Google Merchant Center is a tool and central dashboard where online retailers can upload store and product data and manage the appearance of their e-commerce products.
Google have now opened Google Merchant Center up for any e-commerce store to use.
Having previously only been open for pay per click customers, now anyone can add their product data feed in Google merchant centre.
You can now use your structured data to get rich results in the Google product listings and enhance your search results.
This information is now eligible to be shown not just in the Shopping results anymore, but has now opened up to organic search and image results too.