Google rolled out new loyalty features for Merchant Center retailers on August 26, 2025. The update adds a Merchant Center loyalty add-on and a loyalty goal in Google Ads, live in the United States, United Kingdom, Germany, France, and Australia.
What launched
In its August 26 announcement, Google introduced a Merchant Center loyalty add-on and a new loyalty goal in Google Ads. The add-on lets retailers show member pricing, shipping perks, and points across Search, the Shopping tab, free listings, and Google Wallet.
Key details
- Launch date: August 26, 2025.
- Availability: United States, United Kingdom, Germany, France, and Australia. Google says additional countries are in beta.
- Supported surfaces: Search, the Shopping tab, free listings, and Google Wallet.
- Google Ads now includes a loyalty goal for campaign optimization.
- United States personalization: Customer Match enables known-member loyalty annotations for identified shoppers. Google is also piloting Customer Match personalization in free listings.
- Member pricing can appear for unidentified members in the United States and Australia.
- Submission and policy: merchants must enable the loyalty add-on in Merchant Center and submit benefits using the "loyalty_program" attribute. Member pricing must be at least 5 percent or five local currency units, and only national-level member pricing is supported for ads and listings. Sitewide promotions override member pricing in ads when active.
- Data consistency: loyalty eligibility and benefits in feeds must match what appears on the merchant site.
- Presentation: loyalty annotations can surface during product research on Search and Shopping, including member prices shown alongside standard prices on eligible listings.
How to get started
Merchants need an existing loyalty program. Begin by enabling the loyalty add-on in Merchant Center, then submit member price, points, and shipping benefits with the "loyalty_program" attribute. In the United States, upload Customer Match lists to unlock known-member personalization.
Background
Merchant Center manages product data and Shopping programs, including free listings that show products across Google without ad charges. Shopping ads are paid placements managed via Google Ads. Customer Match lets advertisers use first-party customer lists across Google properties. Google Wallet can store loyalty cards, enabling loyalty details to appear with Shopping results where supported.
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