Microsoft has rebranded Bing, renaming the search platform to Microsoft Bing in the process.

The company is calling it a "shift", saying Microsoft Bing reflects the "continued integration of our search experiences across the Microsoft family".

The rebrand was announced in a blog post dedicated to the company's "Give with Bing" efforts, with Microsoft expanding the initiative to allow users to "make a difference just by searching".

"Beyond our commitment to expanding search scenarios, we also believe that you can and should get more value out of the searches you perform every day," the blog reads.

"Give with Bing is an extension of Microsoft Rewards -- Microsoft Rewards lets you earn points simply by searching on Microsoft Bing, and Give with Bing lets you automatically donate those points to causes you care about."

Microsoft said it has expanded the number of non-profits on Give with Bing to include over 1.4 million global organisations. It said through 31 December 2020, it would match the points donated to organisations through Give with Bing.

Through Give with Bing, Microsoft said users have donated Microsoft Rewards points valued at over $1 million.

From Monday, Give with Bing will be available in the United Kingdom, Canada, Australia, France, Italy, Germany, and Spain, in addition to the United States.