Windows 10’s new ad for Edge targets third-party browsers

Edge web browser

Google Chrome is at the top of the browser thrones, but
Microsoft has recently revamped its Edge browser and the
company has taken big steps to push their updated browser into
the conversation.

We’ve seen Microsoft Edge ads on certain
Microsoft websites,
Windows 10’s Start menu, and
Windows Search. The firm is now taking things a bit
further. Spotted by us earlier today, users are now seeing an
Edge “recommendation” when trying to search for Chrome, Firefox
and Opera in Windows Search page.

In our tests, the recommendation for new Microsoft Edge popped
up only for three keywords—Google Chrome, Firefox and Opera. If
the Edge browser is installed, the ad or recommendation

Edge ad in Search for Chrome

It was quietly added by Microsoft and “recommendation” is
triggered when trying to install these third-party browsers. I
couldn’t reproduce the same recommendation for other
third-party browsers such as Brave or Vivaldi on Windows 10.

It’s worth noting that the ad on the left side is part of the
Windows 10 Search UI and the ad on the right side is powered by

The pop-up is not intrusive, but it does not provide a close
option for turning the messages.

Edge ad in Search

Seen above, the message in this ad or recommendation (as
Microsoft says) is pretty straightforward. Microsoft wants you
to know that Edge has been recreated with the same technology
as Google Chrome and it is the faster, safer browser, designed
for Windows 10.

Microsoft is currently experimenting these ads with a select
group of users and it won’t stop you from installing your
third-party browser.

It’s clear that Microsoft is trying to get users to Edge when
they search for other browsers, but it’s also important to
point out that Google also bothers users to switch to Chrome
whenever you visit one of its services such as Drive, Gmail,
etc in Microsoft Edge.

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