Over time, a catalog can end up with products that really belong together: an item that was imported twice, the same product listed separately on two channels, or two near-identical entries you'd rather manage as one.
The Merge Products bulk action solves this by combining 2-3 catalog products into a single product, with full control over which listings and which data survive the merge.
You'll find it in the Products Catalog, under Bulk Actions. And it's not just for duplicates: you can merge any products you want to manage as one going forward.
Note: this is different from the automatic match-and-merge that happens during import. Merge Products is a manual tool for products that are already in your catalog.
When to use Merge Products
Duplicate entries - the same item exists as two separate catalog products
Double imports - the same item was imported twice under different SKUs
Cross-channel consolidation - the same product is listed on different channels as separate catalog products, and you want one product managing all of its listings
Simplification - two similar products should be tracked, synced, and updated as one
Starting a merge
Open Products Catalog → All Products
Select the products you want to combine. You can merge 2 or 3 products at a time - the option is disabled outside that range
Click Bulk Actions and choose Merge Products from the Editing group
A short wizard opens and walks you through the merge. Nothing is changed until you confirm on the final Review step, so you can safely explore and go back at any point.
Step 1: Choose the primary product
The primary product is the one that stays in your catalog. The other products are merged into it and removed.
Each product is shown as a card with its image, title, SKU, condition, category, and the channel accounts it's listed on, so it's easy to compare and pick the right one. If you change the primary later in the wizard, your data selections reset to match the new primary.
Step 2: Resolve channel conflicts (only if needed)
A channel conflict happens when two or more of the selected products are listed on the same channel account. Since the merged product can only have one listing per channel account, you decide which listing to keep for each conflicting account.
Important: listings you don't keep are ended and removed from that channel. The wizard shows a clear warning before you continue.
Listings that don't conflict are simply transferred to the primary product automatically. And if your selected products share no channels at all, this step is skipped entirely.
Step 3: Choose the product data
This step decides what the merged product's details will look like. Start with one of three quick presets:
Use all data from primary - the merged product keeps the primary's details exactly as they are
Use all data from another product - the merged product takes its details from one of the other selected products instead
Use primary data, auto-fill empty fields - keeps the primary's values and fills in any blanks (missing brand, identifiers, dimensions, and so on) from the other products
Advanced view: field-by-field control
For full control, click Show advanced view. Every field is laid out in a table grouped by section - General, Identifiers, Pricing, Description, Size & Weight, and Inventory - with one column per product, so you can compare values side by side and pick the source for each field individually.
Use the "Use all from..." buttons at the top or on each section to fill many fields at once, then fine-tune individual fields
Inventory - choose which product's inventory type and on-hand quantity the merged product should keep
Custom attributes - choose which product's custom attribute set carries over (shown with a count per product)
Variations - if any selected product has variations, choose which product's variations the merged product keeps
You can switch between the presets and the advanced view freely - your selections are kept.
Step 4: Review and confirm
The final step shows the complete picture before anything happens:
Keeping - the primary product
Removing from catalog - the products being merged away
Listing changes - per channel account: which listing is kept, which are ended, and which are transferred to the primary
Data on merged product - every field with its final value and the product it came from
Take a moment here. Once you click Merge Products, the action cannot be undone from the catalog - the removed products are deleted and un-kept listings are ended on their channels. If something needs to be recovered afterward, contact our support team and we'll do our best to help.
After the merge completes, the products grid refreshes automatically and you'll see the single merged product with all of its kept and transferred listings.
Frequently asked questions
Can I merge more than 3 products at once?
No. Merges are limited to 2 or 3 products at a time. For larger cleanups, run the merge in batches.
What happens to the other products after the merge?
They're removed from the catalog. Only the primary product remains, carrying the data and listings you chose.
What happens to the listings of the removed products?
Listings that don't conflict with the primary's channels are transferred to the primary. Where there's a conflict, the listing you chose to keep stays and the rest are ended on their channel.
Can I pick which product's inventory to keep?
Yes. In the advanced view, the Inventory section lets you choose which product's inventory type and on-hand quantity the merged product uses.
Can I mix data from different products?
Yes. The advanced view lets you choose the source product for every field independently - for example, the title from one product and the pricing from another.
What if my products don't share any channels?
The Channel conflicts step is skipped and you go straight to choosing the product data.
Can a merge be undone?
Not from the catalog. Review the final step carefully before confirming. If you've already merged and need help, reach out to our support team.
Questions about a specific merge? Contact our support team - we're happy to help.