Custom Store Listings (Google Play) are Google Play's audience-targeted listing variants that show different metadata and creative to specific countries, install states, pre-registration users, or ad campaigns.
Custom store listings are Google Play's answer to tailoring the listing by audience. From the Play Console you create alternative versions of your listing — different text, screenshots, and creative — and target them by country or region, by Google Ads campaign, by whether the user has installed before, or to pre-registration audiences. A single app can run many, so you can speak differently to, say, users in Brazil versus Germany, or to lapsed users you're trying to win back, without altering the default listing.
Unlike Apple's custom product pages, Google Play's country-targeted listings can influence what local users see organically in that market, making them part discovery tool, part conversion tool. They pair well with localization and with Play's experimentation features, letting you both translate and test the message that converts each audience best.
Example
An app shows a price-focused listing variant to users in a price-sensitive market and a feature-focused variant elsewhere, each as a custom store listing targeted by country. Pair them with localization so each market sees both the right language and the message that converts it.