Microsoft lets merchants update store names and domains in Merchant Center

Microsoft Advertising now allows e-commerce merchants to edit their Merchant Center store name and domain directly within the platform — no support ticket required.

Why we care. Store details like names and URLs change as businesses rebrand or restructure. Previously, updating these required manual intervention. Self-serve control reduces friction and keeps campaigns running more smoothly during transitions.

How it works — the details:

• Store name changes go through editorial review before going live. During review, ads keep running under the existing approved name — so there’s no interruption to campaigns.
• Domain/URL changes require merchants to verify ownership of the new domain before the switch takes effect. Ads continue serving on the old domain in the meantime. Once approved, product URLs must be updated to reflect the new domain.
• Reusing names or domains is allowed — as long as the store name clears editorial checks and the domain is verified and confirmed as merchant-owned.

The bottom line. The update gives ecommerce advertisers more autonomy over their store settings while building in safeguards — editorial review and domain verification — to prevent abuse and maintain ad quality.

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