Pre-order
A pre-order is an order taken for a product that has not been released yet, to be dispatched once it comes out.
What it means
Pre-order is for a product that has not been released yet: a new model, a new edition, a launch. Google’s preorder value means “You’re accepting orders for this product, but it has not been released for sale.”1
Two rules come with it. Google says preorder “should only be used for new products that haven’t been released yet”. An existing product that has sold out but is still taking orders is a backorder instead. A pre-order also needs an availability date, the day the product becomes available for delivery, in the feed and visible on the landing page.1
The date can be an estimate, but not a range. Google recommends an estimated date “up to one year in the future”, updated as soon as the real date is confirmed.2
Think of it like this
Booking a table at a restaurant that has not opened yet is the same idea. The booking is taken now, the opening date is known, and nobody is served before it.
For example
A supplier’s file says “New for spring, launches 28 March” against a new kettle. You take orders now, so the feed says preorder, with an availability date such as 2027-03-28T09:00Z, and the product page says when it will be dispatched.12
Why it matters
A pre-order takes a shopper’s order for stock that does not exist yet, so the date is the promise. Google requires the availability date for every pre-order and wants it shown on the page. Leave it out and the product can be disapproved.1
Not to be confused with
A pre-order is not a backorder. Pre-order is for a product that has not been released. Backorder is for one that has, but is out of stock while you keep taking orders.1
Sources
- Google Merchant Center Help. Availability [availability].
- Google Merchant Center Help. Availability date [availability_date].