Google unveils open-source Merch Intel dashboard for public use
Google has recently unveiled an innovative tool called Merch Intel, an open-source dashboard designed to help retailers gain valuable insights from their Google Merchant Center data. This new offering is set to revolutionise the way merchants analyse market trends and optimise their product listings.
Merch Intel operates as a Looker Studio integration that requires connection to Google Cloud Platform services. The dashboard provides five distinct analytical perspectives for competitive intelligence, including the Best Sellers Overview, Best Sellers Details, Price Benchmark, Benchmark Breakdown, and Price Suggestion components.
The Best Sellers Overview section reveals top-performing products by category or brand across Google's ecosystem, while the Best Sellers Details view offers a granular analysis of high-demand products. The Price Benchmark view allows retailers to compare their product pricing against market standards, providing valuable pricing insights. The Price Suggestion component offers AI-generated pricing recommendations with estimated performance improvements.
One of the key features of Merch Intel is its ability to identify emerging trends and bestsellers, enabling merchants to spot opportunities and adapt their strategies accordingly. Additionally, the dashboard identifies expansion opportunities based on trending products.
However, it's important to note that Merch Intel's insights are limited to products and competitors active in Google Shopping. Retailers seeking comprehensive market intelligence across all sales channels may need supplementary analysis tools. Modifications to the dashboard require technical expertise in Looker Studio development and BigQuery management.
The timing of the Merch Intel release coincides with significant changes in e-commerce advertising dynamics, particularly Amazon's withdrawal from Google Shopping in July 2025. This move may have left a gap in the market that Merch Intel aims to fill, providing merchants with actionable intelligence to better understand trends, competition, and shopper behaviour to improve their merchandising strategies.
Merchants can leverage Merch Intel for competitive positioning using price benchmarks, bridging the gap between advertising optimization and business strategy for performance marketers. The open-source nature of Merch Intel also enables customization for specific business needs.
In essence, Merch Intel represents Google's effort to democratize market intelligence tools, making valuable insights accessible to retailers of all sizes. As e-commerce continues to evolve, tools like Merch Intel will undoubtedly play a crucial role in helping merchants stay ahead of the curve.
