What is the Difference Between Google Feeds and Amazon and Facebook Feeds

Over the years, working with a variety of e-commerce brands has revealed just how different product feed requirements are for Google, Amazon, and Facebook.

Too often, sellers assume they can copy one feed across all three platforms—only to face disapprovals, missing products, or disappointing performance.

Here’s a clear breakdown of what makes each platform unique, the major differences to watch for, and some practical insights from real-world experience.

The Role of Product Feeds

Think of product feeds as structured spreadsheets packed with your product info.

These files fuel automated listings for Google Shopping, Amazon Marketplace, and Facebook’s Dynamic Ads. If your feed isn’t dialed in:

• Ads can get rejected.
• Product details might display incorrectly, eroding buyer trust.
• You risk missing out on sales across every channel.

Before we get into it, here is a complete look at what the key differences between the different feeds are:

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I once worked with a merchant launching on Amazon who tried to repurpose their Facebook feed. They didn’t realize Amazon expects more granular, category-specific data.

What worked for Facebook failed on Amazon, leading to a partial feed rejection and days of cleanup.

Pro tip: the fastest way to avoid headaches is to include every possible attribute from the start.

Google Shopping Feeds

What They’re For

Google Shopping feeds are the backbone of Shopping Ads—those product tiles you see in Google search results and across Google’s network. These feeds are managed in Google Merchant Center and linked to your Google Ads account.

Attribute Rules

Google is strict about feed structure. Here’s what you need:

Must-haves:

• id
• title
• description
• link
• image_link
• price
• availability (often pulled from your site, not always in the feed)

Conditional (sometimes required):

• brand, color, size
• gender, age_group
• shipping_weight

Nice-to-have:

• sale_price
• product_type
• GTIN
• custom_labels
• google_product_category

Miss a required field and your products might not show up—or worse, get flagged for policy violations. Missing GTINs or brand info are common culprits.

Google’s system builds ads directly from your feed, so you have zero control over ad layout—the data you provide is what users see.

In case you have never seen a product feed before in practice and it is your first time researching for product feeds, then here is what it looks like:

<rss version="2." xmlns:g="http://base.google.com/ns/1.">
  <channel>
    <title>Cycle City</title>
    <link>https://www.cyclecity.com</link>
    <description>Performance bikes and gear for every rider</description>

    <item>
      <g:id>BK-1001</g:id>
      <g:title>Velocity Road Bike 54cm</g:title>
      <g:description>Lightweight aluminum frame, Shimano 18-speed drivetrain, and carbon fork. Built for speed and comfort on long rides.</g:description>
      <g:link>https://www.cyclecity.com/velocity-road-bike</g:link>
      <g:image_link>https://www.cyclecity.com/images/velocity_bike.jpg</g:image_link>
      <g:availability>in_stock</g:availability>
      <g:price>899.00 USD</g:price>
      <g:brand>Velocity</g:brand>
      <g:condition>new</g:condition>
      <g:color>Matte Black</g:color>
      <g:size>54cm</g:size>
      <g:gtin>0987654321123</g:gtin>
    </item>

    <item>
      <g:id>HL-2002</g:id>
      <g:title>SafeRide LED Helmet</g:title>
      <g:description>Impact-resistant helmet with integrated LED lights for visibility. Adjustable fit for adults.</g:description>
      <g:link>https://www.cyclecity.com/saferide-helmet</g:link>
      <g:image_link>https://www.cyclecity.com/images/saferide_helmet.jpg</g:image_link>
      <g:availability>in_stock</g:availability>
      <g:price>59.95 USD</g:price>
      <g:brand>SafeRide</g:brand>
      <g:condition>new</g:condition>
      <g:color>White</g:color>
      <g:custom_label_>Safety</g:custom_label_>
    </item>

    <item>
      <g:id>GL-3003</g:id>
      <g:title>GripMax Cycling Gloves</g:title>
      <g:description>Padded gloves for comfort and grip. Breathable mesh keeps hands cool on long rides.</g:description>
      <g:link>https://www.cyclecity.com/gripmax-gloves</g:link>
      <g:image_link>https://www.cyclecity.com/images/gripmax_gloves.jpg</g:image_link>
      <g:availability>in_stock</g:availability>
      <g:price>19.99 USD</g:price>
      <g:brand>GripMax</g:brand>
      <g:condition>new</g:condition>
      <g:size>Large</g:size>
      <g:color>Red/Black</g:color>
    </item>

    <item>
      <g:id>JK-4004</g:id>
      <g:title>WindGuard Cycling Jacket</g:title>
      <g:description>Lightweight, windproof jacket with reflective details. Packs down small for easy storage.</g:description>
      <g:link>https://www.cyclecity.com/windguard-jacket</g:link>
      <g:image_link>https://www.cyclecity.com/images/windguard_jacket.jpg</g:image_link>
      <g:availability>in_stock</g:availability>
      <g:price>74.00 USD</g:price>
      <g:brand>WindGuard</g:brand>
      <g:condition>new</g:condition>
      <g:size>Medium</g:size>
      <g:color>Neon Yellow</g:color>
      <g:material>Polyester</g:material>
    </item>

    <item>
      <g:id>LT-5005</g:id>
      <g:title>NightBeam USB Bike Light Set</g:title>
      <g:description>Front and rear USB-rechargeable lights with multiple brightness modes. Weather-resistant and easy to mount.</g:description>
      <g:link>https://www.cyclecity.com/nightbeam-light-set</g:link>
      <g:image_link>https://www.cyclecity.com/images/nightbeam_light_set.jpg</g:image_link>
      <g:availability>in_stock</g:availability>
      <g:price>29.50 USD</g:price>
      <g:brand>NightBeam</g:brand>
      <g:condition>new</g:condition>
      <g:custom_label_1>Accessory</g:custom_label_1>
    </item>

  </channel>
</rss>

How Sales Work

Google Shopping usually sends shoppers straight to your site to complete their purchase. You control the checkout experience and can track user behavior.

While “Buy on Google” is available in some regions, most sellers still handle transactions on their own site.

Amazon Feeds

What They’re For

Amazon feeds are used to list products on the world’s largest marketplace. Unlike Google, these feeds aren’t just for ads—they’re the foundation of your product listings.

You can layer on advertising (like Sponsored Products), but the feed itself is essential.

How Submission Works

Feeds are uploaded via Amazon Seller Central. Each product category comes with its own template and requirements.

For example, electronics, books, and apparel all need different data points.

Trying to reuse a Google feed for Amazon? You’ll run into trouble with missing or invalid fields. Amazon expects:

• SKU
• Product ID (UPC, EAN, or ISBN)
• Title
• Brand
• Description
• Price
• Images
• Quantity

For apparel, you must define size, color, and style options, and set up parent-child relationships - something Google and Facebook don’t require.

Control and Compliance

Amazon lets you add detailed info, including bullet points and backend keywords, but enforces strict formatting. Overuse of caps or promotional phrases can get your listing suppressed.

I once worked with a seller who stuffed their titles with keywords, only to have Amazon flag and hide their listings. Amazon’s rules can be even more unforgiving than Google’s.

How Sales Work

All transactions happen within Amazon’s ecosystem.

You don’t control the checkout, and customer data stays with Amazon. While this limits brand-building, the trade-off is access to massive buyer traffic.

If building a loyal customer base is your top goal, your own site gives you more control. But for sheer reach, Amazon is tough to beat.

Facebook Feeds (Meta Product Catalog)

What They’re For

Facebook’s product feeds drive Dynamic Ads, which retarget users on Facebook and Instagram with products they’ve already viewed on your site.

This is a powerful way to re-engage potential buyers, but it hinges on accurate, up-to-date product data in Facebook’s Commerce Manager.

Attribute Rules

Facebook is more flexible than Google or Amazon:

Required:

• id (or product_ID)
• title
• description
• availability
• condition
• price
• link
• image_link
• brand

Optional but helpful:

• google_product_category
• sale_price
• Custom fields

A unique product identifier is critical for retargeting. I’ve seen retailers trip up by not renaming “id” to “product_ID,” which broke their dynamic ads.

How Sales Work

Facebook can send users to your website or keep them in-platform with Facebook Shops or Instagram Shops.

In some countries, checkout happens entirely within Facebook, streamlining the process but making your site less central.

Even though Facebook is more forgiving, optimizing your feed with strong images and clear descriptions still pays off.

Key Differences Between Feeds

Here’s a quick comparison of the basics:

• ID fields: Google uses “id,” Amazon wants a global identifier (UPC, EAN, ISBN), and Facebook uses “id” or “product_ID.”
• Attribute strictness: Google and Amazon are rigid; Facebook is more relaxed.
• Sales flow: Google and Facebook can send users to your site; Amazon keeps everything in-house.

Insights from Experience

Can You Use One Feed Everywhere?

Short answer: No. You can start with a Google Shopping feed as a base, but you’ll need to customize it for Amazon’s detailed requirements and Facebook’s unique IDs.

For example, an apparel brand tried using their Google feed on Amazon without setting up parent-child relationships for variants.

Amazon listed every size and color as a separate product, causing inventory chaos and delaying their launch.

Platform Strictness

• Google: Demands exact formatting and all required fields.
• Amazon: Requires official product identifiers and precise categorization.
• Facebook: Easier to get started, but optimizing IDs and custom fields improves results.

Where Each Platform Fits in the Funnel

• Google Shopping: Great for shoppers browsing options.
• Amazon: Where buyers are ready to purchase.
• Facebook: Ideal for retargeting and re-engagement.

I’ve seen brands succeed by capturing browsers on Google, then retargeting them on Facebook to close the sale—often at a lower acquisition cost.

Marketing Impact

A generic feed can tank your performance. Amazon wants clean, product-only images; Facebook thrives on lifestyle shots. Google prefers crisp, white-background photos. Description length and bullet points also vary by platform.

Feed Management Best Practices

Here’s what works:

Build a Master Product List

Centralize all your product data—SKU, UPC, brand, color, size, images, and copy—in one place.

Tailor Feeds for Each Channel

• Google: Stick to Merchant Center specs and use keyword-rich titles.
• Amazon: Follow category style guides and never skip brand or UPC fields.
• Facebook: Use eye-catching images and make sure product_IDs align with your tracking.

Automate Updates

If your catalog changes often, automate feed updates to avoid outdated info and listing errors.

Test and Refine

• Google: Monitor which search terms drive clicks and adjust titles accordingly.
• Amazon: Experiment with bullet points and descriptions to boost conversions.
• Facebook: Test different images and audience segments for best results.

Stay Current on Policy Changes

• Google, Amazon, and Facebook all update their feed requirements regularly. Missing a change can lead to mass rejections or delistings.

Stories from the Field

GTIN Oversight

A retailer uploaded thousands of products to Google Merchant Center without GTINs.

Google disapproved the listings, and traffic plummeted. We had to track down barcodes or mark items as customa costly mistake.

Winning the Buy Box

One client struggled to win the Buy Box on Amazon because a competitor with the same UPC had better ratings.

We improved shipping times, boosted reviews, and enhanced the listing, eventually capturing more Buy Box share.

Facebook Retargeting Win

A furniture brand doubled their Facebook click-through rate by swapping out plain product images for lifestyle shots in real settings.

Facebook’s flexibility let us get creative - and it paid off.