diff --git a/browser/components/urlbar/UrlbarView.jsm b/browser/components/urlbar/UrlbarView.jsm
index 054ca74957eb..648058d56286 100644
--- a/browser/components/urlbar/UrlbarView.jsm
+++ b/browser/components/urlbar/UrlbarView.jsm
@@ -1148,40 +1148,7 @@ class UrlbarView {
     item._content.appendChild(url);
     item._elements.set("url", url);
 
-    // Usually we create all child elements for the row regardless of whether
-    // the specific result will use them, but we don't expect the vast majority
-    // of results to have help URLs, so as an optimization, only create the help
-    // button if the result will use it.
-    if (result.payload.helpUrl) {
-      let helpButton = this._createElement("span");
-      helpButton.className = "urlbarView-help";
-      helpButton.setAttribute("role", "button");
-      if (result.payload.helpL10nId) {
-        helpButton.setAttribute("data-l10n-id", result.payload.helpL10nId);
-      }
-      item.appendChild(helpButton);
-      item._elements.set("helpButton", helpButton);
-      item._content.setAttribute("selectable", "true");
-
-      // If the content is marked as selectable, the screen reader will not be
-      // able to read the text directly child of the "urlbarView-row". As the
-      // group label is shown as pseudo element of urlbarView-row now, it isn't
-      // readable. To avoid it, we add an element for aria-label explictly,
-      // and set group label that should be read into it in _updateIndices().
-      const groupAriaLabel = this._createElement("span");
-      groupAriaLabel.className = "urlbarView-group-aria-label";
-      item._content.insertBefore(groupAriaLabel, item._content.firstChild);
-      item._elements.set("groupAriaLabel", groupAriaLabel);
-
-      // Remove role=option on the row and set it on row-inner since the latter
-      // is the selectable logical row element when the help button is present.
-      // Since row-inner is not a child of the role=listbox element (the row
-      // container, this._rows), screen readers will not automatically recognize
-      // it as a listbox option.  To compensate, set role=presentation on the
-      // row so that screen readers ignore it.
-      item.setAttribute("role", "presentation");
-      item._content.setAttribute("role", "option");
-    }
+    this._maybeCreateRowHelpButton(item, result);
   }
 
   _createRowContentForTip(item) {
@@ -1268,6 +1235,91 @@ class UrlbarView {
     }
   }
 
+  _createRowContentForBestMatch(item, result) {
+    let favicon = this._createElement("img");
+    favicon.className = "urlbarView-favicon";
+    item._content.appendChild(favicon);
+    item._elements.set("favicon", favicon);
+
+    let typeIcon = this._createElement("span");
+    typeIcon.className = "urlbarView-type-icon";
+    item._content.appendChild(typeIcon);
+
+    let body = this._createElement("span");
+    body.className = "urlbarView-row-body";
+    item._content.appendChild(body);
+
+    let top = this._createElement("div");
+    top.className = "urlbarView-row-body-top";
+    body.appendChild(top);
+
+    let noWrap = this._createElement("div");
+    noWrap.className = "urlbarView-row-body-top-no-wrap";
+    top.appendChild(noWrap);
+    item._elements.set("noWrap", noWrap);
+
+    let title = this._createElement("span");
+    title.className = "urlbarView-title";
+    noWrap.appendChild(title);
+    item._elements.set("title", title);
+
+    let titleSeparator = this._createElement("span");
+    titleSeparator.className = "urlbarView-title-separator";
+    noWrap.appendChild(titleSeparator);
+    item._elements.set("titleSeparator", titleSeparator);
+
+    let url = this._createElement("span");
+    url.className = "urlbarView-url";
+    top.appendChild(url);
+    item._elements.set("url", url);
+
+    let bottom = this._createElement("div");
+    bottom.className = "urlbarView-row-body-bottom";
+    body.appendChild(bottom);
+    item._elements.set("bottom", bottom);
+
+    this._maybeCreateRowHelpButton(item, result);
+  }
+
+  _maybeCreateRowHelpButton(item, result) {
+    // Usually we create all child elements for the row regardless of whether
+    // the specific result will use them, but we don't expect the vast majority
+    // of results to have help URLs, so as an optimization, only create the help
+    // button if the result will use it.
+    if (!result.payload.helpUrl) {
+      return;
+    }
+
+    let helpButton = this._createElement("span");
+    helpButton.className = "urlbarView-help";
+    helpButton.setAttribute("role", "button");
+    if (result.payload.helpL10nId) {
+      helpButton.setAttribute("data-l10n-id", result.payload.helpL10nId);
+    }
+    item.appendChild(helpButton);
+    item._elements.set("helpButton", helpButton);
+    item._content.setAttribute("selectable", "true");
+
+    // If the content is marked as selectable, the screen reader will not be
+    // able to read the text directly child of the "urlbarView-row". As the
+    // group label is shown as pseudo element of urlbarView-row now, it isn't
+    // readable. To avoid it, we add an element for aria-label explictly,
+    // and set group label that should be read into it in _updateIndices().
+    const groupAriaLabel = this._createElement("span");
+    groupAriaLabel.className = "urlbarView-group-aria-label";
+    item._content.insertBefore(groupAriaLabel, item._content.firstChild);
+    item._elements.set("groupAriaLabel", groupAriaLabel);
+
+    // Remove role=option on the row and set it on row-inner since the latter
+    // is the selectable logical row element when the help button is present.
+    // Since row-inner is not a child of the role=listbox element (the row
+    // container, this._rows), screen readers will not automatically recognize
+    // it as a listbox option.  To compensate, set role=presentation on the
+    // row so that screen readers ignore it.
+    item.setAttribute("role", "presentation");
+    item._content.setAttribute("role", "option");
+  }
+
   _updateRow(item, result) {
     let oldResult = item.result;
     let oldResultType = item.result && item.result.type;
@@ -1284,6 +1336,7 @@ class UrlbarView {
       (oldResultType == UrlbarUtils.RESULT_TYPE.DYNAMIC &&
         result.type == UrlbarUtils.RESULT_TYPE.DYNAMIC &&
         oldResult.dynamicType != result.dynamicType) ||
+      oldResult.isBestMatch != result.isBestMatch ||
       !!result.payload.helpUrl != item._elements.has("helpButton");
 
     if (needsNewContent) {
@@ -1299,6 +1352,8 @@ class UrlbarView {
         this._createRowContentForTip(item);
       } else if (item.result.type == UrlbarUtils.RESULT_TYPE.DYNAMIC) {
         this._createRowContentForDynamicType(item, result);
+      } else if (item.result.isBestMatch) {
+        this._createRowContentForBestMatch(item, result);
       } else {
         this._createRowContent(item, result);
       }
@@ -1327,6 +1382,10 @@ class UrlbarView {
       return;
     } else if (result.providerName == "TabToSearch") {
       item.setAttribute("type", "tabtosearch");
+    } else if (result.isBestMatch) {
+      item.setAttribute("type", "bestmatch");
+      this._updateRowForBestMatch(item, result);
+      return;
     } else {
       item.removeAttribute("type");
     }
@@ -1659,6 +1718,48 @@ class UrlbarView {
     }
   }
 
+  _updateRowForBestMatch(item, result) {
+    let favicon = item._elements.get("favicon");
+    favicon.src = this._iconForResult(result);
+
+    let title = item._elements.get("title");
+    this._setResultTitle(result, title);
+    title._tooltip = result.title;
+    if (title.hasAttribute("overflow")) {
+      title.setAttribute("title", title._tooltip);
+    } else {
+      title.removeAttribute("title");
+    }
+
+    let url = item._elements.get("url");
+    this._addTextContentWithHighlights(
+      url,
+      result.payload.displayUrl,
+      result.payloadHighlights.displayUrl || []
+    );
+    url._tooltip = result.payload.displayUrl;
+    if (url.hasAttribute("overflow")) {
+      url.setAttribute("title", url._tooltip);
+    } else {
+      url.removeAttribute("title");
+    }
+
+    let bottom = item._elements.get("bottom");
+    if (result.payload.isSponsored) {
+      this._setElementL10n(bottom, { id: "urlbar-result-action-sponsored" });
+    } else {
+      this._removeElementL10n(bottom);
+    }
+
+    let helpButton = item._elements.get("helpButton");
+    if (helpButton) {
+      helpButton.id = item.id + "-help";
+      item.toggleAttribute("has-help", true);
+    } else {
+      item.removeAttribute("has-help");
+    }
+  }
+
   /**
    * Performs a final pass over all rows in the view after a view update, stale
    * rows are removed, and other changes to the number of rows. Sets `rowIndex`
@@ -1742,6 +1843,9 @@ class UrlbarView {
       this._queryContext?.searchString &&
       !row.result.heuristic
     ) {
+      if (row.result.isBestMatch) {
+        return { id: "urlbar-group-best-match" };
+      }
       switch (row.result.type) {
         case UrlbarUtils.RESULT_TYPE.KEYWORD:
         case UrlbarUtils.RESULT_TYPE.REMOTE_TAB:
@@ -1776,7 +1880,10 @@ class UrlbarView {
       // again, we'll get new overflow events if needed.
       this._setElementOverflowing(row._elements.get("title"), false);
       this._setElementOverflowing(row._elements.get("url"), false);
-      this._setElementOverflowing(row._elements.get("tagsContainer"), false);
+      let tagsContainer = row._elements.get("tagsContainer");
+      if (tagsContainer) {
+        this._setElementOverflowing(tagsContainer, false);
+      }
     }
   }
 
@@ -2176,7 +2283,12 @@ class UrlbarView {
     ];
 
     if (UrlbarPrefs.get("groupLabels.enabled")) {
-      idArgs.push({ id: "urlbar-group-firefox-suggest" });
+      idArgs.push(
+        ...[
+          { id: "urlbar-group-best-match" },
+          { id: "urlbar-group-firefox-suggest" },
+        ]
+      );
     }
 
     if (UrlbarPrefs.get("quickSuggestEnabled")) {
diff --git a/browser/components/urlbar/content/firefoxSuggest.ftl b/browser/components/urlbar/content/firefoxSuggest.ftl
index 6d493da40fb1..e481522dc5c6 100644
--- a/browser/components/urlbar/content/firefoxSuggest.ftl
+++ b/browser/components/urlbar/content/firefoxSuggest.ftl
@@ -11,6 +11,10 @@
 
 ## These strings are used in the urlbar panel.
 
+# A label shown above the best match group in the urlbar results.
+urlbar-group-best-match =
+  .label = { -firefox-suggest-brand-name } · Best Match
+
 # Tooltip text for the help button shown in Firefox Suggest urlbar results.
 firefox-suggest-urlbar-learn-more =
   .title = Learn more about { -firefox-suggest-brand-name }
diff --git a/browser/components/urlbar/tests/browser/browser.ini b/browser/components/urlbar/tests/browser/browser.ini
index d39004702fad..c9084c1c184c 100644
--- a/browser/components/urlbar/tests/browser/browser.ini
+++ b/browser/components/urlbar/tests/browser/browser.ini
@@ -56,6 +56,7 @@ https_first_disabled = true
 [browser_autoFill_typed.js]
 [browser_autoFill_undo.js]
 [browser_autoOpen.js]
+[browser_bestMatch.js]
 [browser_blanking.js]
 support-files =
   file_blank_but_not_blank.html
diff --git a/browser/components/urlbar/tests/browser/browser_bestMatch.js b/browser/components/urlbar/tests/browser/browser_bestMatch.js
new file mode 100644
index 000000000000..79f6f4584be9
--- /dev/null
+++ b/browser/components/urlbar/tests/browser/browser_bestMatch.js
@@ -0,0 +1,156 @@
+/* Any copyright is dedicated to the Public Domain.
+ * http://creativecommons.org/publicdomain/zero/1.0/ */
+
+// Tests best match rows in the view.
+
+"use strict";
+
+// Tests a non-sponsored best match row.
+add_task(async function nonsponsored() {
+  let result = makeBestMatchResult();
+  await withProvider(result, async () => {
+    await UrlbarTestUtils.promiseAutocompleteResultPopup({
+      window,
+      value: "test",
+    });
+    await checkBestMatchRow({ result });
+    await UrlbarTestUtils.promisePopupClose(window);
+  });
+});
+
+// Tests a non-sponsored best match row with a help button.
+add_task(async function nonsponsoredHelpButton() {
+  let result = makeBestMatchResult({ helpUrl: "https://example.com/help" });
+  await withProvider(result, async () => {
+    await UrlbarTestUtils.promiseAutocompleteResultPopup({
+      window,
+      value: "test",
+    });
+    await checkBestMatchRow({ result, hasHelpButton: true });
+    await UrlbarTestUtils.promisePopupClose(window);
+  });
+});
+
+// Tests a sponsored best match row.
+add_task(async function sponsored() {
+  let result = makeBestMatchResult({ isSponsored: true });
+  await withProvider(result, async () => {
+    await UrlbarTestUtils.promiseAutocompleteResultPopup({
+      window,
+      value: "test",
+    });
+    await checkBestMatchRow({ result, isSponsored: true });
+    await UrlbarTestUtils.promisePopupClose(window);
+  });
+});
+
+// Tests a sponsored best match row with a help button.
+add_task(async function sponsoredHelpButton() {
+  let result = makeBestMatchResult({
+    isSponsored: true,
+    helpUrl: "https://example.com/help",
+  });
+  await withProvider(result, async () => {
+    await UrlbarTestUtils.promiseAutocompleteResultPopup({
+      window,
+      value: "test",
+    });
+    await checkBestMatchRow({ result, isSponsored: true, hasHelpButton: true });
+    await UrlbarTestUtils.promisePopupClose(window);
+  });
+});
+
+async function checkBestMatchRow({
+  result,
+  isSponsored = false,
+  hasHelpButton = false,
+}) {
+  Assert.equal(
+    UrlbarTestUtils.getResultCount(window),
+    1,
+    "One result is present"
+  );
+
+  let details = await UrlbarTestUtils.getDetailsOfResultAt(window, 0);
+  let { row } = details.element;
+
+  Assert.equal(row.getAttribute("type"), "bestmatch", "row[type] is bestmatch");
+
+  let favicon = row._elements.get("favicon");
+  Assert.ok(favicon, "Row has a favicon");
+
+  let title = row._elements.get("title");
+  Assert.ok(title, "Row has a title");
+  Assert.ok(title.textContent, "Row title has non-empty textContext");
+  Assert.equal(title.textContent, result.payload.title, "Row title is correct");
+
+  let url = row._elements.get("url");
+  Assert.ok(url, "Row has a URL");
+  Assert.ok(url.textContent, "Row URL has non-empty textContext");
+  Assert.equal(
+    url.textContent,
+    result.payload.displayUrl,
+    "Row URL is correct"
+  );
+
+  let bottom = row._elements.get("bottom");
+  Assert.ok(bottom, "Row has a bottom");
+  Assert.equal(
+    !!result.payload.isSponsored,
+    isSponsored,
+    "Sanity check: Row's expected isSponsored matches result's"
+  );
+  if (isSponsored) {
+    Assert.equal(
+      bottom.textContent,
+      "Sponsored",
+      "Sponsored row bottom has Sponsored textContext"
+    );
+  } else {
+    Assert.equal(
+      bottom.textContent,
+      "",
+      "Non-sponsored row bottom has empty textContext"
+    );
+  }
+
+  let helpButton = row._elements.get("helpButton");
+  Assert.equal(
+    !!result.payload.helpUrl,
+    hasHelpButton,
+    "Sanity check: Row's expected hasHelpButton matches result"
+  );
+  if (hasHelpButton) {
+    Assert.ok(helpButton, "Row with helpUrl has a helpButton");
+  } else {
+    Assert.ok(!helpButton, "Row without helpUrl does not have a helpButton");
+  }
+}
+
+async function withProvider(result, callback) {
+  let provider = new UrlbarTestUtils.TestProvider({
+    results: [result],
+    priority: Infinity,
+  });
+  UrlbarProvidersManager.registerProvider(provider);
+  try {
+    await callback();
+  } finally {
+    UrlbarProvidersManager.unregisterProvider(provider);
+  }
+}
+
+function makeBestMatchResult(payloadExtra = {}) {
+  return Object.assign(
+    new UrlbarResult(
+      UrlbarUtils.RESULT_TYPE.URL,
+      UrlbarUtils.RESULT_SOURCE.SEARCH,
+      ...UrlbarResult.payloadAndSimpleHighlights([], {
+        title: "Test best match",
+        url: "https://example.com/best-match",
+        ...payloadExtra,
+      })
+    ),
+    { isBestMatch: true }
+  );
+}
diff --git a/browser/themes/shared/urlbarView.inc.css b/browser/themes/shared/urlbarView.inc.css
index fa93d6f3f3dd..61e26d1ba9a2 100644
--- a/browser/themes/shared/urlbarView.inc.css
+++ b/browser/themes/shared/urlbarView.inc.css
@@ -155,7 +155,8 @@
     max-width: 100% !important;
     flex-basis: 100%;
   }
-  .urlbarView-results[wrap] > .urlbarView-row[has-url] > .urlbarView-row-inner > .urlbarView-url {
+  .urlbarView-results[wrap] > .urlbarView-row[has-url] > .urlbarView-row-inner > .urlbarView-url,
+  .urlbarView-results[wrap] > .urlbarView-row[type=bestmatch] > .urlbarView-row-inner > .urlbarView-row-body > .urlbarView-row-body-top > .urlbarView-url {
     margin-top: 2px;
   }
   /* urlbarView-url is forced to be LTR for RTL locales, so set the padding based on the browser's directionality. */
@@ -170,6 +171,7 @@
   .urlbarView[actionoverride] .urlbarView-results[wrap] > .urlbarView-row[has-url] > .urlbarView-row-inner > .urlbarView-no-wrap > .urlbarView-title-separator,
   .urlbarView-results[wrap] > .urlbarView-row[has-url]:not([type$=tab], [sponsored]) > .urlbarView-row-inner > .urlbarView-no-wrap > .urlbarView-title-separator,
   .urlbarView-results[wrap] > .urlbarView-row[has-url]:is([type=remotetab], [sponsored]):is(:hover, [selected]) > .urlbarView-row-inner > .urlbarView-no-wrap > .urlbarView-title-separator,
+  .urlbarView-results[wrap] > .urlbarView-row[type=bestmatch] > .urlbarView-row-inner > .urlbarView-row-body > .urlbarView-row-body-top > .urlbarView-row-body-top-no-wrap > .urlbarView-title-separator,
   .urlbarView-results[wrap] > .urlbarView-row[type=tabtosearch] > .urlbarView-row-inner > .urlbarView-no-wrap > .urlbarView-title-separator {
     display: none;
   }
@@ -180,6 +182,13 @@
     flex-basis: 100%;
     margin-inline-start: calc(var(--urlbarView-item-inline-padding) + var(--identity-box-margin-inline) + var(--urlbarView-favicon-width));
   }
+
+  .urlbarView-results[wrap] > .urlbarView-row[type=bestmatch] > .urlbarView-row-inner > .urlbarView-row-body > .urlbarView-row-body-top {
+    flex-wrap: wrap;
+  }
+  .urlbarView-results[wrap] > .urlbarView-row[type=bestmatch] > .urlbarView-row-inner > .urlbarView-row-body > .urlbarView-row-body-top > .urlbarView-row-body-top-no-wrap {
+    flex-basis: 100%;
+  }
 }
 
 /* We should always wrap tip results at narrow widths regardless of screen
@@ -190,12 +199,14 @@
 }
 
 .urlbarView-row:not([type=tip], [type=dynamic]) > .urlbarView-row-inner > .urlbarView-no-wrap > .urlbarView-title[overflow],
+.urlbarView-row[type=bestmatch] > .urlbarView-row-inner > .urlbarView-row-body > .urlbarView-row-body-top > .urlbarView-row-body-top-no-wrap > .urlbarView-title[overflow],
 .urlbarView-tags[overflow],
 .urlbarView-url[overflow] {
   mask-image: linear-gradient(to left, transparent, black 2em);
 }
 
 .urlbarView-row:not([type=tip], [type=dynamic]) > .urlbarView-row-inner > .urlbarView-no-wrap > .urlbarView-title[overflow]:not([isurl]):-moz-locale-dir(rtl),
+.urlbarView-row[type=bestmatch] > .urlbarView-row-inner > .urlbarView-row-body > .urlbarView-row-body-top > .urlbarView-row-body-top-no-wrap > .urlbarView-title[overflow]:-moz-locale-dir(rtl),
 .urlbarView-tags[overflow]:-moz-locale-dir(rtl) {
   mask-image: linear-gradient(to right, transparent, black 2em);
 }
@@ -662,6 +673,67 @@
   border-radius: 4px;
 }
 
+/* Best match */
+
+.urlbarView-row[type=bestmatch] > .urlbarView-row-inner {
+  align-items: center;
+  justify-content: start;
+}
+
+.urlbarView-row[type=bestmatch] > .urlbarView-row-inner,
+.urlbarView-results[wrap] > .urlbarView-row[type=bestmatch] > .urlbarView-row-inner {
+  flex-wrap: nowrap;
+}
+
+.urlbarView-row[type=bestmatch] > .urlbarView-row-inner > .urlbarView-favicon {
+  width: 52px;
+  height: 52px;
+  flex-basis: 52px;
+  flex-shrink: 0;
+  flex-grow: 0;
+  border-radius: 2px;
+}
+
+.urlbarView-row[type=bestmatch] > .urlbarView-row-inner > .urlbarView-row-body {
+  flex-grow: 1;
+  flex-shrink: 1;
+  min-width: 0;
+}
+
+.urlbarView-row[type=bestmatch] > .urlbarView-row-inner > .urlbarView-row-body > .urlbarView-row-body-top {
+  display: flex;
+  flex-wrap: nowrap;
+  flex-direction: row;
+  align-items: center;
+  justify-content: start;
+}
+
+.urlbarView-row[type=bestmatch] > .urlbarView-row-inner > .urlbarView-row-body > .urlbarView-row-body-top > .urlbarView-row-body-top-no-wrap {
+  display: flex;
+  flex-wrap: nowrap;
+  flex-direction: row;
+  align-items: center;
+  justify-content: start;
+  flex-shrink: 0;
+  min-width: 0;
+}
+
+.urlbarView-results:not([wrap]) > .urlbarView-row[type=bestmatch] > .urlbarView-row-inner > .urlbarView-row-body > .urlbarView-row-body-top > .urlbarView-row-body-top-no-wrap {
+  /* Limit the title (which is inside .urlbarView-row-body-top-no-wrap) to 70%
+     of the width so the URL is never completely hidden. */
+  max-width: 70%;
+}
+
+.urlbarView-row[type=bestmatch] > .urlbarView-row-inner > .urlbarView-row-body > .urlbarView-row-body-bottom {
+  font-size: 0.73em;
+  opacity: 0.6;
+}
+
+.urlbarView-row[type=bestmatch][selected] > .urlbarView-row-inner > .urlbarView-row-body > .urlbarView-row-body-bottom,
+.urlbarView-row[type=bestmatch] > .urlbarView-row-inner[selected] > .urlbarView-row-body > .urlbarView-row-body-bottom {
+  opacity: 1;
+}
+
 /* Search one-offs */
 
 #urlbar .search-one-offs:not([hidden]) {