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A product feed is a structured collection of product records that a merchant or data provider sends to another system.
Each record describes one item or variant, such as a jacket in a specific size and color, with fields for its title, image, product link, price, and availability. Feeds can arrive as files or through an API. The receiving platform sets its required fields and update rules.
Product feed example
This simplified feed record describes one fictional jacket in black, size medium. Each field has a specific value that the receiving platform can read. A full feed repeats this structure for each item or variant.
| Field | Example value |
|---|---|
| Item ID | JACKET-BLACK-M |
| Product group ID | JACKET |
| Title | Waterproof jacket — black — medium |
| Price | USD 129.00 |
| Availability | In stock |
| Product link | https://shop.example/jacket/black-medium |
What information belongs in a product feed?
The destination's specification determines the required attributes. Google Merchant Center's product data specification, for example, separates basic item data, price and availability, identifiers, and variant attributes. Other destinations may use different field names or require additional attributes.
Each purchasable size or color needs its own item ID and correct link, price, and stock. A jacket being available in large does not mean the medium variant is also in stock.
| Group | Common fields | Quality check |
|---|---|---|
| Identity | Stable item ID, brand, manufacturer identifiers such as GTIN or part number where required | Do not regenerate IDs on each export or invent missing identifiers. |
| Description and media | Title, description, product URL, image URL | Describe the actual item and use accessible destinations. |
| Price and stock | Price, currency, availability, sale dates where supported | Match the destination and current merchant information. |
| Variants | Parent/group ID, color, size, capacity where applicable | Give each purchasable variant a distinct identity. |
| Market and policies | Country, shipping, returns where required | Apply the receiving platform's country and category rules. |
Product feed vs API vs catalogue
A catalogue is the collection a business manages. A feed is a distributed representation for a receiving system. An API is an interface for accessing or updating data. These concepts can work together rather than compete.
| Concept | What it is | Jacket example |
|---|---|---|
| Product catalogue | The collection of products a business manages. | The retailer's jackets, with their sizes, colors, images, and prices. |
| Product feed | Product records sent to another system for processing. | A dataset the retailer sends to a shopping platform, with one record for each jacket variant. |
| Product API | An interface for requesting or updating product information. | An app requests the black, medium jacket's details or an authorized team updates its stock. |
Common product feed errors
Most feed problems involve identity, conflicting values, or stale records. Validate the dataset before delivery and inspect the destination's processing results afterward.
Missing or conflicting fields
Check required attributes, currency, units, and links against the destination specification. For example, a price without its currency can be misread or rejected.
Incomplete lifecycle updates
Plan how the destination learns about price changes, stock changes, expired promotions, and removed items. If the feed sends only changed records, it also needs a way to identify removed products.
Unclear data provenance
Record the source and update time where your system supports them. Separate format normalization from product data enrichment, which adds information and needs its own evidence.
How a product feed can supply AON Offers
A business supplying offers to AON can use a product feed as its starting point. It combines the product records with referral links and commission terms, so an AI app can recommend an offer and earn commission from qualifying purchases.
The business maintains the connection between its feed and AON. A feed supplies product information; the integration makes those records available as offers to AI apps.
Read Partner Offer FetchCommon questions about Product feed
What is the difference between a product feed and a product catalogue?
A catalogue is the managed collection of products. A product feed distributes a structured representation of that collection to a receiving system, often with destination-specific fields.
Is a product feed always a file?
No. Files are common, but product data can also be supplied through APIs or other supported data-source connections. The destination's contract determines the delivery method.
How often should a product feed be updated?
Update frequency should reflect how quickly important fields change and what the destination supports. Price and stock may need a faster path than relatively stable descriptions or images.
How do shopping platforms use a product feed?
They import the records, check the data, and use it to build searchable product listings. Complete titles, correct variant details, and current prices help the platform match items to a shopper’s request.
Sources
- Google Merchant Center product data specificationOfficial documentation
- AON Partner Offer FetchAON documentation