The invention relates to an automatic chip feeding mechanism for assembling a USB chip module. The mechanism comprises a rack and a power distribution control box, wherein an assembling mechanism is arranged on the rack; the assembling mechanism is a rotary disc assembling mechanism and is matched with a lower cover conveying groove, a top cover conveying groove and a chip storage rack; the chip storage rack is matched with a loading and unloading conveying device through a loading and unloading transfer manipulator; the loading and unloading conveying device comprises a loading and unloadingconveying seat arranged on the rack; a loading conveyor belt and an unloading conveyor belt opposite in conveying direction are arranged on the loading and unloading conveying seat and are separatelymatched with a loading conveying motor and an unloading conveying motor; and a plate type loading and unloading conveying carrier is placed on the loading and unloading conveyor belt and is matched with a loading and unloading conversion air cylinder arranged on the loading and unloading conveying seat. The automatic chip feeding mechanism for assembling the USB chip module provided by the invention can achieve an integrated operation of loading chips and unloading products, so that the assembled products can be placed orderly in the plate type conveying carrier to be unloaded, and therefore,the integral assembling efficiency is improved.