diff --git a/google/cloud/retail/v2alpha/BUILD.bazel b/google/cloud/retail/v2alpha/BUILD.bazel
index 91853ac177..335fc5d175 100644
--- a/google/cloud/retail/v2alpha/BUILD.bazel
+++ b/google/cloud/retail/v2alpha/BUILD.bazel
@@ -9,19 +9,24 @@
 #    * extra_protoc_file_parameters
 # The complete list of preserved parameters can be found in the source code.
 
+# buildifier: disable=load-on-top
+
 # This is an API workspace, having public visibility by default makes perfect sense.
 package(default_visibility = ["//visibility:public"])
 
 ##############################################################################
 # Common
 ##############################################################################
-load("@rules_proto//proto:defs.bzl", "proto_library")
+# buildifier: disable=same-origin-load
 load("@com_google_googleapis_imports//:imports.bzl", "proto_library_with_info")
+load("@rules_proto//proto:defs.bzl", "proto_library")
 
 proto_library(
     name = "retail_proto",
     srcs = [
         "analytics_service.proto",
+        "branch.proto",
+        "branch_service.proto",
         "catalog.proto",
         "catalog_service.proto",
         "common.proto",
@@ -37,6 +42,8 @@ proto_library(
         "prediction_service.proto",
         "product.proto",
         "product_service.proto",
+        "project.proto",
+        "project_service.proto",
         "promotion.proto",
         "purge_config.proto",
         "search_service.proto",
@@ -68,12 +75,14 @@ proto_library_with_info(
     deps = [
         ":retail_proto",
         "//google/cloud:common_resources_proto",
+        "//google/cloud/location:location_proto",
     ],
 )
 
 ##############################################################################
 # Java
 ##############################################################################
+# buildifier: disable=same-origin-load
 load(
     "@com_google_googleapis_imports//:imports.bzl",
     "java_gapic_assembly_gradle_pkg",
@@ -103,11 +112,13 @@ java_gapic_library(
     service_yaml = "retail_v2alpha.yaml",
     test_deps = [
         ":retail_java_grpc",
+        "//google/cloud/location:location_java_grpc",
     ],
     transport = "grpc+rest",
     deps = [
         ":retail_java_proto",
         "//google/api:api_java_proto",
+        "//google/cloud/location:location_java_proto",
     ],
 )
 
@@ -116,6 +127,8 @@ java_gapic_test(
     test_classes = [
         "com.google.cloud.retail.v2alpha.AnalyticsServiceClientHttpJsonTest",
         "com.google.cloud.retail.v2alpha.AnalyticsServiceClientTest",
+        "com.google.cloud.retail.v2alpha.BranchServiceClientHttpJsonTest",
+        "com.google.cloud.retail.v2alpha.BranchServiceClientTest",
         "com.google.cloud.retail.v2alpha.CatalogServiceClientHttpJsonTest",
         "com.google.cloud.retail.v2alpha.CatalogServiceClientTest",
         "com.google.cloud.retail.v2alpha.CompletionServiceClientHttpJsonTest",
@@ -130,6 +143,8 @@ java_gapic_test(
         "com.google.cloud.retail.v2alpha.PredictionServiceClientTest",
         "com.google.cloud.retail.v2alpha.ProductServiceClientHttpJsonTest",
         "com.google.cloud.retail.v2alpha.ProductServiceClientTest",
+        "com.google.cloud.retail.v2alpha.ProjectServiceClientHttpJsonTest",
+        "com.google.cloud.retail.v2alpha.ProjectServiceClientTest",
         "com.google.cloud.retail.v2alpha.SearchServiceClientHttpJsonTest",
         "com.google.cloud.retail.v2alpha.SearchServiceClientTest",
         "com.google.cloud.retail.v2alpha.ServingConfigServiceClientHttpJsonTest",
@@ -156,6 +171,7 @@ java_gapic_assembly_gradle_pkg(
 ##############################################################################
 # Go
 ##############################################################################
+# buildifier: disable=same-origin-load
 load(
     "@com_google_googleapis_imports//:imports.bzl",
     "go_gapic_assembly_pkg",
@@ -190,6 +206,7 @@ go_gapic_library(
     deps = [
         ":retail_go_proto",
         "//google/api:httpbody_go_proto",
+        "//google/cloud/location:location_go_proto",
         "//google/longrunning:longrunning_go_proto",
         "@com_google_cloud_go_longrunning//:go_default_library",
         "@com_google_cloud_go_longrunning//autogen:go_default_library",
@@ -213,6 +230,7 @@ go_gapic_assembly_pkg(
 ##############################################################################
 # Python
 ##############################################################################
+# buildifier: disable=same-origin-load
 load(
     "@com_google_googleapis_imports//:imports.bzl",
     "py_gapic_assembly_pkg",
@@ -227,6 +245,8 @@ py_gapic_library(
     rest_numeric_enums = True,
     service_yaml = "retail_v2alpha.yaml",
     transport = "grpc+rest",
+    deps = [
+    ],
 )
 
 py_test(
@@ -250,6 +270,7 @@ py_gapic_assembly_pkg(
 ##############################################################################
 # PHP
 ##############################################################################
+# buildifier: disable=same-origin-load
 load(
     "@com_google_googleapis_imports//:imports.bzl",
     "php_gapic_assembly_pkg",
@@ -266,10 +287,13 @@ php_gapic_library(
     name = "retail_php_gapic",
     srcs = [":retail_proto_with_info"],
     grpc_service_config = "retail_grpc_service_config.json",
+    migration_mode = "PRE_MIGRATION_SURFACE_ONLY",
     rest_numeric_enums = True,
     service_yaml = "retail_v2alpha.yaml",
     transport = "grpc+rest",
-    deps = [":retail_php_proto"],
+    deps = [
+        ":retail_php_proto",
+    ],
 )
 
 # Open Source Packages
@@ -284,6 +308,7 @@ php_gapic_assembly_pkg(
 ##############################################################################
 # Node.js
 ##############################################################################
+# buildifier: disable=same-origin-load
 load(
     "@com_google_googleapis_imports//:imports.bzl",
     "nodejs_gapic_assembly_pkg",
@@ -315,6 +340,7 @@ nodejs_gapic_assembly_pkg(
 ##############################################################################
 # Ruby
 ##############################################################################
+# buildifier: disable=same-origin-load
 load(
     "@com_google_googleapis_imports//:imports.bzl",
     "ruby_cloud_gapic_library",
@@ -369,6 +395,7 @@ ruby_gapic_assembly_pkg(
 ##############################################################################
 # C#
 ##############################################################################
+# buildifier: disable=same-origin-load
 load(
     "@com_google_googleapis_imports//:imports.bzl",
     "csharp_gapic_assembly_pkg",
@@ -379,6 +406,7 @@ load(
 
 csharp_proto_library(
     name = "retail_csharp_proto",
+    extra_opts = [],
     deps = [":retail_proto"],
 )
 
@@ -415,6 +443,7 @@ csharp_gapic_assembly_pkg(
 ##############################################################################
 # C++
 ##############################################################################
+# buildifier: disable=same-origin-load
 load(
     "@com_google_googleapis_imports//:imports.bzl",
     "cc_grpc_library",
diff --git a/google/cloud/retail/v2alpha/branch.proto b/google/cloud/retail/v2alpha/branch.proto
new file mode 100644
index 0000000000..9667eae967
--- /dev/null
+++ b/google/cloud/retail/v2alpha/branch.proto
@@ -0,0 +1,245 @@
+// Copyright 2024 Google LLC
+//
+// Licensed under the Apache License, Version 2.0 (the "License");
+// you may not use this file except in compliance with the License.
+// You may obtain a copy of the License at
+//
+//     http://www.apache.org/licenses/LICENSE-2.0
+//
+// Unless required by applicable law or agreed to in writing, software
+// distributed under the License is distributed on an "AS IS" BASIS,
+// WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied.
+// See the License for the specific language governing permissions and
+// limitations under the License.
+
+syntax = "proto3";
+
+package google.cloud.retail.v2alpha;
+
+import "google/api/field_behavior.proto";
+import "google/api/resource.proto";
+import "google/cloud/retail/v2alpha/product.proto";
+import "google/protobuf/timestamp.proto";
+
+option csharp_namespace = "Google.Cloud.Retail.V2Alpha";
+option go_package = "cloud.google.com/go/retail/apiv2alpha/retailpb;retailpb";
+option java_multiple_files = true;
+option java_outer_classname = "BranchProto";
+option java_package = "com.google.cloud.retail.v2alpha";
+option objc_class_prefix = "RETAIL";
+option php_namespace = "Google\\Cloud\\Retail\\V2alpha";
+option ruby_package = "Google::Cloud::Retail::V2alpha";
+
+// A view that specifies different level of fields of a
+// [Branch][google.cloud.retail.v2alpha.Branch] to show in responses.
+enum BranchView {
+  // The value when it's unspecified. This defaults to the BASIC view.
+  BRANCH_VIEW_UNSPECIFIED = 0;
+
+  // Includes basic metadata about the branch, but not statistical fields.
+  // See documentation of fields of [Branch][google.cloud.retail.v2alpha.Branch]
+  // to find what fields are excluded from BASIC view.
+  BRANCH_VIEW_BASIC = 1;
+
+  // Includes all fields of a [Branch][google.cloud.retail.v2alpha.Branch].
+  BRANCH_VIEW_FULL = 2;
+}
+
+// A data branch that stores [Product][google.cloud.retail.v2alpha.Product]s.
+message Branch {
+  option (google.api.resource) = {
+    type: "retail.googleapis.com/Branch"
+    pattern: "projects/{project}/locations/{location}/catalogs/{catalog}/branches/{branch}"
+  };
+
+  // A statistic about the number of products in a branch.
+  message ProductCountStatistic {
+    // Scope of what products are included for this count.
+    enum ProductCountScope {
+      // Default value for enum. This value is not used in the API response.
+      PRODUCT_COUNT_SCOPE_UNSPECIFIED = 0;
+
+      // Scope for all existing products in the branch. Useful for understanding
+      // how many products there are in a branch.
+      ALL_PRODUCTS = 1;
+
+      // Scope for products created or updated in the last 24 hours.
+      LAST_24_HOUR_UPDATE = 2;
+    }
+
+    // [ProductCountScope] of the [counts].
+    ProductCountScope scope = 1;
+
+    // The number of products in
+    // [scope][google.cloud.retail.v2alpha.Branch.ProductCountStatistic.scope]
+    // broken down into different groups.
+    //
+    // The key is a group representing a set of products, and the value is the
+    // number of products in that group.
+    // Note: keys in this map may change over time.
+    //
+    // Possible keys:
+    // * "primary-in-stock", products have
+    // [Product.Type.PRIMARY][google.cloud.retail.v2alpha.Product.Type.PRIMARY]
+    // type and
+    // [Product.Availability.IN_STOCK][google.cloud.retail.v2alpha.Product.Availability.IN_STOCK]
+    // availability.
+    //
+    // * "primary-out-of-stock", products have
+    // [Product.Type.PRIMARY][google.cloud.retail.v2alpha.Product.Type.PRIMARY]
+    // type and
+    // [Product.Availability.OUT_OF_STOCK][google.cloud.retail.v2alpha.Product.Availability.OUT_OF_STOCK]
+    // availability.
+    //
+    // * "primary-preorder", products have
+    // [Product.Type.PRIMARY][google.cloud.retail.v2alpha.Product.Type.PRIMARY]
+    // type and
+    // [Product.Availability.PREORDER][google.cloud.retail.v2alpha.Product.Availability.PREORDER]
+    // availability.
+    //
+    // * "primary-backorder", products have
+    // [Product.Type.PRIMARY][google.cloud.retail.v2alpha.Product.Type.PRIMARY]
+    // type and
+    // [Product.Availability.BACKORDER][google.cloud.retail.v2alpha.Product.Availability.BACKORDER]
+    // availability.
+    //
+    // * "variant-in-stock", products have
+    // [Product.Type.VARIANT][google.cloud.retail.v2alpha.Product.Type.VARIANT]
+    // type and
+    // [Product.Availability.IN_STOCK][google.cloud.retail.v2alpha.Product.Availability.IN_STOCK]
+    // availability.
+    //
+    // * "variant-out-of-stock", products have
+    // [Product.Type.VARIANT][google.cloud.retail.v2alpha.Product.Type.VARIANT]
+    // type and
+    // [Product.Availability.OUT_OF_STOCK][google.cloud.retail.v2alpha.Product.Availability.OUT_OF_STOCK]
+    // availability.
+    //
+    // * "variant-preorder", products have
+    // [Product.Type.VARIANT][google.cloud.retail.v2alpha.Product.Type.VARIANT]
+    // type and
+    // [Product.Availability.PREORDER][google.cloud.retail.v2alpha.Product.Availability.PREORDER]
+    // availability.
+    //
+    // * "variant-backorder", products have
+    // [Product.Type.VARIANT][google.cloud.retail.v2alpha.Product.Type.VARIANT]
+    // type and
+    // [Product.Availability.BACKORDER][google.cloud.retail.v2alpha.Product.Availability.BACKORDER]
+    // availability.
+    //
+    // * "price-discounted", products have [Product.price_info.price] <
+    // [Product.price_info.original_price].
+    map<string, int64> counts = 2;
+  }
+
+  // Metric measured on a group of
+  // [Product][google.cloud.retail.v2alpha.Product]s against a certain quality
+  // requirement. Contains the number of products that pass the check and the
+  // number of products that don't.
+  message QualityMetric {
+    // The key that represents a quality requirement rule.
+    //
+    // Supported keys:
+    // * "has-valid-uri": product has a valid and accessible
+    // [uri][google.cloud.retail.v2alpha.Product.uri].
+    //
+    // * "available-expire-time-conformance":
+    // [Product.available_time][google.cloud.retail.v2alpha.Product.available_time]
+    // is early than "now", and
+    // [Product.expire_time][google.cloud.retail.v2alpha.Product.expire_time] is
+    // greater than "now".
+    //
+    // * "has-searchable-attributes": product has at least one
+    // [attribute][google.cloud.retail.v2alpha.Product.attributes] set to
+    // searchable.
+    //
+    // * "has-description": product has non-empty
+    // [description][google.cloud.retail.v2alpha.Product.description].
+    //
+    // * "has-at-least-bigram-title": Product
+    // [title][google.cloud.retail.v2alpha.Product.title] has at least two
+    // words. A comprehensive title helps to improve search quality.
+    //
+    // * "variant-has-image": the
+    // [variant][google.cloud.retail.v2alpha.Product.Type.VARIANT] products has
+    // at least one [image][google.cloud.retail.v2alpha.Product.images]. You may
+    // ignore this metric if all your products are at
+    // [primary][google.cloud.retail.v2alpha.Product.Type.PRIMARY] level.
+    //
+    // * "variant-has-price-info": the
+    // [variant][google.cloud.retail.v2alpha.Product.Type.VARIANT] products has
+    // [price_info][google.cloud.retail.v2alpha.Product.price_info] set. You may
+    // ignore this metric if all your products are at
+    // [primary][google.cloud.retail.v2alpha.Product.Type.PRIMARY] level.
+    //
+    // * "has-publish-time": product has non-empty
+    // [publish_time][google.cloud.retail.v2alpha.Product.publish_time].
+    string requirement_key = 1;
+
+    // Number of products passing the quality requirement check. We only check
+    // searchable products.
+    int32 qualified_product_count = 2;
+
+    // Number of products failing the quality requirement check. We only check
+    // searchable products.
+    int32 unqualified_product_count = 3;
+
+    // Value from 0 to 100 representing the suggested percentage of products
+    // that meet the quality requirements to get good search and recommendation
+    // performance. 100 * (qualified_product_count) /
+    // (qualified_product_count + unqualified_product_count) should be greater
+    // or equal to this suggestion.
+    double suggested_quality_percent_threshold = 4;
+
+    // A list of a maximum of 100 sample products that do not qualify for
+    // this requirement.
+    //
+    // This field is only populated in the response to
+    // [BranchService.GetBranch][google.cloud.retail.v2alpha.BranchService.GetBranch]
+    // API, and is always empty for
+    // [BranchService.ListBranches][google.cloud.retail.v2alpha.BranchService.ListBranches].
+    //
+    // Only the following fields are set in the
+    // [Product][google.cloud.retail.v2alpha.Product].
+    //
+    // * [Product.name][google.cloud.retail.v2alpha.Product.name]
+    // * [Product.id][google.cloud.retail.v2alpha.Product.id]
+    // * [Product.title][google.cloud.retail.v2alpha.Product.title]
+    repeated Product unqualified_sample_products = 5;
+  }
+
+  // Immutable. Full resource name of the branch, such as
+  // `projects/*/locations/global/catalogs/default_catalog/branches/branch_id`.
+  string name = 1 [(google.api.field_behavior) = IMMUTABLE];
+
+  // Output only. Human readable name of the branch to display in the UI.
+  string display_name = 2 [(google.api.field_behavior) = OUTPUT_ONLY];
+
+  // Output only. Indicates whether this branch is set as the default branch of
+  // its parent catalog.
+  bool is_default = 3 [(google.api.field_behavior) = OUTPUT_ONLY];
+
+  // Output only. Timestamp of last import through
+  // [ProductService.ImportProducts][google.cloud.retail.v2alpha.ProductService.ImportProducts].
+  // Empty value means no import has been made to this branch.
+  google.protobuf.Timestamp last_product_import_time = 5
+      [(google.api.field_behavior) = OUTPUT_ONLY];
+
+  // Output only. Statistics for number of products in the branch, provided for
+  // different
+  // [scopes][google.cloud.retail.v2alpha.Branch.ProductCountStatistic.ProductCountScope].
+  //
+  // This field is not populated in [BranchView.BASIC][] view.
+  repeated ProductCountStatistic product_count_stats = 7
+      [(google.api.field_behavior) = OUTPUT_ONLY];
+
+  // Output only. The quality metrics measured among products of this branch.
+  //
+  // See
+  // [QualityMetric.requirement_key][google.cloud.retail.v2alpha.Branch.QualityMetric.requirement_key]
+  // for supported metrics. Metrics could be missing if failed to retrieve.
+  //
+  // This field is not populated in [BranchView.BASIC][] view.
+  repeated QualityMetric quality_metrics = 6
+      [(google.api.field_behavior) = OUTPUT_ONLY];
+}
diff --git a/google/cloud/retail/v2alpha/branch_service.proto b/google/cloud/retail/v2alpha/branch_service.proto
new file mode 100644
index 0000000000..79f95c361f
--- /dev/null
+++ b/google/cloud/retail/v2alpha/branch_service.proto
@@ -0,0 +1,111 @@
+// Copyright 2024 Google LLC
+//
+// Licensed under the Apache License, Version 2.0 (the "License");
+// you may not use this file except in compliance with the License.
+// You may obtain a copy of the License at
+//
+//     http://www.apache.org/licenses/LICENSE-2.0
+//
+// Unless required by applicable law or agreed to in writing, software
+// distributed under the License is distributed on an "AS IS" BASIS,
+// WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied.
+// See the License for the specific language governing permissions and
+// limitations under the License.
+
+syntax = "proto3";
+
+package google.cloud.retail.v2alpha;
+
+import "google/api/annotations.proto";
+import "google/api/client.proto";
+import "google/api/field_behavior.proto";
+import "google/api/resource.proto";
+import "google/cloud/retail/v2alpha/branch.proto";
+
+option csharp_namespace = "Google.Cloud.Retail.V2Alpha";
+option go_package = "cloud.google.com/go/retail/apiv2alpha/retailpb;retailpb";
+option java_multiple_files = true;
+option java_outer_classname = "BranchServiceProto";
+option java_package = "com.google.cloud.retail.v2alpha";
+option objc_class_prefix = "RETAIL";
+option php_namespace = "Google\\Cloud\\Retail\\V2alpha";
+option ruby_package = "Google::Cloud::Retail::V2alpha";
+
+// Service for [Branch][google.cloud.retail.v2alpha.Branch] Management
+//
+// [Branch][google.cloud.retail.v2alpha.Branch]es are automatically created when
+// a [Catalog][google.cloud.retail.v2alpha.Catalog] is created. There are fixed
+// three branches in each catalog, and may use
+// [ListBranches][google.cloud.retail.v2alpha.BranchService.ListBranches] method
+// to get the details of all branches.
+service BranchService {
+  option (google.api.default_host) = "retail.googleapis.com";
+  option (google.api.oauth_scopes) =
+      "https://www.googleapis.com/auth/cloud-platform";
+
+  // Lists all [Branch][google.cloud.retail.v2alpha.Branch]s under the specified
+  // parent [Catalog][google.cloud.retail.v2alpha.Catalog].
+  rpc ListBranches(ListBranchesRequest) returns (ListBranchesResponse) {
+    option (google.api.http) = {
+      get: "/v2alpha/{parent=projects/*/locations/*/catalogs/*}/branches"
+    };
+    option (google.api.method_signature) = "parent";
+  }
+
+  // Retrieves a [Branch][google.cloud.retail.v2alpha.Branch].
+  rpc GetBranch(GetBranchRequest) returns (Branch) {
+    option (google.api.http) = {
+      get: "/v2alpha/{name=projects/*/locations/*/catalogs/*/branches/*}"
+    };
+    option (google.api.method_signature) = "name";
+  }
+}
+
+// Request for
+// [BranchService.ListBranches][google.cloud.retail.v2alpha.BranchService.ListBranches]
+// method.
+message ListBranchesRequest {
+  // Required. The parent catalog resource name.
+  string parent = 1 [
+    (google.api.field_behavior) = REQUIRED,
+    (google.api.resource_reference) = { type: "retail.googleapis.com/Catalog" }
+  ];
+
+  // The view to apply to the returned
+  // [Branch][google.cloud.retail.v2alpha.Branch]. Defaults to
+  // [Branch.BranchView.BASIC] if unspecified.
+  // See documentation of fields of [Branch][google.cloud.retail.v2alpha.Branch]
+  // to find what fields are excluded from BASIC view.
+  BranchView view = 2;
+}
+
+// Response for
+// [BranchService.ListBranches][google.cloud.retail.v2alpha.BranchService.ListBranches]
+// method.
+message ListBranchesResponse {
+  // The Branches.
+  repeated Branch branches = 1;
+}
+
+// Request for
+// [BranchService.GetBranch][google.cloud.retail.v2alpha.BranchService.GetBranch]
+// method.
+message GetBranchRequest {
+  // Required. The name of the branch to retrieve.
+  // Format:
+  // `projects/*/locations/global/catalogs/default_catalog/branches/some_branch_id`.
+  //
+  // "default_branch" can be used as a special branch_id, it returns the
+  // default branch that has been set for the catalog.
+  string name = 1 [
+    (google.api.field_behavior) = REQUIRED,
+    (google.api.resource_reference) = { type: "retail.googleapis.com/Branch" }
+  ];
+
+  // The view to apply to the returned
+  // [Branch][google.cloud.retail.v2alpha.Branch]. Defaults to
+  // [Branch.BranchView.BASIC] if unspecified.
+  // See documentation of fields of [Branch][google.cloud.retail.v2alpha.Branch]
+  // to find what fields are excluded from BASIC view.
+  BranchView view = 2;
+}
diff --git a/google/cloud/retail/v2alpha/catalog.proto b/google/cloud/retail/v2alpha/catalog.proto
index 1f20308e7e..891b328e9c 100644
--- a/google/cloud/retail/v2alpha/catalog.proto
+++ b/google/cloud/retail/v2alpha/catalog.proto
@@ -20,6 +20,7 @@ import "google/api/field_behavior.proto";
 import "google/api/resource.proto";
 import "google/cloud/retail/v2alpha/common.proto";
 import "google/cloud/retail/v2alpha/import_config.proto";
+import "google/protobuf/timestamp.proto";
 
 option csharp_namespace = "Google.Cloud.Retail.V2Alpha";
 option go_package = "cloud.google.com/go/retail/apiv2alpha/retailpb;retailpb";
@@ -87,6 +88,124 @@ message ProductLevelConfig {
 // Catalog level attribute config for an attribute. For example, if customers
 // want to enable/disable facet for a specific attribute.
 message CatalogAttribute {
+  // Possible options for the facet that corresponds to the current attribute
+  // config.
+  message FacetConfig {
+    // [Facet values][google.cloud.retail.v2alpha.SearchResponse.Facet.values]
+    // to ignore on [facets][google.cloud.retail.v2alpha.SearchResponse.Facet]
+    // during the specified time range for the given
+    // [SearchResponse.Facet.key][google.cloud.retail.v2alpha.SearchResponse.Facet.key]
+    // attribute.
+    message IgnoredFacetValues {
+      // List of facet values to ignore for the following time range. The facet
+      // values are the same as the attribute values. There is a limit of 10
+      // values per instance of IgnoredFacetValues. Each value can have at most
+      // 128 characters.
+      repeated string values = 1;
+
+      // Time range for the current list of facet values to ignore.
+      // If multiple time ranges are specified for an facet value for the
+      // current attribute, consider all of them. If both are empty, ignore
+      // always. If start time and end time are set, then start time
+      // must be before end time.
+      // If start time is not empty and end time is empty, then will ignore
+      // these facet values after the start time.
+      google.protobuf.Timestamp start_time = 2;
+
+      // If start time is empty and end time is not empty, then ignore these
+      // facet values before end time.
+      google.protobuf.Timestamp end_time = 3;
+    }
+
+    // Replaces a set of textual facet values by the same (possibly different)
+    // merged facet value. Each facet value should appear at most once as a
+    // value per
+    // [CatalogAttribute][google.cloud.retail.v2alpha.CatalogAttribute]. This
+    // feature is available only for textual custom attributes.
+    message MergedFacetValue {
+      // All the facet values that are replaces by the same
+      // [merged_value][google.cloud.retail.v2alpha.CatalogAttribute.FacetConfig.MergedFacetValue.merged_value]
+      // that follows. The maximum number of values per MergedFacetValue is 25.
+      // Each value can have up to 128 characters.
+      repeated string values = 1;
+
+      // All the previous values are replaced by this merged facet value.
+      // This merged_value must be non-empty and can have up to 128 characters.
+      string merged_value = 2;
+    }
+
+    // The current facet key (i.e. attribute config) maps into the
+    // [merged_facet_key][google.cloud.retail.v2alpha.CatalogAttribute.FacetConfig.MergedFacet.merged_facet_key].
+    // A facet key can have at most one child. The current facet key and the
+    // merged facet key need both to be textual custom attributes or both
+    // numerical custom attributes (same type).
+    message MergedFacet {
+      // The merged facet key should be a valid facet key that is different than
+      // the facet key of the current catalog attribute. We refer this is
+      // merged facet key as the child of the current catalog attribute. This
+      // merged facet key can't be a parent of another facet key (i.e. no
+      // directed path of length 2). This merged facet key needs to be either a
+      // textual custom attribute or a numerical custom attribute.
+      string merged_facet_key = 1;
+    }
+
+    // Options to rerank based on facet values engaged by the user for the
+    // current key. That key needs to be a custom textual key and facetable.
+    // To use this control, you also need to pass all the facet keys engaged by
+    // the user in the request using the field [SearchRequest.FacetSpec]. In
+    // particular, if you don't pass the facet keys engaged that you want to
+    // rerank on, this control won't be effective. Moreover, to obtain better
+    // results, the facet values that you want to rerank on should be close to
+    // English (ideally made of words, underscores, and spaces).
+    message RerankConfig {
+      // If set to true, then we also rerank the dynamic facets based on the
+      // facet values engaged by the user for the current attribute key during
+      // serving.
+      bool rerank_facet = 1;
+
+      // If empty, rerank on all facet values for the current key. Otherwise,
+      // will rerank on the facet values from this list only.
+      repeated string facet_values = 2;
+    }
+
+    // If you don't set the facet
+    // [SearchRequest.FacetSpec.FacetKey.intervals][google.cloud.retail.v2alpha.SearchRequest.FacetSpec.FacetKey.intervals]
+    // in the request to a numerical attribute, then we use the computed
+    // intervals with rounded bounds obtained from all its product numerical
+    // attribute values. The computed intervals might not be ideal for some
+    // attributes. Therefore, we give you the option to overwrite them with the
+    // facet_intervals field. The maximum of facet intervals per
+    // [CatalogAttribute][google.cloud.retail.v2alpha.CatalogAttribute] is 40.
+    // Each interval must have a lower bound or an upper bound. If both bounds
+    // are provided, then the lower bound must be smaller or equal than the
+    // upper bound.
+    repeated Interval facet_intervals = 1;
+
+    // Each instance represents a list of attribute values to ignore as facet
+    // values for a specific time range. The maximum number of instances per
+    // [CatalogAttribute][google.cloud.retail.v2alpha.CatalogAttribute] is 25.
+    repeated IgnoredFacetValues ignored_facet_values = 2;
+
+    // Each instance replaces a list of facet values by a merged facet
+    // value. If a facet value is not in any list, then it will stay the same.
+    // To avoid conflicts, only paths of length 1 are accepted. In other words,
+    // if "dark_blue" merged into "BLUE", then the latter can't merge into
+    // "blues" because this would create a path of length 2. The maximum number
+    // of instances of MergedFacetValue per
+    // [CatalogAttribute][google.cloud.retail.v2alpha.CatalogAttribute] is 100.
+    // This feature is available only for textual custom attributes.
+    repeated MergedFacetValue merged_facet_values = 3;
+
+    // Use this field only if you want to merge a facet key into another facet
+    // key.
+    MergedFacet merged_facet = 4;
+
+    // Set this field only if you want to rerank based on facet values engaged
+    // by the user for the current key. This option is only possible for custom
+    // facetable textual keys.
+    RerankConfig rerank_config = 5;
+  }
+
   // The type of an attribute.
   enum AttributeType {
     // The type of the attribute is unknown.
@@ -211,7 +330,9 @@ message CatalogAttribute {
   // are indexed so that it can be filtered, faceted, or boosted in
   // [SearchService.Search][google.cloud.retail.v2alpha.SearchService.Search].
   //
-  // Must be specified, otherwise throws INVALID_FORMAT error.
+  // Must be specified when
+  // [AttributesConfig.attribute_config_level][google.cloud.retail.v2alpha.AttributesConfig.attribute_config_level]
+  // is CATALOG_LEVEL_ATTRIBUTE_CONFIG, otherwise throws INVALID_FORMAT error.
   IndexableOption indexable_option = 5;
 
   // If DYNAMIC_FACETABLE_ENABLED, attribute values are available for dynamic
@@ -233,7 +354,9 @@ message CatalogAttribute {
   // [SearchService.Search][google.cloud.retail.v2alpha.SearchService.Search],
   // as there are no text values associated to numerical attributes.
   //
-  // Must be specified, otherwise throws INVALID_FORMAT error.
+  // Must be specified, when
+  // [AttributesConfig.attribute_config_level][google.cloud.retail.v2alpha.AttributesConfig.attribute_config_level]
+  // is CATALOG_LEVEL_ATTRIBUTE_CONFIG, otherwise throws INVALID_FORMAT error.
   SearchableOption searchable_option = 7;
 
   // When
@@ -255,6 +378,9 @@ message CatalogAttribute {
   // results. If unset, the server behavior defaults to
   // [RETRIEVABLE_DISABLED][google.cloud.retail.v2alpha.CatalogAttribute.RetrievableOption.RETRIEVABLE_DISABLED].
   RetrievableOption retrievable_option = 12;
+
+  // Contains facet options.
+  FacetConfig facet_config = 13;
 }
 
 // Catalog level attribute config.
@@ -344,8 +470,8 @@ message CompletionConfig {
   // Output only. Name of the LRO corresponding to the latest suggestion terms
   // list import.
   //
-  // Can use [GetOperation][google.longrunning.Operations.GetOperation] API to
-  // retrieve the latest state of the Long Running Operation.
+  // Can use [GetOperation][google.longrunning.Operations.GetOperation] API
+  // method to retrieve the latest state of the Long Running Operation.
   string last_suggestions_import_operation = 6
       [(google.api.field_behavior) = OUTPUT_ONLY];
 
@@ -375,10 +501,10 @@ message CompletionConfig {
 }
 
 // Represents a link between a Merchant Center account and a branch.
-// Once a link is established, products from the linked merchant center account
-// will be streamed to the linked branch.
+// After a link is established, products from the linked Merchant Center account
+// are streamed to the linked branch.
 message MerchantCenterLink {
-  // Required. The linked [Merchant center account
+  // Required. The linked [Merchant Center account
   // ID](https://developers.google.com/shopping-content/guides/accountstatuses).
   // The account must be a standalone account or a sub-account of a MCA.
   int64 merchant_center_account_id = 1 [(google.api.field_behavior) = REQUIRED];
@@ -388,7 +514,7 @@ message MerchantCenterLink {
   // empty value will use the currently configured default branch. However,
   // changing the default branch later on won't change the linked branch here.
   //
-  // A single branch ID can only have one linked merchant center account ID.
+  // A single branch ID can only have one linked Merchant Center account ID.
   string branch_id = 2;
 
   // String representing the destination to import for, all if left empty.
@@ -470,8 +596,8 @@ message Catalog {
       [(google.api.field_behavior) = REQUIRED];
 
   // The Merchant Center linking configuration.
-  // Once a link is added, the data stream from Merchant Center to Cloud Retail
+  // After a link is added, the data stream from Merchant Center to Cloud Retail
   // will be enabled automatically. The requester must have access to the
-  // merchant center account in order to make changes to this field.
+  // Merchant Center account in order to make changes to this field.
   MerchantCenterLinkingConfig merchant_center_linking_config = 6;
 }
diff --git a/google/cloud/retail/v2alpha/common.proto b/google/cloud/retail/v2alpha/common.proto
index a112dcdebe..1b6da16d93 100644
--- a/google/cloud/retail/v2alpha/common.proto
+++ b/google/cloud/retail/v2alpha/common.proto
@@ -124,6 +124,12 @@ message Condition {
   // Range of time(s) specifying when Condition is active.
   // Condition true if any time range matches.
   repeated TimeRange active_time_range = 3;
+
+  // Used to support browse uses cases.
+  // A list (up to 10 entries) of categories or departments.
+  // The format should be the same as
+  // [UserEvent.page_categories][google.cloud.retail.v2alpha.UserEvent.page_categories];
+  repeated string page_categories = 4;
 }
 
 // A rule is a condition-action pair
@@ -173,17 +179,19 @@ message Rule {
   }
 
   // * Rule Condition:
-  //   - No
-  //   [Condition.query_terms][google.cloud.retail.v2alpha.Condition.query_terms]
-  //   provided is a global match.
-  //   - 1 or more
-  //   [Condition.query_terms][google.cloud.retail.v2alpha.Condition.query_terms]
-  //   provided are combined with OR operator.
+  //     - No
+  //     [Condition.query_terms][google.cloud.retail.v2alpha.Condition.query_terms]
+  //     provided is a global match.
+  //     - 1 or more
+  //     [Condition.query_terms][google.cloud.retail.v2alpha.Condition.query_terms]
+  //     provided are combined with OR operator.
+  //
   // * Action Input: The request query and filter that are applied to the
   // retrieved products, in addition to any filters already provided with the
   // SearchRequest. The AND operator is used to combine the query's existing
   // filters with the filter rule(s). NOTE: May result in 0 results when
   // filters conflict.
+  //
   // * Action Result: Filters the returned objects to be ONLY those that passed
   // the filter.
   message FilterAction {
@@ -193,9 +201,8 @@ message Rule {
     // set.
     // * Filter syntax is identical to
     // [SearchRequest.filter][google.cloud.retail.v2alpha.SearchRequest.filter].
-    // See more
-    //   details at the Retail Search
-    //   [user guide](/retail/search/docs/filter-and-order#filter).
+    // For more
+    //   information, see [Filter](/retail/docs/filter-and-order#filter).
     // * To filter products with product ID "product_1" or "product_2", and
     // color
     //   "Red" or "Blue":<br>
@@ -208,7 +215,7 @@ message Rule {
   // Redirects a shopper to a specific page.
   //
   // * Rule Condition:
-  //   - Must specify
+  //   Must specify
   //   [Condition.query_terms][google.cloud.retail.v2alpha.Condition.query_terms].
   // * Action Input: Request Query
   // * Action Result: Redirects shopper to provided uri.
@@ -290,6 +297,78 @@ message Rule {
     repeated string ignore_terms = 1;
   }
 
+  // Force returns an attribute/facet in the request around a certain position
+  // or above.
+  //
+  // * Rule Condition:
+  //   Must specify non-empty
+  //   [Condition.query_terms][google.cloud.retail.v2alpha.Condition.query_terms]
+  //   (for search only) or
+  //   [Condition.page_categories][google.cloud.retail.v2alpha.Condition.page_categories]
+  //   (for browse only), but can't specify both.
+  //
+  // * Action Inputs: attribute name, position
+  //
+  // * Action Result: Will force return a facet key around a certain position
+  // or above if the condition is satisfied.
+  //
+  // Example: Suppose the query is "shoes", the
+  // [Condition.query_terms][google.cloud.retail.v2alpha.Condition.query_terms]
+  // is "shoes", the
+  // [ForceReturnFacetAction.FacetPositionAdjustment.attribute_name][google.cloud.retail.v2alpha.Rule.ForceReturnFacetAction.FacetPositionAdjustment.attribute_name]
+  // is "size" and the
+  // [ForceReturnFacetAction.FacetPositionAdjustment.position][google.cloud.retail.v2alpha.Rule.ForceReturnFacetAction.FacetPositionAdjustment.position]
+  // is 8.
+  //
+  // Two cases: a) The facet key "size" is not already in the top 8 slots, then
+  // the facet "size" will appear at a position close to 8. b) The facet key
+  // "size" in among the top 8 positions in the request, then it will stay at
+  // its current rank.
+  message ForceReturnFacetAction {
+    // Each facet position adjustment consists of a single attribute name (i.e.
+    // facet key) along with a specified position.
+    message FacetPositionAdjustment {
+      // The attribute name to force return as a facet. Each attribute name
+      // should be a valid attribute name, be non-empty and contain at most 80
+      // characters long.
+      string attribute_name = 1;
+
+      // This is the position in the request as explained above. It should be
+      // strictly positive be at most 100.
+      int32 position = 2;
+    }
+
+    // Each instance corresponds to a force return attribute for the given
+    // condition. There can't be more 3 instances here.
+    repeated FacetPositionAdjustment facet_position_adjustments = 1;
+  }
+
+  // Removes an attribute/facet in the request if is present.
+  //
+  // * Rule Condition:
+  //   Must specify non-empty
+  //   [Condition.query_terms][google.cloud.retail.v2alpha.Condition.query_terms]
+  //   (for search only) or
+  //   [Condition.page_categories][google.cloud.retail.v2alpha.Condition.page_categories]
+  //   (for browse only), but can't specify both.
+  //
+  // * Action Input: attribute name
+  //
+  // * Action Result: Will remove the attribute (as a facet) from the request
+  // if it is present.
+  //
+  // Example: Suppose the query is "shoes", the
+  // [Condition.query_terms][google.cloud.retail.v2alpha.Condition.query_terms]
+  // is "shoes" and the attribute name "size", then facet key "size" will be
+  // removed from the request (if it is present).
+  message RemoveFacetAction {
+    // The attribute names (i.e. facet keys) to remove from the dynamic facets
+    // (if present in the request). There can't be more 3 attribute names.
+    // Each attribute name should be a valid attribute name, be non-empty and
+    // contain at most 80 characters.
+    repeated string attribute_names = 1;
+  }
+
   // An action must be provided.
   oneof action {
     // A boost action.
@@ -316,6 +395,12 @@ message Rule {
 
     // Treats a set of terms as synonyms of one another.
     TwowaySynonymsAction twoway_synonyms_action = 11;
+
+    // Force returns an attribute as a facet in the request.
+    ForceReturnFacetAction force_return_facet_action = 12;
+
+    // Remove an attribute as a facet in the request (if present).
+    RemoveFacetAction remove_facet_action = 13;
   }
 
   // Required. The condition that triggers the rule.
diff --git a/google/cloud/retail/v2alpha/completion_service.proto b/google/cloud/retail/v2alpha/completion_service.proto
index 3b90365b05..13a7ce6107 100644
--- a/google/cloud/retail/v2alpha/completion_service.proto
+++ b/google/cloud/retail/v2alpha/completion_service.proto
@@ -157,10 +157,10 @@ message CompleteQueryRequest {
   // This field is only available for "cloud-retail" dataset.
   bool enable_attribute_suggestions = 9;
 
-  // The entity for customers that may run multiple different entities, domains,
-  // sites or regions, for example, `Google US`, `Google Ads`, `Waymo`,
+  // The entity for customers who run multiple entities, domains, sites, or
+  // regions, for example, `Google US`, `Google Ads`, `Waymo`,
   // `google.com`, `youtube.com`, etc.
-  // If this is set, it should be exactly matched with
+  // If this is set, it must be an exact match with
   // [UserEvent.entity][google.cloud.retail.v2alpha.UserEvent.entity] to get
   // per-entity autocomplete results.
   string entity = 10;
@@ -187,19 +187,22 @@ message CompleteQueryResponse {
     // Facet information for the suggestion term. Gives the number of items
     // resulting from a search with this suggestion term for each facet.
     //
-    // This is an experimental feature for limited customers. Please reach out
-    // to the support team if you would like to receive this information.
+    // This is an experimental feature for limited customers. If you want to
+    // receive this facet information, reach out to the Retail support team.
     repeated SearchResponse.Facet facets = 3;
 
     // Total number of products associated with a search with this suggestion.
     //
-    // This is an experimental feature for limited customers. Please reach out
-    // to the support team if you would like to receive this information.
+    // This is an experimental feature for limited customers. If you want to
+    // receive this product count information, reach out to the Retail support
+    // team.
     int32 total_product_count = 4;
   }
 
-  // Recent search of this user.
+  // Deprecated: Recent search of this user.
   message RecentSearchResult {
+    option deprecated = true;
+
     // The recent search query.
     string recent_search = 1;
   }
@@ -220,9 +223,9 @@ message CompleteQueryResponse {
   // attribution of complete model performance.
   string attribution_token = 2;
 
-  // Matched recent searches of this user. The maximum number of recent searches
-  // is 10. This field is a restricted feature. Contact Retail Search support
-  // team if you are interested in enabling it.
+  // Deprecated. Matched recent searches of this user. The maximum number of
+  // recent searches is 10. This field is a restricted feature. If you want to
+  // enable it, contact Retail Search support.
   //
   // This feature is only available when
   // [CompleteQueryRequest.visitor_id][google.cloud.retail.v2alpha.CompleteQueryRequest.visitor_id]
@@ -241,7 +244,7 @@ message CompleteQueryResponse {
   //
   // Recent searches are deduplicated. More recent searches will be reserved
   // when duplication happens.
-  repeated RecentSearchResult recent_search_results = 3;
+  repeated RecentSearchResult recent_search_results = 3 [deprecated = true];
 
   // A map of matched attribute suggestions. This field is only available for
   // "cloud-retail" dataset.
diff --git a/google/cloud/retail/v2alpha/import_config.proto b/google/cloud/retail/v2alpha/import_config.proto
index d0077e5686..e82b7efb38 100644
--- a/google/cloud/retail/v2alpha/import_config.proto
+++ b/google/cloud/retail/v2alpha/import_config.proto
@@ -196,7 +196,8 @@ message ImportProductsRequest {
   ImportErrorsConfig errors_config = 3;
 
   // Indicates which fields in the provided imported `products` to update. If
-  // not set, all fields are updated.
+  // not set, all fields are updated. If provided, only the existing product
+  // fields are updated. Missing products will not be created.
   google.protobuf.FieldMask update_mask = 4;
 
   // The mode of reconciliation between existing products and the products to be
@@ -212,9 +213,14 @@ message ImportProductsRequest {
   // Format of the Pub/Sub topic is `projects/{project}/topics/{topic}`. It has
   // to be within the same project as
   // [ImportProductsRequest.parent][google.cloud.retail.v2alpha.ImportProductsRequest.parent].
-  // Make sure that `service-<project
-  // number>@gcp-sa-retail.iam.gserviceaccount.com` has the
-  // `pubsub.topics.publish` IAM permission on the topic.
+  // Make sure that both
+  // `cloud-retail-customer-data-access@system.gserviceaccount.com` and
+  // `service-<project number>@gcp-sa-retail.iam.gserviceaccount.com`
+  // have the `pubsub.topics.publish` IAM permission on the topic.
+  //
+  // Only supported when
+  // [ImportProductsRequest.reconciliation_mode][google.cloud.retail.v2alpha.ImportProductsRequest.reconciliation_mode]
+  // is set to `FULL`.
   string notification_pubsub_topic = 7;
 
   // If true, this performs the FULL import even if it would delete a large
diff --git a/google/cloud/retail/v2alpha/merchant_center_account_link.proto b/google/cloud/retail/v2alpha/merchant_center_account_link.proto
index 9135ab8438..6a979bf279 100644
--- a/google/cloud/retail/v2alpha/merchant_center_account_link.proto
+++ b/google/cloud/retail/v2alpha/merchant_center_account_link.proto
@@ -30,8 +30,8 @@ option php_namespace = "Google\\Cloud\\Retail\\V2alpha";
 option ruby_package = "Google::Cloud::Retail::V2alpha";
 
 // Represents a link between a Merchant Center account and a branch.
-// Once a link is established, products from the linked merchant center account
-// will be streamed to the linked branch.
+// After a link is established, products from the linked Merchant Center account
+// are streamed to the linked branch.
 message MerchantCenterAccountLink {
   option (google.api.resource) = {
     type: "retail.googleapis.com/MerchantCenterAccountLink"
@@ -88,12 +88,12 @@ message MerchantCenterAccountLink {
   // The account must be a standalone account or a sub-account of a MCA.
   int64 merchant_center_account_id = 2 [(google.api.field_behavior) = REQUIRED];
 
-  // Required. The branch id (e.g. 0/1/2) within the catalog that products from
+  // Required. The branch ID (e.g. 0/1/2) within the catalog that products from
   // merchant_center_account_id are streamed to. When updating this field, an
   // empty value will use the currently configured default branch. However,
   // changing the default branch later on won't change the linked branch here.
   //
-  // A single branch id can only have one linked merchant center account id.
+  // A single branch ID can only have one linked Merchant Center account ID.
   string branch_id = 3 [(google.api.field_behavior) = REQUIRED];
 
   // The FeedLabel used to perform filtering.
@@ -122,8 +122,12 @@ message MerchantCenterAccountLink {
   // Output only. Represents the state of the link.
   State state = 7 [(google.api.field_behavior) = OUTPUT_ONLY];
 
-  // Output only. GCP project ID.
+  // Output only. Google Cloud project ID.
   string project_id = 9 [(google.api.field_behavior) = OUTPUT_ONLY];
+
+  // Optional. An optional arbitrary string that could be used as a tag for
+  // tracking link source.
+  string source = 10 [(google.api.field_behavior) = OPTIONAL];
 }
 
 // Common metadata related to the progress of the operations.
diff --git a/google/cloud/retail/v2alpha/merchant_center_account_link_service.proto b/google/cloud/retail/v2alpha/merchant_center_account_link_service.proto
index d79defdec3..2decfde2e3 100644
--- a/google/cloud/retail/v2alpha/merchant_center_account_link_service.proto
+++ b/google/cloud/retail/v2alpha/merchant_center_account_link_service.proto
@@ -86,7 +86,7 @@ service MerchantCenterAccountLinkService {
 message ListMerchantCenterAccountLinksRequest {
   // Required. The parent Catalog of the resource.
   // It must match this format:
-  // projects/{PROJECT_NUMBER}/locations/global/catalogs/{CATALOG_ID}
+  // `projects/{PROJECT_NUMBER}/locations/global/catalogs/{CATALOG_ID}`
   string parent = 1 [
     (google.api.field_behavior) = REQUIRED,
     (google.api.resource_reference) = { type: "retail.googleapis.com/Catalog" }
@@ -107,7 +107,7 @@ message ListMerchantCenterAccountLinksResponse {
 message CreateMerchantCenterAccountLinkRequest {
   // Required. The branch resource where this MerchantCenterAccountLink will be
   // created. Format:
-  // projects/{PROJECT_NUMBER}/locations/global/catalogs/{CATALOG_ID}}
+  // `projects/{PROJECT_NUMBER}/locations/global/catalogs/{CATALOG_ID}`
   string parent = 1 [
     (google.api.field_behavior) = REQUIRED,
     (google.api.resource_reference) = { type: "retail.googleapis.com/Catalog" }
@@ -130,7 +130,7 @@ message CreateMerchantCenterAccountLinkRequest {
 // method.
 message DeleteMerchantCenterAccountLinkRequest {
   // Required. Full resource name. Format:
-  // projects/{project_number}/locations/{location_id}/catalogs/{catalog_id}/merchantCenterAccountLinks/{merchant_center_account_link_id}
+  // `projects/{project_number}/locations/{location_id}/catalogs/{catalog_id}/merchantCenterAccountLinks/{merchant_center_account_link_id}`
   string name = 1 [
     (google.api.field_behavior) = REQUIRED,
     (google.api.resource_reference) = {
diff --git a/google/cloud/retail/v2alpha/model.proto b/google/cloud/retail/v2alpha/model.proto
index 51d474797e..1a1791c763 100644
--- a/google/cloud/retail/v2alpha/model.proto
+++ b/google/cloud/retail/v2alpha/model.proto
@@ -253,6 +253,25 @@ message Model {
         [(google.api.field_behavior) = OPTIONAL];
   }
 
+  // Additional configs for the frequently-bought-together model type.
+  message FrequentlyBoughtTogetherFeaturesConfig {
+    // Optional. Specifies the context of the model when it is used in predict
+    // requests. Can only be set for the `frequently-bought-together` type. If
+    // it isn't specified, it defaults to
+    // [MULTIPLE_CONTEXT_PRODUCTS][google.cloud.retail.v2alpha.Model.ContextProductsType.MULTIPLE_CONTEXT_PRODUCTS].
+    ContextProductsType context_products_type = 2
+        [(google.api.field_behavior) = OPTIONAL];
+  }
+
+  // Additional model features config.
+  message ModelFeaturesConfig {
+    oneof type_dedicated_config {
+      // Additional configs for frequently-bought-together models.
+      FrequentlyBoughtTogetherFeaturesConfig frequently_bought_together_config =
+          1;
+    }
+  }
+
   // The serving state of the model.
   enum ServingState {
     // Unspecified serving state.
@@ -321,6 +340,22 @@ message Model {
     DATA_ERROR = 2;
   }
 
+  // Use single or multiple context products for recommendations.
+  enum ContextProductsType {
+    // Unspecified default value, should never be explicitly set.
+    // Defaults to
+    // [MULTIPLE_CONTEXT_PRODUCTS][google.cloud.retail.v2alpha.Model.ContextProductsType.MULTIPLE_CONTEXT_PRODUCTS].
+    CONTEXT_PRODUCTS_TYPE_UNSPECIFIED = 0;
+
+    // Use only a single product as context for the recommendation. Typically
+    // used on pages like add-to-cart or product details.
+    SINGLE_CONTEXT_PRODUCT = 1;
+
+    // Use one or multiple products as context for the recommendation. Typically
+    // used on shopping cart pages.
+    MULTIPLE_CONTEXT_PRODUCTS = 2;
+  }
+
   // Training configuration specific to a
   // [Model.type][google.cloud.retail.v2alpha.Model.type] - currently, only for
   // page optimization.
@@ -448,4 +483,8 @@ message Model {
   // PageOptimizationConfig.
   repeated ServingConfigList serving_config_lists = 19
       [(google.api.field_behavior) = OUTPUT_ONLY];
+
+  // Optional. Additional model features config.
+  ModelFeaturesConfig model_features_config = 22
+      [(google.api.field_behavior) = OPTIONAL];
 }
diff --git a/google/cloud/retail/v2alpha/product.proto b/google/cloud/retail/v2alpha/product.proto
index 394f21912e..88a391f1fe 100644
--- a/google/cloud/retail/v2alpha/product.proto
+++ b/google/cloud/retail/v2alpha/product.proto
@@ -33,10 +33,6 @@ option java_package = "com.google.cloud.retail.v2alpha";
 option objc_class_prefix = "RETAIL";
 option php_namespace = "Google\\Cloud\\Retail\\V2alpha";
 option ruby_package = "Google::Cloud::Retail::V2alpha";
-option (google.api.resource_definition) = {
-  type: "retail.googleapis.com/Branch"
-  pattern: "projects/{project}/locations/{location}/catalogs/{catalog}/branches/{branch}"
-};
 
 // Product captures all metadata information of items to be recommended or
 // searched.
@@ -103,24 +99,22 @@ message Product {
   }
 
   oneof expiration {
-    // The timestamp when this product becomes unavailable for
-    // [SearchService.Search][google.cloud.retail.v2alpha.SearchService.Search].
-    // Note that this is only applicable to
-    // [Type.PRIMARY][google.cloud.retail.v2alpha.Product.Type.PRIMARY] and
-    // [Type.COLLECTION][google.cloud.retail.v2alpha.Product.Type.COLLECTION],
-    // and ignored for
-    // [Type.VARIANT][google.cloud.retail.v2alpha.Product.Type.VARIANT]. In
-    // general, we suggest the users to delete the stale products explicitly,
-    // instead of using this field to determine staleness.
+    // Note that this field is applied in the following ways:
     //
-    // If it is set, the [Product][google.cloud.retail.v2alpha.Product] is not
-    // available for
-    // [SearchService.Search][google.cloud.retail.v2alpha.SearchService.Search]
-    // after [expire_time][google.cloud.retail.v2alpha.Product.expire_time].
-    // However, the product can still be retrieved by
-    // [ProductService.GetProduct][google.cloud.retail.v2alpha.ProductService.GetProduct]
-    // and
-    // [ProductService.ListProducts][google.cloud.retail.v2alpha.ProductService.ListProducts].
+    // * If the [Product][google.cloud.retail.v2alpha.Product] is already
+    // expired when it is uploaded, this product
+    //   is not indexed for search.
+    //
+    // * If the [Product][google.cloud.retail.v2alpha.Product] is not expired
+    // when it is uploaded, only the
+    //   [Type.PRIMARY][google.cloud.retail.v2alpha.Product.Type.PRIMARY]'s and
+    //   [Type.COLLECTION][google.cloud.retail.v2alpha.Product.Type.COLLECTION]'s
+    //   expireTime is respected, and
+    //   [Type.VARIANT][google.cloud.retail.v2alpha.Product.Type.VARIANT]'s
+    //   expireTime is not used.
+    //
+    // In general, we suggest the users to delete the stale
+    // products explicitly, instead of using this field to determine staleness.
     //
     // [expire_time][google.cloud.retail.v2alpha.Product.expire_time] must be
     // later than
@@ -264,9 +258,10 @@ message Product {
   // INVALID_ARGUMENT error is returned.
   //
   // At most 250 values are allowed per
-  // [Product][google.cloud.retail.v2alpha.Product]. Empty values are not
-  // allowed. Each value must be a UTF-8 encoded string with a length limit of
-  // 5,000 characters. Otherwise, an INVALID_ARGUMENT error is returned.
+  // [Product][google.cloud.retail.v2alpha.Product] unless overridden through
+  // the Google Cloud console. Empty values are not allowed. Each value must be
+  // a UTF-8 encoded string with a length limit of 5,000 characters. Otherwise,
+  // an INVALID_ARGUMENT error is returned.
   //
   // Corresponding properties: Google Merchant Center property
   // [google_product_category][mc_google_product_category]. Schema.org property
@@ -288,9 +283,10 @@ message Product {
 
   // The brands of the product.
   //
-  // A maximum of 30 brands are allowed. Each brand must be a UTF-8 encoded
-  // string with a length limit of 1,000 characters. Otherwise, an
-  // INVALID_ARGUMENT error is returned.
+  // A maximum of 30 brands are allowed unless overridden through the Google
+  // Cloud console. Each
+  // brand must be a UTF-8 encoded string with a length limit of 1,000
+  // characters. Otherwise, an INVALID_ARGUMENT error is returned.
   //
   // Corresponding properties: Google Merchant Center property
   // [brand](https://support.google.com/merchants/answer/6324351). Schema.org
diff --git a/google/cloud/retail/v2alpha/product_service.proto b/google/cloud/retail/v2alpha/product_service.proto
index 85f442a3a4..72c1edecfb 100644
--- a/google/cloud/retail/v2alpha/product_service.proto
+++ b/google/cloud/retail/v2alpha/product_service.proto
@@ -196,10 +196,11 @@ service ProductService {
     };
   }
 
-  // It is recommended to use the
+  // We recommend that you use the
   // [ProductService.AddLocalInventories][google.cloud.retail.v2alpha.ProductService.AddLocalInventories]
-  // method instead of
-  // [ProductService.AddFulfillmentPlaces][google.cloud.retail.v2alpha.ProductService.AddFulfillmentPlaces].
+  // method instead of the
+  // [ProductService.AddFulfillmentPlaces][google.cloud.retail.v2alpha.ProductService.AddFulfillmentPlaces]
+  // method.
   // [ProductService.AddLocalInventories][google.cloud.retail.v2alpha.ProductService.AddLocalInventories]
   // achieves the same results but provides more fine-grained control over
   // ingesting local inventory data.
@@ -238,10 +239,11 @@ service ProductService {
     };
   }
 
-  // It is recommended to use the
+  // We recommend that you use the
   // [ProductService.RemoveLocalInventories][google.cloud.retail.v2alpha.ProductService.RemoveLocalInventories]
-  // method instead of
-  // [ProductService.RemoveFulfillmentPlaces][google.cloud.retail.v2alpha.ProductService.RemoveFulfillmentPlaces].
+  // method instead of the
+  // [ProductService.RemoveFulfillmentPlaces][google.cloud.retail.v2alpha.ProductService.RemoveFulfillmentPlaces]
+  // method.
   // [ProductService.RemoveLocalInventories][google.cloud.retail.v2alpha.ProductService.RemoveLocalInventories]
   // achieves the same results but provides more fine-grained control over
   // ingesting local inventory data.
diff --git a/google/cloud/retail/v2alpha/project.proto b/google/cloud/retail/v2alpha/project.proto
new file mode 100644
index 0000000000..6b91fce278
--- /dev/null
+++ b/google/cloud/retail/v2alpha/project.proto
@@ -0,0 +1,188 @@
+// Copyright 2024 Google LLC
+//
+// Licensed under the Apache License, Version 2.0 (the "License");
+// you may not use this file except in compliance with the License.
+// You may obtain a copy of the License at
+//
+//     http://www.apache.org/licenses/LICENSE-2.0
+//
+// Unless required by applicable law or agreed to in writing, software
+// distributed under the License is distributed on an "AS IS" BASIS,
+// WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied.
+// See the License for the specific language governing permissions and
+// limitations under the License.
+
+syntax = "proto3";
+
+package google.cloud.retail.v2alpha;
+
+import "google/api/field_behavior.proto";
+import "google/api/resource.proto";
+import "google/cloud/retail/v2alpha/common.proto";
+
+option csharp_namespace = "Google.Cloud.Retail.V2Alpha";
+option go_package = "cloud.google.com/go/retail/apiv2alpha/retailpb;retailpb";
+option java_multiple_files = true;
+option java_outer_classname = "ProjectProto";
+option java_package = "com.google.cloud.retail.v2alpha";
+option objc_class_prefix = "RETAIL";
+option php_namespace = "Google\\Cloud\\Retail\\V2alpha";
+option ruby_package = "Google::Cloud::Retail::V2alpha";
+
+// Project level logging config to control what level of log will be generated
+// and written to Cloud Logging.
+message LoggingConfig {
+  option (google.api.resource) = {
+    type: "retail.googleapis.com/LoggingConfig"
+    pattern: "projects/{project}/loggingConfig"
+  };
+
+  // The logging configurations for services supporting log generation.
+  message LogGenerationRule {
+    // The logging level.
+    //
+    // By default it is set to `LOG_WARNINGS_AND_ABOVE`.
+    LoggingLevel logging_level = 1;
+
+    // The log sample rate for INFO level log entries. You can use this to
+    // reduce the number of entries generated for INFO level logs.
+    //
+    // DO NOT set this field if the
+    // [logging_level][google.cloud.retail.v2alpha.LoggingConfig.LogGenerationRule.logging_level]
+    // is not
+    // [LoggingLevel.LOG_ALL][google.cloud.retail.v2alpha.LoggingConfig.LoggingLevel.LOG_ALL].
+    // Otherwise, an INVALID_ARGUMENT error is returned.
+    //
+    // Sample rate for INFO logs defaults to 1 when unset (generate and send all
+    // INFO logs to Cloud Logging). Its value must be greater than 0 and less
+    // than or equal to 1.
+    optional float info_log_sample_rate = 2;
+  }
+
+  // The granular logging configurations for supported services.
+  message ServiceLogGenerationRule {
+    // Required. Supported service names:
+    // "CatalogService",
+    // "CompletionService",
+    // "ControlService",
+    // "MerchantCenterStreaming",
+    // "ModelService",
+    // "PredictionService",
+    // "ProductService",
+    // "ServingConfigService",
+    // "UserEventService",
+    string service_name = 1 [(google.api.field_behavior) = REQUIRED];
+
+    // The log generation rule that applies to this service.
+    LogGenerationRule log_generation_rule = 3;
+  }
+
+  // The setting to control log generation.
+  enum LoggingLevel {
+    // Default value. Defaults to `LOG_FOR_WARNINGS_AND_ABOVE` if unset.
+    LOGGING_LEVEL_UNSPECIFIED = 0;
+
+    // No log will be generated and sent to Cloud Logging.
+    LOGGING_DISABLED = 1;
+
+    // Log for operations resulted in fatal error.
+    LOG_ERRORS_AND_ABOVE = 2;
+
+    // In addition to `LOG_ERRORS_AND_ABOVE`, also log for operations that have
+    // soft errors, quality suggestions.
+    LOG_WARNINGS_AND_ABOVE = 3;
+
+    // Log all operations, including successful ones.
+    LOG_ALL = 4;
+  }
+
+  // Required. Immutable. The name of the LoggingConfig singleton resource.
+  // Format: projects/*/loggingConfig
+  string name = 1 [
+    (google.api.field_behavior) = REQUIRED,
+    (google.api.field_behavior) = IMMUTABLE
+  ];
+
+  // The log generation rule that applies by default to all services
+  // supporting log generation. It can be overridden by
+  // [ServiceLogGenerationRule][google.cloud.retail.v2alpha.LoggingConfig.ServiceLogGenerationRule]
+  // for service level control.
+  LogGenerationRule default_log_generation_rule = 2;
+
+  // Controls logging configurations more granularly for each supported
+  // service.
+  //
+  // This overrides the
+  // [default_log_generation_rule][google.cloud.retail.v2alpha.LoggingConfig.default_log_generation_rule]
+  // for the services specified. For those not mentioned, they will fallback to
+  // the default log generation rule.
+  repeated ServiceLogGenerationRule service_log_generation_rules = 4;
+}
+
+// Metadata that describes a Cloud Retail Project.
+message Project {
+  option (google.api.resource) = {
+    type: "retail.googleapis.com/RetailProject"
+    pattern: "projects/{project}/retailProject"
+  };
+
+  // Output only. Full resource name of the retail project, such as
+  // `projects/{project_id_or_number}/retailProject`.
+  string name = 1 [(google.api.field_behavior) = OUTPUT_ONLY];
+
+  // Output only. Retail API solutions that the project has enrolled.
+  repeated SolutionType enrolled_solutions = 2
+      [(google.api.field_behavior) = OUTPUT_ONLY];
+}
+
+// Project level alert config.
+message AlertConfig {
+  option (google.api.resource) = {
+    type: "retail.googleapis.com/AlertConfig"
+    pattern: "projects/{project}/alertConfig"
+  };
+
+  // Alert policy for a customer.
+  message AlertPolicy {
+    // Recipient contact information.
+    message Recipient {
+      // Email address of the recipient.
+      string email_address = 1;
+    }
+
+    // The enrollment status enum for alert policy.
+    enum EnrollStatus {
+      // Default value. Used for customers who have not responded to the
+      // alert policy.
+      ENROLL_STATUS_UNSPECIFIED = 0;
+
+      // Customer is enrolled in this policy.
+      ENROLLED = 1;
+
+      // Customer declined this policy.
+      DECLINED = 2;
+    }
+
+    // The feature that provides alerting capability. Supported value is
+    // only `search-data-quality` for now.
+    string alert_group = 1;
+
+    // The enrollment status of a customer.
+    EnrollStatus enroll_status = 2;
+
+    // Recipients for the alert policy.
+    // One alert policy should not exceed 20 recipients.
+    repeated Recipient recipients = 3;
+  }
+
+  // Required. Immutable. The name of the AlertConfig singleton resource.
+  // Format: projects/*/alertConfig
+  string name = 1 [
+    (google.api.field_behavior) = REQUIRED,
+    (google.api.field_behavior) = IMMUTABLE
+  ];
+
+  // Alert policies for a customer.
+  // They must be unique by [AlertPolicy.alert_group]
+  repeated AlertPolicy alert_policies = 2;
+}
diff --git a/google/cloud/retail/v2alpha/project_service.proto b/google/cloud/retail/v2alpha/project_service.proto
new file mode 100644
index 0000000000..4e79590173
--- /dev/null
+++ b/google/cloud/retail/v2alpha/project_service.proto
@@ -0,0 +1,273 @@
+// Copyright 2024 Google LLC
+//
+// Licensed under the Apache License, Version 2.0 (the "License");
+// you may not use this file except in compliance with the License.
+// You may obtain a copy of the License at
+//
+//     http://www.apache.org/licenses/LICENSE-2.0
+//
+// Unless required by applicable law or agreed to in writing, software
+// distributed under the License is distributed on an "AS IS" BASIS,
+// WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied.
+// See the License for the specific language governing permissions and
+// limitations under the License.
+
+syntax = "proto3";
+
+package google.cloud.retail.v2alpha;
+
+import "google/api/annotations.proto";
+import "google/api/client.proto";
+import "google/api/field_behavior.proto";
+import "google/api/resource.proto";
+import "google/cloud/retail/v2alpha/common.proto";
+import "google/cloud/retail/v2alpha/project.proto";
+import "google/longrunning/operations.proto";
+import "google/protobuf/field_mask.proto";
+
+option csharp_namespace = "Google.Cloud.Retail.V2Alpha";
+option go_package = "cloud.google.com/go/retail/apiv2alpha/retailpb;retailpb";
+option java_multiple_files = true;
+option java_outer_classname = "ProjectServiceProto";
+option java_package = "com.google.cloud.retail.v2alpha";
+option objc_class_prefix = "RETAIL";
+option php_namespace = "Google\\Cloud\\Retail\\V2alpha";
+option ruby_package = "Google::Cloud::Retail::V2alpha";
+
+// Service for settings at Project level.
+service ProjectService {
+  option (google.api.default_host) = "retail.googleapis.com";
+  option (google.api.oauth_scopes) =
+      "https://www.googleapis.com/auth/cloud-platform";
+
+  // Gets the project.
+  //
+  // Throws `NOT_FOUND` if the project wasn't initialized for the Retail API
+  // service.
+  rpc GetProject(GetProjectRequest) returns (Project) {
+    option (google.api.http) = {
+      get: "/v2alpha/{name=projects/*/retailProject}"
+    };
+    option (google.api.method_signature) = "name";
+  }
+
+  // Accepts service terms for this project.
+  // By making requests to this API, you agree to the terms of service linked
+  // below.
+  // https://cloud.google.com/retail/data-use-terms
+  rpc AcceptTerms(AcceptTermsRequest) returns (Project) {
+    option (google.api.http) = {
+      post: "/v2alpha/{project=projects/*/retailProject}:acceptTerms"
+      body: "*"
+    };
+    option (google.api.method_signature) = "project";
+  }
+
+  // The method enrolls a solution of type [Retail
+  // Search][google.cloud.retail.v2alpha.SolutionType.SOLUTION_TYPE_SEARCH]
+  // into a project.
+  //
+  // The [Recommendations AI solution
+  // type][google.cloud.retail.v2alpha.SolutionType.SOLUTION_TYPE_RECOMMENDATION]
+  // is enrolled by default when your project enables Retail API, so you don't
+  // need to call the enrollSolution method for recommendations.
+  rpc EnrollSolution(EnrollSolutionRequest)
+      returns (google.longrunning.Operation) {
+    option (google.api.http) = {
+      post: "/v2alpha/{project=projects/*}:enrollSolution"
+      body: "*"
+    };
+    option (google.longrunning.operation_info) = {
+      response_type: "google.cloud.retail.v2alpha.EnrollSolutionResponse"
+      metadata_type: "google.cloud.retail.v2alpha.EnrollSolutionMetadata"
+    };
+  }
+
+  // Lists all the retail API solutions the project has enrolled.
+  rpc ListEnrolledSolutions(ListEnrolledSolutionsRequest)
+      returns (ListEnrolledSolutionsResponse) {
+    option (google.api.http) = {
+      get: "/v2alpha/{parent=projects/*}:enrolledSolutions"
+    };
+    option (google.api.method_signature) = "parent";
+  }
+
+  // Gets the [LoggingConfig][google.cloud.retail.v2alpha.LoggingConfig] of the
+  // requested project.
+  rpc GetLoggingConfig(GetLoggingConfigRequest) returns (LoggingConfig) {
+    option (google.api.http) = {
+      get: "/v2alpha/{name=projects/*/loggingConfig}"
+    };
+    option (google.api.method_signature) = "name";
+  }
+
+  // Updates the [LoggingConfig][google.cloud.retail.v2alpha.LoggingConfig] of
+  // the requested project.
+  rpc UpdateLoggingConfig(UpdateLoggingConfigRequest) returns (LoggingConfig) {
+    option (google.api.http) = {
+      patch: "/v2alpha/{logging_config.name=projects/*/loggingConfig}"
+      body: "logging_config"
+    };
+    option (google.api.method_signature) = "logging_config,update_mask";
+  }
+
+  // Get the [AlertConfig][google.cloud.retail.v2alpha.AlertConfig] of the
+  // requested project.
+  rpc GetAlertConfig(GetAlertConfigRequest) returns (AlertConfig) {
+    option (google.api.http) = {
+      get: "/v2alpha/{name=projects/*/alertConfig}"
+    };
+    option (google.api.method_signature) = "name";
+  }
+
+  // Update the alert config of the requested project.
+  rpc UpdateAlertConfig(UpdateAlertConfigRequest) returns (AlertConfig) {
+    option (google.api.http) = {
+      patch: "/v2alpha/{alert_config.name=projects/*/alertConfig}"
+      body: "alert_config"
+    };
+    option (google.api.method_signature) = "alert_config,update_mask";
+  }
+}
+
+// Request for GetProject method.
+message GetProjectRequest {
+  // Required. Full resource name of the project. Format:
+  // `projects/{project_number_or_id}/retailProject`
+  string name = 1 [
+    (google.api.field_behavior) = REQUIRED,
+    (google.api.resource_reference) = {
+      type: "retail.googleapis.com/RetailProject"
+    }
+  ];
+}
+
+// Request for AcceptTerms method.
+message AcceptTermsRequest {
+  // Required. Full resource name of the project. Format:
+  // `projects/{project_number_or_id}/retailProject`
+  string project = 1 [
+    (google.api.field_behavior) = REQUIRED,
+    (google.api.resource_reference) = {
+      type: "retail.googleapis.com/RetailProject"
+    }
+  ];
+}
+
+// Request for EnrollSolution method.
+message EnrollSolutionRequest {
+  // Required. Full resource name of parent. Format:
+  // `projects/{project_number_or_id}`
+  string project = 1 [
+    (google.api.field_behavior) = REQUIRED,
+    (google.api.resource_reference) = {
+      type: "cloudresourcemanager.googleapis.com/Project"
+    }
+  ];
+
+  // Required. Solution to enroll.
+  SolutionType solution = 2 [(google.api.field_behavior) = REQUIRED];
+}
+
+// Response for EnrollSolution method.
+message EnrollSolutionResponse {
+  // Retail API solution that the project has enrolled.
+  SolutionType enrolled_solution = 1;
+}
+
+// Metadata related to the EnrollSolution method.
+// This will be returned by the google.longrunning.Operation.metadata field.
+message EnrollSolutionMetadata {}
+
+// Request for ListEnrolledSolutions method.
+message ListEnrolledSolutionsRequest {
+  // Required. Full resource name of parent. Format:
+  // `projects/{project_number_or_id}`
+  string parent = 1 [
+    (google.api.field_behavior) = REQUIRED,
+    (google.api.resource_reference) = {
+      type: "cloudresourcemanager.googleapis.com/Project"
+    }
+  ];
+}
+
+// Response for ListEnrolledSolutions method.
+message ListEnrolledSolutionsResponse {
+  // Retail API solutions that the project has enrolled.
+  repeated SolutionType enrolled_solutions = 1;
+}
+
+// Request for
+// [ProjectService.GetLoggingConfig][google.cloud.retail.v2alpha.ProjectService.GetLoggingConfig]
+// method.
+message GetLoggingConfigRequest {
+  // Required. Full LoggingConfig resource name. Format:
+  // projects/{project_number}/loggingConfig
+  string name = 1 [
+    (google.api.field_behavior) = REQUIRED,
+    (google.api.resource_reference) = {
+      type: "retail.googleapis.com/LoggingConfig"
+    }
+  ];
+}
+
+// Request for
+// [ProjectService.UpdateLoggingConfig][google.cloud.retail.v2alpha.ProjectService.UpdateLoggingConfig]
+// method.
+message UpdateLoggingConfigRequest {
+  // Required. The [LoggingConfig][google.cloud.retail.v2alpha.LoggingConfig] to
+  // update.
+  //
+  // If the caller does not have permission to update the
+  // [LoggingConfig][google.cloud.retail.v2alpha.LoggingConfig], then a
+  // PERMISSION_DENIED error is returned.
+  //
+  // If the [LoggingConfig][google.cloud.retail.v2alpha.LoggingConfig] to update
+  // does not exist, a NOT_FOUND error is returned.
+  LoggingConfig logging_config = 1 [(google.api.field_behavior) = REQUIRED];
+
+  // Indicates which fields in the provided
+  // [LoggingConfig][google.cloud.retail.v2alpha.LoggingConfig] to update. The
+  // following are the only supported fields:
+  //
+  // * [LoggingConfig.default_log_generation_rule][google.cloud.retail.v2alpha.LoggingConfig.default_log_generation_rule]
+  // * [LoggingConfig.service_log_generation_rules][google.cloud.retail.v2alpha.LoggingConfig.service_log_generation_rules]
+  //
+  // If not set, all supported fields are updated.
+  google.protobuf.FieldMask update_mask = 2;
+}
+
+// Request for
+// [ProjectService.GetAlertConfig][google.cloud.retail.v2alpha.ProjectService.GetAlertConfig]
+// method.
+message GetAlertConfigRequest {
+  // Required. Full AlertConfig resource name. Format:
+  // projects/{project_number}/alertConfig
+  string name = 1 [
+    (google.api.field_behavior) = REQUIRED,
+    (google.api.resource_reference) = {
+      type: "retail.googleapis.com/AlertConfig"
+    }
+  ];
+}
+
+// Request for
+// [ProjectService.UpdateAlertConfig][google.cloud.retail.v2alpha.ProjectService.UpdateAlertConfig]
+// method.
+message UpdateAlertConfigRequest {
+  // Required. The [AlertConfig][google.cloud.retail.v2alpha.AlertConfig] to
+  // update.
+  //
+  // If the caller does not have permission to update the
+  // [AlertConfig][google.cloud.retail.v2alpha.AlertConfig], then a
+  // PERMISSION_DENIED error is returned.
+  //
+  // If the [AlertConfig][google.cloud.retail.v2alpha.AlertConfig] to update
+  // does not exist, a NOT_FOUND error is returned.
+  AlertConfig alert_config = 1 [(google.api.field_behavior) = REQUIRED];
+
+  // Indicates which fields in the provided
+  // [AlertConfig][google.cloud.retail.v2alpha.AlertConfig] to update. If not
+  // set, all supported fields are updated.
+  google.protobuf.FieldMask update_mask = 2;
+}
diff --git a/google/cloud/retail/v2alpha/promotion.proto b/google/cloud/retail/v2alpha/promotion.proto
index b458f4575f..b02a84e211 100644
--- a/google/cloud/retail/v2alpha/promotion.proto
+++ b/google/cloud/retail/v2alpha/promotion.proto
@@ -34,7 +34,7 @@ message Promotion {
   // id0LikeThis or ID_1_LIKE_THIS. Otherwise, an INVALID_ARGUMENT error is
   // returned.
   //
-  // Google Merchant Center property
-  // [promotion](https://support.google.com/merchants/answer/7050148).
+  // Corresponds to Google Merchant Center property
+  // [promotion_id](https://support.google.com/merchants/answer/7050148).
   string promotion_id = 1;
 }
diff --git a/google/cloud/retail/v2alpha/retail_grpc_service_config.json b/google/cloud/retail/v2alpha/retail_grpc_service_config.json
index 322291ad20..81ce6cdacd 100644
--- a/google/cloud/retail/v2alpha/retail_grpc_service_config.json
+++ b/google/cloud/retail/v2alpha/retail_grpc_service_config.json
@@ -4,10 +4,11 @@
       "name": [
         { "service": "google.cloud.retail.v2alpha.CatalogService" },
         { "service": "google.cloud.retail.v2alpha.CompletionService" },
-        { "service": "google.cloud.retail.v2alpha.UserEventService" },
         { "service": "google.cloud.retail.v2alpha.PromotionService" },
         { "service": "google.cloud.retail.v2alpha.PredictionService" },
-        { "service": "google.cloud.retail.v2alpha.SearchService" }
+        { "service": "google.cloud.retail.v2alpha.SearchService" },
+        { "service": "google.cloud.retail.v2alpha.RequirementService" },
+        { "service": "google.cloud.retail.v2alpha.SampleService" }
       ],
       "timeout": "5s",
       "retryPolicy": {
@@ -19,7 +20,36 @@
     },
     {
       "name": [
+        { "service": "google.cloud.retail.v2alpha.UserEventService" }
+      ],
+      "timeout": "10s",
+      "retryPolicy": {
+        "initialBackoff": "0.100s",
+        "maxBackoff": "5s",
+        "backoffMultiplier": 1.3,
+        "retryableStatusCodes": ["UNAVAILABLE", "DEADLINE_EXCEEDED"]
+      }
+    },
+    {
+      "name": [
+        {
+          "service": "google.cloud.retail.v2alpha.PredictionService",
+          "method": "BatchPredict"
+        }
+      ],
+      "timeout": "30s",
+      "retryPolicy": {
+        "initialBackoff": "0.100s",
+        "maxBackoff": "30s",
+        "backoffMultiplier": 1.3,
+        "retryableStatusCodes": ["UNAVAILABLE", "DEADLINE_EXCEEDED"]
+      }
+    },
+    {
+      "name": [
+        { "service": "google.cloud.retail.v2alpha.BranchService" },
         { "service": "google.cloud.retail.v2alpha.ProductService" },
+        { "service": "google.cloud.retail.v2alpha.ProjectService" },
         {
           "service": "google.cloud.retail.v2alpha.UserEventService",
           "method": "PurgeUserEvents"
diff --git a/google/cloud/retail/v2alpha/retail_v2alpha.yaml b/google/cloud/retail/v2alpha/retail_v2alpha.yaml
index 3867c38fb2..dcd7c23cc5 100644
--- a/google/cloud/retail/v2alpha/retail_v2alpha.yaml
+++ b/google/cloud/retail/v2alpha/retail_v2alpha.yaml
@@ -1,11 +1,12 @@
 type: google.api.Service
 config_version: 3
 name: retail.googleapis.com
-title: Retail API
+title: Vertex AI Search for Retail API
 
 apis:
 - name: google.cloud.location.Locations
 - name: google.cloud.retail.v2alpha.AnalyticsService
+- name: google.cloud.retail.v2alpha.BranchService
 - name: google.cloud.retail.v2alpha.CatalogService
 - name: google.cloud.retail.v2alpha.CompletionService
 - name: google.cloud.retail.v2alpha.ControlService
@@ -13,6 +14,7 @@ apis:
 - name: google.cloud.retail.v2alpha.ModelService
 - name: google.cloud.retail.v2alpha.PredictionService
 - name: google.cloud.retail.v2alpha.ProductService
+- name: google.cloud.retail.v2alpha.ProjectService
 - name: google.cloud.retail.v2alpha.SearchService
 - name: google.cloud.retail.v2alpha.ServingConfigService
 - name: google.cloud.retail.v2alpha.UserEventService
@@ -26,6 +28,8 @@ types:
 - name: google.cloud.retail.v2alpha.AddLocalInventoriesResponse
 - name: google.cloud.retail.v2alpha.CreateMerchantCenterAccountLinkMetadata
 - name: google.cloud.retail.v2alpha.CreateModelMetadata
+- name: google.cloud.retail.v2alpha.EnrollSolutionMetadata
+- name: google.cloud.retail.v2alpha.EnrollSolutionResponse
 - name: google.cloud.retail.v2alpha.ExportAnalyticsMetricsResponse
 - name: google.cloud.retail.v2alpha.ExportErrorsConfig
 - name: google.cloud.retail.v2alpha.ExportMetadata
@@ -55,9 +59,10 @@ types:
 
 documentation:
   summary: |-
-    Cloud Retail service enables customers to build end-to-end personalized
-    recommendation systems without requiring a high level of expertise in
-    machine learning, recommendation system, or Google Cloud.
+    Vertex AI Search for Retail API is made up of Retail Search, Browse and
+    Recommendations. These discovery AI solutions help you implement
+    personalized search, browse and recommendations, based on machine learning
+    models, across your websites and mobile applications.
   rules:
   - selector: google.cloud.location.Locations.GetLocation
     description: Gets information about a location.
@@ -65,27 +70,6 @@ documentation:
   - selector: google.cloud.location.Locations.ListLocations
     description: Lists information about the supported locations for this service.
 
-backend:
-  rules:
-  - selector: google.cloud.retail.v2alpha.CatalogService.UpdateCatalog
-    deadline: 10.0
-  - selector: google.cloud.retail.v2alpha.CompletionService.ImportCompletionData
-    deadline: 300.0
-  - selector: 'google.cloud.retail.v2alpha.ModelService.*'
-    deadline: 60.0
-  - selector: 'google.cloud.retail.v2alpha.ProductService.*'
-    deadline: 30.0
-  - selector: google.cloud.retail.v2alpha.ProductService.ImportProducts
-    deadline: 300.0
-  - selector: google.cloud.retail.v2alpha.UserEventService.CollectUserEvent
-    deadline: 10.0
-  - selector: google.cloud.retail.v2alpha.UserEventService.ImportUserEvents
-    deadline: 600.0
-  - selector: google.cloud.retail.v2alpha.UserEventService.PurgeUserEvents
-    deadline: 30.0
-  - selector: google.longrunning.Operations.ListOperations
-    deadline: 300.0
-
 http:
   rules:
   - selector: google.longrunning.Operations.GetOperation
@@ -115,6 +99,14 @@ authentication:
     oauth:
       canonical_scopes: |-
         https://www.googleapis.com/auth/cloud-platform
+  - selector: google.cloud.retail.v2alpha.BranchService.GetBranch
+    oauth:
+      canonical_scopes: |-
+        https://www.googleapis.com/auth/cloud-platform
+  - selector: google.cloud.retail.v2alpha.BranchService.ListBranches
+    oauth:
+      canonical_scopes: |-
+        https://www.googleapis.com/auth/cloud-platform
   - selector: 'google.cloud.retail.v2alpha.CatalogService.*'
     oauth:
       canonical_scopes: |-
@@ -147,6 +139,10 @@ authentication:
     oauth:
       canonical_scopes: |-
         https://www.googleapis.com/auth/cloud-platform
+  - selector: 'google.cloud.retail.v2alpha.ProjectService.*'
+    oauth:
+      canonical_scopes: |-
+        https://www.googleapis.com/auth/cloud-platform
   - selector: google.cloud.retail.v2alpha.SearchService.Search
     oauth:
       canonical_scopes: |-
diff --git a/google/cloud/retail/v2alpha/search_service.proto b/google/cloud/retail/v2alpha/search_service.proto
index fed0832394..bced414d8f 100644
--- a/google/cloud/retail/v2alpha/search_service.proto
+++ b/google/cloud/retail/v2alpha/search_service.proto
@@ -119,13 +119,13 @@ message SearchRequest {
       // values. Maximum number of intervals is 40.
       //
       // For all numerical facet keys that appear in the list of products from
-      // the catalog, the percentiles 0, 10, 30, 50, 70, 90 and 100 are
+      // the catalog, the percentiles 0, 10, 30, 50, 70, 90, and 100 are
       // computed from their distribution weekly. If the model assigns a high
       // score to a numerical facet key and its intervals are not specified in
-      // the search request, these percentiles will become the bounds
-      // for its intervals and will be returned in the response. If the
+      // the search request, these percentiles become the bounds
+      // for its intervals and are returned in the response. If the
       // facet key intervals are specified in the request, then the specified
-      // intervals will be returned instead.
+      // intervals are returned instead.
       repeated Interval intervals = 2;
 
       // Only get facet for the given restricted values. For example, when using
@@ -158,14 +158,14 @@ message SearchRequest {
       // Only get facet values that start with the given string prefix. For
       // example, suppose "categories" has three values "Women > Shoe",
       // "Women > Dress" and "Men > Shoe". If set "prefixes" to "Women", the
-      // "categories" facet will give only "Women > Shoe" and "Women > Dress".
+      // "categories" facet gives only "Women > Shoe" and "Women > Dress".
       // Only supported on textual fields. Maximum is 10.
       repeated string prefixes = 8;
 
       // Only get facet values that contains the given strings. For example,
       // suppose "categories" has three values "Women > Shoe",
       // "Women > Dress" and "Men > Shoe". If set "contains" to "Shoe", the
-      // "categories" facet will give only "Women > Shoe" and "Men > Shoe".
+      // "categories" facet gives only "Women > Shoe" and "Men > Shoe".
       // Only supported on textual fields. Maximum is 10.
       repeated string contains = 9;
 
@@ -198,7 +198,7 @@ message SearchRequest {
       string order_by = 4;
 
       // The query that is used to compute facet for the given facet key.
-      // When provided, it will override the default behavior of facet
+      // When provided, it overrides the default behavior of facet
       // computation. The query syntax is the same as a filter expression. See
       // [SearchRequest.filter][google.cloud.retail.v2alpha.SearchRequest.filter]
       // for detail syntax and limitations. Notice that there is no limitation
@@ -208,9 +208,9 @@ message SearchRequest {
       //
       // In the response,
       // [SearchResponse.Facet.values.value][google.cloud.retail.v2alpha.SearchResponse.Facet.FacetValue.value]
-      // will be always "1" and
+      // is always "1" and
       // [SearchResponse.Facet.values.count][google.cloud.retail.v2alpha.SearchResponse.Facet.FacetValue.count]
-      // will be the number of results that match the query.
+      // is the number of results that match the query.
       //
       // For example, you can set a customized facet for "shipToStore",
       // where
@@ -218,7 +218,7 @@ message SearchRequest {
       // is "customizedShipToStore", and
       // [FacetKey.query][google.cloud.retail.v2alpha.SearchRequest.FacetSpec.FacetKey.query]
       // is "availability: ANY(\"IN_STOCK\") AND shipToStore: ANY(\"123\")".
-      // Then the facet will count the products that are both in stock and ship
+      // Then the facet counts the products that are both in stock and ship
       // to store "123".
       string query = 5;
 
@@ -269,15 +269,15 @@ message SearchRequest {
 
     // Enables dynamic position for this facet. If set to true, the position of
     // this facet among all facets in the response is determined by Google
-    // Retail Search. It will be ordered together with dynamic facets if dynamic
+    // Retail Search. It is ordered together with dynamic facets if dynamic
     // facets is enabled. If set to false, the position of this facet in the
-    // response will be the same as in the request, and it will be ranked before
+    // response is the same as in the request, and it is ranked before
     // the facets with dynamic position enable and all dynamic facets.
     //
     // For example, you may always want to have rating facet returned in
     // the response, but it's not necessarily to always display the rating facet
     // at the top. In that case, you can set enable_dynamic_position to true so
-    // that the position of rating facet in response will be determined by
+    // that the position of rating facet in response is determined by
     // Google Retail Search.
     //
     // Another example, assuming you have the following facets in the request:
@@ -288,13 +288,13 @@ message SearchRequest {
     //
     // * "brands", enable_dynamic_position = false
     //
-    // And also you have a dynamic facets enable, which will generate a facet
-    // 'gender'. Then the final order of the facets in the response can be
+    // And also you have a dynamic facets enable, which generates a facet
+    // "gender". Then, the final order of the facets in the response can be
     // ("price", "brands", "rating", "gender") or ("price", "brands", "gender",
     // "rating") depends on how Google Retail Search orders "gender" and
-    // "rating" facets. However, notice that "price" and "brands" will always be
-    // ranked at 1st and 2nd position since their enable_dynamic_position are
-    // false.
+    // "rating" facets. However, notice that "price" and "brands" are always
+    // ranked at first and second position because their enable_dynamic_position
+    // values are false.
     bool enable_dynamic_position = 4;
   }
 
@@ -513,7 +513,7 @@ message SearchRequest {
   // or the name of the legacy placement resource, such as
   // `projects/*/locations/global/catalogs/default_catalog/placements/default_search`.
   // This field is used to identify the serving config name and the set
-  // of models that will be used to make the search.
+  // of models that are used to make the search.
   string placement = 1 [(google.api.field_behavior) = REQUIRED];
 
   // The branch resource name, such as
@@ -579,8 +579,8 @@ message SearchRequest {
 
   // The filter syntax consists of an expression language for constructing a
   // predicate from one or more fields of the products being filtered. Filter
-  // expression is case-sensitive. See more details at this [user
-  // guide](https://cloud.google.com/retail/docs/filter-and-order#filter).
+  // expression is case-sensitive. For more information, see
+  // [Filter](https://cloud.google.com/retail/docs/filter-and-order#filter).
   //
   // If this field is unrecognizable, an INVALID_ARGUMENT is returned.
   string filter = 10;
@@ -589,22 +589,21 @@ message SearchRequest {
   // checking any filters on the search page.
   //
   // The filter applied to every search request when quality improvement such as
-  // query expansion is needed. For example, if a query does not have enough
-  // results, an expanded query with
-  // [SearchRequest.canonical_filter][google.cloud.retail.v2alpha.SearchRequest.canonical_filter]
-  // will be returned as a supplement of the original query. This field is
-  // strongly recommended to achieve high search quality.
+  // query expansion is needed. In the case a query does not have a sufficient
+  // amount of results this filter will be used to determine whether or not to
+  // enable the query expansion flow. The original filter will still be used for
+  // the query expanded search.
+  // This field is strongly recommended to achieve high search quality.
   //
-  // See
-  // [SearchRequest.filter][google.cloud.retail.v2alpha.SearchRequest.filter]
-  // for more details about filter syntax.
+  // For more information about filter syntax, see
+  // [SearchRequest.filter][google.cloud.retail.v2alpha.SearchRequest.filter].
   string canonical_filter = 28;
 
   // The order in which products are returned. Products can be ordered by
   // a field in an [Product][google.cloud.retail.v2alpha.Product] object. Leave
-  // it unset if ordered by relevance. OrderBy expression is case-sensitive. See
-  // more details at this [user
-  // guide](https://cloud.google.com/retail/docs/filter-and-order#order).
+  // it unset if ordered by relevance. OrderBy expression is case-sensitive. For
+  // more information, see
+  // [Order](https://cloud.google.com/retail/docs/filter-and-order#order).
   //
   // If this field is unrecognizable, an INVALID_ARGUMENT is returned.
   string order_by = 11;
@@ -622,8 +621,8 @@ message SearchRequest {
   // textual facets can be dynamically generated.
   DynamicFacetSpec dynamic_facet_spec = 21 [deprecated = true];
 
-  // Boost specification to boost certain products. See more details at this
-  // [user guide](https://cloud.google.com/retail/docs/boosting).
+  // Boost specification to boost certain products. For more information, see
+  // [Boost results](https://cloud.google.com/retail/docs/boosting).
   //
   // Notice that if both
   // [ServingConfig.boost_control_ids][google.cloud.retail.v2alpha.ServingConfig.boost_control_ids]
@@ -635,8 +634,8 @@ message SearchRequest {
   BoostSpec boost_spec = 13;
 
   // The query expansion specification that specifies the conditions under which
-  // query expansion will occur. See more details at this [user
-  // guide](https://cloud.google.com/retail/docs/result-size#query_expansion).
+  // query expansion occurs. For more information, see [Query
+  // expansion](https://cloud.google.com/retail/docs/result-size#query_expansion).
   QueryExpansionSpec query_expansion_spec = 14;
 
   // The relevance threshold of the search results.
@@ -644,8 +643,8 @@ message SearchRequest {
   // Defaults to
   // [RelevanceThreshold.HIGH][google.cloud.retail.v2alpha.SearchRequest.RelevanceThreshold.HIGH],
   // which means only the most relevant results are shown, and the least number
-  // of results are returned. See more details at this [user
-  // guide](https://cloud.google.com/retail/docs/result-size#relevance_thresholding).
+  // of results are returned. For more information, see [Adjust result
+  // size](https://cloud.google.com/retail/docs/result-size#relevance_thresholding).
   RelevanceThreshold relevance_threshold = 15;
 
   // The keys to fetch and rollup the matching
@@ -773,9 +772,9 @@ message SearchRequest {
   //   key with multiple resources.
   // * Keys must start with a lowercase letter or international character.
   //
-  // See [Google Cloud
-  // Document](https://cloud.google.com/resource-manager/docs/creating-managing-labels#requirements)
-  // for more details.
+  // For more information, see [Requirements for
+  // labels](https://cloud.google.com/resource-manager/docs/creating-managing-labels#requirements)
+  // in the Resource Manager documentation.
   map<string, string> labels = 34;
 
   // The spell correction specification that specifies the mode under
@@ -995,7 +994,8 @@ message SearchResponse {
   repeated ExperimentInfo experiment_info = 17;
 }
 
-// Metadata for active A/B testing [Experiments][].
+// Metadata for active A/B testing
+// [Experiment][google.cloud.retail.v2alpha.Experiment].
 message ExperimentInfo {
   // Metadata for active serving config A/B tests.
   message ServingConfigExperiment {
@@ -1008,8 +1008,8 @@ message ExperimentInfo {
     }];
 
     // The fully qualified resource name of the serving config
-    // [VariantArm.serving_config_id][] responsible for generating the search
-    // response. For example:
+    // [Experiment.VariantArm.serving_config_id][google.cloud.retail.v2alpha.Experiment.VariantArm.serving_config_id]
+    // responsible for generating the search response. For example:
     // `projects/*/locations/*/catalogs/*/servingConfigs/*`.
     string experiment_serving_config = 2 [(google.api.resource_reference) = {
       type: "retail.googleapis.com/ServingConfig"
diff --git a/google/cloud/retail/v2alpha/serving_config.proto b/google/cloud/retail/v2alpha/serving_config.proto
index 10f3121aae..d8dc677943 100644
--- a/google/cloud/retail/v2alpha/serving_config.proto
+++ b/google/cloud/retail/v2alpha/serving_config.proto
@@ -255,6 +255,10 @@ message ServingConfig {
   // [SOLUTION_TYPE_RECOMMENDATION][google.cloud.retail.v2main.SolutionType.SOLUTION_TYPE_RECOMMENDATION].
   string enable_category_filter_level = 16;
 
+  // When the flag is enabled, the products in the denylist will not be filtered
+  // out in the recommendation filtering results.
+  bool ignore_recs_denylist = 24;
+
   // The specification for personalization spec.
   //
   // Can only be set if
diff --git a/google/cloud/retail/v2alpha/user_event.proto b/google/cloud/retail/v2alpha/user_event.proto
index 71d9f4d06e..1b810fbbf5 100644
--- a/google/cloud/retail/v2alpha/user_event.proto
+++ b/google/cloud/retail/v2alpha/user_event.proto
@@ -37,6 +37,7 @@ message UserEvent {
   // Required. User event type. Allowed values are:
   //
   // * `add-to-cart`: Products being added to cart.
+  // * `remove-from-cart`: Products being removed from cart.
   // * `category-page-view`: Special pages such as sale or promotion pages
   //   viewed.
   // * `detail-page-view`: Products detail page viewed.
@@ -274,8 +275,8 @@ message UserEvent {
   // The entity for customers that may run multiple different entities, domains,
   // sites or regions, for example, `Google US`, `Google Ads`, `Waymo`,
   // `google.com`, `youtube.com`, etc.
-  // It is recommended to set this field to get better per-entity search,
-  // completion and prediction results.
+  // We recommend that you set this field to get better per-entity search,
+  // completion, and prediction results.
   string entity = 23;
 }