Product catalog template

About the product catalog template

Transform simple product details and images into a polished, market-ready catalog with this template. It centralizes and organizes everything—images, order numbers, categories, and statuses—so employees and managers always have the information they need at their fingertips. With Airtable AI Agents and Omni, you can go even further: analyze your entire product line, curate smart product combinations, and uncover cross-sell opportunities. The result? Richer product stories and increased sales, all powered by a smarter workflow.

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Get the template

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What is a product catalog?

A product catalog is not so much a document as a system. At its most basic level, a product catalog houses information about your organization’s products and services (or both).

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You may simply need this system to showcase offerings in digital form and provide a reference point for those who want to purchase them. Or, you may need to pull product information into another system, such as a website builder or program for creating digital or printed marketing material.

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The service catalog may also serve as a working database of other aspects of your business, including customer reviews, vendor information, or even sales metrics associated with each product.

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What is a catalog template?

A product catalog template is a structured framework for listing product information such as names, descriptions, prices, images, and specifications. Catalog design templates standardize how details are captured and shared, reducing errors and making updates straightforward. Teams can adapt the brochure template to filter, group, or publish products for ecommerce, sales enablement, or internal reference.

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How to create an online catalog using our product list template

It’s time to move away from that tired old spreadsheet and build the ultimate tool with this product list template. Here’s how to get started.

• Determine which information is important to you. The specific data points you gather will be up to the individual needs of your business. But a product overview, specifications, and high-quality mockups are a great place to start.
• Gather product details. This first step is likely the hardest. Sift through all your vendor emails, SMS conversations, and sticky notes to compile a comprehensive set of product information.
• Input everything into the product catalog template. Here’s the fun part. With the information gathered, it’s time to fill in the template. The easy-to-use custom fields let you track and sort by specifics that define your unique products.
• Leverage AI: Use Airtable Omni and Field Agents to instantly generate on-brand product names optimized for search engine optimization (SEO) and PDP-ready product descriptions for thousands of SKUs.
• Fine-tune as needed. Use Airtable’s powerful customization tools to add multiple views, filters and search functionality to ensure your target user can quickly get information about products and orders.

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Who is this product catalog template for?

This online product catalog template is for any B2B or B2C business with a product or service to sell. A product brochure is the way to show a customer or end user the valuable information they need to make purchasing decisions.

• Small business owners can track and sort orders to better manage inventory and note patterns over time.
• Marketers can extract sales data to spot trends and possible new product opportunities.
• Sales representatives can use product data to persuade prospects and leads.
• Warehouse managers can see ebbs and flows of inventory to effectively manage use space.
• Account managers can keep track of vendor relationships and forecast orders and stock values.
• Creatives can design and publish consumer-facing print and digital catalogs.

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Benefits of using our catalog maker

If important product information gets lost in your cluttered inbox and never makes it to customers, your business is sunk. This template can help you keep the details straight.

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With this product list template, you can:

• Centralize and organize product information and order form tracking.
• Save time by serving up all product information for your employees in one place.
• Track product metrics. You’ll quickly see trends in customer behavior and find out which products are your best-sellers at a glance.
• Customize the template to decide which information is critical for your business. Bonus: Use an integrated custom scripting extension to create new line items, or use a page designer extension to generate customer invoices.

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How do I customize the catalog template?

Start by clearing out the sample data and reshaping the tables to match your workflow—rename “Products” or “Orders,” add fields for categories, price lists, or stock levels, and use formulas to calculate totals automatically. From there, streamline your process with record templates that pre-fill common orders and set up automations to handle follow-ups or reminders.

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Build polished dashboards and order forms in Interface Designer with simple drag and drop, so teams can enter data, track orders, and see key insights at a glance. If you need a customer-facing catalog, the Page Designer extension lets you generate branded PDFs or print-ready layouts in just a few clicks.

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And for e-commerce, integrations with platforms like WooCommerce keep your business catalog, inventory, and orders perfectly in sync. With a few customizations, you’ll transform the template into a powerful, end-to-end catalog and order management system that scales with your business.

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Related resources for catalog templates

Need more free catalog templates? Explore options that make building catalogs simple and boost your product content strategy.

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Product roadmap template

Plan, prioritize, and track product development in one place. This template combines flexible views with automated scoring and timeline tracking, helping teams translate big-picture goals into actionable steps while keeping stakeholders aligned.

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Product launch plan template

Organize every detail of your product launch, from goals and tasks to owners and deadlines. Automations and project tracking keep responsibilities clear and make it easier for teams to move in sync toward a smooth rollout.

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Go-to-market strategy (GTM) template

Bring structure to your product strategy and marketing campaigns by capturing audience insights, positioning, messaging, budgets, and success metrics. Customizable views and resource tracking keep marketing and product teams coordinated from planning through execution.

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Competitive analysis template

Track competitor moves and market shifts in a central workspace designed for analysis. With filters and dashboards, you can quickly surface insights and turn competitive intelligence into strategic action.

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Product messaging library

Store all your product messaging guidelines—tone, style, categories, and voice standards. Organized views for product, marketing, and social proof content make it easy for teams to apply consistent, on-brand language.

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Product/market fit template

Test and measure product-market alignment with surveys, feedback forms, and fit metrics built into a single workflow. This template helps you capture customer sentiment, analyze results, and refine your product with confidence.

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Product feedback template

Collect, categorize, and analyze customer feedback in a streamlined workspace. Built-in charts, pivot tables, and dashboards highlight trends and priorities so teams can act quickly on what matters most.

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Essential elements of eye-catching product catalogs

• A user-friendly catalog layout: Customers should never have to hunt for what they need. Organize products into logical product categories, whether by type, audience, or use case. Use clear fonts, a table of contents, navigation tabs, or filters (in digital catalogs) to make browsing effortless. A consistent page layout also helps shoppers compare products quickly.
• High-quality visuals and tutorials that sell: In catalogs, visuals do the heavy lifting. Invest in crisp, professional product photography that highlights details and craftsmanship. Include multiple angles, close-ups, and even lifestyle shots so customers can picture products in real-world settings. Consistency in backgrounds, lighting, and sizing ties everything together for a polished look.
• Compelling product information: Descriptions should be concise, benefit-driven, and easy to scan. Essential details, like sizes, colors, SKUs, pricing, and availability, should be front and center. Go beyond specs by weaving in storytelling elements that highlight your brand values or the problem a product solves.
• Consistent branding and design: Your catalog is an extension of your brand. From the cover design to typography and color palette, every element should feel cohesive. Use whitespace strategically to keep product pages clean and highlight the most important information. Strong branding builds recognition and trust, which translates to stronger sales.
• Built-in engagement and conversions: Don’t just showcase products—guide customers toward action. Add clear calls to action (CTAs) like “Order now” or “Shop the collection.” Suggest related products or bundles to encourage cross-sells. If your catalog is digital, make it interactive with clickable links, hover effects, or embedded videos.

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Types of product catalogs

• Printable catalogs: Great for retail, wholesale, and B2B buyers who prefer offline browsing. Offers a tactile, branded experience but can be costly to produce.
• Digital (PDF) catalogs: Easy to share via email or websites, budget-friendly, and quick to update. Typically static without interactive features.
• E-commerce catalogs: Live on your online store with filters, search, and real-time inventory updates. Ideal for seamless product discovery and purchase.
• Interactive digital catalogs: Feature clickable links, videos, zoomable product images, and even AR/3D previews. Highly engaging and conversion-focused.
• Wholesale/B2B catalogs: Prioritize technical details like SKUs, pricing tiers, and order minimums. Designed to support bulk ordering and distributor needs.
• Seasonal or promotional catalogs: Curated around themes, holidays, or limited-time offers. Drive urgency and inspire fresh purchases.
• Social media catalogs: Integrated directly into platforms like Instagram, Meta, or TikTok. They allow customers to browse and shop without leaving the app, making them ideal for driving impulse purchases and engaging mobile-first audiences.
• Hybrid catalogs: Blend print, digital, and e-commerce. For example, print catalogs with QR codes linking directly to online purchase pages.

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Here's what Claude can do in our product catalog and orders template

If you connect our product catalog and orders template to Claude using the Claude + Airtable MCP, you can ask Claude to manage inventory, process orders, and surface sales insights without leaving your conversation. Here are some prompts you can try:

• A new client just placed an order. Their name is [NAME], and here's what they ordered: [PASTE LIST WITH QUANTITIES]. Create the client record if it doesn't exist, create the order, and add each item as an order line item linked to the right furniture record.
• Review our product table and give me a list of everything currently out of stock, then create a summary grouped by vendor so I know who to follow up with first.
• Look at our order records and find all orders still in Preparing or Invoiced status with a fulfillment date in the next 7 days. List them by client and flag any that look at risk of missing their date.
• Based on total units sold and gross sales in our product table, tell me our top 5 best-performing products and our bottom 5, then add a note to each record summarizing its performance tier.

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Manage your product catalog

Airtable is the foundation to enable transformative, AI-powered product operations, connecting competitor intel, customer insights, product strategy, and team-level execution in one place. Instantly build custom product content and merchandising apps through natural conversation with Omni—your Airtable sidekick who seamlessly integrates with your data, information, and insights to help you build sophisticated workflows in minutes. Deploy a team of dynamic Field Agents, AI-powered web researchers, document analysts, and content creators that analyze data and orchestrate actions across your entire product operation.

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See how Airtable can help your business by booking a demo.