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Google Merchant Center · Status at source date: Newsletter archive

Google introduces the Business Agent feature in the Merchant Centre for agentic shopping

Written by Paid Media Collective
IN BRIEF

Google is rolling out Business Agent in Merchant Centre Next for US accounts. The feature lets retailers claim their brand and customise an AI agent to answer customer questions, recommend products, and more.

Original newsletter image: Google introduces the Business Agent feature in the Merchant Centre for agentic shopping
Via the Paid Media Collective newsletter. Original visual creator unverified.View full-size image

What changed

Retailers will soon be able to train the agent on their data, offer related products, and enable direct purchases, including agentic checkout.

THE COLLECTIVE PERSPECTIVE

Why it matters for advertisers

For you, this means a new AI-powered sales channel within Google Shopping that could change how customers discover and interact with your products.

Perspective from the original PMC newsletter.

Sources & contributor credit

  1. Newsletter coverage · Paid Media Collective newsletter

    Original newsletter text, contributor labels and media for this update.

  2. Source referenced in newsletterLinkedIn

    Linked from the original newsletter. The source publication date has not been independently confirmed.

First Contributor
Brodie ClarkOriginal source Credit evidence

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Attribution evidence and limitations

Full attribution review pending.

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Published on this site

This update reflects the dated source reporting. Availability may have changed. Further coverage of this same development will be added to this page.

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Original newsletter text and archive evidence

Google introduces the Business Agent feature in the Merchant Centre for agentic shopping

Google is rolling out Business Agent in Merchant Centre Next for US accounts. The feature lets retailers claim their brand and customise an AI agent to answer customer questions, recommend products, and more. Retailers will soon be able to train the agent on their data, offer related products, and enable direct purchases, including agentic checkout. For you, this means a new AI-powered sales channel within Google Shopping that could change how customers discover and interact with your products.

Source captured . No explicit first-contributor label was provided for this update.

Newsletter coverage (1)📰 🦸‍♂️ Paid Media News (Week 3) 🦸♀️ · 19 Jan 2026

Google Merchant Center

Paid searchNewsletter archive1 min

Google Merchant Centre is beginning to roll out Business Agent.

As previously mentioned, Google has added a Conversational AI Customer Journey feature called Business Agent in Merchant Centre, enabling an AI Business Agent to represent your brand in Google's AI-led shopping conversations. The agent recommends products based on customer intent, answers shopper questions, and guides users from query to purchase.

SourceLinkedIn
First ContributorArpan Banerjee

Google Merchant Center

StrategyNewsletter archive1 min

Merchant Centre pilots a Business Agent in early access.

Merchant Centre has introduced rolling out Business Agent in early access, an AI agent that helps your business on Google by answering shopper questions and recommending products customised to match your brand and is rolling out to select accounts.

SourceLinkedIn
First ContributorVIVEK GUPTA