Feeds overview

A feed is a document made up of a list of products which use groupings of attributes that define each one of your items in a unique way. Attributes, such as age_group, can have standardized values, or they can be open to fill with your own choice of value, such as id or title. Accurately describing your items using these attributes allows users to search and find your items more easily.

Once created, you'll submit your data file via a registered data feed in your Manufacturer Center account. You can submit your data file to your feed through regular upload via manual upload, FTP, Google Cloud Storage, or SFTP. Alternatively, you can schedule fetches on your feed to let Google retrieve your data file from your server.

Note: If you submit products for different countries, each country requires a separate feed. You can register up to 20 feeds per country

Choosing the right file format

It's important to choose the format that will be best for your needs as a manufacturer when creating a new data file. We support data files in two general formats: TSV and XML. For most small manufacturers, we recommend using either the individual Product Editor or the tab-delimited format because it requires the least technical knowledge. You can easily create a TSV data file using a spreadsheet editor, such as Google Sheets or LibreOffice. Learn more about supported file formats

Choosing the right input method


Method #1:

Product Editor

Method #2: Data Feed

TSV file

XML file


Anyone! Specifically those with few products or lacking feeds

Anyone! Specifically those who can’t auto-generate XML files

Partners using a PIM, database, or other data management system that exports XML files


No specific technical knowledge

Basic spreadsheet knowledge via any editor (e.g. Google Sheets)

PIM partner or XML generation knowledge


Copy / paste text; no special formatting

Attribute names in column headings,  values in rows

<g:attribute name> attribute value </g:attribute name>


In-product Product Editor tool

.tsv file

.xml file



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