Onboarding guide

Supported file formats

We currently support data feeds in the following formats:

Text (spreadsheet) or tab-delimited

In this format, you'll first include the attribute names in the first row (i.e. header), separated by a tab. Then, starting on the second row, include the corresponding values under each attribute name. We recommend using a spreadsheet programme such as Microsoft Excel or Google Sheets to create this. Then save the file as a tab-delimited file. If you're using Google Sheets, you can download your file and upload it as a .txt file or upload your spreadsheet directly to Merchant Center.

Note: We are currently unable to accept a feed in Excel (.xls) or comma-separated values (.csv) file format. Convert your file to a text format before you upload it.

Learn more about creating tab-delimited data feeds.

To see example files, click Tab delimited (.txt).


  • Simple to create and edit, if you have a spreadsheet programme
  • Easier to view multiple items


  • Easier to make formatting mistakes

An example using some of the required attributes would look like this:

id [id] title [title] description [description] price [price] condition [condition] link [link]
123-uk Yellow Bear A fuzzy, cuddly teddy bear 12 new http://www.example.co.uk

We support extended versions of RSS 2.0 and Atom 1.0. You can create and edit these files using any text editor, such as Notepad or SimpleText. Like HTML, XML uses tags to define blocks of content. Information about your items is enclosed within these tags, which are indicated by angle brackets.


  • Your site may already generate an XML file of your content
  • Including multiple values for an attribute is easier


  • May require more tech-savviness
  • Difficult to see many items at once

For example files, click the appropriate XML format and download it. RSS 2.0 or Atom 1.

When creating your data feed, remember to save your file in one of the supported file types with the appropriate filename extension:

  • .gz: Gnu zip, compressed TSV (recommended) or XML
  • .txt: TSV
  • .xml: XML
  • .zip: Zip, compressed TSV or XML
  • .bz2: Bzip2, compressed TSV or XML

Note: XML is now officially supported for inventory feeds.

If you are scheduling your data feed, please ensure that the feed URL directly points to your feed file. If it points to your website instead, your item information will be fetched in an HTML format which will result in a feed failure. The URL must begin with http://, https://, ftp:// or sftp://. If your file requires a username and password to be accessed, please enter the appropriate login information to allow Google to access your file.

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