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Change historychevron_rightMicrosoft Adschevron_rightSep 15, 2026

Renaming a Microsoft Merchant Center store no longer interrupts Shopping ads

Product: Microsoft AdsCategory: Reporting & UIArea: ShoppingStatus: LiveImpact: MediumSource type: Official
Date
Sep 15, 2026
Primary source
Microsoft Advertising Help

Microsoft Advertising documented that renaming a Microsoft Merchant Center store no longer pauses Shopping ad delivery. The new store name goes 'Under review' while ads keep serving with the previously approved name, and if the new name is rejected the original name stays live with the rejection reason shown in Store Issues.

  • Previously a rename could disrupt Shopping ad delivery while the new name was reviewed, which made rebranding risky mid-flight.
  • The behavior is described on the 'Create a Microsoft Merchant Center store' help page.
  • Microsoft's help pages are undated; PPC News Feed reported the change on 2026-09-15, credited to Hana Kobzová.

Sources

Undo

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