Google Merchant Center · Status at source date: Newsletter archive
Google Merchant Centre loyalty programme expands to 14 countries, and AI Mode surfaces
Google has extended its loyalty programme features in Merchant Centre to 14 countries, including Australia, Brazil, Canada, France, Germany, India, Italy, Japan, Mexico, the Netherlands, South Korea, Spain, the United Kingdom, and the United States.
What changed
The expansion adds two practical capabilities: member pricing, which displays exclusive discounts directly on product listings via the loyalty_program attribute, and member shipping, which surfaces tier-specific delivery benefits.
Loyalty annotations are now also available for local inventory ads and regional Shopping ads. Critically, loyalty benefits are now surfaced on Google's AI-first surfaces, including AI Mode and Gemini: making loyalty data a direct input into AI-mediated shopping discovery. Google cites some retailers reporting click-through rates up to 20% higher when tailored loyalty offers are shown to existing members.
Why it matters for advertisers
For you, this means setting up or reviewing your Merchant Centre loyalty programme configuration now, as loyalty benefits are becoming a competitive differentiator not just in Shopping placements but in AI Mode: where they feed directly into identity-linked checkout via UCP.
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Google Merchant Centre loyalty programme expands to 14 countries, and AI Mode surfaces
Google has extended its loyalty programme features in Merchant Centre to 14 countries, including Australia, Brazil, Canada, France, Germany, India, Italy, Japan, Mexico, the Netherlands, South Korea, Spain, the United Kingdom, and the United States.
The expansion adds two practical capabilities: member pricing, which displays exclusive discounts directly on product listings via the loyalty_program attribute, and member shipping, which surfaces tier-specific delivery benefits.
Loyalty annotations are now also available for local inventory ads and regional Shopping ads. Critically, loyalty benefits are now surfaced on Google's AI-first surfaces, including AI Mode and Gemini: making loyalty data a direct input into AI-mediated shopping discovery. Google cites some retailers reporting click-through rates up to 20% higher when tailored loyalty offers are shown to existing members.
For you, this means setting up or reviewing your Merchant Centre loyalty programme configuration now, as loyalty benefits are becoming a competitive differentiator not just in Shopping placements but in AI Mode: where they feed directly into identity-linked checkout via UCP.
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