Google changed its Merchant Center help documentation on merchant loyalty programs, and Loyalty Customer Match now now reaches AI Mode and Gemini, plus additional regions, Search Engine Roundtable (Barry Schwartz) reported on October 2. Schwartz says this likely means the changes have rolled out to Merchant Center or will soon.
The program now covers 14 countries. The updated article adds merchants in India, Italy, the Netherlands, South Korea, and Spain. It previously listed the US, UK, Germany, France, Canada, Brazil, Mexico, and Australia, with Japan supported separately for points programs.
Other documented changes include a mention that Loyalty Customer Match runs through Merchant API, and a statement that merchants who do not advertise can take part. Programs may not demand payment down the line, a rule that reaches some free trials. Membership based on loyalty points and completed orders was added as a qualifying type, and the page gained an availability matrix by country and by device.
The documentation change is the evidence here; Google has not been quoted explaining the AI Mode and Gemini rollout. Merchants in the newly listed countries should read the availability matrix to see which devices and program types they can use.
Based on reporting by Barry Schwartz of Search Engine Roundtable, published October 2, 2026.
