What is Product Feed Management and Why Is It Important

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Well-arranged shopping feed management is the basis of your success in retail. When it's managed efficiently and regularly updated across eCommerce channels, it becomes a guarantee for your business prosperity and the buyers' attention. 

Defining Product Feed Management

First off, what is a product feed? Simply put, it is a doc with certain products’ info: 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. Let's see the product feed example:

Now, what is product feed management? It is a solution to make sure your product data feed flows in the right direction and performs its main functions — draws new sales targets, drives ROI, optimizes product data, meets data feed requirements, catches customers’ attention, and solves their queries.

Why Use Product Feeds?

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

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 will drive better results. So don’t mess up with Google, or other search engines. Structure the data smartly. Make Google think your feed and a shopper’s search question are a perfect match. Pro tip: you’ll find a link to a nice keyword optimization tool down in the article. 

Product type and product title are the two 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 and learn How to Write Product Descriptions. Also, 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 it. Be efficient.

Omnichannel Data Feed management

Data Feed Management_Manual vs Automated

Of course, it’s tempting to hold onto 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.

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 dispatch, update, and other various shopping data manipulations.

Google Shopping.

If you are a reseller - you might benefit from GTIN [Global Trade Item Number]. Google uses it to extract from the supplier’s catalog, and places your ad into an auction with the other resellers of the same product. Optimize your product feed data with the google keyword optimization tool and increase your performance.


In July 2018 Amazon released an AFS (Amazon Feed Specification). 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.


Meet Cassini. A search engine inside eBay. And your task here is to develop a deep and profound relationship with it. This is important, 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 at feedback, shipping costs, and return policies.

Manage Omnichannel Product Data Feed with Gepard

At Gepard we do more than just provide software solutions. Our dedicated experts define the most efficient ways to optimize your product data feed. We strive for omnichannel, automation, speed, simplicity, privacy protection, and excellent customer support.

If you’re interested in knowing more about why companies like Amazon, GS1, HP, Dell, Rakuten, Elkjop, Lazada have chosen to work with Gepard, let’s get started! Feel free to fill out the contact form here.

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