Loyalty program features launched: member pricing and shipping benefits shown in ads and free listings

Google launched a loyalty add-on in Merchant Center that shows member-only pricing and shipping benefits across free listings and Shopping ads, with personalized annotations for signed-in loyalty members, alongside a new loyalty goal in Google Ads.

Announced on the Google Ads & Commerce blog on August 26, 2025, with more detail promised at Think Retail on September 10, 2025. Google cited Sephora US seeing a 20% CTR lift for personalized ads shown to loyal customers. Member prices must be submitted through the [loyalty_program] attribute and are shown only when the discount is at least 5% or 5 currency units.