As long as you have paragraph styles applied to all of the items in your catalog you want bookmarked, this is super easy by using Table of Contents (I am using InDesign CC, but I think these features have been around for quite a while).
When InDesign builds a TOC, it takes all of the text that is formatted with your chosen Paragraph Style(s), and adds them to the TOC with their page numbers. I recommend choosing only whatever Paragraph Style(s) contain your product names, and not any Paragraph Styles that are used for lengthy descriptions, pricing, etc.
First, create a new document which will act as your Table of Contents (TOC). Add that new document to your book file, and sync it with the book so that it picks up all of the Paragraph Styles from your master style document. Within your TOC document, click
Layout > Table of Contents. Be sure to click the
More Options button on the box that pops up so that it looks similar to this:
Add all Paragraph Styles that are formatting information you want bookmarked by selecting it from the
Other Styles pane, and clicking the
<< Add button.
Make sure there are check marks next to
Sort Entries in Alphabetical Order,
Create PDF Bookmarks, and
Include Book Documents, then click
OK. Click/drag a box to create an area for this content.
Now, from the
Book Pallette menu, click
Export Book to PDF, and in the
Export Adobe PDF window, make sure that on the
General pane, in the
Include section, you have
Hyperlinks checked, like this:
Then just click
Export. I think you need the actual TOC pages included during the export in order to generate the bookmarks, but after the PDF is created you can just delete those pages if you prefer to have bookmarks only and no actual pages with that information.
If you ever change the content, just re-open the TOC document, and click
Layout > Update Table of Contents.