GOOGLE NOW WANTS THE STORE ADDRESS FOR EVERY PRODUCT YOU SELL IN-STORE.
Search Engine Land reported on October 14, 2026 that Google Merchant Center introduced a new store address attribute for local inventory. Google's help page lists store address as required for each product in local inventory ads and free local listings, the programs that show shoppers what is in stock at a store near them. If the address is wrong, the product points to the wrong place.
AT A GLANCE
By Conqueror Capital · Published
The short answer: Make sure every in-store product in your local inventory data carries the correct postal address of the store that has it, that each store has its own address and store code, and that the address matches your Google Business Profile and your website exactly.
WHAT CHANGED IN MERCHANT CENTER
Google Merchant Center has a new store address attribute for local inventory.1 Its technical name is store_address, and Google says you use it to specify the postal address of your store.2 The help page marks it as required for each product, for local inventory ads and free local listings.2
Google's guidance is short: submit a valid postal address, use plain characters (it recommends ASCII), double-check the address for typos, and verify that the correct address is in your Merchant Center account.2 Its own example is a normal one-line address with street, city, state and postal code.2
WHY THE ADDRESS MATTERS
Local inventory ads and free local listings exist to answer one shopper question: can I get this nearby, today? The answer only helps if it names the right store.
The address works alongside the store code. Google's local inventory specification says the store code is your store's unique identifier, is case-sensitive and must match the store codes in your Business Profiles.3 The same specification asks you to submit availability accurately and match it to what is in your stores.3 A product marked in stock at the wrong address sends a customer to a store that cannot help them.
A CHECKLIST FOR YOUR FEED
- Correct address per item. Every product row in your local inventory data has the postal address of the store that actually stocks it.
- One address per store. Each store has its own address and its own store code. Never reuse a head office or warehouse address for a shop.
- Same address everywhere. The address in the feed matches your Google Business Profile and the store page on your website, down to the suite number.
- Typo pass. Read each address once, slowly. Google tells you to double-check for typos and errors.
- Check Merchant Center for warnings after the next upload, and fix them before they pile up.
FOR A SINGLE STORE
If you have one shop, this is mostly a one-time job: add your address to the local inventory data, then make sure it is written the same way on your listing and your website footer. Our NAP consistency guide explains why matching details matter and how to pick one exact version.
Keep stock levels honest too. Shoppers who drive over for an item that is not on the shelf rarely come back to check again.
FOR MULTI-LOCATION AND ENTERPRISE RETAILERS
Retailers with many stores usually build the local feed from a point-of-sale or inventory system, so one bad mapping can spread to thousands of rows.
- Keep a store master list with store code, address and Business Profile for every location, and build the feed from it.
- Handle moves and closures in the same change: new address in the feed, the listing and the store page together, old store removed from inventory.
- Spot-check by store, not only by product: pick a few stores each month and compare feed, listing and shelf.
- Watch franchise and partner stores, where addresses are often entered by different teams.
See how we work with mid-size and enterprise teams, and read our product data checklist for online stock.
FAQ
What is the store address attribute in Google Merchant Center?
It is the store_address attribute, which Google says you use to specify the postal address of your store. Google lists it as required for each product in local inventory ads and free local listings.
Does the store address need to match my Google Business Profile?
Google's local inventory specification says store codes must match the store codes in your Business Profiles. Keeping the address identical on your feed, listing and website avoids confusion for shoppers.
What if I have several stores?
Give each store its own address and store code, and make sure every product row points to the store that actually has the item in stock.
What address format does Google want?
A valid postal address in plain characters, with ASCII recommended. Google's example is a one-line address with street, city, state and postal code.
SOURCES
- Search Engine Land, Google Merchant Center introduces new store address attribute for local inventory (October 14, 2026).
- Google Merchant Center Help, Store address [store_address].
- Google Merchant Center Help, Local inventory data specification.
Platforms change often. Check the sources for the current version before acting.
KEEP READING
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