Google has published updated eligibility requirements for the loyalty add-on in Merchant Center, the feature for merchants that already run a loyalty program and want to show its benefits on Google. Search Engine Roundtable reported the change on November 11, 2026.
The help document lists three conditions. The program must meet Google’s editorial and participation criteria. The account must target a supported country: the United States, Canada, Mexico, Brazil, the United Kingdom, France, Germany, Italy, Spain, the Netherlands, Australia, India, Japan, or South Korea. Japan supports point programs. Each Merchant Center account can select only one supported country.
The account must also take part in at least one marketing method: local inventory ads, free local listings, Shopping ads, or free listings.
A new note covers marketplaces. A marketplace must meet the requirements in each country it wants to add, and adding a country means first showing products there, for example by adding the target country to a product source.
Merchants running several country feeds should check which single country carries the most loyalty value before enabling the add-on, since the one-country limit forces a choice.
Search Engine Roundtable, Barry Schwartz, November 11, 2026.
