Microsoft Merchant Center feed specs
High-performing shopping campaigns depend on clean, structured catalog feeds. Here are the mandatory attributes, character limits, and feed validation rules.
Mandatory and conditionally required feed attributes#
Product feeds provide the structured data that powers Microsoft Shopping ads, free listings, and retail Performance Max campaigns.
As specified in Microsoft Merchant Center Feed Guide, 2026, every item must carry core identifiers (ID, title, price, availability, link) to pass automated ingestion checks.
Core attribute definitions and character limits#
Ensure all feed columns comply with Microsoft's strict character thresholds:
id: Unique SKU string (max 50 chars).title: Product name with key attributes (max 150 chars; first 70 chars visible on SERP).description: Full product details (max 5,000 chars).price: Numeric value with 3-letter ISO currency code (e.g., 49.99 GBP).image_link: High-res product image (minimum 300x300 px; 800x800+ recommended).
Unique product identifiers (GTIN, MPN, Brand)#
All newly manufactured brand products require valid GTIN (UPC/EAN) codes and matching Brand strings as outlined in Microsoft Shopping API Overview, 2026. Custom or vintage items must set identifier_exists=FALSE.
Invalid or missing GTINs on brand merchandise cause immediate product feed disapprovals.
Feed submission methods and automated sync#
Submit feeds via automated Google Merchant Center synchronisation, scheduled daily HTTPS downloads, or automated SFTP/FTP pipeline uploads.
Explore our Microsoft Ads Hub for feed validation checklists.
Master feed attribute specification table#
The table below details mandatory and optional attributes for Microsoft Merchant Center.
| Attribute | Requirement | Format Example | Character Cap |
|---|---|---|---|
| id | Mandatory | SKU-10928 | 50 chars |
| title | Mandatory | Men's Waterproof Trail Running Shoes - Black | 150 chars |
| price | Mandatory | 85.00 GBP | Numeric + ISO code |
| availability | Mandatory | in_stock / out_of_stock | Predefined enum |
| gtin | Conditional | 00888462019284 | 8-14 digits |
| custom_label_0 | Optional | High-Margin | 100 chars |
Frequently asked questions#
Can I use my Google Shopping feed for Microsoft Merchant Center?
Yes, Microsoft Merchant Center natively supports Google Shopping feed formats and can automatically sync directly from Google on a scheduled daily cadence.
What is the maximum title length in Microsoft Merchant Center?
Product titles can be up to 150 characters, though the first 70 characters are the most critical as they appear on the search results page.
What happens if my product does not have a GTIN/barcode?
For custom, handmade, or vintage items without a barcode, include the brand name and MPN, or set the attribute 'identifier_exists' to 'FALSE'.
How often should I update my Microsoft product feed?
Feeds should be updated at least once every 24 hours to maintain accurate pricing and in-stock inventory status.
How do custom labels help in Microsoft Shopping campaigns?
Custom labels (custom_label_0 through custom_label_4) allow you to segment products by internal business metrics like profit margin, seasonality, or clearance status.
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