Google widened access to the AI performance insights report inside Merchant Center, adding Australia, Canada, India, and New Zealand to a rollout that started with United States merchants in July. The report is limited to English-language queries in all five markets. For retailers outside the US, it is the first native look at how their catalog performs inside Google’s generative shopping surfaces rather than classic Shopping results.
The stakes are straightforward: AI Mode and AI Overviews increasingly sit between a shopper’s question and the product listing, and until now merchants outside the US had no dashboard showing whether their brand even appeared in those conversational answers. A retailer could be losing visibility to a competitor inside an AI-generated summary with no data trail pointing to it.
AI performance insights, the report’s formal name inside Merchant Center, shows how a brand is discovered across conversational, shopping-intent queries answered by AI Mode and AI Overviews specifically, not general organic search. Google describes the goal as helping merchants “understand how your brands show up in conversational queries, evaluate your visibility across different shopping stages, and view trends to help optimize your product data,” according to updated language in its Merchant Center help documentation, first flagged by Search Engine Roundtable.
That documentation update did more than add four countries. Google rewrote several sections of the help page alongside the expansion, which merchants running international campaigns should read in full rather than assume matches the July version they may have already reviewed.
The expansion follows a pattern Google set with Search Console’s own AI features reporting: US-first rollout, then a wait of weeks or months before international markets get parity. Google had already signaled in July that more countries were coming, so the September expansion is confirmation of a stated plan rather than a new initiative. What Google has not disclosed is a timeline for non-English queries or for markets beyond these four, which leaves merchants in the eurozone, Japan, and most of Latin America without this visibility layer for now.
The announcement includes no independent measurement of how much shopping traffic actually flows through AI Mode or AI Overviews in these markets, only that the reporting now exists. That gap matters because a merchant cannot yet weigh the cost of optimizing product feeds for conversational visibility against a known volume of AI-driven shopping traffic; they are working from Google’s dashboard alone.
Merchants in the four newly added markets should pull the AI performance insights report this week and cross-reference it against existing Shopping ads performance to see whether conversational queries are already surfacing their catalog, and whether product titles and attributes need restructuring for the way AI Mode phrases shopping questions rather than the way a traditional search box does.
Search Engine Roundtable’s Barry Schwartz reported the Merchant Center expansion on September 3, 2026, citing Google’s updated help documentation.
