How do I submit a Google Shopping member price?

Direct answerPut the member price in the loyalty program attribute. Google’s loyalty program attribute, reviewed November 2, 2026, is optional. In countries where the program is supported, a member price does not go in the ordinary price or sale price.

Where the member price goes

The loyalty price is a sub-attribute. It is not the product’s price and it is not the sale price. Google’s minimum requirements say both free and paid member prices use that sub-attribute in supported countries. The currency has to match the currency on price and sale price. Submit the lowest price that member can actually get. If a seasonal promotion stacks on the evergreen member price, submit the price after that promotion.

The about page says the loyalty add-on applies to merchants in the United States, Australia, Brazil, Mexico, Canada, France, Germany, India, Italy, the Netherlands, South Korea, Spain, and the United Kingdom, and points Japan to a separate point-program article. The same page says feature availability can vary by country, and that vehicle ads are not supported. It also says occupation-based tiers, such as student or military, are not supported. A free-to-join program cannot be a free trial that later requires a card or a fee.

Accounts that target a mix of supported and unsupported regions, and that have a free-to-join tier, get a choice in advanced settings. Option 1, which Google recommends, still uses the loyalty program attribute. Option 2 puts the free member price in the ordinary price or sale price, and Google warns that this blends a member-only discount into the public price. Paid, spending-threshold, and credit-card tiers do not get that choice. They use the loyalty program attribute.

Labels, points, and member shipping

A single-tier program can omit program label and tier label. A multi-tier program requires both, and the values have to match a program and tier already configured in Merchant Center. For a marketplace, Google says the program is set up on the multi-client account, and the feed uses those MCA labels. Do not also create the program on the sub-account.

A text feed names the sub-attributes in the header. One worked row is loyalty_program(program_label:tier_label:price:loyalty_points:shipping_label) with my_loyalty_program:silver:10 USD:10:loyalty_shipping_silver. A second tier is added after a comma, with no space: the gold example is 9 USD, 20 points, and a different shipping label. If a product has a member price on only one tier, leave that tier’s price empty and keep the colon, as in my_loyalty_program:silver:,my_loyalty_program:gold:9 USD.

Points have to be a whole number. The member-shipping label is your own string, and it is not the ordinary shipping label. Member shipping still needs a loyalty shipping policy in Merchant Center. The shipping cost itself stays on the shipping attribute. If the header does not name the sub-attributes, Google says the value has to include all seven, in the order on the page. One of those seven, cashback for future use, is marked reserved. It is not a live cashback benefit.

For Japan, the attribute page says the only applicable loyalty benefit is points. You can set a default earning ratio in Merchant Center. Products that earn a different number of points override that default with the program label, the tier label, and the points value.

Dates and the page Google checks

If the member price is only live for a period, submit the member price effective date in ISO 8601. If you leave it off, Google assumes the price is always effective and may show it after it has ended. In Google Sheets, put a backslash before each colon in that date. In a tab-separated file, wrap the date in quotes. XML needs neither.

Google checks the feed against the site. Member prices have to be clearly available to members, on a loyalty page, an event page, or another clear member view. A mismatch is a failed minimum requirement, and Google says it will disapprove the loyalty program and report it in Merchant Center. That is a program disapproval on this page, not a sentence that copies a 7-day account warning. This attribute page does not print one.

Best practices, not extra disapproval lines: keep the member price at or below the ordinary price. Google showcases member pricing in ads when the discount is at least 5% or at least 5 units of currency off the regular price, or off the sale price when there is one. Submit 1.01 USD, not 1.0012 USD. Update the feed for member prices unless every product has the same flat member discount, in which case a feed rule is the case Google allows. If a minimum advertised price applies, submit the member price only when it complies. Showing the member price in schema.org on the landing page lets Google crawl it.

The about page says known members see member pricing on ads only when Customer Match is in place. It also says the organic loyalty program does not require Customer Match and is open to merchants who do not advertise. An unconditional sitewide promotion is shown instead of member pricing.

Sources

• Google Merchant Center: Loyalty program
• Google Merchant Center: About merchant loyalty program
• Google Merchant Center: Loyalty advanced settings

Reviewed November 2, 2026. Policies change. This is not legal advice.

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