Sell sheets

Sell sheets describe a collection of products, their potential value to retailers, and why retailers should add them to their store shelves. With sell sheets, brands can—

  • Curate product collections that automatically import product attributes and sales data to showcase products.

  • Reach new retailers by publishing to our network of 1,400+ retailers looking to add new products to their shelves.

  • Use Instacart’s tools and insights to grow their business and connect customers with their products.

Access sell sheets

To access sell sheets in Ad Manager, click the Sell sheets tab on the left-hand side of the screen.

Create a brand profile

From the Sell sheets tab in Ads Manager, click Brand details at the top of the page and then click Edit brand details. Be sure your profile includes—

  • Contact information for retailers

  • Details about your brand (max 1,000 characters)

  • Your brand page URL

  • Any relevant certifications your brand currently has

  • Any existing distributors that your brand currently works with

  • Geographic regions where you currently sell your products

  • Types of stores your items are currently distributed

  • Your logo (PNG recommended or JPEG, 1 MB maximum, 200-400 px wide, 100 px minimum height, no ratio requirement)

  • Cover photo with image alt text (PNG recommended or JPEG, 2.5 MB maximum, 3200-9600 px wide, 8:1 ratio)

Create a sell sheet

You can create a sell sheet at any time, but you’ll be prompted to create one after setting up your brand profile. Go to the Sell sheets tab in Ads Manager and click the Create sell sheet button on the right-hand side of the screen.

To create a sell sheet, be sure to include the following information—

  • Sell sheet name

  • Overview—describe the products listed in the sell sheet and why retailers should carry them (up to 1,000 characters maximum)

  • UPCs—Ads Manager will automatically import the following product attributes and metrics:

    • Product images

    • Size

    • Average price

    • Unit count

    • Total sales

    • Total orders

    • Average stores sold in

    • Average sales per store

    • Average orders per store

Click Save changes when you’re done.


You can only have 3 sell sheets published at a time. You can unpublish existing sell sheets to publish more. Click the 3 dots in the upper right-hand corner of each sell sheet card and then click “Unpublish.” 

Edit a sell sheet

To edit an existing sell sheet—

  1. Go to the Sell sheets tab in Ads Manager.

  2. Select the sell sheet you want to edit.

  3. Click on the 3 dots in the upper right-hand corner.

  4. Select Edit.

  5. Make your desired changes.

  6. Click Save changes in the lower right-hand corner when you’re done.