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I'm a little confused on B_Category versus MerchantCategory. The way they are described in the Bing Merchant Integration Guide, they sound like essentially the same thing.
My store sells dental products. So my MerchantCategory would be Health & Wellness. Would my B_Category be just Dental, or would it be Health & Wellness>Dental? Or something else?
Can someone explain this, please?
Merchant Category is the category you traditionally categorize your items with. Bing is essentially using your categories in this column as keywords to match your products with specific user searches.
B_Category, or BingCategory, is categorizing your products into the appropriate Bing Shopping category. They both help your search results rankings in separate but similar ways. It's here that an appropriate Bing Shopping category is required, like Health & Wellness.
You can find more information on Bing Shopping categorization and data feed optimization here:
Hope this helps.