To simplify and streamline communications, Google has officially discontinued the Email Archive feature in Google Merchant Center (GMC) as of June 25, 2025. While the feature is no longer available, merchants will still be able to access essential messages, just in a new location: the Notifications tab.
What Changed?
Historically, the Email Archive stored a log of all critical updates, policy notices, account alerts, and promotional tips Google had sent to merchants via email. This feature was tucked away under the settings (⚙️) menu in GMC, often overlooked or forgotten.
Now, instead of checking both your email inbox and the archive section, all essential communication will be available directly within your GMC account under Notifications in the left-hand navigation.
Why Is This a Good Thing?
For most merchants, this is a positive usability improvement. Here’s why:
- Centralized Access: All critical alerts, suggestions, and policy-related updates are now in one place.
- Increased Visibility: Notifications are much more visible than the Email Archive, which many merchants rarely access.
- Personalized Experience: Google promises that these notifications will be tailored to your account, improving relevance and actionability.
- Improved Workflow: You no longer have to dig through emails or archived logs — everything is available right where you manage your products and campaigns.
What Should Merchants Do?
- Familiarize Yourself with the New Tab
Visit your Google Merchant Center account and locate the Notifications tab in the left-hand panel. - Check Regularly
Make it a habit to monitor this section for updates on policy violations, optimization tips, or account issues. - Update Internal Processes
If your team relies on the email archive for compliance or audit purposes, inform them of the new workflow.