age_group
The age range the product is targeted at. Required for apparel and accessories — channels use it to apply age-appropriate sizing and to gate items from inappropriate ad placements.
Also known as: target_age
Channel support
| Channel | Status | Field name | Notes |
|---|---|---|---|
| Google Merchant Center | Required | age_group | Required for apparel and accessories. Docs → |
| Meta Commerce Manager | Recommended | age_group | — |
| TikTok Shop | Recommended | age_group | — |
| Pinterest Catalog | Recommended | age_group | — |
| Amazon | Recommended | age_range | — |
| Bing Merchant Center | Conditional | age_group | — |
Why it matters
Age group, like gender, drives sizing logic. Kids' size 12 isn't adult size 12. It also gates restricted ads — products tagged 'newborn' or 'infant' get extra policy review on Meta and avoid age-restricted placements.
Age group, like gender, drives sizing logic and content appropriateness. Kids' size 12 isn't adult size 12. Newborn-targeted items get extra policy review on Meta and avoid age-restricted ad placements. The five values — newborn, infant, toddler, kids, adult — cover the spectrum and align across major channels.
The trap for apparel sellers serving multi-generation audiences (women's clothing brands that also sell kids' versions) is consistent age_group population across the catalog. Adult items defaulting to "adult" is correct; kids items mistakenly inheriting "adult" because the feed pipeline forgot to differentiate is a quiet quality problem. Adult sizing applied to a kids' item lands users on something that doesn't fit their child.
For non-apparel, age_group is optional but valuable for items where target audience is clearly age-specific. Kids' toys, babies' products, age-restricted items (alcohol, tobacco-related, certain supplements) all benefit from explicit age_group for correct policy gating.
Format rules
-
Lowercase enum: 'newborn' (0-3m), 'infant' (3-12m), 'toddler' (1-5y), 'kids' (5-13y), 'adult' (13+)
Applies to: Google Merchant Center, Meta Commerce Manager, Pinterest Catalog, Bing Merchant Center
Valid examples
adult Adult apparel
kids Children's clothing
toddler Toddler-specific items
Common mistakes
child Use 'kids' not 'child'
baby Use 'infant' or 'newborn' as appropriate
Related fields
gender The gender the apparel is targeted at. Required for all apparel and accessories — Google uses it to apply gender-appropriate sizing rules and to match items to gender-filtered searches.
Read moresize The product's size. Required for apparel and footwear, recommended for many other categories where dimensions matter.
Read moreCommon issues involving this field
FAQ
What age ranges do the values cover?
newborn = 0-3 months, infant = 3-12 months, toddler = 1-5 years, kids = 5-13 years, adult = 13+. Pick the range that best matches your product's primary audience.
Last reviewed: 26 May 2026
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