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What Is a Product Feed?
A product feed is a structured data file that contains every detail about the products you sell: titles, descriptions, prices, images, stock levels, sizes, colours and more. Think of it as a digital catalogue that shopping platforms like Google, Amazon and Facebook read to display your products to potential buyers.
Every time someone searches "Nike Air Max 90 black size 10" on Google Shopping, the platform scans thousands of product feeds to decide which listings to show. If your feed is missing key details, has incorrect pricing or uses vague product titles, your products simply will not appear. Or worse, they appear for the wrong searches and waste your ad budget.
Most ecommerce platforms (Shopify, WooCommerce, Magento) generate a basic feed automatically. But "basic" is the problem. These auto-generated feeds typically contain the bare minimum: a product name, a price and an image. That is nowhere near enough to compete.
Why this matters to your bottom line
Your product feed is the foundation of every Shopping ad, every marketplace listing and every comparison site placement you run. It is the single biggest factor determining whether your products get shown, how often they get clicked and how much you pay per click. A poor feed means you are paying more for less. A great feed means lower costs, higher visibility and more conversions.
Typical Auto-Generated Feed
| Field | Value |
|---|---|
| Title | Nike AM90 |
| Description | Great trainers |
| Category | Shoes |
| Colour | (empty) |
| Size | (empty) |
| GTIN | (empty) |
| Update Frequency | Weekly |
Optimised Feed
| Field | Value |
|---|---|
| Title | Nike Air Max 90 Black/White Men's Running Trainers |
| Description | Nike Air Max 90 in black and white colourway. Visible Air unit, rubber waffle outsole, padded collar. Men's UK sizes 6 to 12 available. Free delivery over 50 GBP. |
| Category | Apparel & Accessories > Shoes > Athletic Shoes > Running Shoes |
| Colour | Black/White |
| Size | UK 10 |
| GTIN | 0193654691257 |
| Update Frequency | Every 4 hours |
The difference? The optimised feed matches real search queries, passes platform validation, and updates fast enough to reflect stock changes. The basic feed gets ignored, disapproved or shown to the wrong audience.
Channels We Optimise
We build, optimise and manage product feeds across every major shopping and advertising platform.
Google Shopping
Optimised Merchant Center feeds with structured data, custom labels and performance-driven product titles.
Amazon Marketplace
Accurately mapped product listings with enriched attributes for maximum Buy Box visibility and conversions.
eBay
Automated eBay product feeds with category mapping, item specifics and pricing rules for competitive selling.
Facebook / Instagram Shop
Catalogue feeds built for Meta Commerce with dynamic product ads, sets and collection support.
Comparison Sites
Feeds formatted for PriceRunner, Kelkoo, idealo and other comparison shopping engines.
Affiliate Networks
Clean, enriched product feeds distributed across affiliate platforms like Awin, CJ and Rakuten.
Why Feed Quality Directly Impacts Your Revenue
Poor product data is the most expensive mistake in ecommerce advertising. Here is how it costs you money and how to fix it.
Disapproved Products
Missing GTINs, incorrect pricing, or incomplete descriptions cause platforms to reject your listings outright. If 30% of your catalogue is disapproved, you are invisible for 30% of your potential revenue. We see this constantly: businesses running Google Shopping with hundreds of disapproved products and no idea it is happening.
Poor Search Matching
When your product title says "Blue Dress" instead of "Navy Midi Wrap Dress Women's Size 12," you miss every specific search query. Platforms match product titles to search terms. Vague titles mean fewer impressions, lower click-through rates and higher cost per acquisition. Specific, keyword-rich titles put your products in front of buyers who are ready to purchase.
Stale Data
If your feed updates once a day (or worse, once a week), customers will see out-of-stock products, yesterday's prices and discontinued lines. This leads to wasted clicks you pay for, frustrated customers who bounce, and policy violations that can get your entire account suspended. Feeds should update every 4 to 6 hours at minimum.
Wrong Categories
Every platform has its own product taxonomy. Google has over 6,000 categories. Amazon has its own browse node tree. If your "Bluetooth Speaker" is categorised under "Electronics > Accessories" instead of "Electronics > Portable Audio > Bluetooth Speakers," it competes in the wrong auctions and shows to the wrong audience. Accurate category mapping is not optional.
Low Quality Images
Platforms penalise listings with small images, watermarked photos, or images that include promotional text overlays. Google requires a minimum of 100x100 pixels for non-apparel and 250x250 for apparel. But meeting the minimum is not enough. High-resolution product images on white backgrounds consistently outperform lifestyle shots in Shopping ads.
Missing Attributes
Colour, size, material, brand, age group, gender. These are not just "nice to have" fields. They are filters that shoppers actively use. When your feed is missing these attributes, your products are excluded from filtered searches entirely. A shopper filtering for "red, size M, cotton" will never see your product if those fields are blank.
Our Process
A proven methodology that transforms underperforming feeds into revenue-driving assets.
Feed Audit & Analysis
We audit your existing feeds for errors, missing data, disapproved products and optimisation opportunities.
Data Mapping & Enrichment
We map your product data to each channel's requirements and enrich titles, descriptions and attributes.
Automation & Rules
Custom rules engine to auto-exclude out-of-stock items, adjust pricing, and apply labels at scale.
Monitor & Scale
Ongoing monitoring, error alerts, performance reporting and scaling across new channels.
What's Included
Every engagement includes a comprehensive suite of feed management services designed to maximise your product visibility and sales.
Feed Optimisation Techniques That Drive Results
These are the specific changes we make to product feeds that consistently increase visibility, clicks and conversions.
Title Keyword Optimisation
Your product title is the single most important field in your feed. It determines which searches your product appears for. We restructure titles to lead with the most searched terms: brand first, then product type, then key attributes like colour, size and material. For example, "Summer Floral Print" becomes "Zara Floral Print Midi Dress Women's Green Size 14." Every word earns its place based on actual search volume data.
Attribute Enrichment
Most product databases store the basics. We enrich feeds by extracting hidden attributes from descriptions, mapping internal colour codes to standard colour names, converting sizing formats between regions, and adding supplemental fields like age group, material composition and product highlights. A feed with 40 populated attributes will always outperform one with 12.
Category Mapping
We map every product in your catalogue to the most specific category available on each platform. This is not a one-time task. New products need mapping, platforms update their taxonomies, and seasonal items shift between categories. We maintain mapping rules that automatically classify new products as they enter your catalogue, so nothing falls through the cracks.
Update Frequency and Freshness
We configure feeds to update every 4 to 6 hours for most clients, with high-volume retailers updating hourly. This ensures stock levels are accurate, price changes reflect immediately, and new products go live within hours rather than days. Google rewards fresh feeds with better ad serving, so update frequency directly affects your impression share.
Custom Labels and Segmentation
Custom labels let you tag products by profit margin, seasonality, bestseller status or clearance. This gives your advertising team the ability to bid differently on high-margin products versus low-margin ones, push seasonal stock harder during peak weeks, and suppress underperformers without removing them entirely. We build these labels into your feed so your ad spend works smarter.
Multi-Channel Adaptation
What works on Google Shopping does not work on Amazon. Title formats, required attributes and character limits vary across every platform. We maintain channel-specific feed versions from a single master feed, transforming your data to meet each platform's exact requirements. One product, one source of truth, but perfectly formatted for every destination.
Real Example: Title Optimisation Impact
Before
"Wireless Earbuds"
Matches 1 search term. Competes against 50,000+ listings. Low click-through rate.
After
"Sony WF-1000XM5 Wireless Noise Cancelling Earbuds Black Bluetooth 5.3"
Matches 12+ search terms. Reaches buyers with high purchase intent. 3x higher CTR.
Our Work
Case studies.
Real results from real projects we've delivered.
"Switching to the Dynamics data set delivered a 10x increase in our click-through rates from day one. The level of accuracy and structure they brought to our product comparison data was on a different level to anything we'd seen internally."
Gautam Strataviska, MoneySupermarket
Frequently asked questions
Common questions about our datafeed management services.
We support over 50 feed channels and platforms including Google Shopping, Amazon, eBay, Facebook/Instagram Shops, Bing Shopping, PriceRunner, Kelkoo, idealo, Awin, CJ Affiliate, Rakuten and many more. If you use a platform not listed, get in touch and we'll confirm compatibility.
Most clients see measurable improvements within the first two weeks. Our initial audit and quick-win fixes typically resolve disapproved products and major data gaps immediately. Full optimisation, including title enrichment, category mapping and custom rules, is usually completed within 4-6 weeks.
Absolutely. We currently manage over 2 million products across our client base, with individual catalogues ranging from a few hundred to hundreds of thousands of SKUs. Our automation and rules engine is built to handle large-scale feeds efficiently without manual bottlenecks.
We offer flexible pricing based on catalogue size, number of channels and the level of ongoing management required. All engagements start with a free feed audit so we can scope the work accurately. Get in touch and we'll provide a tailored quote within 24 hours.
Stop Losing Sales to Bad Data
Get a free, no-obligation feed audit and find out exactly where your product data is costing you revenue.