By Steve Merrill, Founder of WRKNG Digital | August 27, 2026
The 12 feed fields that decide whether AI recommends you are title, description, product type, GTIN, brand, price, availability, images, color, size, material, and the new agent-ready fulfillment fields. We covered 10 earlier this month. Two more now matter as agents start buying. Here's the updated list.
This expands our earlier 10-field breakdown. Agentic commerce added two.
1. Title
The first thing AI matches against a query. Clear, human, brand plus product plus key attribute. No keyword stuffing.
2. Description
Where AI pulls quotable detail. Material, fit, use case, care. Thin descriptions get nothing cited.
3. Product type
Gives your item a category shelf. Untyped products float and don't match specific queries.
4. GTIN
Confirms your product is a verifiable, real item. Google Merchant Center treats it as an identity anchor and AI borrows the logic.
5. Brand
Ties your product to your reputation and outside mentions. A missing brand field cuts your product off from every third-party signal you've earned.
6. Price
Must match your page exactly, with currency stated. Mismatches flag the listing as unreliable.
7. Availability
Real-time or it lies. AI won't recommend something a shopper can't buy. This one breaks trust fastest.
8. Images
Multiple high-resolution images with descriptive alt text. AI shopping surfaces are visual, and one photo limits how you appear.
9. Color
Powers filtered queries. "Navy running jacket" only finds you if color is filled. Blank fields lose these matches.
10. Size
Same logic as color. Size and fit queries are common, and an empty field takes you out of them entirely.
11. Material
Increasingly used for intent queries like "wool" or "recycled." A specific material field wins the shopper who cares about it.
12. Agent-ready fulfillment fields
New for 2026. Shipping cost, delivery window, and return terms in structured form. AI agents read these before completing a purchase. Shopify's agentic commerce push made this a buying-decision field, not just a nice-to-have. This is the field most stores haven't touched.
How We Chose This List
These 12 come from feed audits across live Shopify stores, updated as agentic checkout rolled out. We ranked by how directly each field affected whether a product got recommended or bought.
FAQ
Q: What changed from the 10-field version?
We added brand as a standalone priority and agent-ready fulfillment fields, both driven by how AI agents now make buying decisions.
Q: Which field should I fix first?
Availability and price accuracy. A lying feed undoes every other field.
Q: Do these fields help Google Shopping too?
Yes. Clean feed fields improve both AI recommendations and Merchant Center performance.
Want to see which of these 12 fields your feed is missing? Get an agentic commerce readiness audit from WRKNG Digital.
