Google is piloting Brand Profiles in Merchant Center Next, giving retailers a fresh way to showcase their story, values, and promotions directly in Search results.
Why we care. With shopping searches increasingly crowded, Brand Profiles give merchants a chance to differentiate beyond product listings, potentially influencing purchase decisions earlier in the journey.
How it works:
- Appears in the Merchant Center Next “Brand” section, though currently locked from editing.
- Lets merchants highlight brand values, categories, and business descriptions.
- Supports images, videos, and offers to enrich product visibility.
- Provides insights into how customers interact with brand content.
The catch. Access to Brand Profiles is limited to select accounts in early testing, with editing rights reserved for super admins. Google plans to expand eligibility and notify accounts as they’re added.
Zoom out. First teased at Google Marketing Live 2025, Brand Profiles underline Google’s push to make Search more immersive and brand-driven, competing with retail media networks that already spotlight brand storytelling.
What’s next. As availability widens, merchants will want to test how Brand Profiles influence click-through rates, conversions, and shopper perception.
First seen. This notification was first spotted by Muiz Hassan, Google Ads manager at Marketaspex.
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Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more. In 2008, Anu’s career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side. Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPC Live The Podcast.
She is also an international speaker with some of the stages she has presented on being SMX (US, UK, Munich, Berlin), Friends of Search (Amsterdam, NL), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna, IT) and more.
