Christian Cabrera shared that Google is sending out emails to brands with Brand Profile available in their Google Merchant Center.
The emails are titled “Early access: Claim your new brand profile for [Brand Name]”, inviting them to customize their profile and how it looks in Google Search.
And here’s how the experience look like when you open this new section in GMC.
This feature will let brands manage their store identity, logo, and curated product showcase directly within Google’s shopping surfaces, boosting discoverability and trust.
This feature was first presented during Google Marketing Live 2024 and was mentioned again at this year’s event, where Google announced it would be rolled out soon. First users spotted it in the interface in September 2025.