UCP power-ups have begun to appear in Google’s search product listings, allowing logged-in users to use the “Buy” button directly on the search engine results page (SERP).
Clicking the “Buy” button connects the buyer’s Google Pay account directly to the merchant’s payment system so they can complete the purchase without needing to visit the merchant’s website.
The Universal Commerce Protocol (UCP) is Google’s open standard for agent commerce. And so far, UCP power output is only available through AI Mode and Gemini App.
Google launched UCP in January 2026 as an open standard developed in collaboration with partners including Shopify, Etsy, Wayfair, Target, and Walmart. And the expansion of product listings in the main SERP was seen in Wayfair’s product listings, as reported by SERP Alert on X.
The rollout may also extend to other partners. But the UCP power outage seems to be powered by Wayfair only for now.
I did a similar search related to furniture. The “Buy” button only appeared on Wayfair products:
Why a UCP-powered checkout on a major SERP is important
For advertisers, the powerful output of UCP comes from the large SERP signals that Google deems the commercials suitable for a more familiar interface.
It’s also another tangible step towards the future of the agent, where AI agents represent users to research, compare, and now complete transactions.
Discoverability is required to participate in those activities. If your products and any relevant actions are not clear when the agent goes to look, you are at risk of losing.
For businesses interested in UCP’s powerful output, you need to have a Google Merchant Center account with approved products that are eligible for free listing. And your account should have the following settings configured:
- I
native_commerceThe product attribute is set to the appropriate items for your product offering, which triggers the “Buy” button on those listings. - Detailed return policies, shipping settings, and customer support information
- A Google Pay & Wallet Console account, with your payment service provider integrated with the Google Pay API
- A published
/.well-known/ucpprofile and the three main endpoints of REST (session creation, updates, and termination), according to Google’s UCP developer guide - Submission of early access interest form
How do you prepare for a commercial?
To prepare a successful transaction directly on Google SERP, you need accurate and structured product data. Because Google uses it to verify your Merchant Center feed.
Use Semrush’s Site Audit tool to clean up your website and find any issues with your product’s structured data that could impact your Merchant Center eligibility.
Just look for any invalid items in the “Vendor Listing” line. They are not in the example below.
It’s also a good idea to use Site Audit to check if AI crawlers can crawl your site. Doing so now prepares you for the future when agent actions occur on your website.
For enterprise teams, Semrush Enterprise Site Intelligence includes Bot Analytics for an even more advanced way to analyze AI bot activity.
