What is Microsoft Shopping and why merchants use it
Microsoft Shopping is the product advertising platform within the Microsoft ecosystem, serving search results across Bing, MSN, and the Microsoft Audience Network. Merchants submit product feeds to Microsoft Merchant Center to display their inventory across these channels and reach customers actively searching for products.
Microsoft Shopping operates similarly to Google Shopping but serves a distinct audience. The platform requires structured product data submitted as a feed file (typically XML, CSV, or JSON format). Your feed becomes the source of truth for all product information displayed in shopping results, including title, price, image, availability, and product category.
Merchants use Microsoft Shopping to:
- Reach customers searching on Bing and MSN, which collectively represent a significant search audience.
- Expand reach beyond Google Shopping without duplicating manual product entry.
- Leverage automated bidding and campaign management within Microsoft Ads.
- Gain visibility for product variants through proper item grouping.
Core required fields and listing approval
Microsoft Merchant Center requires a minimum set of fields for every product. Missing or incorrectly formatted required fields prevent listings from appearing in search results.
Essential product identifiers
The id field is your unique product identifier within the feed. This value must be consistent across every feed submission. Microsoft uses id to track product updates, removals, and performance. If you change an id value, Microsoft treats it as a new product, creating duplicate listings and losing historical performance data. Use your internal product SKU or a stable product code.
The gtin field holds the Global Trade Item Number (barcode): EAN-13, UPC-A, EAN-8, or other globally standardised product codes. Microsoft strongly prefers gtin values because they enable accurate product matching across the web and prevent duplicate listings when the same physical product appears from multiple merchants. If your product has a GTIN, always include it. Missing GTIN values for products that have them are a common rejection reason.
The mpn field is the Manufacturer Part Number. Include this if your product has one and if you cannot provide a GTIN. MPN helps Microsoft match your product to the correct product database record. For products without a GTIN or MPN, you must set identifier_exists to 'no' to acknowledge that the product genuinely lacks these identifiers. Omitting identifier_exists when GTIN and MPN are both missing causes feed rejection.
Title and description
The title field appears directly in shopping results and is heavily weighted in relevance ranking. Titles must be clear, accurate, and include key product attributes (brand, model, size, colour). Avoid keyword stuffing, all-caps text, or misleading claims. Typical effective titles follow the pattern: "Brand Model - Key Attribute (Size/Colour/Variant)".
Microsoft enforces a maximum of 150 characters for title. Longer titles are truncated in search results, so front-load the most important information.
The description field provides additional context and helps Microsoft understand product intent. Use natural language to describe key features, materials, dimensions, and use cases. Descriptions should be 100 to 5000 characters. Avoid HTML tags or special formatting; Microsoft strips these during processing.
Pricing and availability
The price field is the current selling price of the product. Format prices as a decimal number with currency code (for example, '19.99 GBP'). Microsoft requires price to be the price a customer actually pays, including VAT where applicable in your market. Prices missing currency codes cause feed rejection.
The availability field must be one of the following values: 'in stock', 'out of stock', 'preorder', or 'backorder'. This field directly affects whether your product appears in search results. Products marked 'out of stock' are suppressed from most shopping queries. Use 'preorder' or 'backorder' only for products customers can reserve but cannot receive immediately.
The availability_date field specifies when a preorder or backorder item will ship. Format as ISO 8601 (YYYY-MM-DD). Microsoft uses this to inform customers of expected delivery and to suppress listings if the date has passed.
Product categorisation
The google_product_category field assigns your product to Microsoft's taxonomy. Despite the field name, Microsoft accepts Google's product category taxonomy and maps it internally. Categories range from broad (for example, 'Apparel & Accessories > Clothing') to specific (for example, 'Apparel & Accessories > Clothing > Dresses'). Incorrect categorisation reduces visibility because your product may not appear in relevant shopping filters or category pages.
You can find the full Google product category taxonomy in Microsoft's documentation. Mismatched categories are a common cause of poor impression share. For example, listing a dress under 'Apparel & Accessories > Shoes' prevents it from appearing when customers filter by dresses.
The product_type field allows you to define your own product category using your internal taxonomy. This field is optional but useful for internal reporting and segmentation. Unlike google_product_category, product_type does not affect visibility; it is for your own organisation.
Images
The image_link field must contain a direct URL to a product image. Images must meet these specifications:
- Minimum dimensions: 100 x 100 pixels (though 800 x 800 or larger is recommended for quality).
- Supported formats: JPG, GIF, PNG, BMP, WebP.
- File size: under 16 MB.
- HTTPS protocol (HTTP is no longer accepted).
- Publicly accessible (Microsoft crawls the image to verify it exists).
Images that are broken, behind authentication, or in unsupported formats cause the product to be rejected. The image should show the product clearly against a plain or simple background. Avoid watermarks, logos, or promotional overlays that obscure the product.
The additional_image_link field allows you to provide up to 10 supplementary images. Format this as a comma-separated list of URLs. Additional images help customers see the product from different angles and increase click-through rate in shopping results.
Optional fields that improve visibility and conversion
Brand and product grouping
The brand field is the product manufacturer or brand name. Including brand improves visibility for branded searches and helps customers filter results. Use the official brand name (for example, 'Apple', not 'APPLE' or 'apple').
The item_group_id field groups product variants (different sizes, colours, or styles of the same product) into a single listing. If you have a shirt available in blue, red, and large, medium, and small, assign all six variants the same item_group_id. Microsoft then displays them as one product with variant selectors, improving the user experience and consolidating clicks. Without item_group_id, each variant appears as a separate listing.
Product attributes
The color field specifies the product colour. Use standard colour names (for example, 'Blue', 'Black', 'Red'). If a product is available in multiple colours, either submit separate product records with different colour values or include all colours in a comma-separated list. Colour is a key filtering dimension in shopping results, so accurate values are essential for visibility.
The size field indicates product size (for example, 'Small', 'Medium', 'Large', '10 UK', '42 EU'). Use the size system relevant to your product category. Shoes, clothing, and other size-dependent products must include this field. Incorrect or missing size values prevent customers from finding the right product variant.
The size_type field clarifies how the size is measured: 'regular', 'petite', 'maternity', 'big and tall', 'plus', or 'tall'. This is useful for apparel where size labels vary significantly by fit.
The size_system field specifies the sizing standard: 'US', 'UK', 'EU', 'DE', 'FR', 'IT', 'BR', 'AU', 'JP', 'CN', 'RU', 'MEX', or 'INCHES'. This helps customers understand whether a size '10' refers to UK shoe sizing or US sizing.
The gender field indicates the intended wearer: 'male', 'female', 'unisex'. This is commonly used for apparel and helps customers narrow results.
The age_group field targets products by age: 'newborn', 'infant', 'toddler', 'kids', 'adult'. This is essential for children's products and helps with compliance in some markets.
The material field describes the primary material (for example, 'Cotton', 'Polyester', 'Leather', 'Steel'). Customers often filter by material, so accurate values improve visibility.
The pattern field indicates decorative patterns (for example, 'Solid', 'Striped', 'Floral', 'Checkered'). This is primarily useful for apparel and home goods.
The condition field specifies product state: 'new', 'refurbished', or 'used'. All products default to 'new' if omitted. Refurbished or used products must explicitly state condition to comply with advertising policies and customer expectations.
Pricing and promotion fields
The sale_price field is a reduced price offered for a limited time. If you provide sale_price, you must also provide sale_price_effective_date in the format 'start_date/end_date' (for example, '2024-01-15/2024-01-31'). Microsoft displays sale prices prominently in shopping results, which can increase click-through rates. However, sale_price must be lower than price, and the effective date must be current; expired sales are rejected.
The promotion_id field links the product to a promotion you have created in Microsoft Ads. This enables you to apply promotional messaging or special handling to specific products.
Shipping and logistics
The shipping field specifies shipping cost and delivery time. Format as 'country:region:service:price:days' (for example, 'GB::Standard:5.00 GBP:5'). You can include multiple shipping options as separate entries. If you do not provide shipping, Microsoft uses account-level shipping settings.
The shipping_label field is a text label for internal organisation (for example, 'Standard', 'Express', 'Free Shipping'). This does not affect customer-facing information; it is for your reporting.
The shipping_weight field specifies the product weight for shipping calculation. Format as 'value unit' (for example, '2.5 kg' or '5.5 lb'). Microsoft uses this to estimate shipping costs if you have not provided explicit shipping prices.
Quantity and bundle fields
The multipack field indicates how many units are included in a single product (for example, '6' for a pack of six items). Use this when you sell products in bundles or multipacks. This helps customers understand value and prevents confusion.
The is_bundle field is a boolean ('yes' or 'no') indicating whether the product is a bundle of multiple items. Set this to 'yes' for kits or bundles that combine different products (for example, a phone bundle that includes a case and screen protector).
Efficiency and energy labels
The energy_efficiency_class field is required for certain product categories in regulated markets (particularly the EU). Use the relevant scale for your product: 'A+++', 'A++', 'A+', 'A', 'B', 'C', 'D', 'E', 'F', 'G'. Appliances, lighting, and heating products often require this field. Omitting it for regulated products causes rejection in those markets.
The min_energy_efficiency_class and max_energy_efficiency_class fields define the range of efficiency classes for products with variants. Use these if your product range spans multiple efficiency levels.
Link and mobile optimisation
The link field is the URL to the product page on your website. This must be a direct link to the specific product, not a category page or homepage. The link must be publicly accessible and return a 200 HTTP status code. Broken links prevent customers from reaching your product and cause feed rejection.
The mobile_link field is an optional mobile-specific URL. If you have a separate mobile site or app deep link, provide it here. Otherwise, omit this field and Microsoft uses the standard link for all devices.
The adwords_redirect field is a legacy field for redirect tracking. It is rarely used in modern feeds; omit it unless you have a specific reason to use it.
Custom labels and custom reporting
Microsoft allows five custom label fields: custom_label_0, custom_label_1, custom_label_2, custom_label_3, and custom_label_4. These are free-form text fields for your own segmentation and reporting. Common uses include marking products by margin, campaign, season, or internal category. Custom labels do not affect visibility but are invaluable for campaign management and performance analysis.
Expiration and special cases
The expiration_date field marks when a product listing should be removed from Microsoft's index. Format as ISO 8601 (YYYY-MM-DD). Use this for seasonal products, limited-time offers, or items you plan to discontinue. After the expiration date, Microsoft automatically suppresses the listing.
The online_only field ('yes' or 'no') indicates whether the product is available only through your website, not in physical stores. This affects how Microsoft displays the product and may influence bidding strategies.
The unit_pricing_measure and unit_pricing_base_measure fields enable unit price display (for example, price per litre or price per kilogram). Format as 'value unit' (for example, '500 ml' or '1 kg'). Unit pricing is required in some markets and helps customers compare value across product sizes.
The installment field specifies whether the product is available for purchase in instalments. Format as 'months:amount:currency' (for example, '12:50.00 GBP'). This field is useful for high-value items and can increase conversion by showing payment flexibility.
Practical feed optimisation strategies
Ensuring feed quality and approval
Before submitting your feed, validate it against Microsoft's specifications. Use Microsoft Merchant Center's built-in validation tool to identify errors. Common rejection reasons include:
- Missing required fields (id, title, link, image_link, price, availability, brand, gtin or mpn, identifier_exists).
- Malformed URLs in link or image_link fields (broken links, HTTP instead of HTTPS, special characters not URL-encoded).
- Inconsistent id values across feed submissions (changing an id value creates a duplicate).
- Missing or incorrect google_product_category values.
- Price or availability mismatches between your feed and your website.
Regularly audit your live feed against your website. If a product is out of stock on your site, update availability to 'out of stock' in your feed within 24 hours. Price changes should be reflected in your feed as soon as they go live. Stale or inaccurate feeds cause customer complaints and account suspension.
Maximising visibility through attribute completeness
Products with more complete attribute data (colour, size, material, pattern) rank higher in filtered searches. If a customer filters for 'blue cotton shirts', your product appears only if you have specified both colour and material. Incomplete attributes reduce your addressable audience.
Prioritise attributes relevant to your product category. For apparel, always include colour, size, size_system, and gender. For electronics, include brand, condition, and relevant technical specifications in the description. For home goods, include colour, material, and dimensions.
Item grouping for variants
If you sell products in multiple variants (different colours or sizes), use item_group_id to group them. This consolidates multiple product records into a single shopping listing with variant selectors, improving the user experience. Without grouping, each variant appears separately, fragmenting your visibility and clicks.
Example: A shirt available in blue and red, sizes S, M, L creates six product records. Assign all six the same item_group_id (for example, 'shirt-001'). Microsoft displays this as one listing with colour and size dropdowns.
Sale price and promotion strategy
Use sale_price strategically. Products with active sales are marked prominently in shopping results, increasing click-through rate. However, ensure sale_price is genuinely lower than price and that the effective date is accurate. Expired or incorrect sales damage credibility.
If you run frequent promotions, automate sale_price updates in your feed generation process to avoid manual errors.
Image quality and additional images
High-quality images increase conversion. Always provide a primary image that clearly shows the product. Use additional_image_link to provide 2 to 5 supplementary images showing the product from different angles or in use. Additional images increase click-through rate and reduce return rates.
Ensure all image URLs are stable and will not change. If you reorganise your image hosting, update your feed before removing old image files.
Shipping and logistics accuracy
If you provide shipping information in your feed, ensure it matches your website checkout. Customers who see '5.00 GBP shipping' in shopping results but encounter different shipping costs at checkout abandon carts. Use shipping_weight to enable accurate automatic calculation if you have not specified explicit shipping prices.
Custom labels for campaign management
Use custom_label_0 to custom_label_4 to segment your products by business logic. For example:
- custom_label_0: margin category (high, medium, low).
- custom_label_1: season (spring, summer, autumn, winter).
- custom_label_2: campaign (sale, new, clearance).
- custom_label_3: inventory level (low, normal, high).
- custom_label_4: supplier or brand.
These labels enable you to create targeted campaigns, adjust bids by segment, and analyse performance by business dimension.
Feed submission and refresh frequency
Submit your feed to Microsoft Merchant Center at least once per week, ideally daily. Microsoft processes feed updates within 24 to 48 hours. Products not updated within 30 days are marked as inactive and suppressed from results.
Use a scheduled feed upload (via FTP, SFTP, or API) rather than manual uploads. Automation reduces errors and ensures consistency.
Summary
The Microsoft Shopping feed is your primary tool for controlling product visibility and performance across Bing, MSN, and the Microsoft Audience Network. Accurate, complete product data in your feed directly translates to higher visibility, better click-through rates, and improved conversion.
Focus on these priorities: ensure all required fields are present and correct, assign accurate google_product_category values, include product images that meet specifications, keep prices and availability current, and use item_group_id to consolidate variants. Regularly audit your feed against your website to catch discrepancies early.
Custom labels and optional attributes (colour, size, material, pattern) are not required but significantly improve visibility in filtered searches. Invest in completing these fields for your highest-value products.
Maintain feed quality over time. Stale or inaccurate data damages customer trust and can result in account warnings or suspension. Implement automated feed generation and validation to scale your efforts as your product catalogue grows.