AEO fundamentals
How to get products recommended by Microsoft Copilot
Copilot pulls from Bing and Microsoft's merchant program. Here is the often-forgotten data work that makes your products eligible.
By ShopToAI Team · Updated Jul 21, 2026
Microsoft Copilot answers shopping questions across Windows, Edge and Bing, and it pulls from Bing's index and the Microsoft Merchant Center. If you have spent all your effort on Google and ChatGPT, Copilot is the engine most stores forget, which also makes it the one where clean data stands out fastest.
Copilot's two inputs
Copilot leans on two things: what Bing has crawled and understood about your product pages, and what you have submitted to Microsoft's merchant program. Both reward the same fundamentals as every other assistant, so you are not building a separate strategy, just making sure Microsoft's side is not neglected.
What to check
- Your pages are crawlable by Bing (bingbot) and Microsoft's AI crawlers in robots.
- Valid Product structured data with brand, price, availability and identifiers.
- A merchant feed submitted to Microsoft, not only Google.
- Titles and attributes that spell out the product plainly, so a model can match a query to it.
- Reviews and ratings marked up, which Copilot uses to compare options.
The easy win most stores miss
Many merchants submit a feed to Google and stop there, so Microsoft has a thinner picture of their catalog. Submitting the same clean feed to Microsoft's merchant program, and letting Bing crawl the pages, closes a gap your competitors probably still have open.
Where we fit
The product data that makes you readable to Copilot is the same data shoptoai audits and fixes for every assistant: one correct Product block, filled identifiers, and a feed you can send anywhere. Run a free audit, read the AEO audit checklist, or compare monitoring versus fixing.
Common questions
Is optimizing for Copilot different from ChatGPT?
The fundamentals are the same clean product data, but the inputs differ: Copilot leans on Bing's crawl and Microsoft's merchant program, so make sure Bing can crawl your pages and that you submit a feed to Microsoft, not only Google.
Do I need a separate Microsoft feed?
You can reuse the same clean feed you send to Google, just submit it to Microsoft's merchant program too. The gap most stores have is simply never submitting to Microsoft at all.