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Using Supplemental Feeds and Rules to Enrich Ecommerce Product Data

For multichannel ecommerce retailers leveraging Google Shopping, Amazon, Walmart, and more, data quality is everything. But what happens when your product data in your ecommerce platform or feed source isn’t complete or optimized?

Enter supplemental feeds and feed rules.

These tools are essential for enriching your product listings without modifying your core ecommerce platform or source catalog. Whether you’re using Google Merchant Center or a feed management solution, supplemental feeds and feed rules can help you achieve better visibility, conversion, and channel compliance.

What Are Supplemental Feeds?

A supplemental feed is a secondary data source that complements your primary product feed.

It can contain missing fields, corrected values, or optimized attributes—such as:

  • Updated titles or descriptions
  • Sale prices and start/end dates
  • GTINs, MPNs, or brand values
  • Custom labels for campaign segmentation

Key Benefits:

  • No disruption to your core catalog — You can enrich listings without touching your original data.
  • Faster updates — Push time-sensitive data like price drops or holiday tags instantly.
  • Localized adjustments — Tailor data for specific marketplaces or regions.

What Are Feed Rules?

Feed rules are automations that apply logic to your feed inside platforms like Google Merchant Center or EcomBiz.AI.

You can use them to:

  • Modify titles based on category
  • Capitalize brand names
  • Combine fields (e.g., color + size in variant title)
  • Append custom labels for remarketing

Feed rules allow you to create dynamic, optimized data with minimal manual effort.

How to Use Supplemental Feeds with Google Merchant Center

  1. Upload a supplemental feed via Google Sheets, scheduled fetch, or direct upload.
  2. Map the columns to existing product IDs (must match exactly).
  3. Apply changes through Feed Rules to merge and prioritize fields from the supplemental feed over your primary feed.
  4. Preview changes and submit for approval.

Example:

plaintextCopyEditPrimary Feed Title: "Pendant Necklace"
Supplemental Feed Title: "14K Gold Pendant Necklace with Adjustable Chain"
Final Output (after rules): Uses the optimized title from supplemental feed

Best Practices for Ecommerce Merchants

  • Use custom labels to group products by margin, seasonality, or top-sellers for ad targeting.
  • Append keywords to titles and descriptions to improve relevance in search ads.
  • Correct compliance issues like missing GTINs or brand names quickly via supplemental feeds.
  • Structure feeds per channel (Amazon, Walmart, Google) to comply with platform-specific requirements.

How EcomBiz.AI Helps

With EcomBiz.AI, you can:

  • Auto-generate supplemental feed files with AI-enriched data (titles, keywords, bullet points).
  • Map and merge feeds using custom rules and logic.
  • Sync your enriched data to Google, Amazon, Walmart, and eBay automatically.

Final Thoughts

If your listings are underperforming or facing disapprovals due to missing or poor-quality data, supplemental feeds and rules offer a powerful solution. They enable scalable optimization across thousands of SKUs without tedious manual edits—giving you a competitive edge in multichannel ecommerce.

Enrich smarter. Automate faster. Convert better.

👉 Learn how EcomBiz.AI can auto-enrich and distribute product data across all your sales channels.

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