Google Base has officially replaced Froogle as an avenue for merchants to submit product feeds to Google.

Merchants who were using Froogle to submit bulk upload files can now log into Google Base with their Froogle account login and password. The functionality and tools for merchants remain pretty much the same, with the move being more an internal consolidation of data sources for Google.

The data now collected by Google Base in a structured manner should assist Google’s efforts to make the information accessible to other Google services. Google Base itself also already included product-related data before the merge with Froogle.

Froogle will continue to exist as a stand-alone destination, and any feeds submitted through Google Base will be listed in Froogle as well as in Google Base.