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# I keep getting the error: "no match found"

  
After running the feed, an error shows **no matches found.** It means there are no matches found in the feed and store. As can be seen, the error from the below picture:  
  
  

![](https://storage.crisp.chat/users/helpdesk/website/fd8907ff37283000/34713a2e-257b-4519-a22b-777eb9_1rqjq9a.png)

 
  
**Reason**

*   The feed that was trying to match the store product is not matching. 
*   No matching SKU or Product Identifier was found. 

 
**Solution**

* Verify that the mapped product identifier uses the correct feed column. If the expected header is missing or has changed, select the actual identifier column from the mapping dropdown (for example, map SKU to `ITEM` or map the identifier to barcode/EAN when that is the value shared by the feed and store).
* Check that the identifier matches exactly in the feed and store, including prefixes, postfixes, capitalization, spaces, hidden characters, and leading zeros. An encoding artifact such as `` before a column header can also prevent the expected mapping from matching.
* Confirm that the products already exist in the store. Update Feeds only update existing products; use an Add Feed for products that have not yet been imported.
* Check whether filters, including publication status or tags, exclude the products. For existing products, review the Published filter (use `Any` when appropriate) and narrow the results with store filters if necessary.
* Ensure that the feed contains the identifiers under the mapped column and that the column separator is correctly set.
* Run a Preview Sync with a small sample of products first. If matches are found and the proposed changes look correct, rerun the feed for the remaining products.