Renaming a Microsoft Merchant Center store no longer disrupts Shopping ads. When a store name is updated, the new name goes Under review while ads continue displaying the previously approved name.
If the new name is rejected, the original store name remains active, and the rejection reason is shown in Store Issues.
This practical change helps businesses rebrand without fearing an interruption in ad delivery.
Read the official help page found by Hana Kobzová: Create a Microsoft Merchant Center store.