Product Feed
Definition
A data file containing your product information, used to list products on Google Shopping, Facebook, Amazon, and other channels.
What is a Product Feed?
A product feed is a structured data file containing information about your products: titles, descriptions, prices, images, availability, and more. It's how you share your product catalogue with advertising platforms and shopping channels.
Think of it as a spreadsheet that Google, Facebook, Amazon, and other platforms read to understand what you're selling.
Why Product Feeds Matter
Product feeds power:
- Google Shopping ads
- Facebook and Instagram Shopping
- Amazon marketplace listings
- Price comparison sites
- Affiliate networks
Without a properly formatted feed, your products can't appear on these channels.
Product Feed Contents
Required Fields
- Product ID (unique identifier)
- Title
- Description
- Price
- Availability
- Image URL
- Product URL
Recommended Fields
- Brand
- GTIN/EAN/UPC (barcodes)
- Condition
- Category
- Shipping information
- Sale price and dates
Feed Formats
XML
The most common format for Google Merchant Center. Structured and detailed.
CSV/TSV
Spreadsheet format. Easier to create and edit manually.
API
Some platforms pull data directly via API rather than file upload.
Feed Optimisation
A basic feed gets your products listed. An optimised feed gets them shown and clicked:
Title Optimisation
Include key attributes: brand, product type, colour, size. Front-load important terms.
Image Quality
High-quality, clean product images on white backgrounds perform better in Shopping ads.
Complete Data
Fill every relevant field. More data means better matching to customer searches.
Regular Updates
Keep prices and availability current. Mismatches cause disapproved products and wasted ad spend.
Managing Product Feeds
E-commerce platforms like Shopify and WooCommerce have plugins that generate feeds automatically. For larger catalogues or multiple channels, dedicated feed management tools offer more control and automation.