What's Google Merchant Center's Product Quota Limit by Account Type?

A standalone or standard Google Merchant Center sub-account can hold up to 150,000 products per scope, while a multi-client account (MCA) built for an e-commerce platform can hold up to 50 million products at the MCA level, per Google's official Merchant Center quota documentation.

What "Per Scope" Actually Means

Google applies the quota separately to each scope a product is used in, rather than as one single number across the whole account. Scopes include Shopping ads in CSS-eligible countries within the EEA, Shopping ads everywhere else, and free product listings. A single catalog can, in principle, use up its quota in one scope while still having room in another, since each scope is tracked independently.

What Happens When a Feed Exceeds the Quota

Products beyond the account's quota simply don't get uploaded or shown on Google — they're silently excluded rather than causing an account-wide error. For a growing catalog, that means products can start disappearing from Shopping results well before anyone notices a quota problem, since there's no loud failure signal by default.

Standard Retailers vs. Platform-Level Multi-Client Accounts

The gap between the two tiers is enormous by design. A standard sub-account's 150,000-product ceiling comfortably covers the overwhelming majority of individual retailers, including large catalogs in categories like apparel, home goods, or auto parts. The 50-million ceiling exists for a different use case entirely: e-commerce platforms and marketplaces that manage Merchant Center feeds on behalf of many underlying sellers through one MCA structure.

Requesting a Quota Increase

Google's help documentation sets eligibility conditions for requesting a higher limit, including that the account needs to already be using at least 80% of its current quota before an increase request will be considered. That means retailers approaching the ceiling should request an increase ahead of running out of room, not after products start failing to upload.

Bottom Line

Most individual retailers will never come close to the 150,000-per-scope ceiling, but a catalog that's growing toward it should request an increase once it crosses roughly 80% utilization, rather than waiting for products to start silently dropping out of Shopping ads.

Source: Google Merchant Center Help, "Understanding quotas in Google Merchant Center" and "Remove some products from your account, or request to raise your product limit" (support.google.com/merchants/answer/16564100; support.google.com/merchants/answer/9727343).