Microsoft Promotes Edge’s Features in a New Comparison Banner When You Search for Chrome on Bing

Microsoft has plenty of tricks and marketing campaigns to promote Edge over Chrome. We’ve seen a lot already. The company is now taking a fresh approach to Google Chrome within Microsoft Edge’s Bing search results.

Microsoft Edge is the default browser on Windows, and Bing is the default search engine in Edge. This gives Microsoft the license to promote Edge aggressively. Since most users around the world use Google Chrome, it’s no secret that Microsoft wants users to switch to Edge.

Most users try to download Chrome or another browser from Bing while using Edge. When they do, Microsoft, long known for showing Edge download popups, has started something new to entice users to discover Edge features by comparing with Chrome.

We noticed that if you search for “Chrome” in Microsoft Edge, Bing now shows a comparison between Edge and Google Chrome right at the top of the page, above the organic search results.

The banner displays the message “Save time, browse here,” claiming that ” Microsoft Edge offers the speed of Chrome with the security of Microsoft”. A “Discover more features” link leads to another page that showcases Edge’s features using AVIF images.

Interestingly, the comparison highlights that Edge offers Microsoft Rewards, includes a built-in VPN (though not yet available in all regions), supports AI personalization, and is Microsoft-recommended, while Chrome is left blank in contrast.

The comparison highlights that Microsoft Edge includes:

• Microsoft Rewards
• Built-in VPN (availability may vary by region)
• AI personalization
• Microsoft-recommended browser label

In contrast, Chrome is shown without any checkmarks, downplaying Chrome’s Strengths.

The ad appears as a promoted result and includes a small ‘Close’ button, allowing users to dismiss it if desired.

The “Discover more features” link leads to a page titled “Get to know Microsoft Edge”. While the standard Edge tutorials remain available, Microsoft now prominently highlights Edge as an AI-powered browser that provides a smarter way to find, search, protect, browse, game, shop, learn, create, and more.

Is this new comparison prompt enough to make you consider Edge over Chrome? Share your thoughts with us in the comments below.