What is the Awin XML Product Feed?
The Awin XML product feed is a structured data format that allows merchants to submit product information to the Awin affiliate network. Awin is one of the largest affiliate marketing platforms, connecting merchants with thousands of affiliate publishers across multiple industries and regions. The XML feed serves as the primary mechanism for product catalogue synchronisation, enabling Awin to distribute your product data to affiliated publishers, ad networks, and comparison shopping services.
Merchants use the Awin XML feed to maintain accurate, up-to-date product listings across the affiliate network ecosystem. Rather than manually updating product details through the Awin dashboard, a properly structured XML feed allows automated synchronisation of prices, stock levels, descriptions, images, and promotional information. This approach reduces manual overhead, minimises data inconsistencies, and ensures that affiliate partners always have current product information when promoting your goods.
Why the Awin XML Feed Matters for Your Business
Affiliate networks like Awin depend on accurate, complete product data to function effectively. Publishers use your product feed to create compelling listings, compare your offers against competitors, and decide which products to promote. If your feed contains incomplete information, poor descriptions, or outdated prices, affiliate partners are less likely to feature your products prominently. Conversely, a well-structured feed with rich product attributes increases visibility across the affiliate network, drives higher-quality traffic, and improves conversion rates.
The Awin XML feed also serves as the foundation for feed-based affiliate marketing. Once you submit your feed to Awin, the network can distribute your product data to performance marketing partners, price comparison engines, and retargeting platforms. This multiplier effect means a single, well-maintained XML feed powers marketing activity across dozens of channels and publishers simultaneously.
Feed approval is another critical consideration. Awin reviews submitted feeds for completeness, data quality, and compliance with network policies. Feeds that lack required fields, contain invalid data formats, or include prohibited content may be rejected or only partially approved. Understanding which fields are mandatory, which are conditional, and which are optional helps you avoid approval delays and ensure maximum catalogue coverage.
Core Product Identification Fields
Product identification fields form the backbone of your feed. These fields ensure that every product can be uniquely identified, tracked, and matched across systems.
pid is the primary product identifier. This field must contain a unique, stable identifier for each product in your catalogue. Awin uses the pid to match product updates across feed submissions, prevent duplicate listings, and track product performance. If you change the pid for an existing product, Awin treats it as a new product, breaking historical performance data and requiring reapproval. Use internal SKU numbers, product codes, or other persistent identifiers that remain constant across feed updates.
parentpid is used for product variants and grouped products. If you have a product available in multiple colours, sizes, or versions, you can group these variants under a single parent product using the parentpid field. This structure improves browsing experience for end users and allows affiliate partners to promote product families rather than individual SKUs. For example, a t-shirt available in red, blue, and green would have three separate product records, each with a unique pid, but all sharing the same parentpid.
ean (European Article Number) and upc (Universal Product Code) are global product identifiers. These standardised barcodes are recognised across retail systems worldwide. Including ean or upc improves feed credibility with Awin and partner networks. If your products have barcodes, always include these fields. Awin may use them to cross-reference product data and verify authenticity.
mpn (Manufacturer Part Number) and isbn (International Standard Book Number) are additional product identifiers for specific product categories. Include mpn for electronics, appliances, and branded goods where manufacturers assign part numbers. Include isbn for books and publications. These fields help Awin match your products against external product databases and improve data quality validation.
modelno captures the manufacturer's model number, distinct from mpn. Some products have both a model number and a part number. Including modelno provides additional product identification clarity, particularly for electronics and appliances.
Product Content and Description Fields
Product content fields describe what you are selling. Rich, accurate product descriptions improve affiliate partner confidence and help end users make purchase decisions.
name is the product title. Keep titles concise, descriptive, and keyword-rich. Aim for 50 to 100 characters. Include the brand, product type, and key distinguishing features (for example, "Sony WH-1000XM4 Wireless Noise-Cancelling Headphones"). Avoid generic titles like "Product" or excessive capitalisation. Clear, scannable titles improve click-through rates when affiliates display your products.
desc is the full product description. Use this field to provide detailed information about features, benefits, specifications, and use cases. Descriptions typically range from 200 to 500 words. Structure descriptions with short paragraphs or bullet points where possible. Include information that differentiates your product from competitors, such as unique features, certifications, or warranty details. Well-written descriptions reduce return rates and increase affiliate partner engagement.
spec provides additional structured product specifications. Use this field for key attributes that do not fit elsewhere, such as "Material: Cotton", "Weight: 500g", or "Voltage: 220V". Specifications help both Awin and end users understand product capabilities and suitability. For products with many specifications, use semicolon or pipe delimiters to separate multiple spec entries.
keywords contains search terms relevant to the product. Include brand names, product categories, common synonyms, and related search queries. Separate keywords with commas or semicolons. Awin uses keywords to improve product discoverability and match products with relevant affiliate campaigns. Include 10 to 20 high-relevance keywords.
promotext is promotional messaging. Use this field for time-sensitive offers, such as "Free shipping on orders over £50" or "Limited-time 20% discount". Keep promotional text brief (under 100 characters) and factual. Avoid exaggerated claims or misleading language, as Awin may reject feeds containing promotional content that violates network policies.
suitable_for indicates the intended audience or use case. Examples include "Beginners", "Professional Use", "Outdoor Activities", or "Children Aged 3+". This field helps affiliates target products to appropriate audiences and reduces mismatches between product promotion and actual customer needs.
Pricing and Currency Fields
Accurate, current pricing is essential for affiliate marketing. Pricing discrepancies between your feed and your website damage affiliate trust and reduce conversions.
price is the current selling price. Always use the price that customers pay on your website, including any applicable discounts or promotions. Do not include shipping costs in the price field; use delcost instead. Express prices as numerical values without currency symbols (for example, "29.99" not "£29.99"). Awin uses the price field to display product costs to end users and to calculate affiliate commissions.
currency specifies the currency code for the price. Use three-letter ISO 4217 codes (GBP for British pounds, EUR for euros, USD for US dollars). The currency field must match the price field; if price is "29.99" and currency is "GBP", the product costs £29.99. Incorrect currency codes cause Awin to misinterpret your prices and may result in feed rejection or incorrect pricing in affiliate listings.
saving is the discount amount or percentage. If a product normally costs £50 but is currently on sale for £40, the saving is £10 (or 20%). Express savings as numerical values. Awin displays savings alongside prices to highlight deals and encourage affiliate promotion. Always ensure that the saving value is mathematically consistent with the regular and discounted prices.
delcost is the delivery cost. Include the standard shipping cost for a single item to your primary market. If you offer free shipping, set delcost to "0.00". If shipping costs vary by destination, use the cost for your largest market or a representative average. Accurate delcost values help end users calculate total purchase cost and improve conversion rates.
Image and Visual Fields
Product images are critical for affiliate marketing. Images drive engagement, improve click-through rates, and reduce returns by setting accurate customer expectations.
imgurl is the primary product image. Provide a direct URL to a high-quality, well-lit product photograph. The image should show the product clearly against a neutral background, ideally with the product filling 60 to 80 percent of the frame. Use JPEG or PNG format. Ensure the image is at least 500 pixels wide (preferably 1000+ pixels) to support high-resolution displays. Awin and partner networks use the primary image in product listings, so image quality directly impacts click-through rates.
thumburl is a thumbnail version of the primary image, typically smaller and used in list views or search results. If you do not provide thumburl, Awin will generate a thumbnail from imgurl automatically. Providing a custom thumburl allows you to optimise framing and composition for smaller display sizes.
large_image is a high-resolution version of the primary product image. Use this field if you want to provide a larger image specifically for desktop or full-page product displays. The large_image URL should point to an image at least 1200 pixels wide.
alternate_image, alternate_image_two, alternate_image_three, and alternate_image_four provide additional product photographs. Use these fields to show the product from different angles, in use, or with packaging. Include 3 to 5 alternate images if possible. Affiliate partners use these images to create more compelling product listings and to address common customer questions (for example, showing a product from the side to convey dimensions).
swatch is used for products with colour or pattern variants. Provide a URL to a small image (typically 50 x 50 pixels) that represents the product's colour or pattern. Swatches allow end users to visually select product variants and improve the shopping experience for colour-sensitive products like clothing, home décor, and cosmetics.
Stock and Availability Fields
Stock information determines whether products are available for purchase and affects affiliate partner decisions about which products to promote.
instock is a boolean field indicating product availability. Use "yes" or "true" if the product is in stock and available for immediate purchase. Use "no" or "false" if the product is out of stock or unavailable. If instock is "no", Awin may suppress the product from affiliate listings or mark it as unavailable. Keep instock values current; out-of-stock products that remain marked as in-stock generate wasted clicks and damage affiliate trust.
stockquant is the quantity of units available. Provide the actual number of units in stock. Awin uses this field to indicate scarcity and urgency (for example, "Only 3 left in stock"). If you have unlimited stock, use a high placeholder value like "999" or "9999". Accurate stockquant values encourage affiliate partners to promote products with high availability and help end users make time-sensitive purchasing decisions.
preorder indicates whether a product is available for pre-order. Use "yes" if customers can reserve the product before it is officially released or back in stock. Set preorder to "no" for products available for immediate purchase. Awin displays pre-order information in product listings, allowing affiliate partners and end users to understand delivery timelines.
deltime specifies the estimated delivery time. Express this as a number of days (for example, "2" for next-business-day delivery or "7" for one-week delivery) or as a text description (for example, "3-5 business days"). Awin displays delivery time in product listings, helping end users set purchase expectations. Always be conservative; overpromising delivery times generates customer complaints and returns.
delivery_restrictions documents any limitations on where you can ship the product. Use this field for products restricted by geography, regulation, or logistics (for example, "Not available for delivery to Scotland" or "Restricted to UK mainland only"). Awin uses this information to prevent orders to ineligible addresses and to inform affiliate partners about delivery limitations.
Product Classification Fields
Product classification fields help Awin and affiliate partners categorise, search, and target products.
brand is the product manufacturer or brand name. Always use the official brand name (for example, "Apple", "Sony", "Nike"). Awin uses brand information to group products, allow affiliate partners to filter by brand, and validate product data. Accurate brand fields improve product discoverability and allow affiliates to run brand-specific campaigns.
category is the product category within your catalogue. Use your internal category structure or a standard taxonomy. Examples include "Electronics > Headphones", "Clothing > Men > Shirts", or "Home & Garden > Kitchen". Use consistent category naming across all products. Awin uses category information to organise product feeds and allow partners to filter by product type.
cg (category group) is a broader product grouping, typically at a higher level than category. If category is "Headphones", cg might be "Audio Equipment" or "Electronics". Use cg to group related product categories and improve navigation within the affiliate network.
ptype (product type) describes the type of product in natural language. Examples include "Wireless Headphones", "Cotton T-Shirt", or "Stainless Steel Cookware". ptype is distinct from category; it describes what the product is rather than where it sits in your catalogue structure. Awin uses ptype for product classification and data validation.
Product Attributes and Variants
Product attribute fields capture details that differentiate variants and provide important purchasing information.
colour specifies the product colour or colour variant. Use standard colour names (for example, "Black", "Navy Blue", "Rose Gold") rather than brand-specific colour codes. If a product is available in multiple colours, create separate product records for each colour variant, each with a unique pid and the appropriate colour value. Include colour in the product name as well for clarity.
size specifies the product size or size variant. Use standard sizing conventions appropriate to your product category (for example, "Small", "Medium", "Large" for clothing; "42mm", "46mm" for watches; "500ml", "1L" for beverages). Create separate product records for each size variant. Include size in the product name and in the desc field to avoid confusion.
material describes the primary material composition. Examples include "Cotton", "Stainless Steel", "Leather", or "Polyester". For products with multiple materials, list the primary material in the material field and include additional materials in the desc or spec fields.
pattern describes surface patterns or designs. Use this field for products with distinctive patterns, such as "Striped", "Floral", "Checkered", or "Solid". pattern is particularly relevant for clothing, home décor, and textile products.
dimensions provides product dimensions in length x width x height format. Use a consistent unit (for example, "30cm x 20cm x 10cm" or "12" x 8" x 4""). Include the unit of measurement in the value. Accurate dimensions help customers assess product size and fit, reducing returns.
Temporal and Update Fields
Temporal fields control when products are active, visible, and updated in the affiliate network.
validfrom and validto specify the date range during which a product is valid and should be displayed. Use ISO 8601 date format (YYYY-MM-DD). If a product is a seasonal item or limited-time offer, use validfrom to set the start date and validto to set the expiration date. Products outside the validfrom/validto range are automatically suppressed from affiliate listings. This field is particularly useful for managing promotional products, seasonal items, and time-limited offers.
lastupdated records when the product information was last updated. Awin uses this field to identify stale product data and to prioritise processing of recently updated feeds. Always update lastupdated whenever you modify product information. Use ISO 8601 format (YYYY-MM-DD or YYYY-MM-DDTHH:MM:SSZ for timestamp precision).
Additional Product Information Fields
warranty describes the product warranty or guarantee. Examples include "12-month manufacturer warranty", "Lifetime guarantee", or "30-day money-back guarantee". Warranty information reassures customers and improves purchase confidence. Include warranty details in the desc field as well.
reviews is the number of customer reviews or ratings the product has received. Provide a numerical value. Awin may display review counts alongside product listings to build social proof and encourage affiliate promotion.
average_rating and rating provide product rating information. Use a numerical scale (for example, 1 to 5 stars or 1 to 100). Include average_rating if you have aggregate ratings from multiple reviews. Include rating for single, overall product ratings. High ratings improve product visibility and affiliate partner confidence.
purl is the product URL on your website. This field must contain a direct, clickable link to the product page. Use absolute URLs (for example, "https://www.example.com/product/12345") rather than relative URLs. Awin uses purl to direct traffic to your website. Ensure that purl links are always current and functional; broken links result in lost affiliate traffic and feed rejection.
basket_link is a direct link to add the product to the shopping basket. If your website supports direct add-to-basket URLs, include the full URL here. This field allows affiliate partners to create faster checkout flows and improves conversion rates by reducing navigation steps.
weboffer indicates whether the product is available as a web-only offer. Use "yes" if the product is sold exclusively online. Use "no" if the product is available in physical stores. Awin uses this field to filter products for online-only campaigns and to inform affiliate partners about distribution channels.
lang specifies the language of the product information. Use ISO 639-1 two-letter language codes (for example, "en" for English, "fr" for French, "de" for German). If you submit feeds in multiple languages, use lang to identify the language of each feed. Awin uses lang to route products to language-specific affiliate partners and to support multilingual affiliate networks.
Custom Fields for Flexible Data
Awin provides nine custom fields (custom1 through custom9) for merchant-specific data that does not fit standard fields.
Use custom fields to capture product attributes unique to your business. Examples include "Seasonal Category", "Supplier Name", "Profit Margin", "Bestseller Status", or "Target Audience". Custom fields are available to Awin partners and can be used for filtering, reporting, and campaign targeting. Document what each custom field contains and keep values consistent across your entire catalogue.
Practical Feed Integration and Optimisation
When integrating with Awin, start by mapping your internal product database to the Awin XML schema. Identify which of your product attributes map to standard Awin fields and which require custom fields. Prioritise mandatory fields: pid, name, price, currency, imgurl, purl, and instock. These fields must be present and valid for every product, or Awin will reject the feed or suppress affected products.
Next, enrich your feed with optional but high-impact fields. desc, brand, category, colour, size, and dimensions significantly improve product quality scores and affiliate partner engagement. Feeds that include these fields typically achieve higher approval rates and drive more affiliate traffic than minimal feeds.
Test your feed before submitting to Awin. Validate XML syntax using an XML validator. Check that all URLs (imgurl, purl, basket_link) are absolute, functional, and properly encoded. Verify that prices and currencies are correctly paired and that all numerical fields (stockquant, rating, delcost) use valid formats. Awin provides feed validation tools; use them to identify errors before submission.
Once submitted, monitor feed approval status and review any rejection or warning messages. Common rejection reasons include missing required fields, invalid XML syntax, broken product URLs, or policy violations (for example, prohibited content in promotext). Address these issues promptly and resubmit.
After approval, establish a regular feed update schedule. Update your feed at least weekly, or daily if you have frequent price or stock changes. Use lastupdated to signal when products have been modified. Awin prioritises processing of recently updated feeds, so regular updates improve data freshness and affiliate visibility.
Monitor product performance within Awin. Identify which products drive affiliate traffic and which underperform. Products with poor performance may benefit from improved descriptions, additional images, or better category placement. Use Awin's reporting tools to identify bottlenecks and optimise your feed accordingly.
Summary
The Awin XML product feed is the foundation of your affiliate marketing presence on the Awin network. A well-structured, complete feed with accurate product information, high-quality images, and current pricing drives affiliate partner engagement, improves product visibility, and increases conversion rates. Prioritise mandatory fields and enrich your feed with optional attributes that differentiate your products and provide value to end users. Validate your feed before submission, monitor approval status, and maintain regular updates to keep your product data current and competitive. By treating your Awin feed as a core business asset rather than a technical obligation, you unlock the full potential of affiliate marketing and expand your reach across the Awin network ecosystem.