Google Shopping Setup for Product Startups: Complete Guide | Ultimate Guide For Startups

TL;DR: Google Shopping Setup for Product Startups: Complete Guide

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Google Shopping Setup for Product Startups: Complete Guide shows you how to turn Google Shopping into a lean sales channel by fixing your product feed, Merchant Center setup, tracking, and unit economics before you spend more on ads.

• Start with Merchant Center and feed quality. Your titles, images, price, stock status, GTINs, shipping, and return settings shape visibility and click quality. A weak feed means weak traffic, disapprovals, and wasted spend. If you need more context, read this short guide on Merchant Center setup.

• Launch with a small SKU set, not your full catalog. Begin with 10 to 50 products that have healthy margins, clear demand, strong landing pages, and stable inventory. This helps you see which products can actually win buyers without muddy data.

• Track business truth, not vanity numbers. Watch click-through rate, conversion rate, cost per purchase, revenue per click, and gross profit per order. The article makes one point very clear: Shopping cannot save bad pricing, weak pages, or poor shipping terms.

• Pick control first, automate later. Early-stage startups will often learn faster with Standard Shopping before moving into broader automation. Feed health and product-page trust matter more than fancy campaign settings. For wider 2026 context, see these Shopping rules for startups.

If you sell physical products, use this guide to clean up your setup, test a tight product group, and let the market show you what deserves more budget.

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When your startup finally sets up Google Shopping correctly and the products stop hiding like introverts at a networking event. Unsplash

Google Shopping Setup for Product Startups: Complete Guide starts with one blunt truth: if you sell a physical product and your listings are weak, you are paying a visibility tax to better-prepared competitors. Google Shopping is the product listing system that places your items in front of buyers directly inside Google search results, the Shopping tab, and related surfaces through Google Merchant Center and Google Ads. For startups, this matters because it connects high-intent demand to your product catalog faster than many awareness channels, and it does it with stronger commercial intent than most social traffic.

I write this from the point of view of a European bootstrapping founder who dislikes waste, vanity dashboards, and nice-looking campaigns that do not sell anything. My bias is simple. Founders need infrastructure, not inspiration. If your Shopping account is messy, your feed is incomplete, or your product economics are shaky, Google will expose those weaknesses fast. That is painful, but it is also useful.

By the end of this guide, you will understand how Google Shopping works for product startups, what to set up first, which metrics actually matter, which mistakes burn cash, and how to build a lean system that can grow with your catalog.

How Google Shopping affects startup growth and demand capture
How to set up Merchant Center, feed data, and campaigns without chaos
Which founder mistakes are most expensive and how to avoid them
Which operating model works by startup stage, from pre-seed to scale

What is Google Shopping, and why should product startups care?

Google Shopping is Google’s product discovery and listing system for ecommerce sellers. It uses structured product data such as title, price, availability, brand, image, shipping, and reviews to show shoppers relevant items when they search with buying intent.

For startups, Google Shopping serves as a direct route from search intent to product page. That matters because buyers searching buy stainless water bottle 1 liter or organic dog treats grain free are not browsing for entertainment. They are close to a decision. If your listing is accurate, competitive, and trusted, you can win clicks without building a giant brand first.

Why this matters now: ecommerce ad costs remain unforgiving, and organic reach on many platforms is unstable. Shopping traffic is often one of the cleanest tests of product-market demand for physical goods. It can also reveal something founders hate hearing but need to hear: your problem may not be ads. It may be pricing, reviews, shipping cost, weak images, or a product page that creates doubt.

If you are still shaping your paid acquisition system, it helps to understand how Shopping fits inside a wider Google Ads strategy for startups. Shopping does not sit in isolation. It works best when campaign structure, remarketing, and search intent are connected.

Why does Google Shopping matter so much for startups in 2026?

The startup problem is not lack of channels. The problem is lack of room for error. A bootstrapped founder cannot afford six months of fuzzy experimentation with no sales signal. Google Shopping is useful because it compresses feedback loops. It shows whether your product data, price point, and offer can compete in a live market.

Google itself has long positioned Merchant Center and Shopping ads as product-first commerce infrastructure, not just ad space. Shopify has also made Google channel connections a standard ecommerce workflow, which tells you something practical: the market expects product feeds, synced catalogs, and structured listings to be normal, not advanced.

Limited budgets force startups to prioritize demand that already exists
Small teams need a channel that can scale across many SKUs once the feed is clean
Real buyer intent gives sharper feedback than vanity traffic
Structured data creates a system you can audit, test, and improve

Here is the hard part. Shopping is brutally transparent. If your competitor has better reviews, lower shipping fees, cleaner images, and a stronger title structure, they will often beat you even when your product is good. That is why I like it. It punishes founder delusion early.

What are the fundamentals founders need to understand before setup?

1. Google Merchant Center is the product data hub

Google Merchant Center is where you submit and manage your product information for Google surfaces. It is not the same thing as Google Ads. Merchant Center holds your catalog data, policy status, shipping settings, tax details where needed, and diagnostics.

Why it matters for startups: if this layer is messy, every campaign built on top of it inherits the mess. I have seen founders spend hours inside campaign settings while ignoring the feed errors causing disapprovals or low-quality traffic.

Real-world startup example: a small home goods brand has 40 products and decent conversion rates from direct traffic, but Shopping underperforms. Diagnostics show missing GTIN values, inconsistent availability, and tiny images. After fixing data quality, impressions rise, click-through rate improves, and the campaign starts behaving like a sales channel instead of a donation box to Google.

Related terms: product feed, diagnostics, disapproval, feed rules, supplemental feed, claimed website.

2. Product feed quality shapes visibility and click quality

A product feed is the structured file or synced catalog that sends attributes about your products to Merchant Center. Common attributes include id, title, description, link, image_link, price, availability, brand, GTIN, MPN, condition, color, size, shipping, and product category.

Why it matters for startups: your feed is not admin work. It is sales copy, categorization logic, and matching logic packed into a data format. Weak titles and thin descriptions reduce relevance. Wrong pricing or availability creates distrust and policy trouble.

Real-world startup example: a skincare startup titles a product simply as “Glow Serum.” Google has little context. Rename it to “Vitamin C Face Serum 30ml for Brightening and Dark Spots,” and the system can map that item to stronger buyer queries.

Related terms: GTIN, MPN, brand, product taxonomy, custom labels, rich attributes.

3. Shopping campaigns depend on unit economics, not hope

Founders often ask whether they should launch Standard Shopping, Performance Max, or free listings first. My answer is less glamorous. Before campaign type, check whether your gross margin, average order value, shipping cost, and repeat purchase rate can support paid acquisition.

Why it matters for startups: if you sell a €19 product with low margin and expensive shipping, Shopping may not save you. Better feed data cannot rescue broken economics. Paid traffic reveals that fact faster.

Real-world startup example: a pet accessories brand struggles to profit on one low-ticket item. It bundles products into curated sets, raises average order value, and only then scales Shopping. Suddenly the same channel becomes viable.

Related terms: contribution margin, average order value, conversion rate, repeat purchase, customer acquisition cost.

How do you set up Google Shopping for a product startup step by step?

Let’s break it down. The order matters. Founders often rush into campaign launch before product data, policy checks, and tracking are stable. That creates noisy data and false conclusions.

Phase 1: Assessment and planning, Weeks 1 to 2

Step 1.1: Audit your current state

Check whether you sell physical products that are eligible for Shopping
Review your site for clear pricing, returns, contact details, and policy pages
Audit product pages for titles, images, descriptions, variant logic, and trust signals
Map your catalog by margin, inventory depth, seasonality, and bestseller status
Study how top competitors present similar items in Google Shopping results

What you are looking for: products with healthy contribution margin, clean landing pages, and enough search demand to justify testing.

Step 1.2: Define your startup Shopping strategy

Pick your launch subset, usually 10 to 50 products rather than the full catalog
Set numerical targets for click-through rate, conversion rate, cost per purchase, and gross profit per order
Choose which countries you will target first
Decide whether your first aim is validation, break-even sales, or aggressive growth
Set a test budget that you can afford to lose while collecting useful signal

This is where founders need honesty. If your test budget is tiny, use it to learn, not to pretend you are scaling. A structured first €1,000 Google Ads plan helps keep expectations grounded.

Step 1.3: Build internal discipline

Assign one owner for Merchant Center and one owner for site tracking, even if both are you
Create a simple issue log for feed errors, policy warnings, and landing page mismatches
Set a weekly review ritual for search terms, product groups, and diagnostics
Decide in advance what “good enough to scale” means

Tools for this phase: Google Merchant Center, Google Ads, Google Analytics 4, Google Tag Manager, Shopify or WooCommerce feed app, spreadsheet for margin tracking.

Phase 2: Foundation building, Weeks 3 to 6

Step 2.1: Create and configure Google Merchant Center

Create your Merchant Center account.
Verify and claim your website.
Enter business information accurately.
Set shipping details and return policy.
Connect Merchant Center to Google Ads.
Turn on free listings so your products can appear outside paid campaigns too.

Google pays close attention to trust and consistency. If your checkout shows different prices from your feed, or your shipping cost appears late and surprises users, you invite disapprovals and poor conversion.

Step 2.2: Build and submit your product feed

You can submit product data through an ecommerce platform connection, a feed management app, Google Sheets, scheduled file upload, or the Content API. Start with the simplest method your team can keep accurate.

Feed attributes you must take seriously:

id for stable product identity
title with search intent and product specifics
description with useful factual detail
link to the exact landing page
image_link to a clean, high-quality main product image
availability synced to real stock
price matching the landing page
brand, GTIN, and MPN where relevant
google_product_category for better classification
shipping and return data where applicable

Startup shortcut: use custom labels to group products by margin, bestseller status, seasonal inventory, launch cohort, or clearance stock. This gives you more control later when budgeting and reporting.

Step 2.3: Set up tracking before spending real money

Install Google Analytics 4 correctly
Configure purchase events and ecommerce values
Link Google Ads and Analytics
Test conversions with live transactions if possible
Check that taxes, shipping, refunds, and currency are handled consistently

If tracking is broken, every performance judgment becomes fiction. I am strict on this because founders often make big decisions on bad numbers. Human judgment matters, but not fantasy.

Step 2.4: Choose your first campaign structure

Most product startups begin with one of two paths:

Standard Shopping if you want more granular control, search term visibility, and product-group management
Performance Max if you have clean conversion tracking, enough data, and enough creative assets to support broader automation

My founder view is conservative. Start simple, isolate variables, and earn the right to automate later. Even if your company is not SaaS, the logic behind a clean Google Ads campaign structure still helps you keep naming, segmentation, and reporting sane.

Phase 3: Testing and scale, Weeks 7 to 12

Step 3.1: Launch with a small, high-quality subset

Start with your strongest-margin or best-converting products
Exclude low-stock, low-margin, or confusing items
Monitor diagnostics daily during the first two weeks
Watch product-level results, not just account-level averages

Here is why. Averages hide weak products and flatter bad decisions. One startup product can carry five mediocre ones and give you false confidence.

Step 3.2: Review search intent and click quality

Use search term data where available, landing page behavior, and product-level conversion patterns to check whether your titles and categories are pulling the right audience. If clicks are cheap but bounce rate is high, relevance is probably weak.

Step 3.3: Build feedback loops

Weekly feed audit
Weekly product pricing review
Weekly competitor scan
Biweekly image refresh test for weak products
Monthly shipping and return policy review

As volume grows, your Shopping program becomes part feed management, part merchandising, part ad buying, and part conversion rate work. That is normal. Startup marketing is rarely a neat department chart.

What does a high-performing Google Shopping product feed look like?

A strong feed is specific, factual, and built for both search relevance and human trust. Founders often write titles like brand slogans. Google Shopping needs product clarity first.

Title formula that usually works better

Brand + Product Type + Main Attribute + Size/Variant + Use Case

Examples:

Weak: Luna Bottle
Better: Luna Stainless Steel Water Bottle 1L Insulated for Hiking
Weak: Glow Serum
Better: Glow Vitamin C Face Serum 30ml for Brightening and Dark Spots

Description principles

Lead with the product itself, not vague branding
State material, size, function, compatibility, and care details
Answer buyer doubts early
Avoid keyword stuffing and empty claims
Keep language readable by humans first

Image rules that founders underestimate

Use a clean main image with the product centered
Avoid clutter, text overlays, and confusing backgrounds where policies restrict them
Show scale clearly if size is hard to judge
Use extra images on landing pages for angles, texture, and use context

Many startups blame campaign settings for poor click-through rate when the actual problem is visual mistrust. If the product photo looks amateur, people assume the company is amateur too.

Which Google Shopping campaign type should a startup choose first?

There is no universal answer, but there is a founder-friendly answer.

Standard Shopping

Better when you want tighter product-group control
Useful for lean teams that need clearer visibility
Good for testing product segments, brands, or margin groups

Performance Max

Useful when tracking is solid and conversion volume exists
Can widen reach across Google inventory
Needs stronger asset inputs and stricter performance review

My preference for early-stage product startups is often Standard Shopping first, then broader automation after clean learning. Founders need understanding before surrendering control. Blind faith in automation is expensive theater.

If you want a wider paid search view beyond Shopping, a solid PPC strategy for startups helps you connect search, Shopping, and branded campaigns into one measurement logic.

What are the best practices that still work in 2026?

Practice 1: Segment products by margin, not by founder emotion

What it is: group products using custom labels such as high margin, low margin, hero SKU, seasonal item, and clearance stock.

Why it works: ad spend should follow contribution potential, not your personal attachment to a product line.

Calculate true margin after shipping and packaging.
Label products inside the feed.
Bid and budget by economic reality.

Common pitfall: pushing low-margin products because they get clicks.

How to avoid it: review profit per order alongside ad cost.

Metrics to track: cost per purchase, gross profit per order, revenue per click.

Practice 2: Fix the product page before raising the budget

What it is: improve landing page trust before scaling ad spend.

Why it works: Shopping can send qualified traffic, but it cannot force trust. Buyers still need clear delivery info, returns, reviews, and product proof.

Add delivery timing and return details near the call to action.
Show reviews or proof where available.
Improve image depth, FAQs, and variant clarity.

Common pitfall: trying to buy your way out of a trust problem.

How to avoid it: compare product pages of the best Shopping competitors and be brutally honest.

Metrics to track: conversion rate, add-to-cart rate, bounce rate.

Practice 3: Keep your feed fresh and your inventory truthful

What it is: sync price and stock status frequently and remove unstable items from campaigns.

Why it works: mismatched stock and price create poor user experience, disapprovals, and wasted clicks.

Schedule feed updates or platform syncs.
Pause low-stock products if fulfillment risk is high.
Audit sale pricing and promotional dates carefully.

Common pitfall: advertising out-of-stock heroes during a launch spike.

How to avoid it: treat inventory status as a growth control system, not back-office admin.

Metrics to track: disapproval rate, out-of-stock click waste, product-level conversion rate.

Practice 4: Retarget Shopping traffic with discipline

What it is: follow up with past visitors who viewed products or added to cart but did not buy.

Why it works: many shoppers compare options before purchase, especially for products with price sensitivity or trust friction.

Create audiences for product viewers and cart abandoners.
Use short windows for hot traffic and longer windows for browsers.
Match remarketing creative to the exact product or category.

Common pitfall: showing generic brand ads to users who needed product-specific reassurance.

How to avoid it: keep your follow-up specific and budget-aware. A lean retargeting plan for small budgets usually beats broad remarketing noise.

Metrics to track: returning visitor conversion rate, cart recovery rate, assisted purchase value.

What mistakes do founders make most often with Google Shopping?

Mistake 1: Launching all products at once

Why founders do it: they confuse catalog size with market readiness.

The impact: budget spreads across weak SKUs, reporting gets muddy, and learning slows.

Start with your top-margin or proven sellers
Exclude unstable inventory
Add more products only after clear product-level evidence

If you already did this: segment products, pause weak groups, and rebuild around winners.

Mistake 2: Ignoring Merchant Center diagnostics

Why founders do it: diagnostics feel technical and less urgent than campaign screens.

The impact: disapprovals, lower visibility, and silent performance loss.

Check diagnostics at least weekly
Fix feed issues before changing bids
Document recurring errors and their source

Mistake 3: Using vague titles and pretty branding

Why founders do it: they write like a brand deck, not like a buyer query.

The impact: weak relevance, poor click quality, and lower conversion.

Lead with product type and concrete attributes
Include size, material, model, or compatibility where useful
Keep titles readable, not spammy

Mistake 4: Judging success only by revenue

Why founders do it: revenue is emotionally satisfying.

The impact: you can grow sales while losing money.

Track gross profit after shipping and packaging
Review product-level economics
Separate new customer orders from repeat orders

Mistake 5: Trusting automation before earning enough clean data

Why founders do it: automation sounds like relief for overstretched teams.

The impact: the system learns from messy signals and scales confusion.

Clean up feed, tracking, and landing pages first
Start with smaller test groups
Scale only after repeatable product-level performance appears

Which metrics should a product startup track first?

Next steps depend on measurement. Not every number deserves attention in the early stage. Start with the metrics that connect spend to commercial truth.

Foundational metrics

Impressions to confirm visibility
Click-through rate to judge listing appeal and relevance
Cost per click to monitor market pressure
Conversion rate to check landing page and offer strength
Cost per purchase to control acquisition cost
Revenue per click to compare product groups
Gross profit per order to avoid fake growth

Advanced metrics after 3 months

New customer rate
Repeat purchase rate by first product bought
Product-level profit after returns
Category-level assisted conversions
Cart abandonment by product type

Simple dashboard structure

Daily spend, clicks, purchases, and cost per purchase
Weekly trend by product group
Product-level winners and losers
Feed health and disapproval alerts
Margin view layered over ad results

That last one matters most. As a founder, I care less about pretty channel charts and more about whether a product line deserves more oxygen.

How should Google Shopping change by startup stage?

Pre-seed and seed stage

Your reality: little room for waste, high uncertainty, and strong need for demand validation.

Launch a limited SKU set
Prioritize products with healthy margin and simple fulfillment
Use Shopping partly as a market truth tool

Prioritize: feed quality, tracking, pricing truth, and product page trust.

Defer: broad account complexity, fancy audience layering, too many countries.

Estimated requirement: 5 to 10 hours per week plus a controlled test budget.

Success looks like: clear proof that some products can acquire customers within workable economics.

Series A stage

Your reality: stronger product demand, bigger catalog, pressure to grow without losing discipline.

Segment by margin, category, and market
Test Standard Shopping against Performance Max
Connect Shopping to retention and remarketing flows

Prioritize: product-group economics, market expansion logic, and category-level reporting.

Defer: only the shiny experiments that distract from profitable scale.

Success looks like: repeatable growth from Shopping with stable feed quality and controlled acquisition cost.

Series B and beyond

Your reality: large catalog, more markets, greater operational complexity, and higher pressure on merchandising logic.

Use advanced feed segmentation and supplemental feeds
Manage promotions, inventory seasonality, and regional pricing carefully
Build stronger links between Shopping data and merchandising decisions

Prioritize: catalog governance, profit by SKU cluster, and cross-market consistency.

Success looks like: Shopping acts as a mature acquisition and merchandising system, not just an ad account.

What does a practical 4-week startup action plan look like?

Week 1: Research and alignment

Review your top 20 products by margin and demand potential
Audit competitor Shopping listings manually
Check site trust pages, shipping info, and returns policy
Choose your launch country and test budget

Week 2: Merchant Center and feed setup

Create Merchant Center and claim your website
Connect your store platform or feed tool
Fix titles, images, price consistency, and product identifiers
Set shipping and return details correctly

Week 3: Tracking and first campaign build

Confirm purchase tracking with real values
Link Merchant Center and Google Ads
Launch a narrow campaign with selected products only
Create a reporting sheet by product group and margin tier

Week 4 and after: Review and tighten

Pause weak products and queries where possible
Improve titles and images for items with poor click-through rate
Fix landing pages with poor conversion
Layer retargeting for product viewers and cart abandoners

Glossary of Google Shopping terms founders should know

Google Merchant Center: Google’s platform for managing product data used in Shopping listings and other commerce surfaces.

Product feed: The structured product data file or synced catalog sent to Merchant Center.

GTIN: Global Trade Item Number, a product identifier used by manufacturers and retailers.

MPN: Manufacturer Part Number, another identifier used when GTIN is unavailable.

Custom label: A feed field used to organize products into business groups such as margin tiers or seasonal collections.

Standard Shopping: A campaign type with more visible product-group control inside Google Ads.

Performance Max: A campaign type that can serve across Google inventory using product feed data and other assets.

Disapproval: A product or account issue that prevents listings from serving due to policy or data problems.

What should founders remember most?

Google Shopping rewards founders who treat commerce as a system, not a campaign. That means clean product data, trustworthy pages, controlled testing, and honest measurement. It also means accepting an uncomfortable truth that I use across my ventures: real learning should feel slightly uncomfortable. If Shopping data shows your pricing, product page, or economics are weak, that discomfort is useful. It is cheaper than ignorance.

Google Shopping works best for startups when product data is clean and specific
Merchant Center setup is not admin trivia, it is sales infrastructure
Start with a narrow SKU set and judge product-level economics
Fix trust and landing page quality before raising budgets
Use Shopping as both an acquisition channel and a market truth machine

If you are a product founder, do not wait until your catalog is “perfect.” Start with a small set, make the feed readable, track purchases properly, and let the market answer back. That answer may be flattering or rude. Either way, it is useful, and useful beats comforting every time.

FAQ

How long should a startup wait before judging Google Shopping results?

Most product startups need at least 2 to 4 weeks of clean data before making hard decisions, assuming tracking works and spend is meaningful. Judge early tests by product-level trends, not daily swings. If data quality is weak, fix infrastructure first instead of forcing conclusions from noise.

Can Google Shopping work for very small catalogs?

Yes. A small catalog can perform well if the products are distinctive, priced competitively, and supported by strong feed data. In fact, startups with 5 to 20 SKUs often learn faster because they can improve titles, images, and margins without drowning in unnecessary catalog complexity.

Should founders use discounts to make Shopping campaigns profitable?

Not automatically. Discounts can improve click-through and conversion rates, but they also compress margin and may attract low-loyalty buyers. Test offers selectively on high-intent products first. Free shipping thresholds, bundles, or value-add incentives often work better than broad discounting for early-stage ecommerce brands.

What role do reviews play in Google Shopping performance?

Reviews affect both click confidence and conversion trust, even when they are not the only ranking factor. Startups with weak review volume should collect post-purchase feedback systematically and improve onsite proof. Strong ratings help reduce hesitation, especially when buyers compare similar products across multiple Shopping listings.

Is Google Shopping useful if a startup also sells on marketplaces?

Yes, but only if channel economics stay clear. Shopping can help founders drive traffic to their own store instead of relying fully on marketplaces. That gives better control over margins, customer data, and repeat purchase flows. Compare profitability by channel instead of assuming owned traffic is always better.

How can startups prepare for changing Google Shopping policies in 2026?

Founders should treat compliance as an operating habit, not a one-time checkbox. Review product data, shipping details, and return policies regularly, and stay aware of Google Shopping rules so policy shifts do not suddenly interrupt visibility or approvals.

What is the best way to prioritize products for Shopping expansion?

Expand based on profitable signals, not just top-line sales. Start with products that show healthy conversion rate, acceptable cost per purchase, stable stock, and decent margin after shipping. If one SKU converts well but returns heavily, it may be a weaker scaling candidate than it first appears.

Can free listings generate useful traction before paid campaigns?

Yes. Free listings can validate feed health, surface product visibility issues, and produce early clicks without immediate ad spend pressure. They will not replace paid scale, but they are useful for startups that want to test Merchant Center readiness and gather signal before committing larger budgets.

How should Shopping fit into a broader startup growth strategy?

Shopping works best as a demand-capture layer, not the whole growth engine. Founders still need brand search, retention, product page testing, and organic visibility. For that wider system, it helps to study SEO for startups so paid and organic acquisition strengthen each other.

What is one overlooked operational habit that improves Google Shopping setup?

A weekly merchandising review. Check stock risk, price changes, feed errors, low-CTR products, and landing page trust issues together, not in separate silos. Google Shopping for product startups improves faster when marketing, product data, and operational decisions are reviewed as one commercial system.

Violetta Bonenkamp

Violetta Bonenkamp, also known as Mean CEO, is a female entrepreneur and an experienced startup founder, bootstrapping her startups. She has an impressive educational background including an MBA and four other higher education degrees. She has over 20 years of work experience across multiple countries, including 10 years as a solopreneur and serial entrepreneur. Throughout her startup experience she has applied for multiple startup grants at the EU level, in the Netherlands and Malta, and her startups received quite a few of those. She’s been living, studying and working in many countries around the globe and her extensive multicultural experience has influenced her immensely. Constantly learning new things, like AI, SEO, zero code, code, etc. and scaling her businesses through smart systems.

Google Shopping Setup for Product Startups: Complete Guide | Ultimate Guide For Startups | 2026 EDITION