Microsoft Merchant Center
Microsoft Merchant Center is the part of Microsoft Advertising where a store keeps its product catalogue for Microsoft Shopping campaigns and Performance Max.
How it works
Setup starts with a store tied to your site’s domain, verified through Bing Webmaster Tools or a UET tag with at least 50 recorded events. You can’t change the domain later. Microsoft approves or rejects the store automatically or after a manual review of up to five days.
Products arrive in feeds: a manual upload, FTP or SFTP, a file Microsoft downloads from your URL on a schedule, or an import from Google Merchant Center. Microsoft accepts Google-formatted feeds. A feed expires after 30 days, and its products stop showing.
The import runs once or daily, weekly or monthly. It takes only online offers with the Shopping destination, in supported markets, from a Google store on the same domain.
Shopping and retail Performance Max campaigns use the store’s ID to take its products. Their ads can appear with search results on Microsoft Bing, Yahoo, AOL, DuckDuckGo, Ecosia and other partners. Czechia, Slovakia and Poland are Shopping markets; Ukraine is not (Microsoft Shopping for European stores).
Where you see it
- Microsoft Advertising, Tools › Merchant Center: Manage stores (store status), Feeds, and Summary (store and feed issues).
Example
Example store, not client data.
The tableware shop keeps 3,000 products for Czechia and 3,000 for Ukraine in Google Merchant Center. The import brings in the 3,000 Czech offers and skips the Ukrainian ones: Ukraine is not a supported market.
Not to be confused with
- Merchant Center — Google’s tool. It can fill Microsoft Merchant Center through the import; approval and product checks stay separate.
Right and wrong readings
- Wrong: “We imported our Google Ads campaigns, so Microsoft Shopping has our products.” Right: products come only from a Microsoft Merchant Center store with its own verified domain and feed.
- Wrong: “One upload at launch is enough.” Right: a feed expires after 30 days; Microsoft suggests uploading daily, and a URL download or scheduled import does it for you.
Sources
- Create a Microsoft Merchant Center store (Microsoft Advertising Help) — domain, review, store pages. Checked 2 October 2026.
- Creating and organizing Microsoft Shopping campaigns feed files (Microsoft Advertising Help) — input methods, Google-formatted feeds, 30-day expiry. Checked 2 October 2026.
- Import your Google Merchant Center product offers to Microsoft Merchant Center (Microsoft Advertising Help) — schedule, markets, offers imported. Checked 2 October 2026.
- Product Ads, Performance Max Campaigns and What is the Microsoft Advertising Network? (Microsoft Learn) — markets, store ID, placements. Checked 2 October 2026.