Google introduces new loyalty offerings for merchant retailers, boosting customer retention, repeat sales, and personalized shopping rewards.

Google has revealed new loyalty options that are available to Merchant Center retailers, allowing companies to highlight exclusive benefits for members, such as special shipping and pricing benefits directly within Shopping ads, as well as free listings. 

Additionally, Google Ads is debuting a loyalty goal that will aid advertisers in attracting and keeping customers with higher value.

This initiative, which launched on the 26th of August 2025, is a sign of Google’s dedication to integrating the retention of customers directly into its platforms for shopping. 

For retailers with robust loyalty programs, this is an opportunity to increase their visibility and connect with returning customers exactly where they are looking.

Loyalty Offering Benefits

Retailers can now enable the loyalty feature within Merchant Center, which allows the display of benefits for members-only, such as customized pricing, shipping benefits, or reward points across multiple Google areas, including Search and shopping, listings that are free, as well as Wallet.

To complement this, Google Ads introduces a loyalty goal to improve Smart Bidding strategies toward audiences that have higher lifetime value by shifting the focus from just one transaction to promoting repeated purchases and long-term retention.

Where Loyalty Perks Appear

Members’ benefits can be displayed as discounts alongside regular pricing or highlighted shipping benefits in the product listing. 

For the U.S., retailers leveraging Customer Match can serve personalized loyalty notes to existing members as well as member pricing for new shoppers is also offered within both the U.S. and Australia, and additional regions are under beta testing.

This increased visibility allows shoppers to recognize membership benefits during critical study and comparison stages and can influence purchase choices.

Eligibility and Requirements for Retailers

It is currently available In currently available in the U.S., U.K., Germany, France, and Australia. This scheme requires merchants to be part of an ongoing loyalty programme as well as to enable the loyalty feature within Merchant Center. 

Discounts for members must be within the minimum thresholds of a minimum 5% discount or five units in local currency, and prices at the national level are supported. Promos that are available across the site can override prices for individual members in the ad.

Retailers need to use the “loyalty_program” attribute in their feeds for their products to inform customers of the following with accuracy:

• Member price
• Points
• Shipping benefits
• Other member perks.

The consistency between the feed information and the information available on the website is required. Customer Match is essential to ensure that members are personalized within U.S. ads, and Google is also experimenting with the feature in its free listings.

Getting Started for Retailers

In order to implement the program, retailers must enable the loyalty option within Merchant Center and clearly define the benefits and tiers of membership. 

Updates to the feeds that are accurate and include “loyalty_program” attributes are essential and should be accompanied by up-to-date Customer Match lists that allow for personalization.

The new loyalty goal is worth testing using Google Ads, as recommended by comparing performance against other bidding strategies, and using the merchant center’s loyalty data to assess the effectiveness.

Membership Value Overview

Google’s loyalty tools allow retailers to emphasize the value of membership in the initial stages of discovery of their products, establishing their brand before customers click. 

In addition, the introduction of a loyalty goal helps to optimize campaigns more effectively by focusing on customer satisfaction and value over volume.

Bottom Line

For retailers that have established loyalty programs, taking advantage of these changes now can enhance the connection between retention and acquisition strategies, resulting in an impact on business that is quantifiable.

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