Google Tests Merchant Advisor Tool in Merchant Center
▼ Summary
– Google is testing Merchant Advisor, an AI chatbot integrated into Google Merchant Center to provide personalized recommendations and support.
– The tool proactively surfaces tasks like setting up a returns policy or completing account configuration to improve feed quality and account health.
– Merchant Advisor follows earlier launches like Google Ads Advisor and Analytics Advisor, part of a strategy to embed AI assistants across marketing products.
– An embedded AI assistant could reduce complexity for smaller retailers managing feeds, policies, and diagnostics, speeding up onboarding and optimization.
– The feature was first spotted live by Tamara Hellgren after earlier references in a Google Ads Decoded podcast episode.
Google is testing a new AI-powered chatbot inside Merchant Center, designed to guide merchants through setup, troubleshooting, and performance improvements. This move signals a deeper push to embed intelligent assistants directly into its advertising tools.
The feature, currently in beta, is called Merchant Advisor. It proactively surfaces specific tasks and recommendations, such as configuring a returns policy or completing account setup steps. The aim is to give retailers an always-on virtual assistant that helps maintain feed quality and overall account health.
This rollout fits a larger pattern. Google has already launched similar AI assistants for Google Ads and Analytics, pointing toward a future where AI copilots become standard across campaign management and measurement. For smaller retailers especially, Merchant Center can feel technically dense with its feeds, policies, and diagnostics. An embedded assistant could reduce friction, speed up onboarding, and surface optimization opportunities that might otherwise go unnoticed.
The feature was first spotted live by Tamara Hellgren, following earlier mentions in a Google Ads Decoded podcast episode focused on retail.
The bottom line is clear: Google is transforming Merchant Center into a more guided, AI-assisted experience. It is part of a broader shift toward automation and embedded support across the entire advertising ecosystem.
(Source: Search Engine Land)
