In various example embodiments, a system and method for automated extraction of product data from production data of visual media content are presented. Production documents are received from a publisher of visual media content. The production documents contain information related to inventory items used in the production of the visual media content. Data, which represents shoppable items, is extracted from the production documents. The extracted data is used to create an index of shoppable items associated with the visual media content. The index includes metadata associated with the shoppable items. User provided data indicating a desired shoppable item from the visual media content is received. The desired shoppable item is identified and item information for the desired shoppable item is produced.