Google Policy Update: Member Pricing Mistake Could Cost You Visibility

A key update is coming to Google Merchant Center that will affect how member prices are submitted in your product feeds. It’s important to prepare your data now to ensure continued compliance and avoid disruptions.

What’s changing

Starting July 1st 2025, Google will no longer allow the use of [price] or [sale_price] attributes to submit member-exclusive prices.

Instead, member pricing, including offers tied to loyalty programs (even those that are free to join) must be submitted using the new [loyalty_program] attribute.

This policy change will apply globally, and non-compliance could result in offer disapprovals or even account suspensions.

Why this matters for retailers

Previously, retailers could include discounted prices for members within the standard price fields. Going forward, this won’t be allowed. To keep your products eligible and visible in Google Shopping, you’ll need to revise how you represent pricing tied to loyalty or membership programs.

Key points

• Use [price] only for non-member prices
• Use [loyalty_program] for member specific pricing

What you need to do

To ensure you’re ready for the July 1st deadline:

1. Review your current product feed for any member pricing submitted via [price] or [sale_price].
2. Implement the [loyalty_program] attribute to accurately reflect member pricing.
3. Verify your setup aligns with Google’s updated requirements.

Google will notify impacted merchants directly, but we strongly encourage you to take proactive steps now.

Benefits of loyalty pricing

Increased customer retention

Rewarding loyal customers with exclusive pricing encourages repeat purchases and builds long term relationships.

Competitive edge

Offering loyalty discounts helps attract customers looking for rewards and personalised pricing.

Improved marketing insights

Data from loyalty programs helps tailor future offers and promotions to better suit customer needs.

 

To understand how to structure your data using the new attribute, we recommend reviewing Google’s guidelines for merchant loyalty programme.

If you need assistance with your product feed or have questions about implementation, please reach out to us at info@productcaster.com!