Google Tests New Brand Profiles in Merchant Center Next
▼ Summary
– Google is piloting Brand Profiles in Merchant Center Next to let retailers showcase their story, values, and promotions directly in Search results.
– This feature aims to help merchants differentiate themselves in crowded shopping searches and influence purchase decisions earlier in the customer journey.
– Brand Profiles allow merchants to highlight brand values, categories, and descriptions using images, videos, and offers, while also providing customer interaction insights.
– Access is currently limited to select accounts in early testing, with editing rights for super admins, but Google plans to expand eligibility.
– Brand Profiles, first teased at Google Marketing Live 2025, are part of Google’s push to make Search more immersive and brand-driven.
Google is currently running a pilot program for a new feature called Brand Profiles within its Merchant Center Next platform. This initiative provides retailers with a dedicated space to present their brand’s narrative, core values, and special promotions directly within Google Search results. This move aims to create a richer, more informative shopping experience for users.
In a highly competitive digital marketplace, this tool offers a significant advantage. Brand Profiles allow merchants to stand out from the crowd of standard product listings, capturing shopper attention at a critical, early stage in the decision-making process. By conveying a brand’s identity and mission, businesses can potentially sway purchasing choices before a user even clicks on a specific item.
The functionality of Brand Profiles is designed for depth and engagement. Located in the Merchant Center Next interface under a dedicated “Brand” section, the feature is currently viewable but not yet editable for most users. It enables companies to emphasize what makes them unique, including their ethical stance, product categories, and a compelling business description. The profiles support a variety of multimedia content like images and videos, as well as promotional offers, to create a more dynamic and visually appealing presence. Furthermore, merchants will gain valuable analytics on how potential customers engage with their brand story.
It is important to note that participation in this pilot is restricted. Access is initially limited to a select group of accounts, and editing capabilities are reserved for super admins. Google has indicated its intention to gradually expand availability and will notify merchants as they are included in the rollout.
This development is part of a larger strategic shift for the search giant. First previewed at Google Marketing Live 2025, Brand Profiles signal Google’s commitment to transforming Search into a more immersive and brand-centric environment. This effort positions Google to better compete with established retail media networks that have long prioritized brand storytelling as a core component of their advertising offerings.
Looking ahead, as the feature becomes more widely accessible, the key for retailers will be to actively evaluate its impact. Merchants will need to analyze how these enriched profiles affect key performance indicators such as click-through rates, conversion numbers, and overall brand perception among shoppers. The initial discovery of this new feature is credited to Muiz Hassan, a Google Ads manager at Marketaspex.
(Source: Search Engine Land)
