Google adds loyalty program structured data markup

Google announced today the addition of structured data markup support for loyalty programs, allowing businesses to showcase member benefits directly in search results. The announcement, made on June 10, 2025, establishes a new pathway for merchants without Merchant Center accounts to define their loyalty programs through Organization structured data.

According to the announcement, "Member benefits, such as lower prices and earning loyalty points, are a major factor considered by shoppers when buying products online" and the structured data implementation makes businesses "eligible to appear with loyalty benefits on your product search results".

The implementation requires combining two distinct markup types. Merchants must add loyalty program information under Organization structured data while defining specific benefits through Product structured data. This approach parallels existing Merchant Center functionality but targets businesses lacking those accounts.

The MemberProgram structured data operates under specific technical parameters. Google requires businesses to include three mandatory properties: description, hasTiers, and name. The description field requires text explaining "the primary benefits for members" while hasTiers must contain at least one MemberProgramTier definition.

Each tier within a loyalty program requires distinct configuration. The documentation specifies four benefit categories through hasTierBenefit properties: TierBenefitLoyaltyPoints for earning points, TierBenefitLoyaltyPrice for member pricing, TierBenefitLoyaltyReturns for return benefits, and TierBenefitLoyaltyShipping for shipping advantages.

Membership requirements follow structured definitions. The hasTierRequirement property accepts CreditCard for branded card requirements, MonetaryAmount for spending thresholds, UnitPriceSpecification for subscription fees, or Text for alternative requirements. The documentation provides specific formatting examples for each requirement type.

Google recommends placing loyalty program information on dedicated pages rather than distributing across multiple locations. According to the guidelines, merchants should "include the entire definition of that member program and its tiers on a single page" when operating separate tier descriptions.

The structured data approach particularly benefits merchants without existing Merchant Center accounts. "Adding a loyalty program under your Organization structured data is especially important if you don't have a Merchant Center account and want the ability to provide a loyalty program for your business".

For merchants maintaining Merchant Center accounts, Google maintains existing recommendations. The documentation states that Merchant Center already provides loyalty program capabilities, leading Google to recommend "defining your loyalty program there instead" for those accounts.

The Merchant Center approach offers expanded functionality beyond basic structured data. Merchants can configure "free shipping, redeemable points, and loyalty pricing" while displaying benefits across "free listings and Shopping ads across different Google properties, including Google Search, the Shopping tab, and Wallet".

Implementation timelines vary between approaches. Merchant Center programs require approval processes, with Google taking "up to 48 hours to review your loyalty program, its associated tiers, and associated benefits before surfacing them across Google properties".

Program configuration requirements

Google supports four distinct loyalty program types through the structured data specification. Free-to-join programs require no barriers, while spending-amount programs target customers meeting purchase thresholds. Membership fee programs operate through subscription models, and credit card programs restrict access to branded card holders.

Benefit display follows specific parameters. For loyalty pricing, Google restricts display to cases where "member discount is >=5% and >=$2 of regular price or sale price". The system prioritizes "unconditional merchant promotion" over member pricing when both apply.

Geographic restrictions affect program availability. The loyalty program feature remains "available in the United States, United Kingdom, and Australia" according to current documentation.

Points earning requires specific configuration. When offering TierBenefitLoyaltyPoints, merchants must specify membershipPointsEarned using QuantitativeValue formatting. This defines "the number of loyalty points earned by the consumer per currency unit spent".

Testing and validation procedures

Google provides dedicated testing tools for loyalty program markup validation. The Rich Results Test allows merchants to verify implementation through URL submission or code snippets. "Using the tool, you can confirm whether or not your markup is valid" before deployment.

The testing process follows standard structured data protocols. Google recommends validating markup, deploying test pages, and using URL Inspection tools for verification. The documentation emphasizes allowing time for crawling and indexing after publication.

Implementation requires adherence to general structured data guidelines. Merchants must follow Search Essentials requirements while maintaining technical specification compliance. The markup must appear on accessible pages without robots.txt blocking or login requirements.

Marketing implications for loyalty programs

The structured data update creates significant opportunities for customer acquisition and retention. According to Google's documentation, loyalty programs help "engage and retain existing customers" while enabling businesses to "attract new customers" through benefit visibility.

The implementation affects competitive positioning in search results. Businesses displaying loyalty benefits gain differentiation opportunities against competitors lacking such markup. Member pricing display provides direct value proposition communication before customer engagement.

Customer experience enhancement occurs through personalized search interactions. The system allows existing members to "indicate their status as a member of your loyalty program to enjoy a personalized shopping experience on Google" through membership confirmation prompts.

Performance measurement capabilities accompany the feature rollout. Google provides "loyalty performance report" functionality for merchants tracking program effectiveness and identifying improvement opportunities.

Integration with existing markup systems

The loyalty program markup integrates with established structured data frameworks. Google requires inclusion "under the Organization structured data type" while connecting to product-level specifications for individual item benefits.

Product-level implementation requires UnitPriceSpecification markup for individual loyalty benefits. The system combines organization-level program definitions with product-specific pricing and point configurations. This approach enables granular benefit specification across merchant inventories.

The markup works alongside existing Merchant Center feeds for comprehensive product representation. Merchants operating both systems benefit from coordinated implementation, though Google prioritizes Merchant Center settings when conflicts arise.

Future development considerations

The structured data approach represents Google's broader effort to standardize loyalty program representation across search properties. The implementation provides foundation elements for expanded feature development as merchant adoption increases.

Technical refinements may emerge as Google gathers implementation feedback from merchants. The current specification provides comprehensive coverage while maintaining flexibility for program variation accommodation.

Industry adoption patterns will influence feature evolution. As more merchants implement loyalty program markup, Google may expand display options or introduce additional benefit categories beyond current specifications.

Timeline

June 10, 2025: Google announces loyalty program structured data support, enabling businesses without Merchant Center accounts to display member benefits in search results through Organization markup

February 2025: Google previously introduced member pricing beta features for Merchant Center accounts

2023: Google initially launched individual product return policy structured data support

2024: Google expanded structured data support for various merchant features including product variants and return policies