How to submit a UK product feed to Bing Shopping

What to take away

Bing Shopping feeds run through Microsoft Merchant Center, the feed tool inside Microsoft Advertising, so UK sellers need a separate account.
You need a hosted TSV or XML file with GBP prices, correct availability and delivery charges that match checkout.
Most Google Shopping feeds can be adapted in an afternoon once the required fields and image rules are checked.
Product ads on Bing usually cost less per click than Google Shopping in the UK, on smaller volumes.
Conversion tracking added later involves personal data, so confirm your lawful basis first.

Bing Shopping for UK sellers

Bing Shopping ads appear inside Bing search results and across the Microsoft Advertising network. Microsoft sells them through Shopping campaigns, which pull products from a feed you upload to Microsoft Merchant Center, the merchant feed tool in the same interface.

The Bing Shopping entry on Wikipedia traces how the surface grew from a cashback scheme into a comparison unit. For sellers, the point is narrower: the feed is the only route to a product ad.

There is no separate UK sign-up. You register as a business and add billing in pounds sterling.

What you need before you upload

Assemble these first, because a missing item stops the feed at review.

A Microsoft Merchant Center account, opened inside Microsoft Advertising with billing in pounds sterling.
A domain you control and can verify, by meta tag or DNS record.
A hosted product file in TSV or XML, reachable at a stable URL.
A value for every required attributeid, title, description, link, image_link, price, availability, brand, gtin, mpn and condition.
Tax and delivery settings that match your checkout, so the VAT you charge shows correctly.

Pre-upload checklist

Microsoft Advertising account billed in GBP
Domain ownership confirmed by tag or DNS
Feed URL returns TSV or XML
GTINs or MPNs for branded lines
Delivery charges match checkout

Submitting the feed: a step-by-step sequence

Sign in to Microsoft Advertising and open Microsoft Merchant Center, the merchant feed tool in the account.
Verify the domain that hosts your product pages, by adding a meta tag to the site or a DNS record.
Upload the feed by URL so refreshes run on schedule without manual work.
Map the required attributesid, title, description, link, image_link, price, availability, brand, gtin, mpn and condition.
Set tax and delivery in the account rather than the feed, so the UK VAT you account for to HMRC shows correctly.
Read the diagnostics, fix disapprovals at product level, then build a Shopping campaign.

As an example, a TSV header row runs in this order: id, title, description, link, image_link, price, availability, brand, gtin, mpn, condition. Each product then takes one line under those headings, with price written as 19.99 GBP, and Microsoft's product feed specification lists the same attribute names and the formats it expects for each.

Feed quality rules that catch UK sellers out

Titles carry more weight than most sellers expect. Put brand, product type and one key attribute in the opening 70 characters.

Prices must match the landing page to the penny, including VAT. A feed showing £19.99 against a page priced at £24.99 gets the item disapproved.

Images need a plain white background, with no text overlay and no border. Lifestyle shots usually fail review.

On Shopify, the feed app you already use for Google can often output a Microsoft Merchant Center variant, as this guide to Shopify feed plugins for UK Google Shopping explains. Point it at Microsoft Merchant Center, then check the columns that differ.

Ad copy and price claims fall under the CAP Code, which the advertising codes published by the ASA set out.

How Bing Shopping ads are billed

Bing is generally less competitive than Google Shopping in the UK, so many British retailers test it with a small budget first.

Element	What it means for a UK seller
Feed submission	No listing fee; you pay per click
Billing	Charges in pounds sterling through Microsoft Advertising
Competition	Usually lighter than on Google Shopping
Reporting	Product-level performance and search terms

You pay when someone clicks, not when the ad is shown. Volumes are smaller, so judge the channel on return on ad spend across a full month rather than on daily click totals.

Conversion tracking usually means sending hashed customer details back to the platform. That is personal data, so read the ICO's data protection guidance for organisations before you enable it.

Keeping stock honest after launch

Shopping ads punish stale data. An item that sells out on eBay but stays in stock in your feed keeps spending, and the click bounces.

Refresh at least once a day, and hourly for fast movers. Orders that arrive from Bing then need the same picking and dispatch process as every other channel.

If you already sell elsewhere, this comparison of multichannel order sync between eBay and Amazon shows how one stock file can serve several channels.

Common questions

Do I need a separate feed for Bing Shopping?

Yes. Microsoft Advertising runs its own merchant feed, Microsoft Merchant Center, and a Google feed is not accepted directly. You can usually reuse the same source file once the column headings match.

How long does feed review take?

Timelines vary, so check the diagnostics inside the account rather than waiting on a fixed promise. Most problems show as per-product errors you can fix and resubmit.

Can I run Bing Shopping alongside Google Shopping?

Yes, and many UK retailers do. Keep one source feed, duplicate the channel-specific settings, and compare return on ad spend after a full month rather than a week.

Do I need new product images for Bing?

No. The images you use for other shopping feeds usually pass, provided they meet the same standards: plain background, no text, no borders, and a clear view of the product.