Understanding the Merchant Cockpit
Last updated: October 5, 2026
The Merchant Cockpit compares your online store with other merchants in AI shopping results. It is built for retailers who sell from their own store domain.
Where to Find It
Go to Shopping & Ads in your brand's sidebar, then select Merchant Cockpit. The header shows which store domain is being tracked.
No merchant match found?
The Merchant Cockpit recognises your store through your brand's URL and any additional domains in your Brand Settings. If none of them match a merchant in shopping results, you see the warning "No merchant match found for this brand." Click Review brand domains to check them.
Until then, the cockpit shows market data only: Untapped search demand and Performance by engine still work.
Your Key Numbers
Number | What it tells you | Where to look next |
|---|---|---|
Buybox win rate | How often your listings take the first position | Terms that surface you |
Owned visibility | How visible your store's listings are overall | Owned products |
Detection rate | How often your store appears when shopping results are shown | Untapped search demand |
Products surfaced | How many of your products were found | Owned products |
Price competitive | How your prices compare with other merchants selling the same products | Product competitors |
Start Here: Where to Focus
Three counts point you to the biggest opportunities. Click one to jump to the products or search terms behind it.
Price disadvantage: your products that are priced higher than the lowest price another merchant offers for the same product
Zero-win owned terms: search terms where your products appear but never win the Buybox
Missing visibility: search terms with shopping results where none of your products appear
A dash instead of a number means there is not yet enough complete data to count reliably.
The Sections in Detail
Competitive landscape
Product competitors are merchants selling the same products as you. Each row compares your average price with theirs and shows the price gap. Expand a row to see rank, visibility and detection per product.
Search neighbors are merchants that appear on the same search terms as you, even when they sell different products. Use this to see who you compete with for attention, not only on price.
Owned presence
Owned products lists your products found in shopping results, with your price, rank and how many other merchants sell them.
Terms that surface you lists the search terms where your products appear, with your visibility, appearances, Buybox wins and the top competing merchants.
Growth map
Untapped search demand lists search terms that show shopping results with other merchants but none of your products. These are the clearest places to grow.
Performance by engine
For each AI engine, see how often it shows shopping results, how often your store appears in them, how often you win the Buybox, and which merchant leads.