Product Feed Optimization Guide for PriceRunner Product Feed
Learn the required fields, format specifications, and optimization strategies for PriceRunner Product Feed feeds.
What is PriceRunner Product Feed?
PriceRunner is one of the longest-established price comparison platforms in Europe, with strong positioning in the UK and Denmark. The platform was founded in Sweden in 1999 and acquired by Klarna in April 2022 for approximately €93m. Following the acquisition, PriceRunner operates as part of Klarna's broader shopping ecosystem - integrated with Klarna's payment surfaces, app, and consumer financing products. For merchants targeting British or Danish consumers - especially in consumer electronics, IT hardware, and home appliances - PriceRunner is one of the highest-volume comparison channels with a particularly tech-savvy and price-sensitive user base.
PriceRunner is a separate platform from Prisjakt despite occasional confusion. Prisjakt (Nordic SE/NO comparison platform; sold by Schibsted to eEquity in 2025) and PriceRunner (UK/DK; owned by Klarna since 2022) do not share a backend, do not share a merchant index, and require independent merchant accounts. Multi-Nordic merchants targeting both Prisjakt's SE/NO audience and PriceRunner's UK/DK audience need to set up two separate merchant integrations.
PriceRunner ingests product data through CSV (tab-delimited) or XML feeds. Required fields include id, title, description, brand, price (GBP for UK, DKK for DK), shipping_cost, delivery_time, stock, category, deeplink, image_url, and ean. Currency is per-locale (one feed per market), VAT-inclusive prices are required, and EAN is strongly preferred for cross-merchant matching. PriceRunner's commercial model is CPC, with bids set per category. The single highest-leverage operational investment for a UK-focused merchant is soliciting PriceRunner-platform reviews aggressively post-delivery - PriceRunner's UK user base reads reviews extensively before clicking through.
At a Glance
PriceRunner Product Feed Field Requirements
Required and optional fields for your product feed
How PriceRunner Product Feed Feeds Are Structured
Key structural rules and formatting requirements for this feed type
- 1
Use UTF-8 with tab delimiter for CSV; XML for richer field coverage
PriceRunner accepts tab-delimited CSV (UTF-8 with BOM) or its native XML format. XML supports more fields including spec_sheet_url which drives meaningful CTR uplift in tech categories. Use XML unless your catalog is small (under 5,000 SKUs) or your data engineering capacity is limited. UK and DK feeds use the same schema with locale-appropriate language and currency.
CSV: id\ttitle\tdescription\tbrand\tprice\t...XML: <products><product><id>SKU-001</id>... - 2
Submit prices in the locale's native currency, VAT-inclusive
UK feed uses GBP; DK feed uses DKK. Prices must include VAT. Period decimal separator (2299.00, not 2299,00). No currency symbol. Submit one feed per locale - mixing currencies in a single feed is not supported.
UK: <price>2299.00</price> <!-- GBP, VAT-incl -->DK: <price>19990.00</price> <!-- DKK, moms-incl --> - 3
EAN strongly preferred for cross-merchant matching
PriceRunner uses EAN as the primary key for matching products across competing retailers in the side-by-side comparison view. Listings without EAN appear only on standalone product pages, missing the highest-traffic surface. Aim for 95+ percent EAN coverage on branded SKUs.
<ean>5397184567890</ean> - 4
Include manufacturer brand and exact model number
PriceRunner's tech-product matching cross-references EAN + brand + model to prevent false matches between similar SKUs. Always populate brand with the manufacturer's exact branding and model with the specific variant identifier (e.g., XPS 15 9450 vs XPS 15 9520).
<brand>Dell</brand><model>XPS 15 9450</model> - 5
Use parseable delivery_time formats per locale
PriceRunner parses delivery_time numerically for ranking. Use locale-appropriate parseable formats: UK 1 business day, 1-2 business days, 2-4 business days; DK 1 hverdag, 1-2 hverdage. Free-form text demotes the listing.
UK: <delivery_time>1-2 business days</delivery_time>DK: <delivery_time>1-2 hverdage</delivery_time> - 6
Express stock as integer count
Stock is a unit count - 0 suppresses the listing, 1+ keeps it active. Higher counts act as a minor ranking input above 0; PriceRunner caps influence at 100 to discourage placeholder values.
<stock>5</stock>
PriceRunner Product Feed Optimization Tips
Proven strategies to improve your feed performance and product visibility
- 1
Lead UK titles with brand + exact model number
PriceRunner UK users search and skim by manufacturer + model. Lead titles with Dell XPS 15 9450, then key configuration attributes (RAM, SSD, GPU). Avoid marketing language like Premium ultrabook - PriceRunner's tech-savvy audience filters those out as low-information.
Good: Dell XPS 15 9450 - 32GB RAM - 1TB SSD - i7-13700H - RTX 4060 - 2
Surface spec_sheet_url in IT and electronics categories
PriceRunner UK users in tech categories click through to spec sheets before clicking through to merchants. Listings with spec_sheet_url get a Specifications link in the listing card, lifting CTR by 10-15 percent. Link directly to manufacturer datasheets where available.
<spec_sheet_url>https://www.dell.com/datasheets/xps-15-9450.pdf</spec_sheet_url> - 3
Pursue PriceRunner's merchant trust certification
PriceRunner runs a merchant trust certification program (badge visible on listing cards, lifts CTR 8-12 percent in tied auctions). Eligibility thresholds and the current program name are configured per locale and disclosed in the merchant portal rather than published as a uniform spec; confirm with your account manager. The general pattern across this class of platform: 90 days of clean tenure, sub-2-percent dispute rate, average review 4+, and a published 14-day-or-better return policy.
Generic prerequisites: 90+ days clean, dispute rate <2%, review avg 4+, returns 14+ days - 4
Solicit PriceRunner reviews aggressively after delivery
PriceRunner UK users read reviews extensively before clicking through. Merchants who add a post-delivery email nudging satisfied customers to leave a PriceRunner review accumulate review volume 2-3x faster than passive merchants. Review volume + average is one of the heaviest ranking inputs.
Day 10 email: 'Pleased with your purchase? Leave a review on PriceRunner.' - 5
Refresh feed twice daily during peak commerce windows
PriceRunner's tech-product user base notices price drift quickly. During Q4 and major hardware release windows (CES, IFA, console launches), schedule twice-daily fetches at 06:00 and 14:00 UK time to catch warehouse and promo updates ahead of competitors.
Off-peak: daily 03:00 UKPeak: twice daily 06:00 + 14:00 - 6
Configure CPC per category reflecting UK margin economics
Set per-category CPC bids in the merchant dashboard. UK CPCs in tech run 0.20-0.80 GBP for accessories, 0.50-1.50 GBP for laptops/electronics, 0.30-0.80 GBP for home appliances. UK AOVs in tech support higher absolute bids than EU averages.
IT Accessories CPC: 0.40 GBPLaptops CPC: 0.95 GBP
Common PriceRunner Product Feed Feed Errors
Frequent feed issues and how to resolve them
- Error
Currency mismatch with locale
SolutionUK feed must use GBP; DK feed must use DKK. Mixing currencies in one feed is not supported - submit one feed per locale.
- Error
Price mismatch with deeplink page
SolutionPriceRunner scrapes the deeplink on every refresh. Differences greater than 0.01 in local currency trigger 24-48h suppression. Common causes: VAT computation drift, timezone-mismatched promo windows. Diagnose via the Issues tab.
- Error
EAN missing on branded electronics
SolutionTech merchants should target 99% EAN coverage. Audit the data pipeline - EAN usually exists in the source system but is not piped through to the export.
- Error
Brand and model fields generic or empty
SolutionGeneric brand: Various or empty model fields prevent cross-merchant matching. Populate both with the manufacturer's exact branding for every product.
- Error
Image fetch failures
SolutionWhitelist PriceRunner's crawler in robots.txt and CDN bot rules. Confirm the current user-agent string with your PriceRunner account manager during onboarding - the exact string is not always published in public docs.
- Error
Delivery_time not parseable
SolutionUse UK formats (1 business day, 1-2 business days) or DK formats (1 hverdag, 1-2 hverdage). Free-form text demotes listings.
- Error
Assuming a Prisjakt account also covers PriceRunner
SolutionPrisjakt and PriceRunner are separate platforms with separate ownership (Prisjakt: eEquity since 2025; PriceRunner: Klarna since 2022). Each requires its own merchant account, feed registration, and CPC configuration. There is no shared dashboard between them.
Feed Performance Metrics to Track
Key metrics that indicate how well your product feed is performing
Click-Through Rate (CTR)
PriceRunner UK CTR averages 2-3.5 percent for non-top-3 listings, 7-13 percent for top-3 in tech categories. Below 1.5 percent indicates pricing more than 5 percent above the lowest competitor on the same EAN.
Average Position
Top-3 captures 60-70 percent of clicks. Position weighted by price, delivery_time, stock, merchant rating, and CPC bid above category minimum.
Conversion Rate
PriceRunner UK traffic typically converts at 4-8 percent. Tech categories see 6-9 percent due to deep pre-click research. Below 3 percent points to landing-page friction.
Cost Per Acquisition (CPA)
Healthy CPA: 4-12 GBP for IT accessories, 15-40 GBP for laptops/electronics. Track per-category and tune CPC bids to keep CPA below 25 percent of AOV.
Merchant Trust Certification status
PriceRunner runs a merchant trust badge program (specific name and thresholds disclosed in the merchant portal). Visible on listings, lifts CTR 8-12 percent and provides ranking boost in tied auctions. Confirm eligibility criteria with your account manager.
How to Set Up Your PriceRunner Product Feed Feed
Step-by-step guide to creating and optimizing your product feed
Register a PriceRunner merchant account directly
Sign up via PriceRunner's merchant portal (accessible from pricerunner.com or pricerunner.dk). PriceRunner has its own merchant onboarding under Klarna ownership - separate from Prisjakt. You will need a verified domain, a registered business entity, a published return policy, and a customer service contact. Approval typically takes 5-10 business days. The same account can manage UK and DK locales.
Build per-locale CSV or XML feeds
One feed per locale (UK in GBP, DK in DKK) with locale-appropriate language and currency. UTF-8 with BOM, tab-delimited for CSV. Aim for 95+ percent EAN coverage and accurate brand+model fields on every product.
Map categories to PriceRunner's taxonomy
Download taxonomy from the merchant dashboard. UK and DK locales have largely parallel taxonomies with localized labels. Use most-specific available node, especially in tech categories where PriceRunner's taxonomy is unusually deep.
PriceRunner (UK/DK) Feed Optimization Checklist
Download the complete PriceRunner playbook including UK and DK feed templates, the Klarna-owned merchant onboarding path, the tech-matching brand+model+EAN framework, and the path to merchant trust certification.
- UK and DK XML and CSV feed templates with correct currency (GBP, DKK), locale-appropriate delivery_time formatting, and spec_sheet_url integration for tech categories
- Tech-matching playbook covering the brand + model + EAN triangulation that drives cross-merchant matching - the single highest-leverage optimization for IT and electronics catalogs
- PriceRunner crawler whitelist guidance and image-accessibility checklist for Cloudflare, Akamai, AWS WAF, and Fastly across UK and DK domains
- 90-day path to PriceRunner's merchant trust certification with the dispute-prevention checklist and the post-delivery review-solicitation playbook (UK English and Danish email templates)
Frequently Asked Questions
Common questions about PriceRunner Product Feed product feeds
Google Product Category Lookup
Full taxonomy list, IDs, and how to map your products correctly.
Explore More Feed Guides
- Inventory all product sources
- Define your attribute schema
- Normalize brand names
- Add alt-text to every primary image
The product feed optimization checklist
Ten hard steps that bring your rejection rate down and your CTR up — from title templates to source-side structured data.
- Record your current rejection rate first as a baseline
- Per-channel title templates (no copy-paste)
- Pipe errors into Slack/email for same-day triage
One email, no follow-up spam. Print it and get to work.
Generate every feed automatically from one catalog
The WISEPIM Feed Hub turns your central product data into ready-to-publish feeds for every channel in this guide — and dozens more. Map fields once, schedule refreshes, monitor errors per channel, and push fixes back to the source. No manual exports, no format-juggling, no chasing rejections one channel at a time.
Ready to Optimize Your PriceRunner Product Feed Feed?
WisePIM automatically generates optimized product feeds for all major channels from your central product catalog.