Google is piloting Brand Profiles in Merchant Center Next, a new feature designed to help retailers showcase their story, values, and offers directly in Google Search results. This update reflects Google’s broader shift toward making shopping experiences more immersive, brand-driven, and customer-centric.
Why Brand Profiles Matter for Retailers
Online shopping is more competitive than ever, with countless product listings vying for attention. Brand Profiles offer merchants a new way to differentiate beyond standard product feeds. Instead of focusing only on price or availability, retailers can highlight their brand identity, values, and unique selling points—which could influence purchase decisions earlier in the customer journey.
How Brand Profiles Work
- Location in Merchant Center Next: Found in the “Brand” section, though currently restricted from editing.
- Highlight Brand Story: Merchants can present business descriptions, core values, and product categories.
- Rich Media Support: Profiles can include images, videos, and special offers for more engaging presentations.
- Customer Insights: Retailers gain visibility into how shoppers interact with brand content.
The Catch
At this stage, Brand Profiles are limited to select accounts in early testing. Only super admins currently hold editing rights. Google has confirmed plans to expand eligibility, with account owners notified once access becomes available.
The Bigger Picture
First revealed at Google Marketing Live 2025, Brand Profiles highlight Google’s commitment to making Search more brand-driven and storytelling-focused. This move also positions Google to better compete with retail media networks, which have already embraced immersive brand experiences.
What’s Next for Merchants
As availability expands, retailers should plan to:
- Experiment with different brand stories and creative assets.
- Track how Brand Profiles affect click-through rates (CTR), conversions, and overall shopper perception.
- Align messaging with consumer values to build stronger emotional connections.
Final Thoughts
The introduction of Brand Profiles in Merchant Center Next marks a step toward brand-first retail marketing on Google Search. While still in early testing, this tool could become a game-changer for retailers aiming to stand out in crowded shopping results.
First spotted by Muiz Hassan, Google Ads manager at Marketaspex.
