diff --git a/google/cloud/retail/v2alpha/BUILD.bazel b/google/cloud/retail/v2alpha/BUILD.bazel
index d0963b3a60f9a..81f7cbf453a55 100644
--- a/google/cloud/retail/v2alpha/BUILD.bazel
+++ b/google/cloud/retail/v2alpha/BUILD.bazel
@@ -25,13 +25,18 @@ proto_library(
         "catalog_service.proto",
         "common.proto",
         "completion_service.proto",
+        "control.proto",
+        "control_service.proto",
         "export_config.proto",
         "import_config.proto",
         "prediction_service.proto",
         "product.proto",
         "product_service.proto",
+        "promotion.proto",
         "purge_config.proto",
         "search_service.proto",
+        "serving_config.proto",
+        "serving_config_service.proto",
         "user_event.proto",
         "user_event_service.proto",
     ],
@@ -87,7 +92,9 @@ java_grpc_library(
 java_gapic_library(
     name = "retail_java_gapic",
     srcs = [":retail_proto_with_info"],
+    gapic_yaml = "retail_gapic.yaml",
     grpc_service_config = "retail_grpc_service_config.json",
+    service_yaml = "retail_v2alpha.yaml",
     test_deps = [
         ":retail_java_grpc",
     ],
@@ -102,9 +109,11 @@ java_gapic_test(
     test_classes = [
         "com.google.cloud.retail.v2alpha.CatalogServiceClientTest",
         "com.google.cloud.retail.v2alpha.CompletionServiceClientTest",
+        "com.google.cloud.retail.v2alpha.ControlServiceClientTest",
         "com.google.cloud.retail.v2alpha.PredictionServiceClientTest",
         "com.google.cloud.retail.v2alpha.ProductServiceClientTest",
         "com.google.cloud.retail.v2alpha.SearchServiceClientTest",
+        "com.google.cloud.retail.v2alpha.ServingConfigServiceClientTest",
         "com.google.cloud.retail.v2alpha.UserEventServiceClientTest",
     ],
     runtime_deps = [":retail_java_gapic_test"],
@@ -366,4 +375,20 @@ csharp_gapic_assembly_pkg(
 ##############################################################################
 # C++
 ##############################################################################
-# Put your C++ rules here
+load(
+    "@com_google_googleapis_imports//:imports.bzl",
+    "cc_grpc_library",
+    "cc_proto_library",
+)
+
+cc_proto_library(
+    name = "retail_cc_proto",
+    deps = [":retail_proto"],
+)
+
+cc_grpc_library(
+    name = "retail_cc_grpc",
+    srcs = [":retail_proto"],
+    grpc_only = True,
+    deps = [":retail_cc_proto"],
+)
diff --git a/google/cloud/retail/v2alpha/catalog.proto b/google/cloud/retail/v2alpha/catalog.proto
index 7cb4da0eca6e5..8dcb23f60d543 100644
--- a/google/cloud/retail/v2alpha/catalog.proto
+++ b/google/cloud/retail/v2alpha/catalog.proto
@@ -16,7 +16,6 @@ syntax = "proto3";
 
 package google.cloud.retail.v2alpha;
 
-import "google/api/annotations.proto";
 import "google/api/field_behavior.proto";
 import "google/api/resource.proto";
 import "google/cloud/retail/v2alpha/common.proto";
@@ -85,6 +84,231 @@ message ProductLevelConfig {
   string merchant_center_product_id_field = 2;
 }
 
+// Catalog level attribute config for an attribute. For example, if customers
+// want to enable/disable facet for a specific attribute.
+message CatalogAttribute {
+  // The type of an attribute.
+  enum AttributeType {
+    // The type of the attribute is unknown.
+    //
+    // Used when type cannot be derived from attribute that is not
+    // [in_use][google.cloud.retail.v2alpha.CatalogAttribute.in_use].
+    UNKNOWN = 0;
+
+    // Textual attribute.
+    TEXTUAL = 1;
+
+    // Numerical attribute.
+    NUMERICAL = 2;
+  }
+
+  // The status of the indexable option of a catalog attribute.
+  enum IndexableOption {
+    // Value used when unset. Defaults to
+    // [INDEXABLE_ENABLED][google.cloud.retail.v2alpha.CatalogAttribute.IndexableOption.INDEXABLE_ENABLED].
+    INDEXABLE_OPTION_UNSPECIFIED = 0;
+
+    // Indexable option enabled for an attribute.
+    INDEXABLE_ENABLED = 1;
+
+    // Indexable option disabled for an attribute.
+    INDEXABLE_DISABLED = 2;
+  }
+
+  // The status of the dynamic facetable option of a catalog attribute.
+  enum DynamicFacetableOption {
+    // Value used when unset. Defaults to
+    // [DYNAMIC_FACETABLE_ENABLED][google.cloud.retail.v2alpha.CatalogAttribute.DynamicFacetableOption.DYNAMIC_FACETABLE_ENABLED].
+    DYNAMIC_FACETABLE_OPTION_UNSPECIFIED = 0;
+
+    // Dynamic facetable option enabled for an attribute.
+    DYNAMIC_FACETABLE_ENABLED = 1;
+
+    // Dynamic facetable option disabled for an attribute.
+    DYNAMIC_FACETABLE_DISABLED = 2;
+  }
+
+  // The status of the searchable option of a catalog attribute.
+  enum SearchableOption {
+    // Value used when unset. Defaults to
+    // [SEARCHABLE_DISABLED][google.cloud.retail.v2alpha.CatalogAttribute.SearchableOption.SEARCHABLE_DISABLED].
+    SEARCHABLE_OPTION_UNSPECIFIED = 0;
+
+    // Searchable option enabled for an attribute.
+    SEARCHABLE_ENABLED = 1;
+
+    // Searchable option disabled for an attribute.
+    SEARCHABLE_DISABLED = 2;
+  }
+
+  // Required. Attribute name.
+  // For example: `color`, `brands`, `attributes.custom_attribute`, such as
+  // `attributes.xyz`.
+  string key = 1 [(google.api.field_behavior) = REQUIRED];
+
+  // Output only. Indicates whether this attribute has been used by any
+  // products. `True` if at least one
+  // [Product][google.cloud.retail.v2alpha.Product] is using this attribute in
+  // [Product.attributes][google.cloud.retail.v2alpha.Product.attributes].
+  // Otherwise, this field is `False`.
+  //
+  // [CatalogAttribute][google.cloud.retail.v2alpha.CatalogAttribute] can be
+  // pre-loaded by using [AddCatalogAttribute][], [ImportCatalogAttributes][],
+  // or [UpdateAttributesConfig][] APIs. This field is `False` for pre-loaded
+  // [CatalogAttribute][google.cloud.retail.v2alpha.CatalogAttribute]s.
+  //
+  // Only [CatalogAttribute][google.cloud.retail.v2alpha.CatalogAttribute]s that
+  // are not in use by products can be deleted.
+  // [CatalogAttribute][google.cloud.retail.v2alpha.CatalogAttribute]s that are
+  // in use by products cannot be deleted; however, their configuration
+  // properties will reset to default values upon removal request.
+  //
+  // After catalog changes, it takes about 10 minutes for this field to update.
+  bool in_use = 9 [(google.api.field_behavior) = OUTPUT_ONLY];
+
+  // Output only. The type of this attribute. This is derived from the attribute
+  // in [Product.attributes][google.cloud.retail.v2alpha.Product.attributes].
+  AttributeType type = 10 [(google.api.field_behavior) = OUTPUT_ONLY];
+
+  // When
+  // [AttributesConfig.attribute_config_level][google.cloud.retail.v2alpha.AttributesConfig.attribute_config_level]
+  // is CATALOG_LEVEL_ATTRIBUTE_CONFIG, if INDEXABLE_ENABLED attribute values
+  // are indexed so that it can be filtered, faceted, or boosted in
+  // [SearchService.Search][google.cloud.retail.v2alpha.SearchService.Search].
+  IndexableOption indexable_option = 5;
+
+  // If DYNAMIC_FACETABLE_ENABLED, attribute values are available for dynamic
+  // facet. Could only be DYNAMIC_FACETABLE_DISABLED if
+  // [CatalogAttribute.indexable_option][google.cloud.retail.v2alpha.CatalogAttribute.indexable_option]
+  // is INDEXABLE_DISABLED. Otherwise, an INVALID_ARGUMENT error is returned.
+  DynamicFacetableOption dynamic_facetable_option = 6;
+
+  // When
+  // [AttributesConfig.attribute_config_level][google.cloud.retail.v2alpha.AttributesConfig.attribute_config_level]
+  // is CATALOG_LEVEL_ATTRIBUTE_CONFIG, if SEARCHABLE_ENABLED, attribute values
+  // are searchable by text queries in
+  // [SearchService.Search][google.cloud.retail.v2alpha.SearchService.Search].
+  //
+  // If SEARCHABLE_ENABLED but attribute type is numerical, attribute values
+  // will not be searchable by text queries in
+  // [SearchService.Search][google.cloud.retail.v2alpha.SearchService.Search],
+  // as there are no text values associated to numerical attributes.
+  SearchableOption searchable_option = 7;
+}
+
+// Catalog level attribute config.
+message AttributesConfig {
+  option (google.api.resource) = {
+    type: "retail.googleapis.com/AttributesConfig"
+    pattern: "projects/{project}/locations/{location}/catalogs/{catalog}/attributesConfig"
+  };
+
+  // Required. Immutable. The fully qualified resource name of the attribute
+  // config. Format: "projects/*/locations/*/catalogs/*/attributesConfig"
+  string name = 1 [
+    (google.api.field_behavior) = REQUIRED,
+    (google.api.field_behavior) = IMMUTABLE
+  ];
+
+  // Enable attribute(s) config at catalog level.
+  // For example, indexable, dynamic_facetable, or searchable for each
+  // attribute.
+  //
+  // The key is catalog attribute's name.
+  // For example: `color`, `brands`, `attributes.custom_attribute`, such as
+  // `attributes.xyz`.
+  //
+  // The maximum number of catalog attributes allowed in a request is 1000.
+  map<string, CatalogAttribute> catalog_attributes = 2;
+
+  // Output only. The
+  // [AttributeConfigLevel][google.cloud.retail.v2alpha.AttributeConfigLevel]
+  // used for this catalog.
+  AttributeConfigLevel attribute_config_level = 3
+      [(google.api.field_behavior) = OUTPUT_ONLY];
+}
+
+// Catalog level autocomplete config for customers to customize autocomplete
+// feature's settings.
+message CompletionConfig {
+  option (google.api.resource) = {
+    type: "retail.googleapis.com/CompletionConfig"
+    pattern: "projects/{project}/locations/{location}/catalogs/{catalog}/completionConfig"
+  };
+
+  // Required. Immutable. Fully qualified name
+  // projects/*/locations/*/catalogs/*/completionConfig
+  string name = 1 [
+    (google.api.field_behavior) = REQUIRED,
+    (google.api.field_behavior) = IMMUTABLE
+  ];
+
+  // Specifies the matching order for autocomplete suggestions, e.g., a query
+  // consisting of 'sh' with 'out-of-order' specified would suggest "women's
+  // shoes", whereas a query of 'red s' with 'exact-prefix' specified would
+  // suggest "red shoes". Currently supported values:
+  //
+  // * 'out-of-order'
+  // * 'exact-prefix'
+  //
+  // Default value: 'exact-prefix'.
+  string matching_order = 2;
+
+  // The maximum number of autocomplete suggestions returned per term. The
+  // maximum allowed max suggestions is 20. Default value is 20. If left unset
+  // or set to 0, then will fallback to default value.
+  int32 max_suggestions = 3;
+
+  // The minimum number of characters needed to be typed in order to get
+  // suggestions. Default value is 2. If left unset or set to 0, then will
+  // fallback to default value.
+  int32 min_prefix_length = 4;
+
+  // If set to true, the auto learning function is enabled. Auto learning uses
+  // user data to generate suggestions using ML techniques. Default value is
+  // false. Only after enabling auto learning can users use `cloud-retail`
+  // data in
+  // [CompleteQueryRequest][google.cloud.retail.v2alpha.CompleteQueryRequest].
+  bool auto_learning = 11;
+
+  // Output only. The input config for the import of the source data that
+  // contains the autocomplete phrases uploaded by the customer.
+  CompletionDataInputConfig suggestions_input_config = 5
+      [(google.api.field_behavior) = OUTPUT_ONLY];
+
+  // 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.
+  string last_suggestions_import_operation = 6
+      [(google.api.field_behavior) = OUTPUT_ONLY];
+
+  // Output only. The input config for the import of the source data that
+  // contains the / autocomplete denylist phrases uploaded by the customer.
+  CompletionDataInputConfig denylist_input_config = 7
+      [(google.api.field_behavior) = OUTPUT_ONLY];
+
+  // Output only. LRO corresponding to the latest denylist import.
+  //
+  // Can use [GetOperation][google.longrunning.Operations.GetOperation] API to
+  // retrieve the latest state of the Long Running Operation.
+  string last_denylist_import_operation = 8
+      [(google.api.field_behavior) = OUTPUT_ONLY];
+
+  // Output only. The input config for the import of the source data that
+  // contains the autocomplete allowlist phrases uploaded by the customer.
+  CompletionDataInputConfig allowlist_input_config = 9
+      [(google.api.field_behavior) = OUTPUT_ONLY];
+
+  // Output only. LRO corresponding to the latest allowlist import.
+  //
+  // Can use [GetOperation][google.longrunning.Operations.GetOperation] API to
+  // retrieve the latest state of the Long Running Operation.
+  string last_allowlist_import_operation = 10
+      [(google.api.field_behavior) = OUTPUT_ONLY];
+}
+
 // 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.
@@ -125,8 +349,9 @@ message MerchantCenterLink {
   // ISO 639-1.
   //
   // This specifies the language of offers in Merchant Center that will be
-  // accepted.
-  // If  empty no language filtering will be performed.
+  // accepted. If  empty no language filtering will be performed.
+  //
+  // Example value: `en`.
   string language_code = 5;
 }
 
diff --git a/google/cloud/retail/v2alpha/catalog_service.proto b/google/cloud/retail/v2alpha/catalog_service.proto
index bd7265ac927fa..6ecab7251c30c 100644
--- a/google/cloud/retail/v2alpha/catalog_service.proto
+++ b/google/cloud/retail/v2alpha/catalog_service.proto
@@ -21,8 +21,6 @@ import "google/api/client.proto";
 import "google/api/field_behavior.proto";
 import "google/api/resource.proto";
 import "google/cloud/retail/v2alpha/catalog.proto";
-import "google/cloud/retail/v2alpha/import_config.proto";
-import "google/longrunning/operations.proto";
 import "google/protobuf/empty.proto";
 import "google/protobuf/field_mask.proto";
 import "google/protobuf/timestamp.proto";
@@ -93,10 +91,6 @@ service CatalogService {
   //   (if branch is not explicitly set).
   // * UserEventService will only join events with products from branch
   //   {newBranch}.
-  //
-  // This feature is only available for users who have Retail Search enabled.
-  // Please submit a form [here](https://cloud.google.com/contact) to contact
-  // cloud sales if you are interested in using Retail Search.
   rpc SetDefaultBranch(SetDefaultBranchRequest)
       returns (google.protobuf.Empty) {
     option (google.api.http) = {
@@ -109,10 +103,6 @@ service CatalogService {
   // Get which branch is currently default branch set by
   // [CatalogService.SetDefaultBranch][google.cloud.retail.v2alpha.CatalogService.SetDefaultBranch]
   // method under a specified parent catalog.
-  //
-  // This feature is only available for users who have Retail Search enabled.
-  // Please submit a form [here](https://cloud.google.com/contact) to contact
-  // cloud sales if you are interested in using Retail Search.
   rpc GetDefaultBranch(GetDefaultBranchRequest)
       returns (GetDefaultBranchResponse) {
     option (google.api.http) = {
@@ -120,6 +110,97 @@ service CatalogService {
     };
     option (google.api.method_signature) = "catalog";
   }
+
+  // Gets a [CompletionConfig][google.cloud.retail.v2alpha.CompletionConfig].
+  rpc GetCompletionConfig(GetCompletionConfigRequest)
+      returns (CompletionConfig) {
+    option (google.api.http) = {
+      get: "/v2alpha/{name=projects/*/locations/*/catalogs/*/completionConfig}"
+    };
+    option (google.api.method_signature) = "name";
+  }
+
+  // Updates the
+  // [CompletionConfig][google.cloud.retail.v2alpha.CompletionConfig]s.
+  rpc UpdateCompletionConfig(UpdateCompletionConfigRequest)
+      returns (CompletionConfig) {
+    option (google.api.http) = {
+      patch: "/v2alpha/{completion_config.name=projects/*/locations/*/catalogs/*/completionConfig}"
+      body: "completion_config"
+    };
+    option (google.api.method_signature) = "completion_config,update_mask";
+  }
+
+  // Gets an [AttributesConfig][google.cloud.retail.v2alpha.AttributesConfig].
+  rpc GetAttributesConfig(GetAttributesConfigRequest)
+      returns (AttributesConfig) {
+    option (google.api.http) = {
+      get: "/v2alpha/{name=projects/*/locations/*/catalogs/*/attributesConfig}"
+    };
+    option (google.api.method_signature) = "name";
+  }
+
+  // Updates the
+  // [AttributesConfig][google.cloud.retail.v2alpha.AttributesConfig].
+  //
+  // The catalog attributes in the request will be updated in the catalog, or
+  // inserted if they do not exist. Existing catalog attributes not included in
+  // the request will remain unchanged. Attributes that are assigned to
+  // products, but do not exist at the catalog level, are always included in the
+  // response. The product attribute is assigned default values for missing
+  // catalog attribute fields, e.g., searchable and dynamic facetable options.
+  rpc UpdateAttributesConfig(UpdateAttributesConfigRequest)
+      returns (AttributesConfig) {
+    option (google.api.http) = {
+      patch: "/v2alpha/{attributes_config.name=projects/*/locations/*/catalogs/*/attributesConfig}"
+      body: "attributes_config"
+    };
+    option (google.api.method_signature) = "attributes_config,update_mask";
+  }
+
+  // Adds the specified
+  // [CatalogAttribute][google.cloud.retail.v2alpha.CatalogAttribute] to the
+  // [AttributesConfig][google.cloud.retail.v2alpha.AttributesConfig].
+  //
+  // If the [CatalogAttribute][google.cloud.retail.v2alpha.CatalogAttribute] to
+  // add already exists, an ALREADY_EXISTS error is returned.
+  rpc AddCatalogAttribute(AddCatalogAttributeRequest)
+      returns (AttributesConfig) {
+    option (google.api.http) = {
+      post: "/v2alpha/{attributes_config=projects/*/locations/*/catalogs/*/attributesConfig}:addCatalogAttribute"
+      body: "*"
+    };
+  }
+
+  // Removes the specified
+  // [CatalogAttribute][google.cloud.retail.v2alpha.CatalogAttribute] from the
+  // [AttributesConfig][google.cloud.retail.v2alpha.AttributesConfig].
+  //
+  // If the [CatalogAttribute][google.cloud.retail.v2alpha.CatalogAttribute] to
+  // remove does not exist, a NOT_FOUND error is returned.
+  rpc RemoveCatalogAttribute(RemoveCatalogAttributeRequest)
+      returns (AttributesConfig) {
+    option (google.api.http) = {
+      post: "/v2alpha/{attributes_config=projects/*/locations/*/catalogs/*/attributesConfig}:removeCatalogAttribute"
+      body: "*"
+    };
+  }
+
+  // Replaces the specified
+  // [CatalogAttribute][google.cloud.retail.v2alpha.CatalogAttribute] in the
+  // [AttributesConfig][google.cloud.retail.v2alpha.AttributesConfig] by
+  // updating the catalog attribute with the same
+  // [CatalogAttribute.key][google.cloud.retail.v2alpha.CatalogAttribute.key].
+  //
+  // If the [CatalogAttribute][google.cloud.retail.v2alpha.CatalogAttribute] to
+  // replace does not exist, a NOT_FOUND error is returned.
+  rpc ReplaceCatalogAttribute(ReplaceCatalogAttributeRequest)
+      returns (AttributesConfig) {
+    option (google.api.http) = {
+      post: "/v2alpha/{attributes_config=projects/*/locations/*/catalogs/*/attributesConfig}:replaceCatalogAttribute"
+      body: "*"
+    };
+  }
 }
 
 // Request for
@@ -207,6 +288,10 @@ message SetDefaultBranchRequest {
   //
   // This field must be one of "0", "1" or "2". Otherwise, an INVALID_ARGUMENT
   // error is returned.
+  //
+  // If there are no sufficient active products in the targeted branch and
+  // [force][google.cloud.retail.v2alpha.SetDefaultBranchRequest.force] is not
+  // set, a FAILED_PRECONDITION error is returned.
   string branch_id = 2 [
     (google.api.resource_reference) = { type: "retail.googleapis.com/Branch" }
   ];
@@ -218,6 +303,11 @@ message SetDefaultBranchRequest {
   // This field must be a UTF-8 encoded string with a length limit of 1,000
   // characters. Otherwise, an INVALID_ARGUMENT error is returned.
   string note = 3;
+
+  // If set to true, it permits switching to a branch with
+  // [branch_id][google.cloud.retail.v2alpha.SetDefaultBranchRequest.branch_id]
+  // even if it has no sufficient active products.
+  bool force = 4;
 }
 
 // Request message to show which branch is currently the default branch.
@@ -245,3 +335,144 @@ message GetDefaultBranchResponse {
   // field, when this branch was set as default.
   string note = 3;
 }
+
+// Request for
+// [CatalogService.GetCompletionConfig][google.cloud.retail.v2alpha.CatalogService.GetCompletionConfig]
+// method.
+message GetCompletionConfigRequest {
+  // Required. Full CompletionConfig resource name. Format:
+  // projects/{project_number}/locations/{location_id}/catalogs/{catalog_id}/completionConfig
+  string name = 1 [
+    (google.api.field_behavior) = REQUIRED,
+    (google.api.resource_reference) = {
+      type: "retail.googleapis.com/CompletionConfig"
+    }
+  ];
+}
+
+// Request for
+// [CatalogService.UpdateCompletionConfig][google.cloud.retail.v2alpha.CatalogService.UpdateCompletionConfig]
+// method.
+message UpdateCompletionConfigRequest {
+  // Required. The
+  // [CompletionConfig][google.cloud.retail.v2alpha.CompletionConfig] to update.
+  //
+  // If the caller does not have permission to update the
+  // [CompletionConfig][google.cloud.retail.v2alpha.CompletionConfig], then a
+  // PERMISSION_DENIED error is returned.
+  //
+  // If the [CompletionConfig][google.cloud.retail.v2alpha.CompletionConfig] to
+  // update does not exist, a NOT_FOUND error is returned.
+  CompletionConfig completion_config = 1
+      [(google.api.field_behavior) = REQUIRED];
+
+  // Indicates which fields in the provided
+  // [CompletionConfig][google.cloud.retail.v2alpha.CompletionConfig] to update.
+  // The following are the only supported fields:
+  //
+  // * [CompletionConfig.matching_order][google.cloud.retail.v2alpha.CompletionConfig.matching_order]
+  // * [CompletionConfig.max_suggestions][google.cloud.retail.v2alpha.CompletionConfig.max_suggestions]
+  // * [CompletionConfig.min_prefix_length][google.cloud.retail.v2alpha.CompletionConfig.min_prefix_length]
+  // * [CompletionConfig.auto_learning][google.cloud.retail.v2alpha.CompletionConfig.auto_learning]
+  //
+  // If not set, all supported fields are updated.
+  google.protobuf.FieldMask update_mask = 2;
+}
+
+// Request for
+// [CatalogService.GetAttributesConfig][google.cloud.retail.v2alpha.CatalogService.GetAttributesConfig]
+// method.
+message GetAttributesConfigRequest {
+  // Required. Full AttributesConfig resource name. Format:
+  // projects/{project_number}/locations/{location_id}/catalogs/{catalog_id}/attributesConfig
+  string name = 1 [
+    (google.api.field_behavior) = REQUIRED,
+    (google.api.resource_reference) = {
+      type: "retail.googleapis.com/AttributesConfig"
+    }
+  ];
+}
+
+// Request for
+// [CatalogService.UpdateAttributesConfig][google.cloud.retail.v2alpha.CatalogService.UpdateAttributesConfig]
+// method.
+message UpdateAttributesConfigRequest {
+  // Required. The
+  // [AttributesConfig][google.cloud.retail.v2alpha.AttributesConfig] to update.
+  AttributesConfig attributes_config = 1
+      [(google.api.field_behavior) = REQUIRED];
+
+  // Indicates which fields in the provided
+  // [AttributesConfig][google.cloud.retail.v2alpha.AttributesConfig] to update.
+  // The following is the only supported field:
+  //
+  // * [AttributesConfig.catalog_attributes][google.cloud.retail.v2alpha.AttributesConfig.catalog_attributes]
+  //
+  // If not set, all supported fields are updated.
+  google.protobuf.FieldMask update_mask = 2;
+}
+
+// Request for
+// [CatalogService.AddCatalogAttribute][google.cloud.retail.v2alpha.CatalogService.AddCatalogAttribute]
+// method.
+message AddCatalogAttributeRequest {
+  // Required. Full AttributesConfig resource name. Format:
+  // projects/{project_number}/locations/{location_id}/catalogs/{catalog_id}/attributesConfig
+  string attributes_config = 1 [
+    (google.api.field_behavior) = REQUIRED,
+    (google.api.resource_reference) = {
+      type: "retail.googleapis.com/AttributesConfig"
+    }
+  ];
+
+  // Required. The
+  // [CatalogAttribute][google.cloud.retail.v2alpha.CatalogAttribute] to add.
+  CatalogAttribute catalog_attribute = 2
+      [(google.api.field_behavior) = REQUIRED];
+}
+
+// Request for
+// [CatalogService.RemoveCatalogAttribute][google.cloud.retail.v2alpha.CatalogService.RemoveCatalogAttribute]
+// method.
+message RemoveCatalogAttributeRequest {
+  // Required. Full AttributesConfig resource name. Format:
+  // projects/{project_number}/locations/{location_id}/catalogs/{catalog_id}/attributesConfig
+  string attributes_config = 1 [
+    (google.api.field_behavior) = REQUIRED,
+    (google.api.resource_reference) = {
+      type: "retail.googleapis.com/AttributesConfig"
+    }
+  ];
+
+  // Required. The attribute name key of the
+  // [CatalogAttribute][google.cloud.retail.v2alpha.CatalogAttribute] to remove.
+  string key = 2 [(google.api.field_behavior) = REQUIRED];
+}
+
+// Request for
+// [CatalogService.ReplaceCatalogAttribute][google.cloud.retail.v2alpha.CatalogService.ReplaceCatalogAttribute]
+// method.
+message ReplaceCatalogAttributeRequest {
+  // Required. Full AttributesConfig resource name. Format:
+  // projects/{project_number}/locations/{location_id}/catalogs/{catalog_id}/attributesConfig
+  string attributes_config = 1 [
+    (google.api.field_behavior) = REQUIRED,
+    (google.api.resource_reference) = {
+      type: "retail.googleapis.com/AttributesConfig"
+    }
+  ];
+
+  // Required. The updated
+  // [CatalogAttribute][google.cloud.retail.v2alpha.CatalogAttribute].
+  CatalogAttribute catalog_attribute = 2
+      [(google.api.field_behavior) = REQUIRED];
+
+  // Indicates which fields in the provided
+  // [CatalogAttribute][google.cloud.retail.v2alpha.CatalogAttribute] to update.
+  // The following are NOT supported:
+  //
+  // * [CatalogAttribute.key][google.cloud.retail.v2alpha.CatalogAttribute.key]
+  //
+  // If not set, all supported fields are updated.
+  google.protobuf.FieldMask update_mask = 3;
+}
diff --git a/google/cloud/retail/v2alpha/common.proto b/google/cloud/retail/v2alpha/common.proto
index 696bd73f2bcae..ae33d3f60b4de 100644
--- a/google/cloud/retail/v2alpha/common.proto
+++ b/google/cloud/retail/v2alpha/common.proto
@@ -16,7 +16,6 @@ syntax = "proto3";
 
 package google.cloud.retail.v2alpha;
 
-import "google/api/annotations.proto";
 import "google/api/field_behavior.proto";
 import "google/protobuf/timestamp.proto";
 
@@ -29,6 +28,21 @@ option objc_class_prefix = "RETAIL";
 option php_namespace = "Google\\Cloud\\Retail\\V2alpha";
 option ruby_package = "Google::Cloud::Retail::V2alpha";
 
+// At which level we offer configuration for attributes.
+enum AttributeConfigLevel {
+  // Value used when unset. Defaults to
+  // [CATALOG_LEVEL_ATTRIBUTE_CONFIG][google.cloud.retail.v2alpha.AttributeConfigLevel.CATALOG_LEVEL_ATTRIBUTE_CONFIG].
+  ATTRIBUTE_CONFIG_LEVEL_UNSPECIFIED = 0;
+
+  // At this level, we honor the attribute configurations set in
+  // [Product.attributes][google.cloud.retail.v2alpha.Product.attributes].
+  PRODUCT_LEVEL_ATTRIBUTE_CONFIG = 1;
+
+  // At this level, we honor the attribute configurations set in
+  // [CatalogConfig.attribute_configs][google.cloud.retail.v2alpha.CatalogConfig.attribute_configs].
+  CATALOG_LEVEL_ATTRIBUTE_CONFIG = 2;
+}
+
 // The type of solution.
 enum SolutionType {
   // Default value.
@@ -41,6 +55,21 @@ enum SolutionType {
   SOLUTION_TYPE_SEARCH = 2;
 }
 
+// The use case of Cloud Retail Search.
+enum SearchSolutionUseCase {
+  // The value when it's unspecified. Defaults to
+  // [SEARCH][].
+  SEARCH_SOLUTION_USE_CASE_UNSPECIFIED = 0;
+
+  // Search use case. Expects the traffic has a non-empty
+  // [query][google.cloud.retail.v2alpha.SearchRequest.query].
+  SEARCH_SOLUTION_USE_CASE_SEARCH = 1;
+
+  // Browse use case. Expects the traffic has an empty
+  // [query][google.cloud.retail.v2alpha.SearchRequest.query].
+  SEARCH_SOLUTION_USE_CASE_BROWSE = 2;
+}
+
 // Metadata that is used to define a condition that triggers an action.
 // A valid condition must specify at least one of 'query_terms' or
 // 'products_filter'. If multiple fields are specified, the condition is met if
@@ -343,6 +372,9 @@ message CustomAttribute {
   // The textual values of this custom attribute. For example, `["yellow",
   // "green"]` when the key is "color".
   //
+  // Empty string is not allowed. Otherwise, an INVALID_ARGUMENT error is
+  // returned.
+  //
   // Exactly one of [text][google.cloud.retail.v2alpha.CustomAttribute.text] or
   // [numbers][google.cloud.retail.v2alpha.CustomAttribute.numbers] should be
   // set. Otherwise, an INVALID_ARGUMENT error is returned.
@@ -356,7 +388,11 @@ message CustomAttribute {
   // set. Otherwise, an INVALID_ARGUMENT error is returned.
   repeated double numbers = 2;
 
-  // If true, custom attribute values are searchable by text queries in
+  // This field will only be used when
+  // [AttributesConfig.attribute_config_level][google.cloud.retail.v2alpha.AttributesConfig.attribute_config_level]
+  // of the [Catalog][google.cloud.retail.v2alpha.Catalog] is
+  // 'PRODUCT_LEVEL_ATTRIBUTE_CONFIG', if true, custom attribute values are
+  // searchable by text queries in
   // [SearchService.Search][google.cloud.retail.v2alpha.SearchService.Search].
   //
   // This field is ignored in a
@@ -366,8 +402,11 @@ message CustomAttribute {
   // is set. Otherwise, a INVALID_ARGUMENT error is returned.
   optional bool searchable = 3;
 
-  // If true, custom attribute values are indexed, so that it can be filtered,
-  // faceted or boosted in
+  // This field will only be used when
+  // [AttributesConfig.attribute_config_level][google.cloud.retail.v2alpha.AttributesConfig.attribute_config_level]
+  // of the [Catalog][google.cloud.retail.v2alpha.Catalog] is
+  // 'PRODUCT_LEVEL_ATTRIBUTE_CONFIG', if true, custom attribute values are
+  // indexed, so that it can be filtered, faceted or boosted in
   // [SearchService.Search][google.cloud.retail.v2alpha.SearchService.Search].
   //
   // This field is ignored in a
@@ -418,7 +457,10 @@ message FulfillmentInfo {
   repeated string place_ids = 2;
 }
 
-// [Product][google.cloud.retail.v2alpha.Product] thumbnail/detail image.
+// [Product][google.cloud.retail.v2alpha.Product] image. Recommendations AI and
+// Retail Search do not use product images to improve prediction and search
+// results. However, product images can be returned in results, and are shown in
+// prediction or search previews in the console.
 message Image {
   // Required. URI of the image.
   //
@@ -610,19 +652,24 @@ message UserInfo {
   // Highly recommended for logged-in users. Unique identifier for logged-in
   // user, such as a user name.
   //
+  // Always use a hashed value for this ID.
+  //
   // The field must be a UTF-8 encoded string with a length limit of 128
   // characters. Otherwise, an INVALID_ARGUMENT error is returned.
   string user_id = 1;
 
-  // The end user's IP address. Required for getting
-  // [SearchResponse.sponsored_results][google.cloud.retail.v2alpha.SearchResponse.sponsored_results].
-  // This field is used to extract location information for personalization.
+  // The end user's IP address. This field is used to extract location
+  // information for personalization.
   //
   // This field must be either an IPv4 address (e.g. "104.133.9.80") or an IPv6
   // address (e.g. "2001:0db8:85a3:0000:0000:8a2e:0370:7334"). Otherwise, an
   // INVALID_ARGUMENT error is returned.
   //
-  // This should not be set when using the JavaScript tag in
+  // This should not be set when:
+  //
+  // * setting
+  // [SearchRequest.user_info][google.cloud.retail.v2alpha.SearchRequest.user_info].
+  // * using the JavaScript tag in
   // [UserEventService.CollectUserEvent][google.cloud.retail.v2alpha.UserEventService.CollectUserEvent]
   // or if
   // [direct_user_request][google.cloud.retail.v2alpha.UserInfo.direct_user_request]
@@ -655,20 +702,6 @@ message UserInfo {
   bool direct_user_request = 4;
 }
 
-// Promotion information.
-message Promotion {
-  // ID of the promotion. For example, "free gift".
-  //
-  // The value value must be a UTF-8 encoded string with a length limit of 128
-  // characters, and match the pattern: `[a-zA-Z][a-zA-Z0-9_]*`. For example,
-  // 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).
-  string promotion_id = 1;
-}
-
 // The inventory information at a place (e.g. a store) identified
 // by a place ID.
 message LocalInventory {
@@ -693,11 +726,36 @@ message LocalInventory {
   // * The key must match the pattern: `[a-zA-Z0-9][a-zA-Z0-9_]*`. For example,
   //   key0LikeThis or KEY_1_LIKE_THIS.
   // * The attribute values must be of the same type (text or number).
-  // * The max number of values per attribute is 10.
+  // * Only 1 value is allowed for each attribute.
   // * For text values, the length limit is 256 UTF-8 characters.
   // * The attribute does not support search. The `searchable` field should be
   //   unset or set to false.
   // * The max summed total bytes of custom attribute keys and values per
   //   product is 5MiB.
   map<string, CustomAttribute> attributes = 3;
+
+  // Input only. Supported fulfillment types. Valid fulfillment type values
+  // include commonly used types (such as pickup in store and same day
+  // delivery), and custom types. Customers have to map custom types to their
+  // display names before rendering UI.
+  //
+  // Supported values:
+  //
+  // * "pickup-in-store"
+  // * "ship-to-store"
+  // * "same-day-delivery"
+  // * "next-day-delivery"
+  // * "custom-type-1"
+  // * "custom-type-2"
+  // * "custom-type-3"
+  // * "custom-type-4"
+  // * "custom-type-5"
+  //
+  // If this field is set to an invalid value other than these, an
+  // INVALID_ARGUMENT error is returned.
+  //
+  // All the elements must be distinct. Otherwise, an INVALID_ARGUMENT error is
+  // returned.
+  repeated string fulfillment_types = 4
+      [(google.api.field_behavior) = INPUT_ONLY];
 }
diff --git a/google/cloud/retail/v2alpha/completion_service.proto b/google/cloud/retail/v2alpha/completion_service.proto
index 6cd364e95d301..a91aa6187349d 100644
--- a/google/cloud/retail/v2alpha/completion_service.proto
+++ b/google/cloud/retail/v2alpha/completion_service.proto
@@ -36,8 +36,7 @@ option ruby_package = "Google::Cloud::Retail::V2alpha";
 // Auto-completion service for retail.
 //
 // This feature is only available for users who have Retail Search enabled.
-// Please submit a form [here](https://cloud.google.com/contact) to contact
-// cloud sales if you are interested in using Retail Search.
+// Please enable Retail Search on Cloud Console before using this feature.
 service CompletionService {
   option (google.api.default_host) = "retail.googleapis.com";
   option (google.api.oauth_scopes) =
@@ -46,8 +45,7 @@ service CompletionService {
   // Completes the specified prefix with keyword suggestions.
   //
   // This feature is only available for users who have Retail Search enabled.
-  // Please submit a form [here](https://cloud.google.com/contact) to contact
-  // cloud sales if you are interested in using Retail Search.
+  // Please enable Retail Search on Cloud Console before using this feature.
   rpc CompleteQuery(CompleteQueryRequest) returns (CompleteQueryResponse) {
     option (google.api.http) = {
       get: "/v2alpha/{catalog=projects/*/locations/*/catalogs/*}:completeQuery"
@@ -56,11 +54,13 @@ service CompletionService {
 
   // Bulk import of processed completion dataset.
   //
-  // Request processing may be synchronous. Partial updating is not supported.
+  // Request processing is asynchronous. Partial updating is not supported.
+  //
+  // The operation is successfully finished only after the imported suggestions
+  // are indexed successfully and ready for serving. The process takes hours.
   //
   // This feature is only available for users who have Retail Search enabled.
-  // Please submit a form [here](https://cloud.google.com/contact) to contact
-  // cloud sales if you are interested in using Retail Search.
+  // Please enable Retail Search on Cloud Console before using this feature.
   rpc ImportCompletionData(ImportCompletionDataRequest)
       returns (google.longrunning.Operation) {
     option (google.api.http) = {
@@ -90,22 +90,21 @@ message CompleteQueryRequest {
   // The maximum number of allowed characters is 255.
   string query = 2 [(google.api.field_behavior) = REQUIRED];
 
-  // A unique identifier for tracking visitors. For example, this could be
-  // implemented with an HTTP cookie, which should be able to uniquely identify
-  // a visitor on a single device. This unique identifier should not change if
-  // the visitor logs in or out of the website.
+  // Required field. A unique identifier for tracking visitors. For example,
+  // this could be implemented with an HTTP cookie, which should be able to
+  // uniquely identify a visitor on a single device. This unique identifier
+  // should not change if the visitor logs in or out of the website.
   //
   // The field must be a UTF-8 encoded string with a length limit of 128
   // characters. Otherwise, an INVALID_ARGUMENT error is returned.
   string visitor_id = 7;
 
-  // The list of languages of the query. This is
-  // the BCP-47 language code, such as "en-US" or "sr-Latn".
-  // For more information, see
-  // [Tags for Identifying Languages](https://tools.ietf.org/html/bcp47).
-  //
-  // The maximum number of allowed characters is 255.
-  // Only "en-US" is currently supported.
+  // The language filters applied to the output suggestions. If set, it should
+  // contain the language of the query. If not set, suggestions are returned
+  // without considering language restrictions. This is the BCP-47 language
+  // code, such as "en-US" or "sr-Latn". For more information, see [Tags for
+  // Identifying Languages](https://tools.ietf.org/html/bcp47). The maximum
+  // number of language codes is 3.
   repeated string language_codes = 3;
 
   // The device type context for completion suggestions.
@@ -155,7 +154,11 @@ message CompleteQueryResponse {
     // The suggestion for the query.
     string suggestion = 1;
 
-    // Additional custom attributes ingested through BigQuery.
+    // Custom attributes for the suggestion term.
+    // * For "user-data", the attributes are additional custom attributes
+    // ingested through BigQuery.
+    // * For "cloud-retail", the attributes are product attributes generated
+    // by Cloud Retail.
     map<string, CustomAttribute> attributes = 2;
   }
 
@@ -170,9 +173,9 @@ message CompleteQueryResponse {
   repeated CompletionResult completion_results = 1;
 
   // A unique complete token. This should be included in the
-  // [SearchRequest][google.cloud.retail.v2alpha.SearchRequest] resulting from
-  // this completion, which enables accurate attribution of complete model
-  // performance.
+  // [UserEvent.completion_detail][google.cloud.retail.v2alpha.UserEvent.completion_detail]
+  // for search events resulting from this completion, which enables accurate
+  // attribution of complete model performance.
   string attribution_token = 2;
 
   // Matched recent searches of this user. The maximum number of recent searches
diff --git a/google/cloud/retail/v2alpha/control.proto b/google/cloud/retail/v2alpha/control.proto
index da5fcc9ffa1c5..4d85015e4d8f5 100644
--- a/google/cloud/retail/v2alpha/control.proto
+++ b/google/cloud/retail/v2alpha/control.proto
@@ -16,7 +16,6 @@ syntax = "proto3";
 
 package google.cloud.retail.v2alpha;
 
-import "google/api/annotations.proto";
 import "google/api/field_behavior.proto";
 import "google/api/resource.proto";
 import "google/cloud/retail/v2alpha/common.proto";
@@ -76,8 +75,18 @@ message Control {
   // time.
   //
   // Only `SOLUTION_TYPE_SEARCH` value is supported at the moment.
+  // If no solution type is provided at creation time, will default to
+  // SOLUTION_TYPE_SEARCH.
   repeated SolutionType solution_types = 6 [
     (google.api.field_behavior) = REQUIRED,
     (google.api.field_behavior) = IMMUTABLE
   ];
+
+  // Required. Specifies the use case for the control.
+  // Affects what condition fields can be set.
+  // Only settable by search controls.
+  // Will default to SEARCH_SOLUTION_USE_CASE_SEARCH if not specified.
+  // Currently only allow one search_solution_use_case per control.
+  repeated SearchSolutionUseCase search_solution_use_case = 7
+      [(google.api.field_behavior) = REQUIRED];
 }
diff --git a/google/cloud/retail/v2alpha/control_service.proto b/google/cloud/retail/v2alpha/control_service.proto
index 8ac8f3c9538b1..6372aca6a39e7 100644
--- a/google/cloud/retail/v2alpha/control_service.proto
+++ b/google/cloud/retail/v2alpha/control_service.proto
@@ -21,8 +21,6 @@ import "google/api/client.proto";
 import "google/api/field_behavior.proto";
 import "google/api/resource.proto";
 import "google/cloud/retail/v2alpha/control.proto";
-import "google/cloud/retail/v2alpha/import_config.proto";
-import "google/longrunning/operations.proto";
 import "google/protobuf/empty.proto";
 import "google/protobuf/field_mask.proto";
 
@@ -34,10 +32,6 @@ 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/Catalog"
-  pattern: "projects/{project}/locations/{location}/catalogs/{catalog}"
-};
 
 // Service for modifying Control.
 service ControlService {
diff --git a/google/cloud/retail/v2alpha/export_config.proto b/google/cloud/retail/v2alpha/export_config.proto
index 6b3934fa2cb62..f29c7f9a3fbb3 100644
--- a/google/cloud/retail/v2alpha/export_config.proto
+++ b/google/cloud/retail/v2alpha/export_config.proto
@@ -16,7 +16,6 @@ syntax = "proto3";
 
 package google.cloud.retail.v2alpha;
 
-import "google/api/annotations.proto";
 import "google/api/field_behavior.proto";
 import "google/api/resource.proto";
 import "google/protobuf/timestamp.proto";
diff --git a/google/cloud/retail/v2alpha/import_config.proto b/google/cloud/retail/v2alpha/import_config.proto
index b8cc15f89e361..a1fcf240c4688 100644
--- a/google/cloud/retail/v2alpha/import_config.proto
+++ b/google/cloud/retail/v2alpha/import_config.proto
@@ -16,7 +16,6 @@ syntax = "proto3";
 
 package google.cloud.retail.v2alpha;
 
-import "google/api/annotations.proto";
 import "google/api/field_behavior.proto";
 import "google/api/resource.proto";
 import "google/cloud/retail/v2alpha/product.proto";
@@ -122,8 +121,19 @@ message BigQuerySource {
   //
   // * `user_event` (default): One JSON
   // [UserEvent][google.cloud.retail.v2alpha.UserEvent] per line.
-  // * `user_event_ga360`: Using
+  // * `user_event_ga360`:
+  //   The schema is available here:
   //   https://support.google.com/analytics/answer/3437719.
+  // * `user_event_ga4`: This feature is in private preview. Please contact the
+  //   support team for importing Google Analytics 4 events.
+  //   The schema is available here:
+  //   https://support.google.com/analytics/answer/7029846.
+  //
+  // Supported values for auto-completion imports:
+  //
+  // * `suggestions` (default): One JSON completion suggestion per line.
+  // * `denylist`:  One JSON deny suggestion per line.
+  // * `allowlist`:  One JSON allow suggestion per line.
   string data_schema = 4;
 }
 
@@ -145,9 +155,9 @@ message UserEventInlineSource {
 message ImportErrorsConfig {
   // Required. Errors destination.
   oneof destination {
-    // Google Cloud Storage path for import errors. This must be an empty,
-    // existing Cloud Storage bucket. Import errors will be written to a file in
-    // this bucket, one per line, as a JSON-encoded
+    // Google Cloud Storage prefix for import errors. This must be an empty,
+    // existing Cloud Storage directory. Import errors will be written to
+    // sharded files in this directory, one per line, as a JSON-encoded
     // `google.rpc.Status` message.
     string gcs_prefix = 1;
   }
@@ -167,16 +177,15 @@ message ImportProductsRequest {
     // Calculates diff and replaces the entire product dataset. Existing
     // products may be deleted if they are not present in the source location.
     //
-    // Can only be while using
-    // [BigQuerySource][google.cloud.retail.v2alpha.BigQuerySource].
+    // Can only be set while using
+    // [BigQuerySource][google.cloud.retail.v2alpha.BigQuerySource]. And the
+    // BigQuery dataset must be created in the data location "us (multiple
+    // regions in United States)", otherwise a PERMISSION_DENIED error is
+    // thrown.
     //
     // Add the IAM permission "BigQuery Data Viewer" for
     // cloud-retail-customer-data-access@system.gserviceaccount.com before
     // using this feature otherwise an error is thrown.
-    //
-    // This feature is only available for users who have Retail Search enabled.
-    // Please submit a form [here](https://cloud.google.com/contact) to contact
-    // cloud sales if you are interested in using Retail Search.
     FULL = 2;
   }
 
@@ -190,16 +199,8 @@ message ImportProductsRequest {
     (google.api.resource_reference) = { type: "retail.googleapis.com/Branch" }
   ];
 
-  // Unique identifier provided by client, within the ancestor
-  // dataset scope. Ensures idempotency and used for request deduplication.
-  // Server-generated if unspecified. Up to 128 characters long and must match
-  // the pattern: `[a-zA-Z0-9_]+`. This is returned as [Operation.name][] in
-  // [ImportMetadata][google.cloud.retail.v2alpha.ImportMetadata].
-  //
-  // Only supported when
-  // [ImportProductsRequest.reconciliation_mode][google.cloud.retail.v2alpha.ImportProductsRequest.reconciliation_mode]
-  // is set to `FULL`.
-  string request_id = 6;
+  // Deprecated. This field has no effect.
+  string request_id = 6 [deprecated = true];
 
   // Required. The desired input location of the data.
   ProductInputConfig input_config = 2 [(google.api.field_behavior) = REQUIRED];
@@ -337,9 +338,8 @@ message ImportMetadata {
   // Count of entries that encountered errors while processing.
   int64 failure_count = 4;
 
-  // Id of the request / operation. This is parroting back the requestId
-  // that was passed in the request.
-  string request_id = 5;
+  // Deprecated. This field is never set.
+  string request_id = 5 [deprecated = true];
 
   // Pub/Sub topic for receiving notification. If this field is set,
   // when the import is finished, a notification will be sent to
diff --git a/google/cloud/retail/v2alpha/prediction_service.proto b/google/cloud/retail/v2alpha/prediction_service.proto
index b293caf76f09b..5b89bceb40fb1 100644
--- a/google/cloud/retail/v2alpha/prediction_service.proto
+++ b/google/cloud/retail/v2alpha/prediction_service.proto
@@ -97,9 +97,12 @@ message PredictRequest {
   //  * filterOutOfStockItems  tag=(-"promotional")
   //  * filterOutOfStockItems
   //
-  // If your filter blocks all prediction results, nothing will be returned. If
-  // you want generic (unfiltered) popular products to be returned instead, set
-  // `strictFiltering` to false in `PredictRequest.params`.
+  // If your filter blocks all prediction results, the API will return generic
+  // (unfiltered) popular products. If you only want results strictly matching
+  // the filters, set `strictFiltering` to True in `PredictRequest.params` to
+  // receive empty results instead.
+  // Note that the API will never return items with storageStatus of "EXPIRED"
+  // or "DELETED" regardless of filter choices.
   string filter = 5;
 
   // Use validate only mode for this prediction query. If set to true, a
diff --git a/google/cloud/retail/v2alpha/product.proto b/google/cloud/retail/v2alpha/product.proto
index 0d6fef3e97ed3..cbadc568119d0 100644
--- a/google/cloud/retail/v2alpha/product.proto
+++ b/google/cloud/retail/v2alpha/product.proto
@@ -16,10 +16,10 @@ syntax = "proto3";
 
 package google.cloud.retail.v2alpha;
 
-import "google/api/annotations.proto";
 import "google/api/field_behavior.proto";
 import "google/api/resource.proto";
 import "google/cloud/retail/v2alpha/common.proto";
+import "google/cloud/retail/v2alpha/promotion.proto";
 import "google/protobuf/duration.proto";
 import "google/protobuf/field_mask.proto";
 import "google/protobuf/timestamp.proto";
@@ -332,8 +332,8 @@ message Product {
   //   `[a-zA-Z0-9][a-zA-Z0-9_]*`. For example, `key0LikeThis` or
   //   `KEY_1_LIKE_THIS`.
   // * For text attributes, at most 400 values are allowed. Empty values are not
-  //   allowed. Each value must be a UTF-8 encoded string with a length limit of
-  //   256 characters.
+  //   allowed. Each value must be a non-empty UTF-8 encoded string with a
+  //   length limit of 256 characters.
   // * For number attributes, at most 400 values are allowed.
   map<string, CustomAttribute> attributes = 12;
 
@@ -399,8 +399,8 @@ message Product {
   // property [Offer.url](https://schema.org/url).
   string uri = 22;
 
-  // Product images for the product.Highly recommended to put the main image
-  // to the first.
+  // Product images for the product. We highly recommend putting the main
+  // image first.
   //
   // A maximum of 300 images are allowed.
   //
@@ -443,7 +443,7 @@ message Product {
   // The material of the product. For example, "leather", "wooden".
   //
   // A maximum of 20 values are allowed. Each value must be a UTF-8 encoded
-  // string with a length limit of 128 characters. Otherwise, an
+  // string with a length limit of 200 characters. Otherwise, an
   // INVALID_ARGUMENT error is returned.
   //
   // Corresponding properties: Google Merchant Center property
@@ -479,7 +479,9 @@ message Product {
   repeated string conditions = 29;
 
   // The promotions applied to the product. A maximum of 10 values are allowed
-  // per [Product][google.cloud.retail.v2alpha.Product].
+  // per [Product][google.cloud.retail.v2alpha.Product]. Only
+  // [Promotion.promotion_id][google.cloud.retail.v2alpha.Promotion.promotion_id]
+  // will be used, other fields will be ignored if set.
   repeated Promotion promotions = 34;
 
   // The timestamp when the product is published by the retailer for the first
diff --git a/google/cloud/retail/v2alpha/product_service.proto b/google/cloud/retail/v2alpha/product_service.proto
index 23bb0ff69f85f..7bced3fb3dd60 100644
--- a/google/cloud/retail/v2alpha/product_service.proto
+++ b/google/cloud/retail/v2alpha/product_service.proto
@@ -21,7 +21,6 @@ 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/export_config.proto";
 import "google/cloud/retail/v2alpha/import_config.proto";
 import "google/cloud/retail/v2alpha/product.proto";
 import "google/cloud/retail/v2alpha/purge_config.proto";
@@ -88,6 +87,34 @@ service ProductService {
     option (google.api.method_signature) = "name";
   }
 
+  // Permanently deletes all selected
+  // [Product][google.cloud.retail.v2alpha.Product]s under a branch.
+  //
+  // This process is asynchronous. If the request is valid, the removal will be
+  // enqueued and processed offline. Depending on the number of
+  // [Product][google.cloud.retail.v2alpha.Product]s, this operation could take
+  // hours to complete. Before the operation completes, some
+  // [Product][google.cloud.retail.v2alpha.Product]s may still be returned by
+  // [GetProduct][google.cloud.retail.v2alpha.ProductService.GetProduct] or
+  // [ListProducts][google.cloud.retail.v2alpha.ProductService.ListProducts].
+  //
+  // Depending on the number of [Product][google.cloud.retail.v2alpha.Product]s,
+  // this operation could take hours to complete. To get a sample of
+  // [Product][google.cloud.retail.v2alpha.Product]s that would be deleted, set
+  // [PurgeProductsRequest.force][google.cloud.retail.v2alpha.PurgeProductsRequest.force]
+  // to false.
+  rpc PurgeProducts(PurgeProductsRequest)
+      returns (google.longrunning.Operation) {
+    option (google.api.http) = {
+      post: "/v2alpha/{parent=projects/*/locations/*/catalogs/*/branches/*}/products:purge"
+      body: "*"
+    };
+    option (google.longrunning.operation_info) = {
+      response_type: "google.cloud.retail.v2alpha.PurgeProductsResponse"
+      metadata_type: "google.cloud.retail.v2alpha.PurgeProductsMetadata"
+    };
+  }
+
   // Bulk import of multiple [Product][google.cloud.retail.v2alpha.Product]s.
   //
   // Request processing may be synchronous. No partial updating is supported.
@@ -137,7 +164,8 @@ service ProductService {
   // [CreateProductRequest.product][google.cloud.retail.v2alpha.CreateProductRequest.product],
   // then any pre-existing inventory information for this product will be used.
   //
-  // If no inventory fields are set in [UpdateProductRequest.set_mask][],
+  // If no inventory fields are set in
+  // [SetInventoryRequest.set_mask][google.cloud.retail.v2alpha.SetInventoryRequest.set_mask],
   // then any existing inventory information will be preserved.
   //
   // Pre-existing inventory information can only be updated with
@@ -147,8 +175,7 @@ service ProductService {
   // [RemoveFulfillmentPlaces][google.cloud.retail.v2alpha.ProductService.RemoveFulfillmentPlaces].
   //
   // This feature is only available for users who have Retail Search enabled.
-  // Please submit a form [here](https://cloud.google.com/contact) to contact
-  // cloud sales if you are interested in using Retail Search.
+  // Please enable Retail Search on Cloud Console before using this feature.
   rpc SetInventory(SetInventoryRequest) returns (google.longrunning.Operation) {
     option (google.api.http) = {
       post: "/v2alpha/{inventory.name=projects/*/locations/*/catalogs/*/branches/*/products/**}:setInventory"
@@ -174,8 +201,7 @@ service ProductService {
   // [ListProducts][google.cloud.retail.v2alpha.ProductService.ListProducts].
   //
   // This feature is only available for users who have Retail Search enabled.
-  // Please submit a form [here](https://cloud.google.com/contact) to contact
-  // cloud sales if you are interested in using Retail Search.
+  // Please enable Retail Search on Cloud Console before using this feature.
   rpc AddFulfillmentPlaces(AddFulfillmentPlacesRequest)
       returns (google.longrunning.Operation) {
     option (google.api.http) = {
@@ -202,8 +228,7 @@ service ProductService {
   // [ListProducts][google.cloud.retail.v2alpha.ProductService.ListProducts].
   //
   // This feature is only available for users who have Retail Search enabled.
-  // Please submit a form [here](https://cloud.google.com/contact) to contact
-  // cloud sales if you are interested in using Retail Search.
+  // Please enable Retail Search on Cloud Console before using this feature.
   rpc RemoveFulfillmentPlaces(RemoveFulfillmentPlacesRequest)
       returns (google.longrunning.Operation) {
     option (google.api.http) = {
@@ -237,8 +262,7 @@ service ProductService {
   // has no effect on local inventories.
   //
   // This feature is only available for users who have Retail Search enabled.
-  // Please submit a form [here](https://cloud.google.com/contact) to contact
-  // Cloud sales if you are interested in using Retail Search.
+  // Please enable Retail Search on Cloud Console before using this feature.
   rpc AddLocalInventories(AddLocalInventoriesRequest)
       returns (google.longrunning.Operation) {
     option (google.api.http) = {
@@ -270,8 +294,7 @@ service ProductService {
   // has no effect on local inventories.
   //
   // This feature is only available for users who have Retail Search enabled.
-  // Please submit a form [here](https://cloud.google.com/contact) to contact
-  // Cloud sales if you are interested in using Retail Search.
+  // Please enable Retail Search on Cloud Console before using this feature.
   rpc RemoveLocalInventories(RemoveLocalInventoriesRequest)
       returns (google.longrunning.Operation) {
     option (google.api.http) = {
@@ -547,6 +570,24 @@ message SetInventoryRequest {
   // using the provided or default value for
   // [SetInventoryRequest.set_time][google.cloud.retail.v2alpha.SetInventoryRequest.set_time].
   //
+  // The caller can replace place IDs for a subset of fulfillment types in the
+  // following ways:
+  //
+  // * Adds "fulfillment_info" in
+  // [SetInventoryRequest.set_mask][google.cloud.retail.v2alpha.SetInventoryRequest.set_mask]
+  // * Specifies only the desired fulfillment types and corresponding place IDs
+  // to update in [SetInventoryRequest.inventory.fulfillment_info][]
+  //
+  // The caller can clear all place IDs from a subset of fulfillment types in
+  // the following ways:
+  //
+  // * Adds "fulfillment_info" in
+  // [SetInventoryRequest.set_mask][google.cloud.retail.v2alpha.SetInventoryRequest.set_mask]
+  // * Specifies only the desired fulfillment types to clear in
+  // [SetInventoryRequest.inventory.fulfillment_info][]
+  // * Checks that only the desired fulfillment info types have empty
+  // [SetInventoryRequest.inventory.fulfillment_info.place_ids][]
+  //
   // The last update time is recorded for the following inventory fields:
   // * [Product.price_info][google.cloud.retail.v2alpha.Product.price_info]
   // * [Product.availability][google.cloud.retail.v2alpha.Product.availability]
diff --git a/google/cloud/retail/v2alpha/promotion.proto b/google/cloud/retail/v2alpha/promotion.proto
new file mode 100644
index 0000000000000..879449a42bb9b
--- /dev/null
+++ b/google/cloud/retail/v2alpha/promotion.proto
@@ -0,0 +1,40 @@
+// Copyright 2021 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;
+
+option csharp_namespace = "Google.Cloud.Retail.V2Alpha";
+option go_package = "google.golang.org/genproto/googleapis/cloud/retail/v2alpha;retail";
+option java_multiple_files = true;
+option java_outer_classname = "PromotionProto";
+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";
+
+// Promotion information.
+message Promotion {
+  // ID of the promotion. For example, "free gift".
+  //
+  // The value must be a UTF-8 encoded string with a length limit of 128
+  // characters, and match the pattern: `[a-zA-Z][a-zA-Z0-9_]*`. For example,
+  // 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).
+  string promotion_id = 1;
+}
diff --git a/google/cloud/retail/v2alpha/purge_config.proto b/google/cloud/retail/v2alpha/purge_config.proto
index 638e8f67b840b..6b929f268c696 100644
--- a/google/cloud/retail/v2alpha/purge_config.proto
+++ b/google/cloud/retail/v2alpha/purge_config.proto
@@ -16,7 +16,6 @@ syntax = "proto3";
 
 package google.cloud.retail.v2alpha;
 
-import "google/api/annotations.proto";
 import "google/api/field_behavior.proto";
 import "google/api/resource.proto";
 import "google/protobuf/timestamp.proto";
@@ -34,6 +33,96 @@ option ruby_package = "Google::Cloud::Retail::V2alpha";
 // This will be returned by the google.longrunning.Operation.metadata field.
 message PurgeMetadata {}
 
+// Metadata related to the progress of the PurgeProducts operation.
+// This will be returned by the google.longrunning.Operation.metadata field.
+message PurgeProductsMetadata {
+  // Operation create time.
+  google.protobuf.Timestamp create_time = 1;
+
+  // Operation last update time. If the operation is done, this is also the
+  // finish time.
+  google.protobuf.Timestamp update_time = 2;
+
+  // Count of entries that were deleted successfully.
+  int64 success_count = 3;
+
+  // Count of entries that encountered errors while processing.
+  int64 failure_count = 4;
+}
+
+// Request message for PurgeProducts method.
+message PurgeProductsRequest {
+  // Required. The resource name of the branch under which the products are
+  // created. The format is
+  // `projects/${projectId}/locations/global/catalogs/${catalogId}/branches/${branchId}`
+  string parent = 1 [
+    (google.api.field_behavior) = REQUIRED,
+    (google.api.resource_reference) = { type: "retail.googleapis.com/Branch" }
+  ];
+
+  // Required. The filter string to specify the products to be deleted with a
+  // length limit of 5,000 characters.
+  //
+  // Empty string filter is not allowed. "*" implies delete all items in a
+  // branch.
+  //
+  // The eligible fields for filtering are:
+  //
+  // * `availability`: Double quoted
+  // [Product.availability][google.cloud.retail.v2alpha.Product.availability]
+  // string.
+  // * `create_time` : in ISO 8601 "zulu" format.
+  //
+  // Supported syntax:
+  //
+  // * Comparators (">", "<", ">=", "<=", "=").
+  //   Examples:
+  //   * create_time <= "2015-02-13T17:05:46Z"
+  //   * availability = "IN_STOCK"
+  //
+  // * Conjunctions ("AND")
+  //   Examples:
+  //   * create_time <= "2015-02-13T17:05:46Z" AND availability = "PREORDER"
+  //
+  // * Disjunctions ("OR")
+  //   Examples:
+  //   * create_time <= "2015-02-13T17:05:46Z" OR availability = "IN_STOCK"
+  //
+  // * Can support nested queries.
+  //   Examples:
+  //   * (create_time <= "2015-02-13T17:05:46Z" AND availability = "PREORDER")
+  //   OR (create_time >= "2015-02-14T13:03:32Z" AND availability = "IN_STOCK")
+  //
+  // * Filter Limits:
+  //   * Filter should not contain more than 6 conditions.
+  //   * Max nesting depth should not exceed 2 levels.
+  //
+  // Examples queries:
+  // * Delete back order products created before a timestamp.
+  //   create_time <= "2015-02-13T17:05:46Z" OR availability = "BACKORDER"
+  string filter = 2 [(google.api.field_behavior) = REQUIRED];
+
+  // Actually perform the purge.
+  // If `force` is set to false, the method will return the expected purge count
+  // without deleting any products.
+  bool force = 3;
+}
+
+// Response of the PurgeProductsRequest. If the long running operation is
+// successfully done, then this message is returned by the
+// google.longrunning.Operations.response field.
+message PurgeProductsResponse {
+  // The total count of products purged as a result of the operation.
+  int64 purge_count = 1;
+
+  // A sample of the product names that will be deleted.
+  // Only populated if `force` is set to false. A max of 100 names will be
+  // returned and the names are chosen at random.
+  repeated string purge_sample = 2 [
+    (google.api.resource_reference) = { type: "retail.googleapis.com/Product" }
+  ];
+}
+
 // Request message for PurgeUserEvents method.
 message PurgeUserEventsRequest {
   // Required. The resource name of the catalog under which the events are
diff --git a/google/cloud/retail/v2alpha/retail_v2alpha.yaml b/google/cloud/retail/v2alpha/retail_v2alpha.yaml
index 28c5abf72a4d0..208fe57e2e0bf 100644
--- a/google/cloud/retail/v2alpha/retail_v2alpha.yaml
+++ b/google/cloud/retail/v2alpha/retail_v2alpha.yaml
@@ -6,15 +6,19 @@ title: Retail API
 apis:
 - name: google.cloud.retail.v2alpha.CatalogService
 - name: google.cloud.retail.v2alpha.CompletionService
+- name: google.cloud.retail.v2alpha.ControlService
 - name: google.cloud.retail.v2alpha.PredictionService
 - name: google.cloud.retail.v2alpha.ProductService
 - name: google.cloud.retail.v2alpha.SearchService
+- name: google.cloud.retail.v2alpha.ServingConfigService
 - name: google.cloud.retail.v2alpha.UserEventService
 
 types:
 - name: google.cloud.retail.logging.ErrorLog
 - name: google.cloud.retail.v2alpha.AddFulfillmentPlacesMetadata
 - name: google.cloud.retail.v2alpha.AddFulfillmentPlacesResponse
+- name: google.cloud.retail.v2alpha.AddLocalInventoriesMetadata
+- name: google.cloud.retail.v2alpha.AddLocalInventoriesResponse
 - name: google.cloud.retail.v2alpha.ExportErrorsConfig
 - name: google.cloud.retail.v2alpha.ExportMetadata
 - name: google.cloud.retail.v2alpha.ExportProductsResponse
@@ -25,11 +29,15 @@ types:
 - name: google.cloud.retail.v2alpha.ImportProductsResponse
 - name: google.cloud.retail.v2alpha.ImportUserEventsResponse
 - name: google.cloud.retail.v2alpha.PurgeMetadata
+- name: google.cloud.retail.v2alpha.PurgeProductsMetadata
+- name: google.cloud.retail.v2alpha.PurgeProductsResponse
 - name: google.cloud.retail.v2alpha.PurgeUserEventsResponse
 - name: google.cloud.retail.v2alpha.RejoinUserEventsMetadata
 - name: google.cloud.retail.v2alpha.RejoinUserEventsResponse
 - name: google.cloud.retail.v2alpha.RemoveFulfillmentPlacesMetadata
 - name: google.cloud.retail.v2alpha.RemoveFulfillmentPlacesResponse
+- name: google.cloud.retail.v2alpha.RemoveLocalInventoriesMetadata
+- name: google.cloud.retail.v2alpha.RemoveLocalInventoriesResponse
 - name: google.cloud.retail.v2alpha.SetInventoryMetadata
 - name: google.cloud.retail.v2alpha.SetInventoryResponse
 
@@ -47,6 +55,8 @@ documentation:
 
 backend:
   rules:
+  - selector: google.cloud.retail.v2alpha.CatalogService.UpdateCatalog
+    deadline: 10.0
   - selector: 'google.cloud.retail.v2alpha.ProductService.*'
     deadline: 30.0
   - selector: google.cloud.retail.v2alpha.ProductService.ImportProducts
@@ -61,14 +71,16 @@ backend:
 http:
   rules:
   - selector: google.longrunning.Operations.GetOperation
-    get: '/v2alpha/{name=projects/*/locations/*/operations/*}'
+    get: '/v2alpha/{name=projects/*/locations/*/catalogs/*/branches/*/operations/*}'
     additional_bindings:
     - get: '/v2alpha/{name=projects/*/locations/*/catalogs/*/operations/*}'
-    - get: '/v2alpha/{name=projects/*/locations/*/catalogs/*/branches/*/operations/*}'
+    - get: '/v2alpha/{name=projects/*/locations/*/operations/*}'
+    - get: '/v2alpha/{name=projects/*/operations/*}'
   - selector: google.longrunning.Operations.ListOperations
-    get: '/v2alpha/{name=projects/*/locations/*}/operations'
+    get: '/v2alpha/{name=projects/*/locations/*/catalogs/*}/operations'
     additional_bindings:
-    - get: '/v2alpha/{name=projects/*/locations/*/catalogs/*}/operations'
+    - get: '/v2alpha/{name=projects/*/locations/*}/operations'
+    - get: '/v2alpha/{name=projects/*}/operations'
 
 authentication:
   rules:
@@ -92,6 +104,10 @@ authentication:
     oauth:
       canonical_scopes: |-
         https://www.googleapis.com/auth/cloud-platform
+  - selector: 'google.cloud.retail.v2alpha.ControlService.*'
+    oauth:
+      canonical_scopes: |-
+        https://www.googleapis.com/auth/cloud-platform
   - selector: google.cloud.retail.v2alpha.PredictionService.Predict
     oauth:
       canonical_scopes: |-
@@ -104,6 +120,10 @@ authentication:
     oauth:
       canonical_scopes: |-
         https://www.googleapis.com/auth/cloud-platform
+  - selector: 'google.cloud.retail.v2alpha.ServingConfigService.*'
+    oauth:
+      canonical_scopes: |-
+        https://www.googleapis.com/auth/cloud-platform
   - selector: 'google.cloud.retail.v2alpha.UserEventService.*'
     oauth:
       canonical_scopes: |-
diff --git a/google/cloud/retail/v2alpha/search_service.proto b/google/cloud/retail/v2alpha/search_service.proto
index aec89f85c4521..f9612734dbf15 100644
--- a/google/cloud/retail/v2alpha/search_service.proto
+++ b/google/cloud/retail/v2alpha/search_service.proto
@@ -24,8 +24,6 @@ import "google/cloud/retail/v2alpha/common.proto";
 import "google/cloud/retail/v2alpha/product.proto";
 import "google/protobuf/field_mask.proto";
 import "google/protobuf/struct.proto";
-import "google/protobuf/timestamp.proto";
-import "google/protobuf/wrappers.proto";
 
 option csharp_namespace = "Google.Cloud.Retail.V2Alpha";
 option go_package = "google.golang.org/genproto/googleapis/cloud/retail/v2alpha;retail";
@@ -39,8 +37,7 @@ option ruby_package = "Google::Cloud::Retail::V2alpha";
 // Service for search.
 //
 // This feature is only available for users who have Retail Search enabled.
-// Please submit a form [here](https://cloud.google.com/contact) to contact
-// cloud sales if you are interested in using Retail Search.
+// Please enable Retail Search on Cloud Console before using this feature.
 service SearchService {
   option (google.api.default_host) = "retail.googleapis.com";
   option (google.api.oauth_scopes) =
@@ -49,8 +46,7 @@ service SearchService {
   // Performs a search.
   //
   // This feature is only available for users who have Retail Search enabled.
-  // Please submit a form [here](https://cloud.google.com/contact) to contact
-  // cloud sales if you are interested in using Retail Search.
+  // Please enable Retail Search on Cloud Console before using this feature.
   rpc Search(SearchRequest) returns (SearchResponse) {
     option (google.api.http) = {
       post: "/v2alpha/{placement=projects/*/locations/*/catalogs/*/placements/*}:search"
@@ -325,6 +321,14 @@ message SearchRequest {
     // applied and combined in a non-linear way. Maximum number of
     // specifications is 10.
     repeated ConditionBoostSpec condition_boost_specs = 1;
+
+    // Whether to skip boostspec validation. If this field is set to true,
+    // invalid
+    // [BoostSpec.condition_boost_specs][google.cloud.retail.v2alpha.SearchRequest.BoostSpec.condition_boost_specs]
+    // will be ignored and valid
+    // [BoostSpec.condition_boost_specs][google.cloud.retail.v2alpha.SearchRequest.BoostSpec.condition_boost_specs]
+    // will still be applied.
+    optional bool skip_boost_spec_validation = 2;
   }
 
   // Specification to determine under which conditions query expansion should
@@ -355,6 +359,26 @@ message SearchRequest {
     bool pin_unexpanded_results = 2;
   }
 
+  // The specification for personalization.
+  message PersonalizationSpec {
+    // The personalization mode of each search request.
+    enum Mode {
+      // Default value. Defaults to
+      // [Mode.AUTO][google.cloud.retail.v2alpha.SearchRequest.PersonalizationSpec.Mode.AUTO].
+      MODE_UNSPECIFIED = 0;
+
+      // Let CRS decide whether to use personalization.
+      AUTO = 1;
+
+      // Disable personalization.
+      DISABLED = 2;
+    }
+
+    // Defaults to
+    // [Mode.AUTO][google.cloud.retail.v2alpha.SearchRequest.PersonalizationSpec.Mode.AUTO].
+    Mode mode = 1;
+  }
+
   // The relevance threshold of the search results. The higher relevance
   // threshold is, the higher relevant results are shown and the less number of
   // results are returned.
@@ -406,7 +430,7 @@ message SearchRequest {
   }
 
   // Required. The resource name of the search engine placement, such as
-  // `projects/*/locations/global/catalogs/default_catalog/placements/default_search`.
+  // `projects/*/locations/global/catalogs/default_catalog/placements/default_search`
   // This field is used to identify the serving configuration name and the set
   // of models that will be used to make the search.
   string placement = 1 [(google.api.field_behavior) = REQUIRED];
@@ -475,6 +499,9 @@ message SearchRequest {
   // If this field is unrecognizable, an INVALID_ARGUMENT is returned.
   string filter = 10;
 
+  // The default filter that is applied when a user performs a search without
+  // 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
@@ -502,12 +529,12 @@ message SearchRequest {
   // is returned.
   repeated FacetSpec facet_specs = 12;
 
+  // Deprecated. Refer to https://cloud.google.com/retail/docs/configs#dynamic
+  // to enable dynamic facets. Do not set this field.
+  //
   // The specification for dynamically generated facets. Notice that only
   // textual facets can be dynamically generated.
-  //
-  // This feature requires additional allowlisting. Contact Retail Search
-  // support team if you are interested in using dynamic facet feature.
-  DynamicFacetSpec dynamic_facet_spec = 21;
+  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).
@@ -631,6 +658,9 @@ message SearchRequest {
   // The search mode of the search request. If not specified, a single search
   // request triggers both product search and faceted search.
   SearchMode search_mode = 31;
+
+  // The specification for personalization.
+  PersonalizationSpec personalization_spec = 32;
 }
 
 // Response message for
@@ -793,4 +823,10 @@ message SearchResponse {
   // The fully qualified resource name of applied
   // [controls](https://cloud.google.com/retail/docs/serving-control-rules).
   repeated string applied_controls = 12;
+
+  // The invalid
+  // [SearchRequest.BoostSpec.condition_boost_specs][google.cloud.retail.v2alpha.SearchRequest.BoostSpec.condition_boost_specs]
+  // that are not applied during serving.
+  repeated SearchRequest.BoostSpec.ConditionBoostSpec
+      invalid_condition_boost_specs = 14;
 }
diff --git a/google/cloud/retail/v2alpha/serving_config.proto b/google/cloud/retail/v2alpha/serving_config.proto
index e4005517c9dff..c339f3106d486 100644
--- a/google/cloud/retail/v2alpha/serving_config.proto
+++ b/google/cloud/retail/v2alpha/serving_config.proto
@@ -16,7 +16,6 @@ syntax = "proto3";
 
 package google.cloud.retail.v2alpha;
 
-import "google/api/annotations.proto";
 import "google/api/field_behavior.proto";
 import "google/api/resource.proto";
 import "google/cloud/retail/v2alpha/common.proto";
@@ -111,7 +110,7 @@ message ServingConfig {
   // Condition boost specifications. If a product matches multiple conditions
   // in the specifications, boost scores from these specifications are all
   // applied and combined in a non-linear way. Maximum number of
-  // specifications is 10.
+  // specifications is 100.
   //
   // Notice that if both
   // [ServingConfig.boost_control_ids][google.cloud.retail.v2alpha.ServingConfig.boost_control_ids]
@@ -139,7 +138,7 @@ message ServingConfig {
 
   // Condition redirect specifications. Only the first triggered redirect action
   // is applied, even if multiple apply. Maximum number of specifications is
-  // 100.
+  // 1000.
   //
   // Can only be set if
   // [solution_types][google.cloud.retail.v2alpha.ServingConfig.solution_types]
diff --git a/google/cloud/retail/v2alpha/serving_config_service.proto b/google/cloud/retail/v2alpha/serving_config_service.proto
index 91fd32b7d3143..4828679766ee2 100644
--- a/google/cloud/retail/v2alpha/serving_config_service.proto
+++ b/google/cloud/retail/v2alpha/serving_config_service.proto
@@ -32,10 +32,6 @@ 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/Catalog"
-  pattern: "projects/{project}/locations/{location}/catalogs/{catalog}"
-};
 
 // Service for modifying ServingConfig.
 service ServingConfigService {
diff --git a/google/cloud/retail/v2alpha/user_event.proto b/google/cloud/retail/v2alpha/user_event.proto
index 6b2d048e1ec30..94f728791f964 100644
--- a/google/cloud/retail/v2alpha/user_event.proto
+++ b/google/cloud/retail/v2alpha/user_event.proto
@@ -16,7 +16,6 @@ syntax = "proto3";
 
 package google.cloud.retail.v2alpha;
 
-import "google/api/annotations.proto";
 import "google/api/field_behavior.proto";
 import "google/cloud/retail/v2alpha/common.proto";
 import "google/cloud/retail/v2alpha/product.proto";
@@ -136,6 +135,13 @@ message UserEvent {
 
   // Extra user event features to include in the recommendation model.
   //
+  // If you provide custom attributes for ingested user events, also include
+  // them in the user events that you associate with prediction requests. Custom
+  // attribute formatting must be consistent between imported events and events
+  // provided with prediction requests. This lets the Retail API use
+  // those custom attributes when training models and serving predictions, which
+  // helps improve recommendation quality.
+  //
   // This field needs to pass all below criteria, otherwise an INVALID_ARGUMENT
   // error is returned:
   //
@@ -146,10 +152,10 @@ message UserEvent {
   //   256 characters.
   // * For number attributes, at most 400 values are allowed.
   //
-  // For product recommendation, an example of extra user information is
-  // traffic_channel, i.e. how user arrives at the site. Users can arrive
-  // at the site by coming to the site directly, or coming through Google
-  // search, and etc.
+  // For product recommendations, an example of extra user information is
+  // traffic_channel, which is how a user arrives at the site. Users can arrive
+  // at the site by coming to the site directly, coming through Google
+  // search, or in other ways.
   map<string, CustomAttribute> attributes = 7;
 
   // The ID or name of the associated shopping cart. This ID is used
diff --git a/google/cloud/retail/v2alpha/user_event_service.proto b/google/cloud/retail/v2alpha/user_event_service.proto
index 2e91984a99b4d..af97dad9dbc6c 100644
--- a/google/cloud/retail/v2alpha/user_event_service.proto
+++ b/google/cloud/retail/v2alpha/user_event_service.proto
@@ -20,7 +20,7 @@ import "google/api/annotations.proto";
 import "google/api/client.proto";
 import "google/api/field_behavior.proto";
 import "google/api/httpbody.proto";
-import "google/cloud/retail/v2alpha/export_config.proto";
+import "google/api/resource.proto";
 import "google/cloud/retail/v2alpha/import_config.proto";
 import "google/cloud/retail/v2alpha/purge_config.proto";
 import "google/cloud/retail/v2alpha/user_event.proto";
@@ -95,13 +95,14 @@ service UserEventService {
     };
   }
 
-  // Triggers a user event rejoin operation with latest product catalog. Events
+  // Starts a user event rejoin operation with latest product catalog. Events
   // will not be annotated with detailed product information if product is
   // missing from the catalog at the time the user event is ingested, and these
   // events are stored as unjoined events with a limited usage on training and
-  // serving. This API can be used to trigger a 'join' operation on specified
+  // serving. This method can be used to start a join operation on specified
   // events with latest version of product catalog. It can also be used to
-  // correct events joined with wrong product catalog.
+  // correct events joined with the wrong product catalog. A rejoin operation
+  // can take hours or days to complete.
   rpc RejoinUserEvents(RejoinUserEventsRequest)
       returns (google.longrunning.Operation) {
     option (google.api.http) = {