Google Base is not one of the most talked about web applications, but it is quietly becoming an important element in many e-commerce systems. Using the application you can store and share an unlimited volume of structured information of various types including personal ads., event listings, recipes and real estate listing. And, of course, there are products for sale; 1.5 billion products. Product information from Google Base is displayed to consumers through Google Product Search, but in true Web 2.0 style it can also be included in mashups, gadgets, widgets and aggregators using the Google Base API, rss feeds etc.

Loading and storing records is free and can be accomplished in a number of ways. Individual records can be entered by hand, batches can be uploaded from spreadsheets or using tools like Site All’s Base Feeder, while those with Amazon, Ebay or osCommerce stores can upload listings automatically using a store connector.

Matthias Zenger’s presentation at Google Developer’s day in Hamburg gives a comprehensive description of structure of Google Base, and also of its programming interfaces.

One of the most significant characteristics of Google Base is it’s flexibility. Simply through working with RSS feeds customers are able to monitor product prices from multiple stores conveniently in their favorite reader, on Netvibes, in iGoogle or on their cellphone. Meanwhile businesses can use similar feeds to display their latest offerings on websites, in widgets, on web pages or in social network applications.