How To Create RSS Feed In Windows 7

I have a number of rss feeds of shops that I buy from on a regular base, and have placed them on my favorites bar. When a particular shop lists a new item the name shows up bold, after I clicked on the new item in the list that drops down and load that page, the name of the feed goes back to normal.

I've done it 100 times so you'd almost expect I would remember... NOT.

One of the feeds didn't seem to work anymore. When new items were listed, the feed name didn't change to bold. So i removed the rss feed from my favorites bar, and deleted it in the favorites list.

I tried to make a new rss feed by going to the shops website, click on the rss feed logo in Windows 'Tools'. That brings me to a rss feed but I cannot click on 'subscribe' anywhere, so the rss feed doesn't work. I had one favorite that showed up as an rss feed in my favorite list but when I put that in my favorites bar and clicked on it it said something like 'no contents' or something.