Google tests Brand Profiles in Merchant Center Next

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.