The goal

The product list on your gift form isn't a storefront. It's a filter. What you put on it decides what shows up in a creator's photos and videos, and how much each post costs you. Choosing it well means every gift has a real chance of turning into content you'd want to repost.

How most brands do it

The default instinct is to open the whole catalog so creators have "more choice." In practice that means creators pick whatever they'd want for themselves, often the most expensive item, or one that has nothing to do with the campaign you actually had in mind, and cost per gift becomes unpredictable. It also means every new product has to be manually removed from every old campaign when it goes out of stock, and nobody remembers to do that.

How experienced teams do it

Treat the product list like a curated shelf, not a catalog dump: pick the specific products (down to the variant, if it matters) that photograph well, that you're actively trying to promote, or that fit the campaign's theme, a launch, a season, a collection. Use Add from collection when the list should track a real Shopify collection automatically, rather than a one-off pick you'll forget to update. Order matters too. The first product a creator sees gets picked disproportionately more often, so lead with what you most want photographed.

Do it in Seed

  1. Open the campaign. Either from the creation wizard's Step 2, or the Products tab of an existing campaign's editor.
  2. Click Pick products (or Change Products) to open Shopify's product picker, and select the specific products, and variants, if you want to control exactly what ships, you want offered.
  3. To keep the list synced to a real Shopify collection instead of a one-off pick, use Add from collection.
  4. Reorder the list with the up/down controls next to each product, leading with the item you most want photographed.
  5. Remove anything that's out of season or out of stock with its remove control. Changes save automatically in the editor; in the creation wizard they apply when you continue.

Expert checklist

  • Every product on the list is one you'd genuinely want to see in a creator's post.
  • The list is short enough that picking still feels curated, not overwhelming.
  • The most important item is first in the list, not buried.
  • A collection-backed list is used when it should track Shopify automatically, so an out-of-stock item doesn't linger.