Google expands Merchant Center loyalty features to 14 countries and AI surfaces

Google is giving retailers more firepower to promote loyalty program benefits directly within product listings — expanding the program internationally and into its newest AI-powered shopping experiences.

What’s new. Merchants can now highlight member pricing and exclusive shipping options directly on listings. Loyalty annotations have also expanded to local inventory ads and regional Shopping ads — making it easier to promote in-store or geography-specific perks.

Why we care. The more you can personalize an offer for a shopper, the better. Embedding member perks into the moment of purchase discovery — rather than requiring a separate loyalty app or webpage — makes programs more visible and more likely to drive sign-ups.

By the numbers. According to Google, some retailers have reported up to a 20% lift in click-through rates when showing tailored offers to existing loyalty members.

The big picture. Loyalty benefits will now appear on Google’s AI-first surfaces, including AI Mode and Gemini, putting member offers in front of shoppers at an entirely new layer of the search experience.

Where it’s available. The expansion covers 14 countries — Australia, Brazil, Canada, France, Germany, India, Italy, Japan, Mexico, Netherlands, South Korea, Spain, the UK, and the US.

How to get started. Merchants activate the loyalty add-on in Merchant Center, configure member tiers, and set up pricing and shipping attributes. Connecting Customer Match lists in Google Ads is required to display strikethrough pricing and shipping perks to known members.

Don’t miss. US merchants can apply to join a pilot that uses Customer Match as a relationship data source for free listings — potentially expanding loyalty reach without additional ad spend.