What Is the Purpose of Attributes in Product Feeds?

A well-structured product feed can make all the difference in getting your items discovered online. Whether you’re listing them on Google (including free listings) or on Amazon, the details you provide about each product—known as attributes—are crucial. They help these platforms show your items to the right people at the right time, increasing your visibility and boosting sales.

But what exactly are product attributes in a product feed, and why do they matter so much? Let’s explore how they function on Google (focusing on free listings) and Amazon, which attributes you really need to get right, and how best to optimize your product data so shoppers can find and trust what you’re selling.

What's the Purpose of Attributes in the Product Feed?

Attributes in a product feed provide essential details about your products, enabling platforms to display them accurately to potential buyers.

For eCommerce stores, attributes in a product feed provide essential details about your products, enabling platforms to display them accurately to potential buyers.

Product feeds are structured files (CSV, TSV, XML, etc.) that house information on each item you want to sell or showcase online. Each line in the file corresponds to one product, and each column represents a unique detail about that product—its brand, price, title, and so on. The accuracy, quality, and completeness of these details (or attributes) have a direct impact on how effectively your product listings appear in search results, filters, and recommendation engines.

Ecommerce giants such as Google Merchant Center and Amazon Seller Central rely on these feeds to learn about your items. The more descriptive and accurate your attributes, the more likely these platforms can display the right products to the right audience. Customers then benefit because they see exactly what they need, with fewer surprises regarding price, availability, or specs.

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Read guide: Top 15 Essential Feed Attributes

Why Attributes Matter

• They help organize your listings on each platform, preventing confusion and ensuring proper placement in search results.
• They improve relevancy because search algorithms use them to match user queries with your products.
• They reduce customer frustration by showing accurate data—like in-stock status and correct prices—minimizing the chance of returns or negative reviews.

Example of a product feed for an outdoor online store:

<rss version="2.0" xmlns:g="http://base.google.com/ns/1.0">
  <channel>
    <title>Outdoor Journey Store</title>
    <link>https://www.adventuregearpro.com</link>
    <description>Gear and apparel for camping, hiking, and backpacking</description>

    <item>
      <g:id>TL-1001</g:id>
      <g:structured_title>
        <g:digital_source_type>trained_algorithmic_media</g:digital_source_type>
        <g:content>"Rest Under the Stars: AI-Enhanced TranquilLight Sleeping Bag (Regular)"</g:content>
      </g:structured_title>
      <g:structured_description>
        <g:digital_source_type>trained_algorithmic_media</g:digital_source_type>
        <g:content>"Stay warm on cool nights with the AI-Enhanced TranquilLight Sleeping Bag. Designed to retain heat while remaining breathable, it ensures restful sleep for backpackers and car campers alike."</g:content>
      </g:structured_description>
      <g:link>https://www.adventuregearpro.com/tranquillight-sleeping-bag</g:link>
      <g:image_link>https://www.adventuregearpro.com/images/tranquillight_sleeping_bag.jpg</g:image_link>
      <g:availability>in_stock</g:availability>
      <g:price>99.99 USD</g:price>
      <g:brand>TranquilLight</g:brand>
      <g:color>Red/Grey</g:color>
      <g:condition>new</g:condition>
      <g:shipping>
        <g:country>US</g:country>
        <g:service>Standard</g:service>
        <g:price>7.50 USD</g:price>
        <g:min_transit_time>3</g:min_transit_time>
        <g:max_transit_time>5</g:max_transit_time>
      </g:shipping>
      <g:shipping_weight>2.0 lb</g:shipping_weight>
    </item>

    <item>
      <g:id>RR-2002</g:id>
      <g:title>RangeRider Hiking Boots</g:title>
      <g:description>Durable boots designed for traction and stability on rugged trails. Leather and mesh construction to keep feet protected and comfortable through any terrain.</g:description>
      <g:link>https://www.adventuregearpro.com/rangerider-hiking-boots</g:link>
      <g:image_link>https://www.adventuregearpro.com/images/rangerider_hiking_boots.jpg</g:image_link>
      <g:availability>in_stock</g:availability>
      <g:price>129.95 USD</g:price>
      <g:brand>RangeRider</g:brand>
      <g:color>Brown</g:color>
      <g:size>10</g:size>
      <g:gender>male</g:gender>
      <g:condition>new</g:condition>
      <g:shipping_label>OvernightEligible</g:shipping_label>
      <g:custom_label_0>Backpacking</g:custom_label_0>
    </item>

    <item>
      <g:id>AF-3003</g:id>
      <g:title>AquaFlow Hydration Pack</g:title>
      <g:description>Lightweight 2-liter hydration backpack with breathable shoulder straps. Perfect for trail running, mountain biking, or day hikes.</g:description>
      <g:link>https://www.adventuregearpro.com/aquaflow-hydration-pack</g:link>
      <g:image_link>https://www.adventuregearpro.com/images/aquaflow_hydration_pack.jpg</g:image_link>
      <g:availability>in_stock</g:availability>
      <g:price>45.00 USD</g:price>
      <g:brand>AquaFlow</g:brand>
      <g:color>Blue</g:color>
      <g:condition>new</g:condition>
      <g:product_detail>
        <g:section_name>Reservoir</g:section_name>
        <g:attribute_name>Capacity</g:attribute_name>
        <g:attribute_value>2 liters</g:attribute_value>
      </g:product_detail>
      <g:product_detail>
        <g:section_name>Material</g:section_name>
        <g:attribute_name>Fabric</g:attribute_name>
        <g:attribute_value>Ripstop nylon</g:attribute_value>
      </g:product_detail>
    </item>

    <item>
      <g:id>SM-4004</g:id>
      <g:title>SummitMaster Cookware Set</g:title>
      <g:description>Compact cookware kit with a non-stick pot, pan, kettle, and foldable utensils. Stacks together for easy packing, ensuring a quick meal after a long day on the trail.</g:description>
      <g:link>https://www.adventuregearpro.com/summitmaster-cookware</g:link>
      <g:image_link>https://www.adventuregearpro.com/images/summitmaster_cookware.jpg</g:image_link>
      <g:availability>in_stock</g:availability>
      <g:price>39.99 USD</g:price>
      <g:brand>SummitMaster</g:brand>
      <g:color>Grey</g:color>
      <g:condition>new</g:condition>
      <g:cost_of_goods_sold>22.00 USD</g:cost_of_goods_sold>
    </item>

    <item>
      <g:id>CE-5005</g:id>
      <g:title>CampEasy Folding Chair</g:title>
      <g:description>Sturdy, portable folding chair with a built-in cup holder and carrying strap. Ideal for relaxing around the campsite or cheering at outdoor events.</g:description>
      <g:link>https://www.adventuregearpro.com/campeasy-folding-chair</g:link>
      <g:image_link>https://www.adventuregearpro.com/images/campeasy_folding_chair.jpg</g:image_link>
      <g:availability>in_stock</g:availability>
      <g:price>24.50 USD</g:price>
      <g:brand>CampEasy</g:brand>
      <g:color>Green</g:color>
      <g:condition>new</g:condition>
      <g:product_highlight>Lightweight frame built for quick setup</g:product_highlight>
      <g:product_highlight>Durable fabric supports up to 300 lbs</g:product_highlight>
    </item>

  </channel>
</rss>

The Role of Attributes in Google (Free Listings)

Google’s Merchant Center allows merchants to add products for both paid Shopping Ads and free listings. In free listings, your items can appear in Google Search, the Shopping tab, Google Images, and more—all without a per-click advertising cost. The catch? You must still provide attributes that meet Google’s requirements, or your products risk disapproval or poor visibility.

How Attributes Drive Google Free Listings

Google’s algorithm draws from attributes such as title, description, and brand to decide if and where your product appears for a given search query. If these attributes match up well with what a user types in—say, “lightweight running shoes” or “rosé wine gift set”—your listing stands a much better chance of surfacing.

Your price and availability attributes are prominently displayed on Google’s Shopping tab and product carousels. Providing accurate data ensures that shoppers trust your brand from the moment they see your listing. In addition, Google’s free listings will often show your images, so the image link attribute is crucial for grabbing attention.

Must-Have Attributes for Google

• Title: Keep it relevant and specific (“Women’s Lightweight Running Shoes - Size 8”).
• Description: Offer concise product benefits; avoid keyword stuffing.
• Price: Match what’s on your website; inaccurate pricing leads to disapprovals.
• Availability: Whether it’s “in stock,” “out of stock,” or “preorder,” you must be transparent.
• Brand (if applicable): Shoppers often filter by brand, so ensure it’s spelled correctly.

When these attributes are in top shape, your free listings have a greater chance of appearing in rich product results, where customers can see images, compare prices, and click through to your store—all at no extra cost to you.

Pro tip: See The Best Tools for Automated Product Feed Optimization

The Role of Attributes in Amazon

Amazon’s marketplace is enormous, with countless sellers competing for the same eyeballs. Well-defined product attributes help you stand out, enabling Amazon’s search algorithm to index your listings properly and deliver them to the right customers.

How Attributes Boost Amazon Listings

Unlike Google, Amazon focuses heavily on product performance (like sales history) in its search rankings. However, well-optimized attributes are still key:

• They help Amazon place your products in the correct category and refine search results with filters (size, color, brand, etc.).
• They ensure your listings appear when shoppers search by specific keywords or specs.
• They reduce confusion; if you accurately describe your product’s features, you’re more likely to attract the right buyer and minimize returns.

Once a shopper lands on your listing, carefully filled-out attributes—like clear bullet points, correct item dimensions, or brand information—create a sense of confidence. This can improve conversion rates and encourage repeat business.

Key Amazon Attributes

• Product Title: A well-structured title (often including brand, product line, and key features) draws in browsers.
• Bullet Points / Key Features: Quick, scannable highlights (e.g., “Waterproof material,” “20-hour battery”).
• GTIN or UPC: Amazon usually requires unique identifiers for each product to differentiate your listing from others.
• Brand: Vital if you want shoppers looking for that brand to find you.
• Product Description: More detailed than bullet points, it paints a picture of how the product benefits the buyer.

Provide these attributes carefully, and you stand a better chance of ranking higher, earning the Buy Box, and keeping shoppers satisfied with accurate information.

Similarities and Differences Between Google and Amazon

Both platforms require enough details to properly categorize and match products to user searches, but they differ in how they use and weigh these attributes. Google relies on relevance to user queries (plus your website quality, for organic rankings), whereas Amazon cares a lot about sales performance data. Nevertheless, the attributes themselves—title, brand, price, and availability—remain crucial in both systems.

Common Ground

• Accuracy is non-negotiable. Mismatched or outdated product data can lead to disapprovals or hidden listings.
• Titles and Descriptions play a pivotal role in how your product is indexed and displayed.
• Images must be high-quality and accurately reflect the product for better click-through rates.

Key Distinctions

• Data Formats: Google Merchant Center typically accepts structured feeds, while Amazon may require category-specific templates or brand registry approval.
• Ranking Factors: Google focuses on keyword relevancy and website quality; Amazon heavily factors in sales history and seller metrics.
• Costs: Google’s free listings cost nothing per click, whereas Amazon takes a referral fee on sold items (though you don’t pay for listing).

By understanding these differences, you can tailor your attribute strategy to each marketplace’s strengths.

Best Practices to Maximize the Impact of Attributes

Product attributes won’t do you any good if they’re inconsistent, outdated, or sparse. Whether you’re listing on Google, Amazon, or both, it pays to optimize the data you send.

• Keep data fresh by updating prices and stock levels regularly.
• Reflect changes in product packaging, colors, or materials promptly.
• Optimize titles and descriptions with relevant keywords naturally.
• Focus on clarity; avoid buzzwords or repeated phrases.
• Provide unique identifiers like GTIN, UPC, or EAN.
• Use MPN or custom SKUs if GTIN isn’t available.
• Leverage high-quality images showing multiple angles.
• Avoid text overlays or watermarks on images.
• Stand out with supplemental attributes like color, size, or specs.
• Mention important facts like organic certifications or allergens for consumables.

Following these best practices makes your product data more comprehensive. In turn, that data feeds directly into how Google or Amazon displays your listings to potential buyers who are already in “shopping mode.”

Common Mistakes and How to Avoid Them

Overlooking or mishandling product attributes can cripple your online presence. Even minor slip-ups can have major consequences, from ad disapprovals on Google to suppressed listings on Amazon.

• Missing Mandatory Fields: If your feed omits critical info—like brand for brand-name products—your listing may never go live.Solution: Cross-reference each platform’s guidelines to confirm you’ve included all required attributes.
• Outdated Pricing or Availability: A shopper sees a great deal listed on Google or Amazon but finds a different price or an “out of stock” message upon clicking through.Solution: Automate your feed updates or schedule daily checks to maintain consistency.
• Generic Titles: Vague titles like “Shoes - Size M” can cause confusion and miss key search terms.Solution: Add descriptive details (e.g., “Men’s Running Shoes, Breathable Mesh, Size 10”) so your listing stands out.
• Keyword Stuffing: Overloading titles or bullet points with repeated phrases can lead to poor readability and a lower ranking.Solution: Balance relevant keywords with a natural flow that appeals to real shoppers.
• Using the Wrong Identifiers: Incorrect GTINs or random placeholders can frustrate both platforms and customers, leading to potential delistings.Solution: Verify barcodes, SKU numbers, and brand info directly from manufacturers or official documentation.

By sidestepping these pitfalls, you’ll maintain higher listing quality and a better shopper experience, boosting your chances of conversions and repeat business.

Conclusion

Attributes in product feeds are essential for shaping how your items appear on platforms like Google and Amazon. They go beyond mere compliance, serving as the foundation for transparent and enticing listings that attract the right customers. Accurate and detailed attributes help platforms categorize and filter your products, increasing their visibility and chances of appearing in search results. On Google, they influence free listings, while on Amazon, they improve indexing and visibility. By refining attributes such as title, description, brand, and GTIN, you can enhance trust, boost visibility, and drive sales, ensuring your products stand out in the competitive online marketplace.

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