Adding markup support for loyalty programs  |  Google Search Central Blog  |  Google for Developers

Posted on June 10, 2025

TL;DR Summary of How to Add Loyalty Program Structured Data for Google Shopping

Google now supports adding loyalty programs in Organization structured data and loyalty benefits in Product structured data to enhance product search results. This helps businesses showcase member perks like discounts and points, boosting shopper engagement. If you don’t have a Merchant Center account, defining loyalty programs in Organization structured data is crucial. Use Google’s Rich Results Test to verify your markup for eligibility in Google Shopping experiences.

Optimixed’s Overview: Enhancing E-Commerce Visibility with Loyalty Program Markup

New Structured Data Support for Loyalty Programs

Google has introduced the ability to define loyalty programs directly within the Organization structured data and to specify loyalty benefits within Product structured data. This update allows businesses to highlight their member benefits prominently in Google Shopping search results, encouraging more purchases by emphasizing perks such as lower prices and points accumulation.

Who Should Use This Feature?

  • Businesses without a Merchant Center account can now add loyalty programs via Organization structured data, enabling them to display loyalty benefits.
  • Businesses with Merchant Center accounts are encouraged to define loyalty programs through it for better integration.

Testing and Validation

To ensure correct implementation, Google recommends using the Rich Results Test tool. By submitting URLs or code snippets containing loyalty markup, businesses can verify whether their structured data is valid and eligible to generate enhanced search results.

Benefits for Businesses and Shoppers

  • Improves visibility of loyalty offers directly in search results.
  • Encourages shopper trust and repeat purchases through clear communication of benefits.
  • Integrates seamlessly with Google Shopping experiences, expanding marketing reach.

For more details or help, Google invites businesses to engage with the Google Search Central Community or connect on LinkedIn.

Source: Google Search Central Blog. Read original article.