Microsoft Product Feed — products in Microsoft Merchant Center

The "Microsoft Merchant Center" extension (that is exactly how the card is labelled in the App Store) exports your store's catalog to Microsoft Merchant Center (part of Microsoft Advertising, ads.microsoft.com). From there products appear in:

Bing Shopping product ads (Product Ads in Bing search and across Microsoft partner surfaces);
Microsoft free product listings;
the product showcase in Bing search.

Bing and the Microsoft ecosystem remain a notable traffic source, especially on desktop and in some countries, with lower competition for product placements than Google. As with Google, this is not a marketplace — the shopper clicks through to your store's storefront website and orders there.

The extension works on a feed model without API keys: the platform generates a public product feed in the Google Product Feed format (Microsoft uses the same field schema) and refreshes it whenever product cards change. You just point Merchant Center to the feed URL once.

The card is available on a plan with marketing tools (advertising and SEO) and is hidden if no location of the account is in a Microsoft Advertising market: the extension is unavailable in Russia, Belarus, Cuba, Iran, North Korea and Syria.

Step 1. Connecting in Cenaly and getting the feed URL#

Open the App Store (admin.cenaly.ru/app-store): integration cards sit in the single grid of the "Account" tab together with the other extensions.
Find the "Microsoft Merchant Center" card — searching by name is the quickest way.
Click "Configure": the settings open in a modal window right on top of the storefront, without taking you off the page.
Pick the location you are enabling the export for in the window header.
Click "Connect" — no API credentials are needed, the feed model has no keys.
The card then shows feed links in XML and CSV; each row has a copy button ("Copied" appears after the click). URL shape: https://cdn.cenaly.ru/feeds/microsoftfeed/{account-id}/{location-id}.xml (and .csv).

The label of the links block and the hint under it are currently shared by all product feeds and mention Yandex Goods — that is an interface inaccuracy: the links themselves point to your Microsoft feed.

The feed is built from the location's catalog (retail mode) and is regenerated on connect and when a product card changes — when a product is created or edited (title, price, stock in the card). A stock decrement caused by a sale and the deletion of a product do not reach the feed on their own yet — they land there with the next card edit. Variations are exported as separate items with a shared item_group_id; prices account for discounts and channel price rules, stock for the buffer.

There is no need to regenerate the feed manually: editing a product card refreshes the export by itself.

Step 2. Adding the feed in Microsoft Merchant Center#

Sign in to Microsoft Advertising (ads.microsoft.com) and open Merchant Center (Tools → Merchant Center).
Create a store, if you don't have one, and verify ownership of the storefront domain.
Inside the store go to feeds/catalogs (Feeds / Catalogs) and add a new feed.
Choose the download by URL method (Download from URL).
Paste the feed link from step 1 (XML recommended), set the country and language.
Set an automatic download schedule and save.

Microsoft will download the feed and submit the products for review. Review usually takes up to a few business days.

Microsoft Advertising menu labels change periodically — look for Merchant Center → feeds/catalogs and the option to download a file by URL.

Which format to choose: XML or CSV#

Microsoft Merchant Center accepts both. XML is preferable: it validates more strictly and handles variations and multiple images more reliably. CSV is useful for a manual content check in a spreadsheet.

Key feed fields:

Field	Contents
`id`	Unique product identifier
`title`	Name
`description`	Description
`link`	Link to the product page in the web catalog
`image_link`	Main photo
`additional_image_link`	Additional photos
`availability`	`in_stock` / `out_of_stock`
`price`	Price
`sale_price`	Discounted price
`brand`	Brand
`gtin`	Barcode
`mpn`	SKU
`condition`	Condition (`new`)
`item_group_id`	Variation group
`product_type`	Category

How Microsoft fetches the feed#

Microsoft downloads the feed itself on a schedule from the URL. The recommended frequency is once a day. The platform regenerates the feed when a product card is edited, so every download sees the data as it was last saved in the catalog. Nothing needs to be pushed manually.

Requirements and common problems#

Working product links. link must lead to a working product page — enable the web catalog (the location's storefront), otherwise products are rejected. The platform fills in the storefront address itself: the location's own domain is used as is, and a bare platform subdomain is expanded to the full address (demo → demo.cenaly.ru).
Photo required. Without image_link a product is rejected.
Description and title. Fill in meaningful text — it affects approval and display quality.

Currency and country. Must match the store settings in Merchant Center. There is currently no currency selector in the connection settings: the feed is exported in USD. If the Merchant Center store runs in another currency, this is being fixed too — until then the platform may reject the items.
Domain verification. Microsoft requires verifying ownership of the storefront, otherwise the feed is not accepted.
Moderation. Feed-vs-page consistency is checked; discrepancies cause rejection. Keep the catalog and storefront in sync.

Catalog and Products — feed data source
Storefront and Domains — where feed links point to
App Store — where the integration is connected
Google Product Feed — the same export for Google

Frequently Asked Questions#

How is this different from the Google feed?#

The field schema is the same (Google Product Feed), but the feed goes to the Microsoft ecosystem — Bing Shopping and Microsoft Advertising. There is lower competition for product placements and a separate audience.

Is it paid?#

The extension is paid and is connected per location. The Microsoft Advertising account is free; you pay for clicks on product ads via Microsoft Advertising.

Do I need to export the feed manually?#

No. The platform regenerates the feed when a product card is edited, Microsoft fetches it on schedule. If a product stopped selling or the stock changed only through a sale, open and save the card — that refreshes the export.

Products were rejected — why?#

Usually: no photo, domain not verified, feed price/availability vs. page mismatch. Product links and the feed currency are currently being checked — until they are fixed, the platform may reject items for a location without its own domain or for a store not in USD (see "Requirements and common problems").

Can I use the same catalog for Google and Microsoft?#

Yes. Connect both extensions to the location and point each cabinet to its feed URL.

🪟 Microsoft Product Feed