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 through Search Previews, Gemini, and AI, product discovery doesn’t rely solely on traditional product rankings or listings.
Reports will show share of voice information, purchase funnel performance, product term information, and product attribute gaps. This means retailers can compare viewability with similar brands, see product performance from discovery to purchase, and find conversational queries used by shoppers.
Google will also report missing structured details of the product, such as color, material, and style. For retailers, these gaps are important because AI shopping systems need comprehensive, well-organized product data to match products to natural language searches.
Merchant Center moves deeper into AI commerce
The update indicates a larger change in Merchant Center. What started as a product feed management tool is transforming into an AI commerce optimization platform.
Retailers may need to treat product feeds more like SEO content. The completeness, context, and relevance of natural language will be important as Google’s shopping experiences become more conversational.
Sharing voice data could be particularly useful. This could give advertisers an early insight into how Google measures viewability in AI-generated shopping results, where rankings may look more like recommendations than traditional product listings.
The new AI performance insights will be rolled out in the United States, Canada, Australia, India and New Zealand in the coming months. For brands, the observation is simple. Better product data may become a more important factor in determining whether AI shopping tools surface, compare and recommend their products.
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