# Death Wish Coffee catalog audit

> How Google Shopping and AI shopping agents (ChatGPT, Perplexity, Google AI Mode) read deathwishcoffee.com's Shopify catalog. Audited 16 October 2026 by catalogaudit from public storefront data only.

- Ad feed health: 75/100 (needs work)
- AI agent readability: 55/100 (needs work)
- Catalog size: 147 products; 21 flagship products inspected in depth
- 1 of 21 sampled products have an issue that gets items disapproved or throttled in Google Shopping (about 7 catalog-wide)
- 7 of 21 are hard for AI shopping agents to read (about 49 catalog-wide)

## Issues found

1. **Critical: No material, measurements or specs in the product data** (10/21 sampled products; affects AI agents). Agents filter on facts ("merino, under 300g, machine-washable"). With none, the product can't match those queries. How to fix: Add the facts shoppers filter on — material, dimensions, weight, care — to the description and, better, to metafields published in the JSON-LD as additionalProperty. See https://catalogaudit.app/checks#specs_absent
2. **Critical: Invalid GTIN / barcode** (1/21 sampled products; affects ad feeds). Merchant Center rejects invalid GTINs ("Invalid value [gtin]"); the item is disapproved until fixed. How to fix: Correct the barcode in Shopify admin (product → variant → Barcode) to the 8-, 12-, 13- or 14-digit GTIN from the manufacturer or your GS1 record. If the product has no GTIN, clear the field rather than entering a SKU. See https://catalogaudit.app/checks#gtin_invalid
3. **Warning: Material / color / pattern not in structured data** (20/21 sampled products; affects AI agents and ad feeds). These are the attributes Google and AI agents filter on; they're absent from the machine-readable layer. How to fix: Publish color, material and pattern in the JSON-LD (the Product properties of the same names), filled from variant options or metafields. See https://catalogaudit.app/checks#attrs_not_structured
4. **Warning: No GTIN on any variant** (13/21 sampled products; affects ad feeds and AI agents). Branded products without GTINs get "limited performance" in Shopping and can't be matched to the same product across sellers by agents. How to fix: Add the manufacturer's GTIN to each variant's Barcode field. For your own brand, license GTINs from GS1; for custom or handmade items without one, submit identifier_exists = no. See https://catalogaudit.app/checks#gtin_missing
5. **Warning: Specs buried in prose, not structured** (11/21 sampled products; affects AI agents). Facts exist in paragraphs but not as attributes; agents and feeds have to guess, and usually drop them. How to fix: Move specs out of paragraphs into product metafields and publish them as additionalProperty name/value pairs in the JSON-LD. See https://catalogaudit.app/checks#specs_unstructured
6. **Warning: Apparel item: color / size / gender / age group not published** (2/21 sampled products; affects ad feeds and AI agents). Google requires these for apparel in key markets (US, UK, DE, FR, JP, BR), and agents filter on them. If they only live in app metafields, no crawler or agent can see them. How to fix: Publish color and size as variant options, and gender and age group as product metafields that both your JSON-LD and your feed read (Shopify's Google & YouTube app uses the mm-google-shopping namespace). See https://catalogaudit.app/checks#apparel_attrs_missing
7. **Info: No return / shipping policy in structured data** (20/21 sampled products; affects AI agents and ad feeds). Google shows shipping and returns annotations only when they're marked up; agents compare stores on exactly this. How to fix: Add hasMerchantReturnPolicy and shippingDetails to the Offers in your JSON-LD, or configure return and shipping policies in Merchant Center. See https://catalogaudit.app/checks#no_return_policy_markup
8. **Info: Very short title (< 25 characters)** (8/21 sampled products; affects ad feeds and AI agents). Feed titles that include brand, product type and key attribute get more impressions. How to fix: Lengthen the feed title to brand + product type + key attribute, e.g. "Acme Women's Merino Crew Sweater – Navy". See https://catalogaudit.app/checks#title_thin
9. **Info: Images have no alt text** (1/21 sampled products; affects AI agents). Crawlers and agents that don't run vision read nothing from the images. How to fix: Add alt text to product images in Shopify admin, describing the product, its color and the view. See https://catalogaudit.app/checks#image_alt_missing

## Store-wide checks

- AI shopping agents can crawl product pages: yes
- Refund policy published: yes
- Shipping policy published: yes

## Products

Scores out of 100 (ad feed / AI agents), worst first:

- Hidden In Plain Sight Snapback: 61 / 31
- Hell Hound Mug: 70 / 40
- Hell Hound Pet Bandana: 70 / 40
- Gingerdead Coffee: 70 / 40
- Crossbones Klean Kanteen Mug: 55 / 55
- Call of the Wild Mug: 70 / 40
- Fight or Flight Sampler Kit: 73 / 40
- Chaos and Coffee Pet Tag Set: 73 / 43
- Pumpkin Chai Coffee: 70 / 58
- Maple Cinnamon Coffee: 70 / 58
- White Chocolate Pistachio Coffee: 73 / 61
- White Chocolate Pistachio Ground Bundle: 73 / 61
- White Chocolate Pistachio Klean Kanteen (20oz): 73 / 61
- Dark Roast Instant Coffee: 85 / 55
- Gingerdead Single-Serve Pods: 85 / 55
- Back to Campus Tee Bundle: 76 / 64
- Power Surge Coffee: 82 / 70
- Coconut Caramel Coffee: 82 / 70
- Pumpkin Chai Single-Serve Pods: 85 / 73
- Power Surge Single-Serve Pods: 85 / 73
- Coconut Caramel Single-Serve Pods: 85 / 73

## Fixed products

catalogaudit rebuilt the 5 lowest-scoring products into complete structured data (JSON-LD), Shopify metafields and Google feed rows: Hidden In Plain Sight Snapback; Hell Hound Mug; Hell Hound Pet Bandana; Gingerdead Coffee; Crossbones Klean Kanteen Mug. The fixed payloads are on the report page.

## Method

Everything comes from public storefront data: /products.json, the storefront Ajax API and each product page's JSON-LD, robots.txt and policy pages, checked against Google Merchant Center's product data specification and schema.org's Product vocabulary. Every check: https://catalogaudit.app/checks

Full report: https://catalogaudit.app/reports/deathwishcoffee.com