Google is adding new AI performance insights to Merchant Center, giving retailers a clearer view of how their products appear in AI-powered shopping experiences.
The new reports are designed for advertisers who want to understand product visibility on Google’s AI shopping surfaces. As more shoppers use conversational search via Search, Gemini, and AI Overview, product discovery depends on more than just traditional rankings or product listings.
Reports will show share of voice insights, shopping funnel performance, product term insights, and product attribute gaps. This means retailers can compare viewability with similar brands, see how products perform from discovery to purchase, and find conversational questions shoppers use.
Google will also flag missing structured product details such as color, material, and style. For retailers, these gaps are important because AI-powered shopping systems need comprehensive, well-organized product data to match products to natural language searches.
Merchant Center delves into AI-powered commerce
The update signals a broader change in Merchant Center. What started as a product feed management tool is transforming into an AI-powered commerce optimization platform.
Retailers may need to treat product feeds more like SEO content. The completeness, context and relevance of natural language will matter as Google shopping experiences become more conversational.
Sharing voice data could be particularly useful. It could give advertisers a first look at how Google measures visibility in AI-generated shopping results, where rankings can look more like recommendations than traditional product listings.
The new AI performance insights will launch in the United States, Canada, Australia, India and New Zealand in the coming months. For brands the matter is simple. Better product data could become a more important factor in determining whether AI-powered purchasing tools emerge, compare and recommend their products.
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