Google Tests Brand Profiles in Merchant Center Next — and Why It Matters to You

09.10.2025

 

Google Tests Brand Profiles in Merchant Center Next — and Why It Matters to You

Google has started testing a new feature called Brand Profiles within Merchant Center Next. This update allows merchants to showcase not only their products but also their brand identity — its story, visual content, and active offers — directly in search results.

What Are Brand Profiles

With the Brand Profiles feature, businesses can create a dedicated page that includes a brand description, product categories, images, videos, and current promotions. This information appears as a “brand card” in Google Search — a visual brand panel displayed before users even click on a product.

Currently, the feature is in a pilot phase and available only to selected accounts. Google notes that it will gradually notify merchants when access becomes available to their profiles.

google brand profiles

Why It Matters for Online Retailers

Every online store owner knows how difficult it is to stand out among dozens of similar listings in Google. Until now, shoppers could see only an image, price, and short title. Now, Google takes a major step forward by allowing businesses to highlight who stands behind the brand and why customers should trust it.

Online shopping is no longer just about product choice — consumers look for connection, story, and value. Brand Profiles gives you the opportunity to present your brand identity before the customer even views your product catalog.

How to Prepare for Brand Profiles

If you want to make the most of this new feature, prepare in advance. Here are a few actionable steps:

  1. Create an authentic brand description — who you are, what you offer, and what makes you unique.
  2. Gather high-quality visual assets — images, videos, logos, and product visuals.
  3. Decide which products or offers you want to highlight first.
  4. Monitor notifications in Merchant Center — once your profile is included in the test, you’ll be ready to launch it immediately.

Potential Benefits

  • Higher click-through rates — shoppers recognize your brand before even browsing your products.
  • Stronger engagement — presenting your brand visually and narratively builds trust.
  • New analytics insights — track how users interact with your profile directly in Google.
  • Enhanced online presence — Google is moving toward a richer, brand-focused search experience.

Conclusion

Brand Profiles could become one of the key tools shaping the future of online retail. For you as a business owner, this means one thing — be prepared. Start crafting your content, visual identity, and messaging now. When Google opens Brand Profiles to everyone, those who are ready will stay one step ahead of the competition.

 


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