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Content source prioritization

When product content is available from multiple sources—retailers, content service providers (CSPs), and the product library in Ads Manager—Instacart applies source prioritization logic to determine which value is displayed on the storefront. This logic varies by content type and attribute.

Image prioritization​

The following describes how images from multiple sources are prioritized:

  • Retailer-provided. Instacart uses the product images provided by the retailer by default. If the retailer has not provided an image, Instacart uses the image provided by a CSP if available.
  • Preferred CSP. When the preferred CSP is set for a product, the image provided by the CSP is prioritized over other image sources, but only for retailers that opt in to this behavior. Preferred CSP is configured per UPC—contact your Instacart representative to set or update it.
  • Product library. Images submitted through the product library in Ads Manager take priority over retailer and CSP-provided images, but only for retailers that opt in to this behavior.

Core attribute prioritization​

Instacart applies different prioritization rules depending on the attribute type.

Brand names, product titles, and sizes​

For brand names, product titles, and sizing, Instacart prioritizes content from your preferred CSP if one is set. If no preferred CSP is set, or if no CSP content is available, Instacart falls back to its internal prioritization logic. Brand name, product title, and size are static attributes for most products—once set, they can only be updated through a CSP or the product library.

Product details and marketing information​

The details field—also referred to as marketing info or product description—lets you communicate what makes your product distinctive. Instacart prioritizes content from your preferred CSP for this field if one is set. If no preferred CSP is set and the retailer has not provided a description, Instacart uses content received from any available CSP. If you manage content through the product library, Instacart applies the same prioritization logic as it would for a preferred CSP.

Health attributes and labels​

Health and dietary attributes—such as Organic, Gluten-Free, or Non-GMO—are displayed as badges and filter options on the storefront, helping customers find products that match their preferences. Instacart sources these attributes from CSPs and, for some attributes, from internal data. Prioritization rules vary by attribute and retailer. To ensure your products display the correct health labels, submit accurate attribute data through your CSP and confirm that the attributes align with Instacart's accepted values.

Nutritional and ingredient information—including ingredient lists, nutrition panels, and product warnings—helps customers make informed purchasing decisions and in some cases is required by law. Instacart sources this content primarily from CSPs. Some specialized data providers supply supplemental nutritional data but are not available as a preferred CSP. Submit complete and accurate nutritional content through your CSP to ensure it appears correctly on product detail pages.

How to influence prioritization​

You can influence which source takes priority by designating a preferred CSP for your brand's products. For more information, see Content service providers.

For any inaccuracies with the display of your content, contact the customer success manager at your CSP or your Instacart representative. For general information about resolving content display issues, see Troubleshooting.

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