Google Merchant Center for Software Bundles, Warranties & Service-Adjacent Products

Google Shopping is primarily designed for physical products that ship to a buyer's address. But a large and growing category of products doesn't fit cleanly into that model: software bundles sold alongside hardware, extended warranty products, service plans, digital downloads, license keys, and physical products whose primary value is the service that comes with them.

These products exist in a compliance gray zone — and sellers regularly get disapproved or suspended for listing them incorrectly. This guide covers what's allowed, what's not, and exactly how to set up your GMC feed for products that blur the line between physical goods and services.

What Google Shopping Allows (and Doesn't)

Google's fundamental requirement is that Shopping is for tangible products that a buyer receives. But Google has evolved this position as the market has — here's the current state:

Product Type	Allowed in Shopping?	Notes
Physical product + bundled software (in box)	Yes	List as a single product at bundle price; describe both components
Software on physical media (USB, disc)	Yes	It's a physical product. List normally.
Extended warranty (physical card/certificate)	Complicated	Technically a service product; requires careful setup
Digital download / license key only	Limited	Allowed in specific categories (software, media). Read GMC's digital products policy.
Service plans (installation, setup, repair)	No	Pure services without a physical component are not eligible
Hardware requiring a paid subscription to function	Allowed with disclosure	Must disclose ongoing costs; can't hide the subscription requirement
Bundled product + mandatory service contract	Allowed if disclosed	Price in feed must reflect what customer actually pays
Gift cards and vouchers	No	Explicitly prohibited in Google Shopping policies

Software Bundles with Physical Products

Bundling physical products with software is very common — a camera with editing software, a router with security software, a kids' tablet with educational apps. These bundles are fully supported in GMC, but require careful setup:

Listing the Bundle as One Product

The cleanest approach is to list the bundle as a single product at a single price. Your product title should include both components: "Dell XPS 13 Laptop + Adobe Creative Suite 1-Year License." Your description must clearly state what's included — the physical product, the software, any licensing terms (e.g., "1-year subscription included, then $XX/year"), and how the software is delivered (download code in box, automatic account activation, physical media).

Common Feed Mistakes for Software Bundles

• Listing the physical product price without the bundle: If you sell the laptop for $999 standalone and $1,199 with the software bundle, your GMC feed for the bundle product must show $1,199. Don't show $999 with "software included!" — that's a price mismatch.
• Missing the software component in the product description: GMC reviewers check that your landing page matches your feed. If your feed title says "Dell XPS 13 + Adobe" but your product page buries the Adobe license in fine print, that's an inconsistency.
• Omitting subscription renewal terms: If the included software subscription auto-renews after year 1, this must be disclosed on your product page. Hiding a subscription renewal in the fine print of an otherwise physical product listing is a misrepresentation risk.

Extended Warranties and Service Plans

Third-party extended warranties (Asurion, SquareTrade, etc.) and seller-provided service plans are a gray area in GMC. Here's the practical reality:

Standalone Extended Warranties

A product listing that only sells an extended warranty (no physical product) is borderline in GMC. Pure service products aren't allowed in Shopping. However, Google has allowed third-party warranty providers to list on Shopping when the warranty is clearly tied to an identifiable physical product category and the purchase flow results in delivery of a warranty certificate or contract document.

If you sell standalone warranties, the safest approach is to contact GMC support directly and verify eligibility for your specific product type before investing in a Shopping campaign setup.

Bundled Warranties with Physical Products

This is clean and common: "Widget + 3-Year Extended Warranty Bundle — $199." The physical product is the primary item, the warranty is an add-on. Set this up as a bundle with the combined price. Your product page must clearly explain what the warranty covers, for how long, and how to claim it.

Warranty as an Optional Add-On at Checkout

If you offer an optional warranty add-on at checkout (common in electronics), your GMC feed price for the product should be without the warranty. The add-on is an optional fee, not part of the base product price. If the warranty is mandatory, it must be included in the base price — you can't advertise $150 and then require a $30 warranty at checkout.

Digital Downloads and License Keys

Google allows certain digital products in Shopping. See our dedicated digital products guide for the full breakdown, but here are the key rules for software-type digital products:

• Software downloads are allowed — antivirus, productivity software, games, educational software
• License keys sold separately are allowed — but only if they unlock software from an established publisher and the license is for a standard product
• Custom software or SaaS access — typically not allowed in Shopping. If someone has to contact you or complete a registration process to use the product, it's more of a service than a product.

Feed Setup for Digital Products

• Set condition: new
• For shipping, set as free (no physical shipment) or use a digital delivery method
• Set appropriate google_product_category — for software, typically "Software > Computer Software" (category ID 328)
• No GTIN required for most digital products, but include one if the publisher has assigned one

Hardware with Mandatory Subscriptions

IoT devices, smart home products, home security cameras, GPS trackers, medical monitoring devices — many of these require a paid subscription to function at all, or to access primary functionality. This creates a price transparency challenge for GMC:

The Compliance Requirement

If a physical product requires a paid subscription to function as advertised, the subscription must be disclosed on the product page. Google's policy is that shoppers must be fully informed of the total cost of ownership before purchasing. Listing a camera for $79 without disclosing the mandatory $10/month cloud plan is a misrepresentation.

How to Disclose Compliantly

• Include subscription requirements in the product description (both in your GMC feed description and on the product page)
• Mention the subscription cost or pricing structure near the add-to-cart button, not buried in FAQs
• If the subscription is optional (basic features work without it, premium features require subscription), this is easier — state that some premium features require a separate subscription.

Feed Price for Hardware + Subscription Models

Your GMC feed price is the one-time hardware price. You don't need to include subscription costs in the price attribute. But you must disclose the subscription on the landing page. Some merchants include "Subscription: $XX/month required" in their product description field — this is good practice.

Service-Adjacent Physical Products

Some physical products are primarily the "physical carrier" for a service. Test kits are a good example — a DNA test kit, a water quality test kit, or a blood test panel includes a physical collection kit but the value is the laboratory analysis service. Similarly, a home installation kit includes hardware but is primarily about the installation service.

Test Kits

Consumer test kits (DNA, wellness, food sensitivity, environmental testing) are generally allowed in Shopping because they involve a physical product being ordered, received, used, and returned. The analysis service is a component of the product experience. Key requirements:

• The physical kit must actually be shipped to the customer
• The total price (kit + analysis) must match what's in your feed
• The analysis turnaround time should be disclosed on the product page
• If the analysis requires an additional purchase after the initial kit, this must be clearly disclosed

Installation Kits / Service Kits

A product whose primary purpose is to enable a service (a "smart home starter kit" that requires professional installation, or a "training program starter pack" with a physical workbook) sits in a gray zone. The physical component must be genuinely substantive — a product that's $200 where $180 of the value is the "included online coaching" is effectively selling a service through a physical product wrapper, which conflicts with GMC's product-focused requirements.

Feed Setup for These Product Types

For software bundles, warranties, and service-adjacent products, these feed attributes require extra attention:

product_type

Use your own product taxonomy here to clearly categorize the product. For a software bundle: "Laptops > Bundles > Software Bundles." This helps Google understand how to classify your product.

google_product_category

Choose the most specific category that applies to the primary physical component. For a camera + warranty bundle, use the camera category, not "Warranties."

description

The GMC description field allows 5,000 characters — use them. For complex product types, include: what the product includes, what's digital vs. physical, any subscription terms, the service component timeline, and how to access each component. Comprehensive descriptions reduce the likelihood of a reviewer questioning whether your product is compliant.

identifier_exists

For bundles and custom software products without a manufacturer GTIN, set identifier_exists: false. Don't fabricate GTINs — this is a policy violation. For recognized software titles with publisher-assigned GTINs, include them.

Policy Page Requirements

For software and service-adjacent products, your policy pages need additional elements beyond standard retail requirements:

Refund Policy for Digital Products

Once a digital download has been accessed or a license key has been used, most merchants reasonably make it non-refundable. This is permissible in GMC, but it must be clearly stated before purchase — ideally near the add-to-cart button or in a "refund policy" notice on the product page. A "no refunds on digital products" policy buried in your general terms is insufficient for GMC compliance.

Subscription Cancellation Policy

If your product includes a recurring subscription, your website must clearly describe how to cancel the subscription. "Contact us to cancel" is acceptable, but the cancellation process and any required notice periods must be stated.

Software Licensing Terms

If you're selling software licenses, include a summary of key licensing terms on the product page (personal use only, how many devices, transferable or not, expiration). Full EULA can be linked rather than displayed inline, but key restrictions should be visible pre-purchase.

Common Violations and How to Fix Them

Violation: Listing a Service as a Product

Example: A listing titled "Website Design Service — 5-Page Package, $499" with a buy button. Pure services aren't eligible for Shopping.
Fix: Remove from Shopping feed. Advertise services through Google Search ads (expanded text ads or responsive search ads) where service ads are allowed.

Violation: Hiding Subscription Costs

Example: Hardware listed at $49 without any mention of the required $8/month subscription until checkout.
Fix: Add explicit subscription disclosure to your product page near the price and CTA. Update your GMC product description to mention the subscription requirement.

Violation: Software Bundle Price Mismatch

Example: Feed shows $99 for a hardware + software bundle, but your website shows the products separately and the combined add-to-cart price is $147.
Fix: Create a dedicated bundle product page at the bundle price. The GMC feed listing links to this bundle page, not to the individual product pages.

Violation: Gray Market Software Keys

Example: Windows 11 Pro license keys sold at $15 (well below retail).
Fix: Only list software keys you are authorized to sell. If you can't demonstrate legitimate sourcing, this product type isn't viable in Google Shopping.

If you're already running Shopping campaigns for any of these product types and have seen disapprovals or received account warnings, a free GMC scan can help you identify the specific compliance issues across your catalog before they escalate.