Product feed

What goes in a product feed?

Everything a card can show, as named attributes rather than prose: title, description, identifiers such as GTIN and brand, price, sale price, availability, condition, images, size, colour and category. Google’s product data specification is the reference shape, and its own wording states what the attributes are for: matching “your products to the right queries” and serving as “a foundational input” to its AI-powered shopping formats and experiences.

• Identifiers do the matching. A GTIN or a stable ID is how a surface knows two cards are the same product, and how a tracker matches a card to your catalogue.
• Availability and price go stale fastest. A feed refreshed weekly shows last week's price to a surface refreshing billions of listings hourly.
• Attributes you omit cannot render. A card shows what the feed carried, so a missing attribute is a blank on the shelf, not a styling choice.

Why do AI shopping surfaces care about feeds?

Because carousels are assembled from structured data, not from crawled prose. Google’s shopping answers draw on the Shopping Graph, and OpenAI invites merchants to share product feeds directly for ChatGPT Shopping. The practical translation for a shop: the same feed hygiene that decided Google Shopping placement now also decides whether an AI assistant can recommend your products, and a product invisible on those surfaces often has a feed fault rather than a content fault.

That reframing changes who owns the problem. A brand that never appears in written AI answers usually has content work to do; a product that never appears in a carousel usually has data work to do, and the data work is cheaper, faster and entirely within the shop's control. Checking the feed before rewriting a landing page is the right order, and it is the order an honest diagnosis follows: feed first, listing second, and no claim at all when the evidence cannot separate them.

How is a feed different from schema markup?

A feed is pushed and a page is crawled. Schema markup annotates a page you already publish, and an engine may or may not read it on its own schedule; a feed is a direct, structured submission with a specification, validation and a refresh cadence you control. They describe the same products and should agree: a price that differs between the page and the feed is exactly the kind of inconsistency that gets a card suppressed.

Does your feed reach the carousel?

Related terms

• ChatGPT ShoppingChatGPT Shopping is the product-results experience inside ChatGPT: when a question shows shopping intent, the assistant renders a carousel of product cards with images, prices and reviews.
• Agentic commerceAgentic commerce is shopping where an AI agent completes steps a person used to do, from comparing products to placing the order, with the shopper confirming the purchase.
• AI shopping visibilityAI shopping visibility is the measure of whether a company's products appear in the product carousels AI assistants show shoppers, on surfaces such as ChatGPT Shopping and Google AI Mode.
• Schema Markup (Structured Data)Schema markup is structured data added to a page in the schema.org vocabulary, usually as JSON-LD, describing what the page is about in a form machines can parse.