What is PriceRunner and Why Merchants Use It
PriceRunner is a price comparison platform operating across Europe that aggregates product listings from merchants and displays them to consumers searching for specific items. Merchants submit product data via XML feeds to make their inventory visible in PriceRunner's search results and category pages.
Merchants use PriceRunner to increase product discoverability among price-conscious shoppers, drive traffic to their sites, and compete on product visibility within comparison results. The platform operates on a cost-per-click model, meaning you pay only when a user clicks through to your website from a PriceRunner listing.
Accurate product feed configuration is essential because incomplete or incorrect data leads to product rejection, poor search ranking, and missed traffic opportunities. PriceRunner's matching algorithm relies on precise product identifiers and attributes to deduplicate listings and rank them appropriately.
PriceRunner Feed Format and Structure
PriceRunner accepts product data in XML format. Your feed must be a valid XML document containing product elements with the fields described in this guide. The feed should be hosted at a publicly accessible URL that PriceRunner can access regularly to retrieve updates.
Each product in your feed represents a single SKU and its current availability, pricing, and descriptive attributes. PriceRunner processes feeds daily or on a schedule you configure, so changes to prices, stock status, or product details should be reflected in your feed to keep listings current.
The XML structure follows this pattern: a root element containing multiple product records, each with child elements representing individual fields. Field names are case-sensitive and must match PriceRunner's specification exactly.
Core Product Identification Fields
SKU
The SKU field contains your internal product identifier, a unique code that distinguishes this variant from all other products in your catalogue. PriceRunner uses SKU to match incoming feed updates to existing listings and to prevent duplicate entries.
SKU must be unique within your feed and remain consistent across all feed submissions. If you change a SKU, PriceRunner treats it as a new product, potentially creating duplicates and losing historical performance data.
Use alphanumeric codes (letters, numbers, hyphens, underscores). Avoid special characters or spaces that may cause parsing errors.
EAN and MPN
EAN (European Article Number, also called barcode or GTIN-13) and MPN (Manufacturer Part Number) are global product identifiers that help PriceRunner match your products to the correct product database entry and prevent duplicates across multiple merchants selling the same item.
Providing EAN is strongly recommended because it improves matching accuracy and helps PriceRunner group identical products from different sellers. Without EAN, PriceRunner relies on product name and category to match products, which is less reliable.
MPN is the manufacturer's part number. Include it when available, particularly for electronics, appliances, and branded goods. MPN combined with manufacturer name provides additional matching confidence.
If your product does not have an EAN (for example, custom or private-label items), omit the field rather than inventing a number. Invalid EANs can cause product rejection.
Name
The Name field is the product title displayed in search results and category listings. It should be concise, descriptive, and include key identifying information such as brand, model, size, or colour where relevant.
PriceRunner uses the name for search indexing and display, so clarity and accuracy directly affect whether users find your product and click through. Avoid generic titles like 'Product' or 'Item'. Include the most important attributes (brand, size, colour) in the name itself rather than relying on separate attribute fields.
Keep names under 100 characters for optimal display. Longer names may be truncated in search results.
Manufacturer
The Manufacturer field specifies the brand or maker of the product. This is used for filtering in PriceRunner's search interface and for product matching.
Provide the official brand name exactly as it appears on the product packaging or official materials. Consistency matters because PriceRunner uses manufacturer name to match your product against known brand databases.
Pricing and Availability Fields
Price and SalePrice
The Price field is the current standard retail price of the product in your local currency. This is the price displayed in PriceRunner's comparison results and is the baseline for price sorting.
Price must be a positive decimal number. Include the full price including VAT if VAT applies in your region. Do not use currency symbols or letters; only numbers and decimal points.
SalePrice is an optional reduced price if the product is currently on promotion. If you provide SalePrice, it should be lower than Price. PriceRunner displays the sale price prominently and sorts products by sale price when relevant.
If you do not have an active sale, omit the SalePrice field entirely. Do not set it equal to Price or use it for regular pricing.
SalePriceEffectiveDate
This field specifies the date range during which the sale price applies. Format the date as YYYY-MM-DD.
If you provide SalePrice, you should also provide SalePriceEffectiveDate so PriceRunner knows when to stop displaying the promotional price. Without this field, PriceRunner may continue showing the sale price after your promotion has ended, potentially causing customer confusion.
Provide both a start and end date if possible. If you only have an end date, use that to prevent the sale price from appearing indefinitely.
ShippingCost
The ShippingCost field specifies the delivery charge for this product in your local currency. This is displayed to users in PriceRunner's comparison results and affects the total cost calculation when users sort by price.
Provide the standard shipping cost for a single unit to the most common delivery address (usually the country where your business operates). If you offer free shipping, set ShippingCost to 0.
If shipping costs vary significantly by region, you may need to create separate feeds for different markets or use PriceRunner's regional configuration options.
StockStatus
The StockStatus field indicates whether the product is currently available for purchase. PriceRunner uses this to filter results and to remove out-of-stock items from search listings.
Use one of the following values:
- in stock: Product is available and ready to ship.
- out of stock: Product is not currently available.
- preorder: Product is available for pre-order but not yet shipped.
Accuracy is critical because displaying out-of-stock products in PriceRunner results frustrates users and damages your reputation. Update stock status in your feed as inventory changes.
DeliveryTime
The DeliveryTime field specifies how many business days it takes to deliver the product after order placement. This is displayed to users and influences their purchasing decision.
Provide a single number representing the typical delivery time. For example, '2' means 2 business days, '5' means 5 business days.
If delivery time varies by region or product, use the most common or average time. If you offer next-day delivery, use '1'.
Product Description and Content Fields
Description
The Description field provides a short text summary of the product's key features and benefits. This text is displayed in PriceRunner listings and helps users decide whether to click through to your site.
Keep descriptions concise (100-200 characters) and focus on unique selling points, key specifications, and benefits. Avoid repeating information already in the product name.
Use plain language without excessive punctuation or special characters. PriceRunner may truncate longer descriptions in the interface.
Category
The Category field specifies which product category the item belongs to within PriceRunner's catalogue structure. This determines where the product appears in browse results and affects search visibility.
PriceRunner maintains a fixed category hierarchy. You must use category names or codes exactly as PriceRunner specifies them. Incorrect or non-existent categories can cause product rejection or miscategorisation.
Check PriceRunner's category documentation for your market to identify the correct category for each product. Categories vary by region, so a category valid in the UK may not exist in Germany.
Use the most specific category available. For example, use 'Laptops > Gaming Laptops' rather than just 'Laptops' if your product is a gaming laptop.
URL
The URL field is the direct link to the product page on your website. This is where users are directed when they click on your product in PriceRunner results.
Provide the full, absolute URL including the protocol (https://). The URL must be publicly accessible and must lead directly to the product page, not a category or search results page.
Ensure the product page matches the product data in your feed. If the URL leads to a different product or a generic page, users will have a poor experience and may not complete a purchase.
ImageURL
The ImageURL field specifies the URL of the product's main image. PriceRunner displays this image in search results and product listings.
Provide a direct link to a high-quality image (at least 200 x 200 pixels, ideally 400 x 400 pixels or larger). Use HTTPS URLs. The image should clearly show the product from the front, without watermarks or additional text overlays.
If the image is unavailable or slow to load, PriceRunner may display a placeholder, reducing the visual appeal of your listing. Test image URLs before submitting your feed.
AdditionalImageURL
This field allows you to provide extra product images beyond the main image. You can include multiple additional images by repeating this field in your XML.
Additional images help users understand the product better and may improve click-through rates. Include images showing the product from different angles, in use, or with packaging.
Product Attribute and Variant Fields
GroupId
The GroupId field groups related product variants (such as different sizes or colours of the same item) together in PriceRunner's interface. This helps users compare variants and navigate between them.
All variants of the same base product should share the same GroupId. For example, a shirt available in sizes S, M, L, and XL should have the same GroupId but different SKUs and separate entries in your feed.
Without GroupId, PriceRunner treats each variant as an independent product, which may clutter search results and confuse users.
Color, Size, and SizeSystem
These fields specify key product attributes that help users filter and compare products.
Color should be the primary colour of the product (for example, 'Blue', 'Black', 'Red'). Use standard colour names.
Size specifies the product's size (for example, 'M', 'Large', '42', '10 inches'). SizeSystem indicates the sizing standard used (for example, 'EU', 'UK', 'US', 'Metric'). Including both fields helps users find the correct size for their needs.
Material and Pattern
Material describes the primary material the product is made from (for example, 'Cotton', 'Leather', 'Plastic'). Pattern describes any pattern on the product (for example, 'Striped', 'Floral', 'Solid').
These fields are optional but improve product discoverability for users filtering by material or style preferences.
Gender and AgeGroup
Gender specifies whether the product is intended for male, female, or unisex use. Use standard values: 'Male', 'Female', 'Unisex'.
AgeGroup specifies the intended age range (for example, 'Adult', 'Kids', 'Infant', 'Teen'). These fields help users find products appropriate for their needs.
Special Product Types and Attributes
Condition
The Condition field specifies the product's physical state. Use one of the following values:
- New: Unused, in original packaging.
- Refurbished: Previously used, restored to working condition by the manufacturer or certified refurbisher.
- Used: Previously owned, sold as-is.
Condition significantly affects price and user trust. Misrepresenting condition can cause product rejection or account suspension. Only use 'New' for genuinely new products in original packaging.
EnergyEfficiencyClass
For products subject to energy efficiency regulations (such as appliances, lighting, or heating equipment), the EnergyEfficiencyClass field specifies the product's efficiency rating.
Use the official classification for your region (for example, 'A', 'B', 'C' in the EU energy label system, or 'A+++', 'A++', 'A+', 'A' in older classifications).
This field is mandatory for regulated products in many regions and affects product visibility and user purchasing decisions.
Bundled and Multipack
The Bundled field indicates whether the product is sold as a bundle containing multiple items (set to 'true' or 'false').
The Multipack field specifies the quantity of items in a multipack (for example, '3' for a pack of 3 items).
If you sell a bundle or multipack, set Bundled to 'true' and Multipack to the number of items included. This helps users understand what they are purchasing and prevents confusion about quantity.
AdultContent
Set AdultContent to 'true' only if the product is intended for adults and may be subject to age restrictions (for example, alcohol, tobacco, or adult-oriented items).
Misusing this field can cause your products to be filtered out of general search results or to be rejected by PriceRunner.
Practical Feed Optimisation and Troubleshooting
Validation and Testing
Before submitting your feed to PriceRunner, validate the XML structure using an XML validator tool. Ensure all required fields are present and that field values conform to the expected format (numbers for price and shipping cost, dates in YYYY-MM-DD format, and so on).
Test your feed by submitting a small sample of products first. Monitor PriceRunner's reporting to check for rejection reasons, missing data, or miscategorisation. Common issues include invalid EANs, missing required fields, and incorrect category codes.
Field Completeness and Data Quality
PriceRunner's matching algorithm and ranking system perform better when you provide complete, accurate data. Omitting optional fields reduces matching confidence and may lower your product's visibility.
At a minimum, provide SKU, Name, Price, StockStatus, Category, URL, and ImageURL. Adding EAN, Manufacturer, Description, and ShippingCost significantly improves product quality and ranking.
Review your feed data for consistency. Use the same manufacturer name, category, and attribute values across all products. Inconsistency confuses PriceRunner's matching system and reduces visibility.
Price and Availability Updates
Update your feed regularly to reflect current prices, stock status, and delivery times. PriceRunner processes feeds daily, so changes made to your feed are typically reflected within 24 hours.
If a product goes out of stock, update StockStatus immediately. Leaving out-of-stock products in your feed wastes clicks and damages user experience.
When running promotions, set SalePrice and SalePriceEffectiveDate to ensure the sale price is displayed only during the promotion period.
Category and Attribute Consistency
Use PriceRunner's official category list for your market. Incorrect categories cause product rejection or miscategorisation, reducing visibility to relevant users.
For variant products (different sizes, colours, or configurations of the same item), use the same GroupId and provide consistent base product information (Name, Manufacturer, Description, ImageURL). Vary only the SKU, Size, Color, Price, and other variant-specific fields.
Image Quality and Accessibility
Images are critical for conversion. Ensure all image URLs are publicly accessible, use HTTPS, and point to high-quality images (at least 400 x 400 pixels).
Test image URLs manually before submitting your feed. Broken or slow-loading images reduce click-through rates and may cause PriceRunner to reject or downrank your products.
Monitoring and Maintenance
Regularly review PriceRunner's performance reports to identify products with low visibility or high rejection rates. Investigate rejection reasons and correct data issues.
Monitor competitor pricing and adjust your prices competitively. Price is a major sorting factor in PriceRunner results, so uncompetitive pricing reduces visibility.
Update your feed at least weekly, or more frequently if prices and stock status change regularly. Stale feed data harms user experience and reduces traffic.
Summary
Successful PriceRunner product feed configuration requires accurate product identification (SKU, EAN, MPN), complete pricing and availability data (Price, SalePrice, ShippingCost, StockStatus, DeliveryTime), and clear product information (Name, Description, Category, ImageURL).
PriceRunner's matching algorithm and ranking system depend on data quality and consistency. Providing comprehensive, accurate feed data improves product visibility, reduces rejection rates, and increases click-through traffic to your website.
Start with the core required fields, then progressively add optional fields such as EAN, Manufacturer, and product attributes to improve matching confidence and discoverability. Test your feed before full submission, monitor performance reports, and update your feed regularly to reflect current prices, stock status, and product availability.