What is a ChatGPT product feed?

How ChatGPT finds products

When someone asks ChatGPT for a product (“best running shoes for wide feet under €150”), it can show a list of products with images, prices and links to shops. That list draws on two sources:

• Product feeds that merchants send to OpenAI directly.
• The open web, which ChatGPT searches through its own crawler, OAI-SearchBot, and search indexes such as Bing. Here it reads your product pages, reviews and articles that compare products.

Products are not ranked by payment. You cannot buy a place in the organic answer.

Who can submit a feed?

OpenAI’s merchant programme is applied for at chatgpt.com/merchants. In OpenAI’s own words, feed onboarding is “currently available to approved partners”, and much of the documentation is aimed at the US market. Shopify, among others, connects stores through its own integration.

So if you sell in Denmark or the rest of Europe, apply, but don’t wait for it. The web route below works for every shop today.

What goes into a good feed

OpenAI publishes a specification with required fields. In plain words, every product needs:

• A stable ID, title, description and link to the product page.
• Brand, image and seller name.
• Price with currency, and stock status.

What makes the difference beyond the required fields:

• Titles that say what the product is, not just a model number: “Oak dining table, 200 cm, seats 8” beats “TBL-200-OAK”.
• Descriptions that answer the questions buyers ask: what it is good for, who it suits, size, material.
• GTIN or EAN numbers, so the product can be matched with reviews and other shops.
• Variants described separately (colour, size), not hidden on one page.
• Fresh data. OpenAI recommends sending a full snapshot at least once a day. A price in the feed that differs from the page undermines trust.

No feed? Make your product pages readable

This is what decides most Danish and European shops’ visibility in ChatGPT today:

• Allow OAI-SearchBot and the other AI crawlers in robots.txt.
• Put price and stock in the HTML, not only via JavaScript.
• Add Product and Offer data in schema.org to every product page.
• Keep a Google Merchant Center feed up to date. It is a feed you probably already have, and it feeds Google’s AI answers.
• Collect product reviews, and get mentioned in buying guides and comparisons in your category.

How do you know if it works?

Ask ChatGPT the questions your customers ask, such as “best [product] for [need]”, and note whether your products appear and which shops are shown instead. Do it every month, because answers change. See how to get your webshop into ChatGPT for the full checklist.