Google documents its EEA-only aggregator and supplier units

The Search Central changelog entry dated 8 September 2026 adds documentation about regional differences in Search experience, naming aggregator units, supplier units and carousels. Google says it is meant to help publishers, businesses and aggregators learn about the regional features and understand the eligibility criteria and how to participate.

What the three formats are#

Aggregator unit. Google’s own description: “a unit that provides visibility for ecosystem participants (aggregators) on the search results page.” It appears only inside the European Economic Area, on hotel, flight, ground transportation, local business and product queries.

Supplier unit. The counterpart aimed at direct suppliers rather than aggregators, using the same wording pattern: “a unit that provides visibility for ecosystem participants (direct suppliers) on the search results page.” Same region, same five query types. The page also lists an ecosystem carousel, job sites and places sites features and a South Africa badge.

Structured data carousel. Google calls it “a list-like rich result that people can scroll horizontally to see entities from a given site,” also known as a host carousel. This one has the widest reach: the EEA (hotels, local businesses, things to do, products, ground transportation, flights, vacation rentals), South Africa (hotels, things to do, flights, products, food delivery, car hire, vacation rentals, ground transportation) and Turkiye (hotels, local businesses, vacation rentals).

What the docs do not say#

Google states that a carousel requires structured data markup, without naming which schema types satisfy the requirement on this particular page; it links out to the general carousel documentation instead of listing types inline. Aggregator and supplier units appear on the page with a one-line description, the EEA and their query types, plus a link to a separate page for each, which we did not review. For a publisher or aggregator trying to qualify, the practical next step is the linked carousel reference and existing Merchant Center or travel structured data guides, not this changelog entry by itself.

Why we care#

This is a documentation update, not an algorithm change: the changelog entry names no ranking change, no new markup requirement and no rollout date. It still matters because a site operating in Europe, South Africa or Turkiye now has a citable Google source stating which query types and regions those formats touch.