Microsoft appears to be testing a visual change to its Bing shopping ads carousel, adding merchant favicons next to the site names shown for each product result. The carousel currently displays only plain text site names, with no icon.
The test surfaced after Sachin Patel posted a screenshot on X showing the favicon treatment next to a standard version of the carousel without it. Search Engine Roundtable’s Barry Schwartz, who covered the sighting, said favicons make the ad unit more visually appealing but was not sure whether Microsoft intends to roll the change out broadly.
Nothing about this points to a confirmed rollout. Bing product listing ads have historically leaned on text-only merchant identification, so a favicon treatment would bring the format closer to how organic shopping results and some competing ad units already present brand identity.
Advertisers running Bing shopping campaigns should watch their own carousel placements for the icon rather than plan around it, since Microsoft has not confirmed this moves past testing.
Per a Search Engine Roundtable report by Barry Schwartz, published September 23, 2026.
