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By Ruchi Pardal
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~ 9 minutes read
~ 9 minutes read
If you have ever attempted to work with hundreds, or even thousands, of product listings inside Google Merchant Center, you will know how daunting it can be. Filters, labels, disapprovals, low click-through rates, out-of-stock items.
Too much, right? But what if you could just type something such as “products with lots of views but no clicks” and get an immediate answer? Well, now you can.
Google has launched a new AI-driven feature on Merchant Center that allows merchants to use plain English to sort through their products. This tool is called “Search for Products” and it is based on natural language processing (NLP) and specifically conceives of it as an effort to take the guesswork—and grunt work—out of catalog management.
Also Read: The Role of AI in On-page SEO
Google Merchant Center (GMC) is a platform that enables businesses to upload and manage their product data so that it is available for Google Shopping, YouTube ads, search campaigns, and so forth. If you’ve ever found a product listing on Google search complete with images, price, and the name of the store, it’s most certainly through the Merchant Center.
By signing up, you generate a product feed- a list of all your products with attributes such as title, description, price, and images. This feed must comply with Google’s rules, and when it’s approved, your products will appear in Google Shopping ads, free listings, and even in Gmail or YouTube.
In other words, imagine, as it were, your Google Product Database. That’s how your online store speaks to Google, so your products can appear in many Google services. But here’s the catch: the more products you have, the more things will become complicated. That’s pretty much what this new AI tool is here to solve.
AI-driven product filtering is the process of using AI to help filter or search for products. Like Google uses in its Merchant Center. Yup. No longer any need to use dropdown menus or filter trees, which makes it complex. Rather than that, you can simply type what you’re looking for as you would say it to someone verbally. For example:
When you input your query into the system, it reads your query, understands your context, and serves you filtered results from your catalog. It’s that simple.
This improvement is particularly useful for new merchants or those not data analysts by trade. You don’t need to learn the intricacies of performance columns or filtering logic and talk another language anymore – just speak your language.
All of this can be examined a little closer. You’re instructing the AI on what you are looking for in your product list without it feeling like you are speaking to an AI. Rather, you are involved in a conversation with a friend. The AI grabs on to your query and generates exact filters for your data. Here’s how it might look:
You provide what you need to type, and the AI does the dirty work. Don’t even need to be a data geek. In addition, the filtered results export cleanly when you download data, so even if you don’t spot an issue, you can take them and plug them into spreadsheets or reports without a hitch.
Here’s a quick look at what you can filter:
| Query Example | What It Finds |
| Manually added products | Items you entered by hand, not through automated feeds |
| Out-of-stock products still getting traffic | Products no longer available but still appearing in searches |
| High impressions, low clicks | Products seen often but not clicked, possibly needing better titles or images |
| Visible products with zero engagement | Live products that customers aren’t interacting with |
Why should you care? If you’re doing business online, your product data is your meat and potatoes. It’s that which helps customers to find you and that which Google uses to determine what products to show. It’s hard to contain that data. AI-driven product filtering makes it easier. That’s why it’s a big deal:
This capability comes in handy, saving time, enhancing your store’s performance, and making more sales. Who doesn’t want that?
Ready to try it? You’ll need Merchant Center Next. Google began this completely later September 2024, and as it’s May 2025 most users should have access (Google Blog).
On Merchant Center Next, locate the “Search for Products” tool, enter your query, and let the AI do its thing. It’s that easy. To see the stepwise process, look further down below.
To begin with, go to Google Merchant Center, log in to your account.
The feature can be found on the product listings dashboard. Google has begun staging its release, so it may not yet appear everywhere. It’s currently available in a number of nations, such as Australia, and will see other countries pick it up later on.
Touch the search bar, key in your question in your ordinary English. For example:
“Find products with low click-through rate”
Google does this with machine learning to interpret your query and, in the background, applies the correct filters.
You’ll see only relevant products where their relevant metrics are clearly shown, whether it be impressions, clicks, stock status or policy violations.
Now that you’ve filtered out the things you are concerned about, you can change titles, correct disapprovals, adjust availability, or rearrange prices. All from the single spot.
Imagine if you run an e-commerce fashion store with over 2000 products. Wondering how “Search for Products” can help in your day-to-day? Here’s a scoop.
Type:
“Disapproved items due to image quality”
In seconds you see a list of all items flagged for image issues. You update your product photos, you resubmit and you’re back in the game.
Type:
“Out of stock yet active”
You’ll get every listing that is marked active but out of inventory, which is an easy way to stop disappointed shoppers and wasted ad money from happening.
Type:
”High impressions, low CTR items”
This shows products that are not being clicked but are viewed. The time to change your titles, images, or prices of your product.
Type:
“Last year’s winter jackets still live”
Got to get rid of old seasonal postings? One question, and you’ll be clear about what’s still hanging around.
And while you wait for access, you can do this:
This filtering tool is only one part of Google’s AI puzzle. They are betting big on AI to make merchants come out on top. Take Product Studio, for example. It’s an AI solution for image creation and improvement for products in more than 30 countries. It can create 360-degree spins or animated images, and 80% of merchants who use it claim it saves time. 30% of the images created are uploaded or downloaded (Google Blog).
Google has also added rules to AI-generated content, such as special attributes for product titles or descriptions that are the outputs of AI, to maintain transparency (Google Merchant Center Help). These moves demonstrate Google’s intentions to make e-commerce easier and more trustworthy.
Also Check: AI Search Optimization
Google’s product filtering for online retailers in Google Merchant Center, based on Artificial Intelligence, is a game-changer for entrepreneurship novices. By letting you search your product data in plain English, it makes managing your catalog a snap, saves you time, and improves your store’s performance.
And this is just the first. With the Product Studio and AI-powered insights, Google is bringing e-commerce closer and easier. So why not jump into Merchant Center Next, and spin this feature around then? Your product data, and your customers for that matter, will be grateful.
Google Merchant Center is a tool that helps online retailers upload and manage their product data so it can appear in Google Shopping, search ads, and other Google services. It acts as a hub where you maintain accurate, up-to-date product listings for better visibility across Google platforms.
Yes, using Google Merchant Center is free. You can upload your product data and manage your feed without any charge. However, if you choose to run Google Shopping ads or Performance Max campaigns, you will need to pay for the ads themselves.
“Search for Products” is a new AI-powered tool that lets merchants filter their product catalog using natural language. Instead of navigating complex filter settings, you can simply type queries like “products out of stock” or “low click-through items,” and the system will return relevant results instantly.
As of now, the feature is being gradually rolled out, with initial availability in countries like Australia. Google plans to expand access to more regions soon. If the feature isn’t visible in your Merchant Center yet, keep checking for updates.
Not at all. The tool is designed for simplicity. You just type your query in everyday language, and the system handles the filtering. It’s ideal for beginners and small business owners who may not have a technical or analytics background.
Yes, and that’s one of its best uses. You can ask something like “disapproved items due to policy violations,” and it will show you all the listings affected. This makes it easier to fix issues quickly and keep your product feed healthy.
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