Google is rolling out a new feature in Merchant Center Next called Brand Profiles. It gives retailers fresh ways to showcase their story. They can also highlight their values and promotions directly in Search results.
With online shopping searches becoming increasingly competitive, Brand Profiles allow merchants to stand out beyond standard product listings. By highlighting brand identity early in the customer journey, retailers can influence purchase decisions before shoppers even click on a product.
Here’s what we know about Brand Profiles so far:
- Where it appears: In the Merchant Center Next “Brand” section, though currently editing is limited.
- What it shows: Merchants can highlight brand values, business descriptions, categories, and visual content like images and videos.
- Additional perks: Profiles can feature offers and provide insights on how customers interact with brand content.
The catch: Access is currently limited to select accounts in early testing, and only super admins have editing rights. Google plans to expand eligibility and notify merchants as they’re added.
Why it matters: First teased at Google Marketing Live 2025, Brand Profiles reflect Google’s push to make Search more immersive and brand-driven. They directly compete with retail media networks that spotlight brand storytelling, giving retailers an opportunity to enhance visibility and engagement in a crowded market.
Next steps for merchants: As Brand Profiles become more widely available, businesses should test how these profiles affect click-through rates, conversions, and shopper perception. Early adopters could gain a valuable edge by reinforcing their brand identity directly in Search results.
At Poppy Web Solutions, we help businesses leverage tools like Google Merchant Center and other digital strategies to improve online visibility and drive moresales. If you want to ensure your brand stands out online, we can help you optimize your digital presence to get noticed by the right customers.
Ready to boost your brand’s visibility online? Contact Poppy Web Solutions today to get started.
