products in the required markets, yes.
Can I send it for non-apparel?
You can; it becomes a filter. It is only required for apparel.
Sources
- Age group [age_group] — Google Merchant Center Help
- Fixing Merchant Center disapprovals for product data quality violations — Google Merchant Center Help