Short answer: October 2026 brought several Merchant Center changes that matter for online stores. You can now add a warranty attribute to general products, not only vehicles. Stores using local inventory need a store_address attribute on each product submission for local listings. And Shopping ads in Google’s AI Mode can now show your promotions as tappable offers. With Black Friday on 27 November, now is the time to update your feed.
Here is what each change means and a short checklist to get your feed ready.
1. Warranty attribute for all products
Until now, the warranty attribute only existed for vehicle ads in Japan. Google has expanded it so retailers can show warranty information for general products in Shopping ads and free listings.
- Format: a whole number plus a unit of months or years. A three year warranty is sent as 3:year.
- Both parts are required when you submit warranty information for standard products.
- Usually optional, but some markets require warranty details in advertising. For example, Quebec’s new rules require warranty periods to be shown in years for certain products.
Should you add it? Yes, if your warranty is a selling point, such as electronics, appliances, furniture or tools. A clear warranty can help shoppers choose you over a cheaper listing. Only add it where the warranty is real and clearly explained on your product page.
2. store_address for local inventory
If you show local inventory ads or local free listings, Google now requires a store_address attribute for each applicable product submission. It links each product to the physical store where it is available.
- Use the exact address format Google asks for in its help documentation.
- Make sure the address matches your Google Business Profile, so products match the right store.
- Multi store retailers should check every location, because a missing or badly formatted address can stop products from matching to stores.
3. Promotions now show in AI Mode
Shopping ads in Google’s AI Mode can now show promotional offers, such as money off or buy more save more deals, next to the product. Shoppers can tap the offer to see the details before visiting your site. There is no separate campaign: standard Shopping and Performance Max campaigns connected to Merchant Center are eligible.
To show up, you need approved Merchant Center promotions:
- Use a specific title, such as 20% off all running shoes, not a vague one.
- Test your promo code with a real order. Google checks it against a real cart.
- Submit a few days before you need it, because reviews can take up to 72 hours.
- For Performance Max, also add promotion assets in Google Ads.
Google also launched automated promotions that can pull discounts from your landing pages. Review that setting so you are not surprised by offers you did not plan to advertise.
4. The video link bug
Some merchants have seen video links stuck in Merchant Center. Google has reportedly confirmed a known bug, with no fix date yet. If your product videos are stuck, do not keep resubmitting. Note it, check again after the fix, and focus on images and titles in the meantime.
Black Friday feed checklist
| Task | Why it matters |
|---|---|
| Fix all disapproved products | Disapproved items do not show anywhere, including AI Mode |
| Rewrite titles with brand, product type and key attribute | Better matching for Search, Shopping and AI Mode |
| Add warranty where it is a real selling point | Stronger listings for high value products |
| Check store_address for every store | Local listings keep working |
| Submit promotions by around 20 November | Time for review before Black Friday |
| Check prices and stock update daily | Avoid mismatches and suspensions |
For a full guide to titles, images and product data, read my Google Shopping feed optimization guide. If you run Shopify, my post on Google Ads for Shopify stores covers the account side.
Frequently asked questions
Can I add a warranty to my Google Shopping products?
What is the warranty attribute format?
Is store_address required in Merchant Center?
How do I show promotions in Google AI Mode?
When should I submit Black Friday promotions?
Who can optimise my Merchant Center feed?
Need your feed ready for Black Friday?
I can audit your Merchant Center, fix disapprovals and set up promotions. See my Google Shopping service, or request a free ads audit.
Want help applying this in your own account? See my Google Ads management service or request a free ads audit.
Sources
- Search Engine Land: Google Merchant Center adds warranty attribute for product listings (16 October 2026)
- Search Engine Land: Merchant Center introduces new store address attribute for local inventory (14 October 2026)
- Google Merchant Center Help: Local inventory data specification
- Google Merchant Center Help: Automated promotions