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Channels & Content Generation

Channel-Specific Guides

Deep-dive guides for major channels including Wayfair, Walmart, Amazon, Google Merchant, ChatGPT/GEO, Houzz, Mirakl, and Nordstrom Rack. Channel-specific requirements and tips.

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Channel-Specific Guides

Each marketplace has unique requirements, strengths, and best practices. This guide covers the major channels Merchkit supports, with specific tips and strategies for each.

Wayfair

Category: Traditional marketplace (furniture and home goods)

Key Stats:

  • Extensive channel-specific attributes across many categories
  • Category-specific attribute sets
  • Strict validation and data quality requirements

Wayfair Requirements

Wayfair enforces strict formatting and content standards:

  • Packaging dimensions — Exact Carton Width, Carton Height, Carton Depth, Carton Weight (required for all products)
  • Material composition — List all materials with percentages (required)
  • Assembly information — Assembly required (yes/no) and assembly time in minutes
  • Care instructions — Detailed maintenance and cleaning guidance
  • Product categories — Must match Wayfair's exact category taxonomy

Wayfair Best Practices

  1. Use category views — Generate attributes per category to ensure category-specific fields are filled
  2. Focus on packaging — Wayfair's packaging attributes are critical; ensure your product data includes carton dimensions
  3. Material precision — Break down complex materials (e.g., "Upholstery: 100% Polyester, Frame: Hardwood") rather than generic descriptions
  4. Assembly realism — Provide honest assembly times and clear instructions
  5. Image quality — Wayfair requires multiple high-quality images; use Merchkit's image enrichment before generating
  6. Validate category mapping — Confirm your products are assigned to correct Wayfair categories before generating

Wayfair Channel-Specific Attributes to Prioritize

  • Carton Width 1, Carton Height 1, Carton Depth 1, Carton Weight 1
  • Assembly Required, Assembly Time Minutes
  • Care Instructions
  • Material Composition
  • Warranty
  • Color, Size (if applicable)

[SCREENSHOT: Wayfair channel grid with category selector and key attributes]

Amazon

Category: E-commerce marketplace (universal retail)

Key Stats:

  • Extensive bullet points and description fields
  • A+ Content (enhanced content) for brand-registered sellers
  • Multiple image requirements
  • Category-specific attributes

Amazon Requirements

Amazon emphasizes product clarity and compelling content:

  • Title — 200 characters max, keywords-focused but readable
  • Bullet points — 5 key features/benefits, 1-2 sentences each
  • Description — Detailed product overview
  • Images — Main image, plus 6-8 additional angles/lifestyle images
  • A+ Content — Enhanced content with brand messaging (if brand-registered)
  • Technical specifications — Exact dimensions, weight, materials
  • Warnings/Compliance — Safety warnings, age requirements, etc.

Amazon Best Practices

  1. Keyword research first — Use Amazon's search bar to identify high-volume keywords for your category
  2. Front-load titles — Put key keywords in the first 50 characters (most visible on mobile)
  3. Bullet point specificity — Focus on what makes your product different, not generic features
  4. Image optimization — Use lifestyle images showing the product in use, not just flat lays
  5. A+ Content for premium positioning — If you're brand-registered, invest in A+ modules for higher conversion
  6. Review variation attributes — Amazon users often search by color, size, material—ensure these are filled correctly

Amazon Channel-Specific Attributes to Prioritize

  • Title (with keywords)
  • Bullet Points (5 persuasive bullets)
  • Product Description
  • Main Image Link
  • Other Image Links (6-8 additional images)
  • Technical Specifications (dimensions, weight, materials)
  • Warnings/Compliance

[SCREENSHOT: Amazon channel with bullet points and image links]

Walmart

Category: Traditional marketplace (general retail)

Key Stats:

  • Similar to Amazon but with different validation rules
  • Focus on product feed accuracy
  • Strict title and description formatting

Walmart Requirements

Walmart's requirements are generally simpler than Amazon's but with specific formatting:

  • Title — Clear, brand + product type + key attribute
  • Description — 100-500 characters, highlight key benefits
  • Category — Exact Walmart category match
  • Price — Current retail price
  • SKU — Internal tracking
  • UPC — Universal product code (required for most products)

Walmart Best Practices

  1. Include UPC — This is critical; Walmart uses UPC for deduplication across sellers
  2. Clear titles — "[Brand] [Product Type] [Color/Size]" format works well
  3. Concise descriptions — Walmart shoppers scan quickly; get key benefits upfront
  4. Accurate categorization — Wrong category = your product won't be found
  5. Competitive pricing — Walmart's algorithm favors competitive prices
  6. Regular inventory updates — Keep stock levels current to avoid suppression

Walmart Channel-Specific Attributes to Prioritize

  • Title
  • Description
  • Category
  • UPC
  • Price
  • SKU
  • Inventory/Stock

[SCREENSHOT: Walmart channel with title, description, and category fields]

Google Merchant

Category: Search feed (Google Shopping and Google Search)

Key Stats:

  • 15-20 core attributes
  • Used for Google Shopping and Google Search results
  • Critical for conversion (shopping ads)

Google Merchant Requirements

Google Merchant feeds power Google Shopping and shopping ads. Requirements are simpler but strict:

  • Title — 150 characters max, keyword-rich
  • Description — 5,000 characters max, detailed overview
  • Image Link — High-quality product image
  • Price — Current price
  • Availability — In stock, out of stock, preorder
  • Category — Google's product taxonomy
  • Condition — New, refurbished, used
  • Brand — Product brand

Google Merchant Best Practices

  1. Keyword-optimize titles — Google Shopping matches on title keywords; include relevant search terms
  2. Use dynamic pricing — Feed price should match your website; use integrations to keep it synced
  3. Complete availability — Mark products as in stock only if they're actually available
  4. High-resolution images — Minimum 1000x1000 pixels recommended
  5. Category accuracy — Use Google's taxonomy, not custom categories
  6. Include rich attributes — Size, color, material help shoppers filter and find your products

Google Merchant Channel-Specific Attributes to Prioritize

  • Title (with keywords)
  • Description
  • Image Link
  • Price
  • Availability
  • Category
  • Brand
  • Condition

[SCREENSHOT: Google Merchant channel with essential feed attributes]

ChatGPT & GEO (AI Assistant Channels)

Category: Emerging AI/voice channels

Key Stats:

  • Growing importance for voice commerce
  • Simplified attribute set (product essence)
  • Conversation-friendly formatting

ChatGPT/GEO Requirements

These channels optimize products for AI assistant discovery and recommendation:

  • Product name — Clear, conversational (not keyword-stuffed)
  • Description — Summarize key benefits in 1-2 sentences, AI-friendly
  • Category tags — How a shopper would describe this to an AI assistant
  • Use cases — "Best for..." statements aligned with assistant queries
  • Key specs — Only the essentials (dimensions, color, material)
  • Comparison info — How this compares to similar products

ChatGPT/GEO Best Practices

  1. Conversational tone — Write for voice: "Perfect for a small living room" not "Compact dimensions"
  2. Use case focus — Emphasize what problems this solves, not just features
  3. Simplify specs — Only include specs a voice shopper would ask about
  4. Include comparisons — Position your product relative to competitors
  5. Optimize for questions — Think about how an AI assistant's users might ask about this product
  6. Focus on sentiment — These channels reward products that help shoppers feel good about purchases

ChatGPT/GEO Channel-Specific Attributes to Prioritize

  • Product Name (conversational)
  • Description (benefits-focused)
  • Use Cases (problem-solving)
  • Key Specs
  • Comparison Info
  • Category Tags

[SCREENSHOT: ChatGPT channel with conversational product descriptions]

Houzz

Category: Design and home marketplace

Key Stats:

  • Visual-first marketplace
  • Design-focused attributes
  • Style and aesthetic emphasis

Houzz Requirements

Houzz shoppers are design-conscious and aesthetic-focused:

  • Title — Style + product type (e.g., "Mid-Century Modern Dining Chair")
  • Description — Design story and aesthetic benefits, not just specs
  • Images — Lifestyle images showing product in designed spaces (not just product shots)
  • Dimensions — Exact measurements
  • Materials — Material focus on aesthetics and durability
  • Style tags — Design style (Contemporary, Traditional, Rustic, etc.)
  • Room type — Where does this fit (Living Room, Bedroom, Kitchen, etc.)

Houzz Best Practices

  1. Hire a photographer — Houzz rewards beautiful lifestyle images; invest in professional photography
  2. Style-first positioning — Lead with design style, then specs
  3. Designer-friendly language — Use terms designers use: "transitional," "statement piece," "accent color"
  4. Room inspiration — Show products in styled rooms, not isolation
  5. Material storytelling — Emphasize craftsmanship, sustainability, durability over generic specs
  6. Color and texture — Houzz shoppers filter by color; ensure accurate color descriptions

Houzz Channel-Specific Attributes to Prioritize

  • Title (with design style)
  • Description (design-focused)
  • Images (lifestyle shots)
  • Dimensions
  • Materials
  • Style Tags
  • Room Type

[SCREENSHOT: Houzz channel with lifestyle images and design-focused descriptions]

Mirakl (Marketplace Platforms)

Category: White-label marketplace platform

Key Stats:

  • Varies by implementation
  • Mathis, Mine, Rue La La use Mirakl
  • Flexible attribute mapping

Mirakl Requirements

Mirakl-based marketplaces vary in their specific requirements because they're customized. Common attributes include:

  • Brand — Seller brand or product brand
  • Category — Marketplace's category taxonomy
  • Title — Product name/title
  • Description — Detailed overview
  • Price — Current price
  • Images — Product images
  • Shipping — Shipping weight and dimensions
  • Custom attributes — Marketplace-specific fields (varies by implementation)

Mirakl Best Practices

  1. Confirm attribute requirements — Each Mirakl instance is different; check with the specific marketplace
  2. Understand category taxonomy — Each marketplace has its own categories and required attributes per category
  3. Test with a small batch — Before uploading 1,000 products, validate with 10-20
  4. Review feedback loops — These marketplaces often provide rejection reasons; act on them quickly
  5. Build relationships with marketplaces — Direct contact with Mirakl marketplace teams can clarify requirements

Mirakl Channel-Specific Attributes to Prioritize

  • Brand
  • Category
  • Title
  • Description
  • Price
  • Images
  • Shipping Weight/Dimensions
  • (Custom attributes per marketplace)

[SCREENSHOT: Mirakl channel with standard and custom attributes]

Nordstrom Rack

Category: Luxury goods marketplace

Key Stats:

  • Premium positioning
  • Quality and brand emphasis
  • Curated assortment

Nordstrom Rack Requirements

Nordstrom Rack positions itself as a curated, premium destination:

  • Brand — Brand name (prominent)
  • Title — Product name with key attributes (style, color)
  • Description — Emphasize luxury, quality, exclusivity
  • Category — Nordstrom Rack's assortment taxonomy
  • Price — Regular price and sale price (if applicable)
  • Images — Professional, high-quality images
  • Material & Care — Detailed material composition and care instructions
  • Fit details — For apparel, detailed sizing and fit information
  • Quality certifications — Sustainability, fair trade, etc. (if applicable)

Nordstrom Rack Best Practices

  1. Emphasize quality — Nordstrom Rack shoppers expect luxury and curated assortment
  2. Professional imagery — Investment-quality product photography
  3. Detailed care instructions — Premium customers care about longevity
  4. Brand storytelling — If you're an emerging luxury brand, tell your story
  5. Sustainability angles — Nordstrom Rack customers value eco-friendly options
  6. Accurate sizing — Premium customers return items if fit is wrong; be precise in size descriptions

Nordstrom Rack Channel-Specific Attributes to Prioritize

  • Brand
  • Title (with style/color)
  • Description (luxury-focused)
  • Category
  • Price (regular + sale)
  • Images (professional)
  • Material & Care
  • Fit Details (for apparel)

[SCREENSHOT: Nordstrom Rack channel with premium positioning attributes]

Cross-Channel Strategy

Some tips that apply across channels:

  1. Master your source data — Every channel is only as good as your Products view data. Invest in data quality first.
  2. Start with one channel — Perfect one marketplace before expanding to others.
  3. Monitor channel performance — Track sales, reviews, and returns by channel to understand what's working.
  4. Iterate on prompts — After first generation, review results and refine prompts for better outputs.
  5. Schedule regular updates — Regenerate content quarterly or when you make major product changes.
  6. Leverage variations — Different channels can emphasize different product attributes for their unique audiences.

Next Steps

Now that you understand channel-specific requirements:

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