Microsoft Merchant Center and Copilot: Setup Guide for US Stores

Microsoft Merchant Center is the Microsoft equivalent of Google Merchant Center. It sends your products to Bing, Microsoft’s shopping surfaces and Copilot, Microsoft’s AI assistant. Many US stores have never set it up, which makes it one of the cheapest ways to reach more shoppers.

Why it matters now

Bing powers search on Microsoft products and in Copilot. In January 2026 Microsoft launched Copilot Checkout, with PayPal, Shopify and Stripe, so shoppers can buy without leaving the assistant. Product data from Microsoft Merchant Center is the direct route into that experience.

Setup step by step

1. Create a Microsoft Advertising account. Microsoft Merchant Center lives inside it.
2. Create a store in Merchant Center and verify your website.
3. Add your catalog. You can import from Google Merchant Center, upload a feed file or connect through your platform.
4. Review issues. Like Google, Microsoft reviews products and flags problems with data or policies.
5. Turn on free listings where available, and decide whether to run Shopping campaigns.

Importing from Google Merchant Center

If your Google feed is already approved, importing it is the fastest route. Keep in mind that the import copies the data as it is: errors in Google become errors in Microsoft. Schedule the import so changes in Google reach Microsoft regularly.

Common issues

• Website not verified or not matching the store.
• Missing identifiers or brand.
• Prices or availability that don’t match the product page.
• Imports that stopped updating after the first run.

Beyond the setup

The quality of your data decides how often Copilot and Bing show your products. Our guide to the product data AI shopping agents read covers the fields that matter, and one product feed for every AI channel shows how Microsoft fits next to Google, ChatGPT and the marketplaces.

For comparisons, see Google vs Microsoft Merchant Center vs ChatGPT Shopping and ChatGPT vs Gemini vs Copilot. Our Google Merchant Center agency sets up and maintains both Google and Microsoft feeds; read what a Merchant Center agency does.

FAQs

Is Microsoft Merchant Center free?

Creating the store and listing products for free where available costs nothing. You pay only for advertising campaigns.

Do I need a separate feed for Microsoft?

Not necessarily. Importing from Google Merchant Center works for most stores.

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