2 Different Feed Examples From 2 Very Different Online Shops

If you’re about to build a Google Merchant Center product feed, seeing a practical example can save you hours of guesswork.

Here are two completely different sample feeds—one for a gourmet food shop, the other for a cycling gear retailer. Both use the RSS/XML format, which is a standard for Google Shopping, and include a mix of required and optional fields to help you understand what a real feed looks like.

For Google’s official documentation and more sample feeds, check out their sample feed.

Sample Feed: Gourmet Food Store

Below is a snippet of an XML feed for a specialty food retailer. This shop sells artisan snacks, sauces, and beverages.

<rss version="2." xmlns:g="http://base.google.com/ns/1.">
  <channel>
    <title>Epicurean Market</title>
    <link>https://www.epicureanmarket.com</link>
    <description>Handpicked gourmet foods and culinary gifts</description>

    <item>
      <g:id>CH-1001</g:id>
      <g:title>Single-Origin Dark Chocolate Bar 70%</g:title>
      <g:description>Rich, handcrafted chocolate made from ethically sourced cacao beans. Vegan and gluten-free.</g:description>
      <g:link>https://www.epicureanmarket.com/dark-chocolate-bar</g:link>
      <g:image_link>https://www.epicureanmarket.com/images/dark_chocolate.jpg</g:image_link>
      <g:availability>in_stock</g:availability>
      <g:price>5.99 USD</g:price>
      <g:brand>Epicurean</g:brand>
      <g:condition>new</g:condition>
      <g:gtin>0123456789012</g:gtin>
      <g:product_highlight>70% cacao, single-origin</g:product_highlight>
      <g:product_highlight>Plastic-free packaging</g:product_highlight>
    </item>

    <item>
      <g:id>OL-2002</g:id>
      <g:title>Cold-Pressed Extra Virgin Olive Oil 500ml</g:title>
      <g:description>Premium olive oil from small-batch Mediterranean producers. Perfect for salads and finishing dishes.</g:description>
      <g:link>https://www.epicureanmarket.com/olive-oil</g:link>
      <g:image_link>https://www.epicureanmarket.com/images/olive_oil.jpg</g:image_link>
      <g:availability>in_stock</g:availability>
      <g:price>18.50 USD</g:price>
      <g:brand>Epicurean</g:brand>
      <g:condition>new</g:condition>
      <g:material>Glass bottle</g:material>
      <g:custom_label_>Best Seller</g:custom_label_>
    </item>

    <item>
      <g:id>SA-3003</g:id>
      <g:title>Spicy Mango Salsa</g:title>
      <g:description>Fresh mango salsa with a kick of habanero. Great with chips or grilled seafood.</g:description>
      <g:link>https://www.epicureanmarket.com/mango-salsa</g:link>
      <g:image_link>https://www.epicureanmarket.com/images/mango_salsa.jpg</g:image_link>
      <g:availability>in_stock</g:availability>
      <g:price>7.25 USD</g:price>
      <g:brand>Epicurean</g:brand>
      <g:condition>new</g:condition>
      <g:product_detail>
        <g:section_name>Spice Level</g:section_name>
        <g:attribute_name>Heat</g:attribute_name>
        <g:attribute_value>Medium-Hot</g:attribute_value>
      </g:product_detail>
    </item>

    <item>
      <g:id>TE-4004</g:id>
      <g:title>Organic Jasmine Green Tea (20 bags)</g:title>
      <g:description>Fragrant green tea with real jasmine blossoms. Sustainably grown and handpicked.</g:description>
      <g:link>https://www.epicureanmarket.com/jasmine-green-tea</g:link>
      <g:image_link>https://www.epicureanmarket.com/images/jasmine_tea.jpg</g:image_link>
      <g:availability>in_stock</g:availability>
      <g:price>9.00 USD</g:price>
      <g:brand>Epicurean</g:brand>
      <g:condition>new</g:condition>
      <g:custom_label_1>Organic</g:custom_label_1>
    </item>

    <item>
      <g:id>SN-5005</g:id>
      <g:title>Roasted Sea Salt Almonds</g:title>
      <g:description>Crunchy California almonds roasted with sea salt. No artificial flavors or preservatives.</g:description>
      <g:link>https://www.epicureanmarket.com/sea-salt-almonds</g:link>
      <g:image_link>https://www.epicureanmarket.com/images/sea_salt_almonds.jpg</g:image_link>
      <g:availability>in_stock</g:availability>
      <g:price>6.50 USD</g:price>
      <g:brand>Epicurean</g:brand>
      <g:condition>new</g:condition>
      <g:product_highlight>Non-GMO</g:product_highlight>
    </item>

  </channel>
</rss>

Sample Feed: Cycling Gear Shop

This example shows a feed for a cycling retailer, featuring bikes, apparel, and accessories.

<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>

Google Product Feed Q&A

What’s a Google product feed?

‍It’s a structured file (like XML, CSV, or Google Sheets) that lists your products and their details—so Google can display them in Shopping ads and free listings.

Why use RSS/XML?

‍It’s structured, easy for Google to process, and supports automated updates.

Which fields are required?

‍You need product ID, title, description, link, image link, availability, price, brand, and condition. Depending on your category, you might also need GTIN, MPN, color, or size.

Are optional fields worth adding?

‍Definitely. Fields like product highlights, material, or custom labels can boost your visibility and help you target the right shoppers.

How do I keep my feed in top shape?

• Fill in every required and relevant optional field.
• Use clear, keyword-rich titles and descriptions.
• Update your feed regularly to reflect real inventory and prices.
• Monitor for errors or disapprovals in Merchant Center.

A well-built feed is the foundation for success on Google Shopping—no matter what you sell.