Google has published new documentation for Deal Ends, an experimental Shopping feature that adds urgency counters like “3 days left” beneath eligible ad prices. The badges are not manually configured. According to Search Engine Land, they draw automatically from promotion and sale-price data merchants already submit through Merchant Center. Google decides timing from each offer’s sale expiration date.
Qualification criteria shift by season. Holiday-period offers need a steeper markdown and must reflect the lowest price charged over the prior 60 days. The rest of the year, the discount bar is lower and the price-history window shortens. Every qualifying deal must still expire within a week. Google also limits how often the same product can carry a new badge.
Retailers cannot opt in or out of Deal Ends. That puts the entire mechanism inside Google’s eligibility rules, not advertiser settings. Accurate sale pricing and expiration data in Merchant Center become the one lever retailers control, a meaningful edge for teams competing on urgency during the holiday stretch.
Search Engine Land reported the story, written by Anu Adegbola and published August 6, 2026.
