Hi and welcome back to another edition of The Keyword. Google appears to be testing a ‘Universal Commerce’ buy button directly in its main search results.

Universal Commerce involves agents completing transactions on behalf of customers, so enabling that from the main SERP would be a massive change. Nothing is confirmed. But a trustworthy source picked this up. Next week is Google Marketing Live, so we’ll see if more is announced then.

— Kole

P.S if you want this newsletter in a short video format, I’m experimenting with an alternative format for the newsletter below.

Google is testing a native-style "buy" button next to product listings. Meaning, people can use Google to find and purchase a product using Google Pay without leaving the Google interface.

The checkout runs on ‘Universal Commerce Protocol’. Universal Commerce connects AI agents directly to merchant checkout systems, so transactions can happen without shoppers being redirected to the merchant’s website.

Universal Commerce is already live inside Google’s AI Mode and the Gemini app but this is the first time it has been spotted in main search.

There has been no formal announcement but Universal Commerce is clearly growing. Google's VP of Ecommerce just announced that Amazon, Meta, Microsoft, Salesforce, and Stripe have all joined the Universal Commerce Council. The protocol is becoming an industry-wide standard, not just a Google product.

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Advertisers can now plan, target, and run CTV campaigns within Amazon DSP while using LinkedIn’s audience targeting signals without switching platforms. The integration keeps campaign setup and activation inside Amazon’s system.

Amazon has launched ‘Dynamic TV Creative’ for Prime Video ads, which changes ad versions in real time based on  a viewer’s shopping and streaming signals. The system automatically adjusts elements like messaging, images, pricing, and CTA depending on where a viewer is in the shopping journey.

With the new connector apps, merchants can now manage store activity through prompt-based conversations with ChatGPT and Claude instead of using the Shopify dashboard. Merchants can check sales, track orders, update product listings, and monitor store performance directly inside the AI chat tools.

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