TL;DR Summary:
Self-Service Updates: Merchants can now change store name and domain directly in Microsoft Advertising Merchant Center without support tickets, launched in April 2026.No Campaign Disruptions: Ads continue running during editorial review for names and ownership verification for domains.Faster Business Flexibility: Enables quick rebranding for mergers or refreshes with clear status tracking and security safeguards.Can you update your store name and domain directly in Microsoft Advertising Merchant Center?
Yes, you can now update both your store name and domain directly in Microsoft Advertising Merchant Center without submitting a support ticket. This self-service feature launched in April 2026 and removes the previous requirement to contact Microsoft support for these changes.
How Microsoft Advertising Merchant Center Store and Domain Name Updates Work
Navah Hopkins, Microsoft’s Advertising Liaison, announced this update on LinkedIn and X. The new feature gives merchants direct control over two critical pieces of their advertising setup.
Store name changes go through editorial review before they become active. Your ads keep running with your current approved name while Microsoft reviews the new one. This means no interruption to your campaigns during the approval process.
Domain changes require you to verify ownership before they go live. Your ads continue serving on your old domain until Microsoft verifies the new one. Once approved, all your product URLs must match the new domain.
Requirements for Microsoft Advertising Merchant Center Store and Domain Name Updates
Microsoft allows you to reuse store names and domains under specific conditions. Store names must pass editorial checks. Domains require verification and proof of ownership by the merchant.
The editorial review process protects advertisers and users from misleading store names. Domain verification prevents unauthorized changes that could redirect traffic to unowned websites.
For agencies and businesses managing multiple Microsoft Advertising merchant accounts, tools like Ad Commander help streamline monitoring of store name and domain changes across different client accounts. This ensures editorial reviews and domain verifications get tracked efficiently without manually checking each Merchant Center individually.
Benefits of Self-Service Microsoft Advertising Merchant Center Store and Domain Name Updates
This update eliminates the delay and complexity of working through support tickets. Merchants can rebrand or restructure their online presence faster. The change particularly helps businesses undergoing mergers, acquisitions, or brand refreshes.
The interface shows clear status indicators for pending changes. You can track whether your store name is under editorial review or your domain verification is processing.
Ads continue running throughout both processes. This continuity prevents revenue loss during business transitions that require name or domain changes.
What This Means for Your Microsoft Advertising Strategy
Self-service updates give you more control over your merchant presence. You can respond faster to business changes without waiting for support response times.
The verification requirements maintain security while adding flexibility. Microsoft balances merchant convenience with platform integrity.
Managing these updates across multiple accounts requires attention to detail. Ad Commander provides centralized oversight for agencies tracking editorial reviews and domain verifications across client accounts. This WordPress ad management system helps maintain visibility across all your merchant activities in one dashboard, which becomes valuable as Microsoft continues adding self-service capabilities like store and domain name updates.
