October Prime Day kicked off the early holiday shopping season last week, and now Google is introducing new tools for online shoppers. Google’s latest tools use Google Search data and AI-powered item organization.
Google’s new When to Buy Guide and Universal Cart may help alleviate the stressful holiday dilemmas we see year after year by advising you when certainitems are discounted and saving your items from different retailers in one place, respectively.
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1. Save products from multiple retailers
Google’s Universal Cart lets you ditch open tabs and endless screenshots. The cart can save your progress across Google, so you’re never starting from scratch. Every time you save a product to your cartyou when you return or decide to check out
2. Keep tabs on pricing or inventory
Google’s cart is built on the 60+ billion continually refreshed product listingsations about price drops or restocks without doing any extra work — Universal Cart is continually checking for you in the background
3. Identify hidden savings or points from your cart
Google’s cart doesn’t just house products you’re eyeing. It can help you buy smarter by maximizing the benefits you may already have. For example, the Universal Cart can help you identify the specific benefits of each payment option you may have, including card perks, and help you choose which one is best to use if you decide to purchase. Universal Cart is built on Google Wallet, making it more convenient for those using Google’s shopping tools and payment methods. Plus, the cart will also identify any relevant promo codes so you can save more.
4. Make seamless, trusted purchases
Universal Cart seamlessly integrates with Google Pay in just a few taps right within the cart, or shoppers can transfer their items directly to merchant carts to complete their purchase on the merchant’s site. Either way you choose, you’ll receive full communication about orders and customer support from the merchant you checked out with, which is the seller of record.
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Google said that as the holiday season warms up, Universal Cart is one way to give “shoppers the convenience and smarts they need to make the best shopping choices.”
Google’s When to Buy Guide is a new report that analyzes historical promotional patterns, search trends, and discount data across US merchants. This year’s insights include when the best time is to snag signature scents, why you should reconsider buying that handbag on Black Friday, and why shopping early for travel gear like suitcases is better if you’re an early bird.
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Google said in its press release that the company is building the future of commerce across two specific fronts: “Unlocking agentic capabilities that act on your behalf and designing practical tools that give shoppers confidence and control. Google’s Universal Cart is built for that second track — mirroring how people actually shop today across Google, without losing track of their items, their savings, or the merchants they trust.”
