Merchant Center becomes a central video hub as Google automatically imports content

Google’s integrated video manager in the Merchant Center is no longer available. After months of appearing on accounts without visible content, the video assets section is now automatically populated with discovered videos.

Driving news. Videos are now downloaded automatically, including content from external sources such as YouTube.

• The feature – first introduced at Google Marketing Live 2025 – was designed to centralize video content within the Google Merchant Center. It was first released in September, but many advertisers saw a blank interface with no assets.

Why do we care. This confirms that Google is moving forward with its plan to make the Merchant Center a central business-ready innovation hub — not just product delivery. Since videos are auto-populating, you may get more visibility across Shopping and Performance Max without the extra upload work, but you’ll also need to make sure your YouTube and site videos are optimized for commerce. In short, video is becoming embedded in commercial ad delivery, and if you manage it consistently, you’ll have a competitive edge.

Between the lines. By integrating videos from your website, social media, and potentially AI-generated sources, Google turns Seller Center into a comprehensive creative hub—not just a product delivery manager. That’s in line with a broader shift to a video-first shopping experience across Search, Shopping, and High Performance.

What you can watch. It is still unclear how performance reporting, optimization controls, and editing tools will appear in the video assets category. But going from an empty placeholder to a fully populated library shows that the infrastructure is now working.

First seen. PPC News Feed founder Hana Kobzová first noticed this update.