ChatGPT Shopping: product pages and feeds

What ChatGPT reads to recommend a product, and what a store has to prepare: robots, product page, feed, price consistency.

Updated on September 29, 2026 · by the skoup team

When a customer asks a shopping question, ChatGPT can show products with their image, their price and a link to the merchant. This information comes from two places: the web pages its robots have read, and the product feeds merchants send it.

This guide covers both. The facts about OpenAI come from its public documentation, read on September 29, 2026: the page about its robots and the product feed specification. This documentation changes: check it before building a feed.

Robots: which one to allow

OpenAI runs several robots, each with a role.

Robot	Role according to OpenAI	Effect of blocking it
`OAI-SearchBot`	Surface websites in ChatGPT's search features	The site no longer appears in search answers
`GPTBot`	Read content that may be used to train models	The content is not used for training
`ChatGPT-User`	Read a page at a user's request	robots.txt rules may not apply

The point to remember: refusing training and staying visible are two separate settings. A store that blocks GPTBot stays in the answers as long as OAI-SearchBot is allowed. OpenAI says a robots.txt change takes about 24 hours to be taken into account.

The product page

A robot reads the page's HTML. What is not in it does not exist for the robot.

Price and availability in the HTML, not loaded afterwards by a script.
A text description, with numeric specifications written out: "120 km range", "21 kg", "lifetime frame warranty".
Product and Offer structured data, with price, currency, availability and an identifier (GTIN or manufacturer part number), identical to what the page shows.
One URL per product, stable over time. A URL that changes with every promotion loses its history.
One page per variant, or clearly described variants. If black costs €2,490 and green €2,590, the page must say so.

The product feed

OpenAI publishes a product feed specification. It accepts its own format (JSONL) and a format compatible with Google feeds (CSV or TSV, optionally compressed).

The nine required fields

Field	What it holds
`item_id`	Stable identifier, unique per product or per variant
`title`	Product name, variant included
`description`	Factual description, in plain text
`url`	Public address of the product page
`brand`	The product's real brand
`seller_name`	Name of the seller
`image_url`	Direct address of an image
`availability`	`in_stock`, `out_of_stock`, `pre_order`, `backorder` or `unknown`
`price`	Amount, space, ISO 4217 currency code: `2490.00 EUR`

The fields that make the difference

gtin or mpn: the identifier that lets the same product be recognized from one source to another.
group_id and variant_dict: one row per variant, all attached to the same parent product.
sale_price: strictly lower than price, in the same currency. Remove it as soon as the promotion ends.
is_eligible_search and is_eligible_checkout: the first makes the product visible in search, the second concerns checkout in ChatGPT, which requires a separately enabled integration.

At the date of this guide, the specification targets the United States by default; other countries require confirmation from OpenAI.

Consistency first

The specification says it itself: when two values conflict, nobody reconciles them for you. That is true inside the feed, and even more so between the feed, the page and the markup.

For each product, check that these four places say the same thing:

the price and stock shown on the page;
the price and availability in the structured data;
the price and availability in the feed;
the price shown on the marketplaces where you sell.

A price changed in the store must go out in the feed the same day. A feed updated once a week states wrong prices six days out of seven during a promotion.

Check the result

A validated feed does not prove the answers are right. The only check that counts is reading what the assistant answers: do your products appear, with the right price, on the questions your customers ask? The guide Track your products in ChatGPT describes the method.

skoup runs this check every week, product by product, and also controls the prerequisites of this guide: robots allowed, content present in the HTML, complete structured data, compliant feed. The details are on the Product page.