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XML Data feed for AmmoSeek.com

AmmoSeek.com lists ammunition, reloading supplies (bullets, brass, primers, powder, reloading_misc), magazines, and guns.

An XML feed is simply a text file that described each individual item's data. It should reside on a web server where we can access it at any time. For example: http://yourdomain.com/xmlfeed.php (for live feeds) or http://yourdomain.com/xmlfeed.xml (for feeds generated at least every 5 minutes).

As you develop your feed, you can use our Feed Tester to verify that things look correct.

Minimum requirements

The format of the data feed isn't as important as the data it contains. However, a feed in our format will get your products added to our site very quickly, whereas other formats will require some time for us to properly parse it.

To meet our requirements:

  1. The feed must be real-time or updated at least every 5 minutes.

  2. The feed should include only in-stock/available products, or clearly indicate whether the product is in-stock or not by a field like <qty_available>72</qty_available> or <availability>in stock</availability>. *

  3. The feed should contain (in each record) an indicator of the product type the record contains. Product types we support, as described below, are:
    • "ammunition"
    • "magazines"
    • "guns"
    • "bullets"
    • "brass"
    • "primers"
    • "powder"
    • "reloading_misc" - dies, presses, etc.
    This indicator of product type can be omitted if you are only selling one product type and do not plan to expand in the future.

  4. When one exists, each product should include a UPC or MPN, either in the <upc> field or in the product title (<title>) somewhere.

  5. All items listed in the feed should be purchasable by the general public (i.e. no "membership required"). If you do offer a lower price with a membership, the higher (non-member) price is what should appear in the data feed.

  6. The <manufacturer> field should contain the name of the manufacturer who assembled the ammunition. If it contains Federal Brass and Nosler bullets, but your company remanufactured/reloaded it, then the <manufacturer> field should contain your company's name, or "factory reload".

  7. Purchase Limits (ammo only) - If there is a limit to the number of boxes that a customer can purchase, and the limit is 20 or less, the XML record should include a <purchaselimit> field, containing an integer equal to the maximum number of units one may purchase. (A <purchaselimit> of 0 (or absence of this field) would indicate no limit). Alternatively, you can put "N box limit" in the product title (where N is the maximum number of boxes one can purchase). Remember, this rule only applies to limits of 20 boxes or less (or less than 1,000 rounds in the case of cases/buckets/etc), and where the limit is set by policy, not simply by a low supply in stock.

  8. Ammo Condition - If the ammunition is not considered 'new', the XML record should contain a field called <condition> which would have a value of "remanufactured", "factory seconds" or "new". (A condition of "new" is assumed if not otherwise specified). Alternatively, the terms 'remanufactured' or 'factory seconds' (or "blemished") can be added to the product <title>. NOTE: For our purposes, the terms "reloaded" and "remanufactured" are synonymous.

  9. Ammo Casing - If the casing is not made of brass, there should be a <casing> field (valid values are 'aluminum', 'steel', 'brass', 'NAS3', or 'plastic'). Alternatively, the words 'steel case' or 'aluminum case' can be added to the product <title>.

  10. Each record in the feed should contain, at minimum, the information listed in the tabs below for each product type.

The feed will contain a list of records. Each record in the data feed will correspond to a single product in your catalog, and will point directly to the product page where the product can be purchased. Each record must contain at least the following: (shown for each product type we list)

  • product title (in <title> or <description> preferably)
  • URL to the product page
  • price
  • caliber (can be part of product title) matching one from this list
  • number of rounds for given price
  • indication of a purchase limit, if applicable. See above.
  • indication of casing, if not brass. See above.
  • indication of condition, if not new (e.g. remanufactured). See above.
  • product title (in <title> or <description> preferably)
  • URL to the product page
  • price
  • bullet diameter - in <caliber> field or can be part of product title but. Also adding the product UPC code (to either the <upc> field or the product title) can be helpful, as we can do reverse lookups on our end.
  • count (number of bullets for given price)
  • product title (in <title> or <description> preferably)
  • URL to the product page
  • price
  • caliber (can be part of product title) matching one from this list
  • count (number of casings)
  • product title (in <title> or <description> preferably)
  • URL to the product page
  • price
  • count (number of primers for given price)
  • product title (in <title> or <description> preferably)
  • URL to the product page
  • price
  • count (number of bottles/jars)
  • product title (in <title> or <description> preferably)
  • URL to the product page
  • price
  • count (how many of the item for given price)
  • product title (in <title> or <description> preferably)
  • URL to the product page
  • price
  • caliber (can be part of product title) matching one from this list
  • count (number of mags for given price)
  • product title (in <title> or <description> preferably)
  • URL to the product page
  • price
  • gun (handgun, rifle, shotgun)
  • caliber (can be part of product title) matching one from this list

If the record is missing any of these, it will be skipped over in processing (and the product will be excluded from our site).

There are other items we need, but are not show-stoppers: manufacturer, number of grains, bullet type, and shot size and shell length (for shotgun ammo). Please bear in mind that the more specific you can be with each product, the better chance that users entering specific search criteria will find your products.

Also of critical importance is:

  • The feed should only contain in-stock items, or each record should have a field that shows whether the item is in-stock or otherwise, so we can filter out the ones that are not in stock. ("In stock" means that the customer can order the item immediately, and it will be ready for shipping within a reasonable timeframe -- usually within a few days. This is opposed to "backordered", "backorderable", "delayed", "temporarily unavailable", etc).

  • The feed should be "live" (meaning that it pulls from your product inventory when we request the feed). Or, if the feed is a flat file, it should be updated at least every 5 minutes -- and preferably more often. A feed updated less often will not suffice because one of the biggest selling points of AmmoSeek.com is that we only list in-stock products. And depending on your inventory and how quickly you move items, we could potentially be listing items that are not in stock, an event that would disqualify your feed. It's important that the information in your data feed match the information on your web site at all times.
While we prefer that the data feed be in our format (as described below), other feed formats (such as the one you'd get from Google Store) may also suffice, as long as the requirements listed above are met.

Here are XML examples for each of the types of products we list:

Example XML for:
  1. a 25-round box of .38 Special
  2. a 400-round case of .308 Marlin Express
  3. 250 rounds of 12 Gauge 2 3/4" OO-Buck shotgun shells
  4. a 5-pack of 12 Gauge 2-3/4" Lead Rifled Slugs

<productlist retailer="yoursiteURL.com"> <product Type="ammunition"> <manufacturer><![CDATA[Hornady]]></manufacturer> <caliber><![CDATA[38 Special]]></caliber> <url><![CDATA[http://yoursiteURL.com/products/item12345.html]]></url> <upc>054041163255</upc> <grains><![CDATA[110]]></grains> <bullet_type><![CDATA[Flex Tip Expanding]]></bullet_type> <price><![CDATA[21.99]]></price> <rebate><![CDATA[3.00]]></price> <numrounds><![CDATA[25]]></numrounds> <shot_size><![CDATA[]]></shot_size> <shell_length><![CDATA[]]></shell_length> <purchaselimit>10</purchaselimit> <condition>new</condition> <casing>brass</casing> </product> <product Type="ammunition"> <manufacturer><![CDATA[Remington]]></manufacturer> <caliber><![CDATA[308 Marlin Express]]></caliber> <title><![CDATA[Remington 308 Marlin Express 150 Grain Case of 400]]></title> <url><![CDATA[http://yoursiteURL.com/products/item23456.html]]></url> <upc>054041163255</upc> <grains><![CDATA[150]]></grains> <type><![CDATA[Core-Lokt Pointed Soft Point]]></bullet_type> <price><![CDATA[429.99]]></price> <numrounds><![CDATA[400]]></numrounds> <shot_size><![CDATA[]]></shot_size> <shell_length><![CDATA[]]></shell_length> <purchaselimit></purchaselimit> <condition>new</condition> <casing>brass</casing> </product> <product Type="ammunition"> <manufacturer><![CDATA[Hornady]]></manufacturer> <caliber><![CDATA[12 GAUGE]]></caliber> <title><![CDATA[Hornady TAP LightMagnum 12 Gauge 2 3/4" 00 Buckshot Case of 250]]></title> <url><![CDATA[http://yoursiteURL.com/products/item34567.html]]></url> <upc>054041163255</upc> <grains><![CDATA[]]></grains> <bullet_type><![CDATA[]]></bullet_type> <price><![CDATA[249.99]]></price> <numrounds><![CDATA[250]]></numrounds> <shot_size><![CDATA[OO]]></shot_size> <shell_length><![CDATA[2 3/4"]]></shell_length> <purchaselimit></purchaselimit> <condition>new</condition> <casing>brass</casing> </product> <product Type="ammunition"> <manufacturer><![CDATA[Brenneke]]></manufacturer> <caliber><![CDATA[12 GAUGE]]></caliber> <title><![CDATA[Brenneke USA Black Magic Short Magnum 12 Gauge 2-3/4" Lead Rifled Slug Box of 5]]></title> <url><![CDATA[http://yoursiteURL.com/products/item45678.html]]></url> <upc>054041163255</upc> <grains><![CDATA[]]></grains> <bullet_type><![CDATA[]]></bullet_type> <price><![CDATA[9.79]]></price> <numrounds><![CDATA[5]]></numrounds> <shot_size><![CDATA[slug]]></shot_size> <shell_length><![CDATA[2 3/4"]]></shell_length> <purchaselimit></purchaselimit> </product> </productlist>
Example XML for:
  1. a box of 100 Hornady Full Metal Jacket Bullets .243 / 6mm 80gr FMJ

<productlist retailer="yoursiteURL.com"> <Product Type="bullets"> <manufacturer><![CDATA[Hornady]]></manufacturer> <title><![CDATA[Hornady Full Metal Jacket Bullets - Hornady 6mm 80 gr FMJ]]></title> <url><![CDATA[http://www.yoursiteURL.com/reloading/item24378.html]]></url> <upc>054041163255</upc> <price><![CDATA[22.99]]></price> <caliber><![CDATA[243/6mm (.243)]]></caliber> <grains><![CDATA[80]]></grains> <count><![CDATA[100]]></count> </Product> </productlist>
Example XML for:
  1. a bag of 100 Starline 50 Action Express Pistol Brass

<productlist retailer="yoursiteURL.com"> <Product Type="brass"> <manufacturer><![CDATA[STARLINE, INC]]></manufacturer> <title><![CDATA[Starline Brass - Starline 50 AE Pistol Brass 100/Bag]]></title> <url><![CDATA[http://www.yoursiteURL.com/item12098.html]]></url> <upc>054041163255</upc> <price><![CDATA[37.99]]></price> <caliber><![CDATA[50 Action Express]]></caliber> <count><![CDATA[100]]></count> </Product> </productlist>
Example XML for:
  1. 200 Winchester Triple 7 #209 Muzzleloading Primers

<productlist retailer="yoursiteURL.com"> <Product Type="primers"> <manufacturer><![CDATA[Winchester]]></manufacturer> <title><![CDATA[Winchester Triple 7 #209 Muzzleloading Primers]]></title> <url><![CDATA[http://www.yoursiteURL.com/item112592.html]]></url> <upc>054041163255</upc> <price><![CDATA[7.49]]></price> <count><![CDATA[1]]></count> </Product> </productlist>
Example XML for:
  1. Accurate Powder No. 9 8lbs

<productlist retailer="yoursiteURL.com"> <Product Type="powder"> <manufacturer><![CDATA[Accurate]]></manufacturer> <title><![CDATA[Accurate No. 9 8lb Smokeless Powder]]></title> <url><![CDATA[http://www.yoursiteURL.com/item112592.html]]></url> <upc>054041163255</upc> <price><![CDATA[127.49]]></price> <count><![CDATA[1]]></count> </Product> </productlist>
Example XML for:
  1. Lee 9mm 365 Cal .46-.60 Long Bullet Feed Die Kit

<productlist retailer="yoursiteURL.com"> <Product Type="reloading_misc"> <manufacturer><![CDATA[Lee]]></manufacturer> <title><![CDATA[Lee 9mm 365 Cal .46-.60 Long Bullet Feed Die Kit]]></title> <url><![CDATA[http://www.yoursiteURL.com/item112592.html]]></url> <upc>054041163255</upc> <price><![CDATA[26.99]]></price> <count><![CDATA[1]]></count> </Product> </productlist>
Example XML for:
  1. 1911 Cobra Magazines - 1911 7rd Magazine, 3-Pack

<productlist retailer="yoursiteURL.com"> <Product Type="magazines"> <manufacturer><![CDATA[Tripp Research, Inc]]></manufacturer> <title><![CDATA[1911 Cobra Magazines - 1911 7rd Magazine 3-pack]]></title> <url><![CDATA[http://www.yoursiteURL.com/item1234.html]]></url> <upc>054041163255</upc> <price><![CDATA[127.59]]></price> <count><![CDATA[3]]></count> </Product> </productlist>
Example XML for:
  1. Springfield Armory XD 40SW 3" Black Sub Compact Pistol XD9802HC

<productlist retailer="yoursiteURL.com"> <Product Type="guns"> <caliber><![CDATA[.40 S&W]]></caliber> <manufacturer><![CDATA[Springfield Armory]]></manufacturer> <title><![CDATA[Springfield Armory XD 40SW 3" Black Sub Compact Pistol XD9802HC]]></title> <url><![CDATA[http://www.yoursiteURL.com/item9301.html]]></url> <upc>054041163255</upc> <price><![CDATA[459.85]]></price> </Product> </productlist>

FINAL NOTES (some important items are worth repeating):

  • The feed should be "live", or updated at least every five minutes.

  • The feed should include only in-stock/available products, or clearly indicate whether the product is in-stock or not by a field like <qty_available>72</qty_available> or <availability>in stock</availability>.

  • When applicable, each product should include a UPC or MPN, either in the <upc> field or in the product title (<title>) somewhere.

  • You must list all products of a particular type. For example, if you choose to list ammunition with us, the feed must include all in-stock ammo, not only a subset.

  • The <title> field must be as detailed as possible, but not overly lengthy (160 characters or less).

  • The <bullet_type> field only applies to handgun/rifle/rimfire ammo and to bullets. We really [ultimately] need it to be "defense" (defense/hunting) or "target" (target/practice). If providing this info for each item is not reasonable or possible, then please simply provide the info from your "Bullet Type" field (e.g. "FMJ - Full Metal Jacket", "SP RN - Soft Point Round Nose", etc.).

  • If it's handgun or rifle ammo, then <shot_size>, and <shell_length> need not be populated.

  • If it's shotgun ammo, then <bullet_type>, and <grains> need not be populated.

  • For shotgun ammo, the <shot_size> should either be the shot size (e.g. #2, OO, etc) or "slug" if it's a slug.

  • For fields that have special characters such as "&", the whole field should be escaped with the CDATA method as in the example.

    e.g. 40 S&W would be:

    <![CDATA[40 S&W]]>
    It would be acceptable for all data fields to be escaped in this way.

  • The caliber in the <caliber> field should be as specific as possible so it can match one of the calibers listed here: Caliber List. For example, a caliber such as "22" will not suffice as it is ambiguous; it could be .22 Long, .22LR, .22 BB, .22 CB, .22 Short, .22 Win Auto, .22 WMR, or .22 Win Rimfire.

  • "Combo packs" of varying calibers, types, or quantities should be excluded from the feed.

  • If you offer several quantity variations for the same product (say, 100/250/500/1000/2500/5000 round options) that all point to the same product page URL on your site, we require that you limit the variations that you include in your feed to three (perhaps the highest, the lowest, and one in the middle) so that it does not appear that you're spamming our search results. Each variation will be a separate XML record, and will have appropriate <price> and <numrounds> fields populated.

    For items other than ammo, this limit isn't strictly enforced, within reason.

  • If you offer bulk discounts: For best results, this should appear in the data feed as multiple records.

    Examples:

    • You offer a per-box discount for, say, 20+ boxes ordered.
      You'll have one record with a normal product title and the price for one box. Then, you'll have another record with a product title that includes "(Price per box for orders of 20+ boxes)" and the price is the discounted per-box price. The <numrounds> field should stil be a the number of rounds per box.
    • You offer a discount for a case of, say, 20 boxes.
      You'll have one record with a normal product title and the price for one box. Then, you'll have another record with a product title that includes "(Price for case of 20 boxes)" and the price for the entire case. The <numrounds> field should be a total number of rounds in the case.

  • If you have products that only law-enforcement people are allowed to buy, then the product title must contain a disclaimer stating so (e.g. "for purchase by Law Enforcement only" or the like).

  • Rebates - You can use the <rebate> field to indicate the amount the customer could get back (after the sale) via a mail-in rebate or similar mechanism.

* - We do make allowances for listing very large quantities of ammunition (e.g. a pallet) that requires additional time for shipping. For these to be listed on AmmoSeek.com, the product title should clearly state something along the lines of "Made to order; expect 4-6 weeks for shipping".

Please contact us if you have any questions.

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