How Data Feed Management
Improves Product Content

Well-arranged shopping feed management is the basis of your success in retail. It is a guarantee for your cosy and stable place under the sun and the rays of the buyers' affection. 

If, as a business, you still don’t know the practical importance of product feed, man, you should reclaim your powers back. But even already having a strong background in data feed management, I assure, you gonna find a fresh perspective in this article. And, anyway, practice makes perfect, right?

Defining product feed management 

First, what is a product feed? Simply put, it is a doc with certain products’ info, like SKU, name, price, colour, dimensions...meaning all the possible items’ attributes. Moreover, it is about having quality pictures and videos, in all possible angles, with an ability to rotate, zoom, and see how it would look/feel like for a customer to already have an item. 

Now, what is product feed management? It is a solution. No, really. It is a solution to make sure your product data feed flows in the right direction. It is that your product feed performs its main functions — draws new sales targets, drives ROI, optimizes product data, meets data feed requirements, catches customers’ attention and solves his queries. 

For whom? 

Answering a possible rising question, who even needs implementing this product feed management, a short reply would be — you (as you probably already requested to find this topic). You’re selling goods. Or maybe providing services? And you already passed that phase, when you had a few stuff to sell online left from your garage sale. Now you developed in a 1000+ product items vendor and you might want to push on Amazon, Google Shopping and so on. And a big business demands big solutions. 

Why using product feeds?

  • Reach more potential clientele via additional retail channels.
  • Update product feed on-time. 
  • Adjust product information to different locales.
  • Have a rich product content transformed into your data model.

 ..follow the article to find out more. 

And let’s have a look at ways to improve a product feed. We will start with the basics and proceed to a product feed management on wider scopes. 

Key points to strike product feed optimization

My advice - start with a title. Then optimize the keywords. Do you know how your customers get to your page? What are their search queries? This is a hint on how to manage your keywords. Think in terms of your customers’ needs. Make sure to put the most important product information at the beginning - this would drive better results. So don’t mess up with Google, or other search engines. Structurize the data smart. And make Google think your feed and a shopper’s search question are a perfect match. Tip: you’ll find a link to a nice keyword optimizing tool down in an article. 

Product type and product title are the 2 necessary product information pieces to be included in a product feed. No matter what niche your products are. Be aware you have 150 words to reach your favourite shopper. In most cases, only half will be shown. There would be loads of product feed requirements like this. So better educate your team on it. Here’s a basic product data list Google has, for instance. 

It all sounds good and manageable for small businesses. But how will you handle these feeds operating on huge scopes in a fast-paced rhythm? Automate. Be efficient.

Another obstacle will flow up when you’d decide to expand your online market presence and capture various shopping channels. Let’s have a look specifically at this case. 

Data feed management in an omnichannel shopping environment

Of course, it’s tempting to hold on the old-school process with excel docs by your side. But let’s do the real thing. If you have 1000+ products, It’s pretty tough to manipulate the shopping feed data already. I bet. Come with me and see yourself why to have a product content syndicator.  

Managing a shopping data feed still seems a no-brainer?  

Shopping engines, like Amazon, Google, eBay, Shopify, etc. are unique and have their own formats and specifications. Your task here would be a timely and exact product feed despatch, update, and other various shopping data manipulations. 

Most popular shopping channels 

Let me be useful and outline just some crucial marketplace feed management peculiarities on each of them: 

Google Shopping. 

If you are a reseller - you might benefit from GTIN [Global Trade Item Number]. Google takes it to extract from the supplier’s catalog and places your ad into an auction with the other resellers of the same product. The same works on Amazon. Besides, GTINs can place your product according to the quality and a number of reviews you have if a shopper types “top..” or “best..” in a search engine. Also, as promised, catch a google keyword optimizing tool


In July 2018 Amazon released an AFS (Amazon Feed Specification). What is it and how it is beneficial for all parties? It’s a data interchanging standard, enabling all Amazon vendors to manage product content & sales in a single manner. You’ll need to adjust your product data formats to Amazon’s AFS, so first you need to register a CSP, a catalog service provider, you’re working with, to adjust your data with Amazon’s standards. Learn more about the benefits and easy steps on how to do it with a case study


Meet Cassini. A search engine inside eBay. And your task here is to develop a deep and profound relationship with it. Because it determines where and how your product is going to be displayed to the customer. Except for figuring out the best search match based on product data itself, it looks on feedbacks, shipping costs, and return policies. 

Psst, want some product feed management software?

Before jumping to naming and analyzing shopping feed management software, let’s go through the list of the features a tool should have to benefit your business. 


Speed. The software should increase your efficiency and be a time saver. Consider this when choosing a feed management platform.

Simplicity. Right, simplicity to navigate across the app, or a highly qualified support team to set up everything for you. It should be clear and straightforward. 

Scope. How many channels does it support? How many countries? How many product groups you’d be able to manage? 

Automation. Manual feed input may work for small eshops, while for the ones managing big data feeds, it would instantly cause time and human resource management issues. 

Integration. Would this software match your databases etc.?  Does it have an API to all necessary integrations? You want to be able to combine data from your PIM and various sales channels, your shop system, etc. 

Omnichannel. Does it have templates for all e-marketplaces you want to sell at? 

Optimization. Is the tool able to optimize data, like images and other product data? Does it analyze the data to further give recommendations on optimization and improvement? 

Privacy protectionNo need to explain the importance of information security in this era. 

Customer support is mostly forgotten component, but if something would go wrong or you would simply have some questions, you’d want to refer to customer support asap, not to lose the revenue from sales. 

Price-Value ratioYou want to get exactly what you’re paying for. And get a highly flexible and customizable solution.  How you’ll be charged? Per click? Or per number of products?

Hope it was useful.  If you’d like to dive deeper into the feed management implementation process and learn tricks and treats of the existing solutions, simply contact us. And let your business prosper. 

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