diff --git a/apps/api/internal/processing/pipeline_steps_test.go b/apps/api/internal/processing/pipeline_steps_test.go
index a754f88..26bad9d 100644
--- a/apps/api/internal/processing/pipeline_steps_test.go
+++ b/apps/api/internal/processing/pipeline_steps_test.go
@@ -30,6 +30,66 @@ func TestParseSpecifications_htmlAndCSV(t *testing.T) {
 	}
 }
 
+func TestParseSpecifications_skipsGarbageAndReservedKeys(t *testing.T) {
+	attrs := ParseSpecifications(map[string]any{
+		":":           "true",
+		"zavora":      "disc",
+		"name":        "Should not appear",
+		"description": "Should not appear",
+		"brand":       "Vox",
+	})
+	if _, ok := attrs[":"]; ok {
+		t.Fatalf("colon key must be dropped: %v", attrs)
+	}
+	if _, ok := attrs["name"]; ok {
+		t.Fatalf("name must be reserved: %v", attrs)
+	}
+	if attrs["zavora"] != "disc" {
+		t.Fatalf("zavora=%v", attrs["zavora"])
+	}
+	if attrs["brand"] != "Vox" {
+		t.Fatalf("brand=%v", attrs["brand"])
+	}
+}
+
+func TestSanitizeProductAttributes(t *testing.T) {
+	got := SanitizeProductAttributes(map[string]any{
+		"name":          "TV Mount",
+		"description":   "<br>html",
+		"gtin":          "123",
+		"id":            "102544",
+		"purchaseprice": "10",
+		"main_image":    "https://x",
+		":":             "true",
+		"brand":         "Ostalo",
+		"productmodel":  "W53070",
+		"netwidth":      "0.6 m",
+		"width":         "0.6 m",
+		"warranty":      "60 mesecev",
+	})
+	if _, ok := got["name"]; ok {
+		t.Fatalf("name must be stripped: %v", got)
+	}
+	if _, ok := got["description"]; ok {
+		t.Fatalf("description must be stripped: %v", got)
+	}
+	if _, ok := got[":"]; ok {
+		t.Fatalf("invalid key must be stripped: %v", got)
+	}
+	if got["brand"] != "Ostalo" {
+		t.Fatalf("brand=%v", got["brand"])
+	}
+	if got["product_model"] != "W53070" {
+		t.Fatalf("product_model=%v", got["product_model"])
+	}
+	if got["width"] != "0.6 m" {
+		t.Fatalf("width=%v", got["width"])
+	}
+	if _, ok := got["netwidth"]; ok {
+		t.Fatalf("alias netwidth should collapse to width: %v", got)
+	}
+}
+
 func TestFillMissingFields_brandAndDims(t *testing.T) {
 	m := FillMissingFields(map[string]any{
 		"name": "Nike Air 30x20x10 cm",
diff --git a/apps/api/internal/processing/specs.go b/apps/api/internal/processing/specs.go
index 07665d0..ba1adbe 100644
--- a/apps/api/internal/processing/specs.go
+++ b/apps/api/internal/processing/specs.go
@@ -44,8 +44,16 @@ func parseSpecsInto(dst map[string]any, v any) {
 		// Already structured attributes / grouped specs
 		if looksLikeAttrMap(t) {
 			for k, val := range t {
+				lk := strings.ToLower(strings.TrimSpace(k))
+				if isReservedProductKey(lk) || isInvalidAttributeKey(k) {
+					continue
+				}
 				if s := stringifySpecValue(val); s != "" {
-					dst[SanitizeOutput(k)] = s
+					key := SanitizeOutput(k)
+					if key == "" || isInvalidAttributeKey(key) {
+						continue
+					}
+					dst[key] = s
 				} else if nested, ok := val.(map[string]any); ok {
 					parseSpecsInto(dst, nested)
 				}
@@ -58,7 +66,7 @@ func parseSpecsInto(dst map[string]any, v any) {
 				parseSpecsInto(dst, val)
 				continue
 			}
-			if s := stringifySpecValue(val); s != "" && !isReservedProductKey(lk) {
+			if s := stringifySpecValue(val); s != "" && !isReservedProductKey(lk) && !isInvalidAttributeKey(k) {
 				dst[SanitizeOutput(k)] = s
 			}
 		}
@@ -105,15 +113,110 @@ func looksLikeAttrMap(m map[string]any) bool {
 }
 
 func isReservedProductKey(k string) bool {
-	switch k {
-	case "name", "title", "description", "gtin", "ean", "brand", "category",
-		"price", "image", "stock", "eprel_id", "specifications", "raw", "mapped":
+	switch strings.ToLower(strings.TrimSpace(k)) {
+	case "name", "title", "description", "gtin", "ean", "category", "category_unique_id",
+		"price", "purchaseprice", "purchase_price", "sellingprice", "selling_price",
+		"image", "main_image", "mainimage", "moreimages", "more_images", "images",
+		"image_url", "imageurl", "image_link", "imagelink", "additional_image_urls",
+		"additional_image_link", "videourl", "video_url",
+		"stock", "stockstatus", "stock_status", "availability",
+		"id", "sku", "officiallink", "official_link", "service",
+		"specifications", "specs", "specification",
+		"raw", "mapped", "search":
 		return true
 	default:
 		return false
 	}
 }
 
+// isInvalidAttributeKey rejects garbage keys from bad feed specs (e.g. ":").
+func isInvalidAttributeKey(k string) bool {
+	k = strings.TrimSpace(k)
+	if k == "" || k == ":" || k == "=" || k == "-" || k == "_" {
+		return true
+	}
+	// Must contain at least one letter after sanitize.
+	hasLetter := false
+	for _, r := range strings.ToLower(k) {
+		if r >= 'a' && r <= 'z' {
+			hasLetter = true
+			break
+		}
+	}
+	return !hasLetter
+}
+
+// SanitizeProductAttributes keeps characteristic attrs for API/storage and drops
+// core product fields that belong on the V1 item root (title, description, images, …).
+func SanitizeProductAttributes(attrs map[string]any) map[string]any {
+	return sanitizeProductAttributes(attrs, false)
+}
+
+// SanitizeV1ProcessAttributes is the stricter poll projection: also drops eprel_*
+// keys (those are exposed on item.eprel).
+func SanitizeV1ProcessAttributes(attrs map[string]any) map[string]any {
+	return sanitizeProductAttributes(attrs, true)
+}
+
+func sanitizeProductAttributes(attrs map[string]any, dropEPREL bool) map[string]any {
+	if len(attrs) == 0 {
+		return map[string]any{}
+	}
+	out := make(map[string]any, len(attrs))
+	for k, v := range attrs {
+		key := strings.TrimSpace(SanitizeOutput(k))
+		if key == "" || isReservedProductKey(key) || isInvalidAttributeKey(key) {
+			continue
+		}
+		if dropEPREL && strings.HasPrefix(strings.ToLower(key), "eprel") {
+			continue
+		}
+		s := stringifySpecValue(v)
+		if s == "" || s == "<nil>" {
+			continue
+		}
+		// Prefer canonical dimension/model keys when aliases collide.
+		canon := canonicalizeAttrKey(key)
+		if canon == "" || isReservedProductKey(canon) || isInvalidAttributeKey(canon) {
+			continue
+		}
+		if dropEPREL && strings.HasPrefix(strings.ToLower(canon), "eprel") {
+			continue
+		}
+		if isDimensionKey(canon) && isZeroishString(s) {
+			continue
+		}
+		if _, exists := out[canon]; exists && (canon != key) {
+			continue
+		}
+		out[canon] = SanitizeOutput(s)
+	}
+	return out
+}
+
+func canonicalizeAttrKey(k string) string {
+	compact := strings.ToLower(strings.TrimSpace(k))
+	compact = strings.ReplaceAll(compact, "-", "_")
+	compact = strings.ReplaceAll(compact, " ", "_")
+	noUnderscore := strings.ReplaceAll(compact, "_", "")
+	switch noUnderscore {
+	case "netwidth", "width", "sirina":
+		return "width"
+	case "netheight", "height", "visina":
+		return "height"
+	case "netdepth", "depth", "globina":
+		return "depth"
+	case "netmass", "weight", "mass", "teza":
+		return "weight"
+	case "productmodel", "model":
+		return "product_model"
+	case "energijskirazred", "energyclass":
+		return "energy_class"
+	default:
+		return compact
+	}
+}
+
 func parseHTMLSpecs(dst map[string]any, s string) {
 	s = capSpecInput(s)
 	matches := htmlLiRe.FindAllStringSubmatch(s, maxSpecPairs)
@@ -126,8 +229,9 @@ func parseHTMLSpecs(dst map[string]any, s string) {
 			continue
 		}
 		key, val := splitLabelValue(text)
-		if key != "" && val != "" {
-			dst[attributeKeyFromLabel(key)] = SanitizeOutput(val)
+		attrKey := attributeKeyFromLabel(key)
+		if attrKey != "" && val != "" && !isReservedProductKey(attrKey) && !isInvalidAttributeKey(attrKey) {
+			dst[attrKey] = SanitizeOutput(val)
 		}
 	}
 	if len(matches) == 0 {
@@ -198,10 +302,10 @@ func parseCSVLikeSpecs(dst map[string]any, s string) {
 			if len(m) < 3 {
 				continue
 			}
-			key := strings.TrimSpace(m[1])
+			key := attributeKeyFromLabel(strings.TrimSpace(m[1]))
 			val := strings.TrimSpace(m[2])
-			if key != "" && val != "" {
-				dst[attributeKeyFromLabel(key)] = SanitizeOutput(val)
+			if key != "" && val != "" && !isReservedProductKey(key) && !isInvalidAttributeKey(key) {
+				dst[key] = SanitizeOutput(val)
 			}
 		}
 	}
diff --git a/apps/api/internal/processing/steps.go b/apps/api/internal/processing/steps.go
index 60eed57..40a5248 100644
--- a/apps/api/internal/processing/steps.go
+++ b/apps/api/internal/processing/steps.go
@@ -75,8 +75,9 @@ func (e *Engine) RunSteps(ctx context.Context, companyID string, in ProductInput
 				}
 			}
 			attrs = parsed
-			out.Attributes = attrs
-			out.ProcessedAttributes = attrs
+			out.Attributes = SanitizeProductAttributes(attrs)
+			out.ProcessedAttributes = out.Attributes
+			attrs = out.Attributes
 			out.FieldSources["attributes"] = "specifications"
 			appendStepLog(out.GPTResponse, StepParseSpecs, map[string]any{
 				"count": len(attrs),
@@ -100,12 +101,15 @@ func (e *Engine) RunSteps(ctx context.Context, companyID string, in ProductInput
 				in.Description,
 			)
 			out.Category = stringFromAny(normalized["category"])
-			// Promote filled scalar fields into attributes when useful
-			promote := []string{"brand", "width", "height", "depth", "weight", "gtin", "stock_status"}
+			// Promote characteristic fields only — never core product identity/content
+			// (those belong on the V1 item root: title, description, ean, images, …).
+			promote := []string{"brand", "width", "height", "depth", "weight", "product_model", "warranty"}
 			for _, f := range in.StandardFields {
-				if f.Key != "" {
-					promote = append(promote, f.Key)
+				k := strings.TrimSpace(f.Key)
+				if k == "" || isReservedProductKey(k) || isInvalidAttributeKey(k) {
+					continue
 				}
+				promote = append(promote, k)
 			}
 			seen := map[string]bool{}
 			for _, k := range promote {
@@ -120,6 +124,7 @@ func (e *Engine) RunSteps(ctx context.Context, companyID string, in ProductInput
 					out.FieldSources[k] = "fill_fields"
 				}
 			}
+			attrs = SanitizeProductAttributes(attrs)
 			out.Attributes = attrs
 			out.ProcessedAttributes = attrs
 			appendStepLog(out.GPTResponse, StepFillFields, map[string]any{
@@ -411,7 +416,9 @@ func (e *Engine) RunSteps(ctx context.Context, companyID string, in ProductInput
 	if out.Attributes == nil {
 		out.Attributes = map[string]any{}
 	}
-	if out.ProcessedAttributes == nil {
+	out.Attributes = SanitizeProductAttributes(out.Attributes)
+	out.ProcessedAttributes = SanitizeProductAttributes(out.ProcessedAttributes)
+	if len(out.ProcessedAttributes) == 0 {
 		out.ProcessedAttributes = out.Attributes
 	}
 	if out.AIProviderMode == "" {
diff --git a/apps/api/internal/processing/v1_legacy.go b/apps/api/internal/processing/v1_legacy.go
index af3b09b..8c40e5d 100644
--- a/apps/api/internal/processing/v1_legacy.go
+++ b/apps/api/internal/processing/v1_legacy.go
@@ -291,6 +291,9 @@ func (p *Pipeline) LoadV1ProcessJobItems(ctx context.Context, companyID, jobID u
 			description = nil
 		}
 
+		eprelVal := extractEPRELFromAttrs(attrs)
+		attrs = SanitizeV1ProcessAttributes(attrs)
+
 		item := V1ProcessJobItem{
 			"ean":              ean,
 			"status":           MapV1JobItemStatus(itemStatus, true),
@@ -303,7 +306,7 @@ func (p *Pipeline) LoadV1ProcessJobItems(ctx context.Context, companyID, jobID u
 			"attributes":       nil,
 			"main_image":       nil,
 			"more_images":      nil,
-			"eprel":            extractEPRELFromAttrs(attrs),
+			"eprel":            eprelVal,
 		}
 		applyV1ProcessItemIDs(item, processedID, rawProductID)
 		if itemError != nil && *itemError != "" {