color
The product's colour. Required for apparel and several other verticals. Channels use it as a variant filter and audience-segmentation signal.
Also known as: colour , primary_color
Channel support
| Channel | Status | Field name | Notes |
|---|---|---|---|
| Google Merchant Center | Conditional | color | Required for apparel and accessories. Docs → |
| Meta Commerce Manager | Recommended | color | — |
| TikTok Shop | Recommended | color | — |
| Pinterest Catalog | Recommended | color | — |
| Amazon | Required | color_name | Required for nearly every Amazon category. |
| Bing Merchant Center | Conditional | color | — |
Why it matters
Colour is one of the few attributes users actively filter on in Shopping interfaces. Items without colour drop out of those filtered views entirely. For apparel specifically, missing colour means missing impressions on the highest-converting search refinements.
Colour is one of the highest-intent filters in retail Shopping. Users searching "blue dress" filter to blue dresses; users searching "black trainers size 10" filter to size 10 in black. Items without colour drop out of those filtered views entirely, and the conversion rates on filtered traffic are dramatically higher than unfiltered.
The standard-colour-names rule is more important than it looks. "Navy" works; "Midnight Whisper" doesn't. Channels' classifiers can't map brand-marketing colour names to standard colours, so listings with marketing colour names lose all the filtering benefits. The strategic compromise: keep brand colour names in the title for aspirational positioning ("Midnight Whisper Wool Coat") but use standard names in the colour field ("Navy"). Best of both — brand language in the visible title, machine-readable filtering metadata in the structured field.
For multi-colour items, the slash separator (`Red/White/Blue`) handles up to three colours. Beyond three, use `Multicolour`. The slash separator is specifically what channels look for — comma-separated values get treated as a single weird string and lose filter eligibility.
Format rules
-
Standard English colour names ('Red', 'Blue', 'Black', 'Navy', 'Beige')
Applies to: Google Merchant Center, Meta Commerce Manager, TikTok Shop, Pinterest Catalog, Amazon, Bing Merchant Center
-
Multi-colour items: separate with '/' (slash), up to three colours ('Red/White/Blue')
Applies to: Google Merchant Center, Meta Commerce Manager, Pinterest Catalog, Bing Merchant Center
-
Marketing names ('Midnight Whisper') get rejected — use standard colour names
Applies to: Google Merchant Center, Meta Commerce Manager, Pinterest Catalog, Bing Merchant Center
-
Max 100 characters
Applies to: Google Merchant Center
Valid examples
Navy Standard colour name
Red/White/Blue Multi-colour with slash separator
Multicolour When the item genuinely has many colours
Common mistakes
Midnight Whisper Brand marketing name — Google doesn't recognise it
#1A2B3C Hex code — use the colour name
Red, Blue, Green Comma-separated instead of slashes
Related fields
size The product's size. Required for apparel and footwear, recommended for many other categories where dimensions matter.
Read morematerial The product's primary material — cotton, leather, wool, polyester. Used as a variant filter and shopper-search signal, especially for apparel, footwear, and home goods.
Read morepattern The product's pattern — solid, striped, floral, plaid, etc. Used as a variant filter alongside colour and size, primarily for apparel and home textiles.
Read moreCommon issues involving this field
Related tools
FAQ
Can I keep my brand colour names in the title?
Yes — and you should. The colour field needs standard names for filtering, but the title can keep brand language. 'Midnight Whisper Wool Coat' in title, 'Navy' in colour field — best of both.
What's the maximum number of colours for a multi-colour product?
Three, separated by slashes ('Red/White/Blue'). Beyond three, use 'Multicolour' as a single value.
Should colour match what the user sees in the image?
Yes — but be honest. If the colour in the image is genuinely ambiguous, list the closest standard match. Users complain when colour metadata doesn't match what arrives.
Last reviewed: 26 May 2026
Why wait? Try it free today.
Stop managing feeds manually. Start optimising with AI in 30 seconds.
- Free plan, no credit card required
- 1 brand, 1 feed, 100,000 products per feed
- Full AI Product Optimisation, Rule Engine, and 200+ channel exports
- Pay only for AI credits when you need them