June 10, 2025
Member benefits, such as lower prices and earning loyalty points, are a major factor considered by
shoppers when buying products online. Today we're adding support for defining loyalty programs under
Organization structured data
combined with loyalty benefits under Product
structured data.
When you add loyalty structured data, your business becomes eligible to appear with loyalty benefits on your product search results.
Adding a loyalty program under your Organization structured data is especially important if you don't have a Merchant Center account and want the ability to provide a loyalty program for your business. Merchant Center already lets you provide a loyalty program for your business, so if you have a Merchant Center account we recommend defining your loyalty program there instead.
Testing with Rich Results Test
After adding a loyalty program to your Organization
structured data and loyalty benefits to your Product
structured data you can test your markup using the
Rich Results Test by submitting the URL
of a page with loyalty markup or a code snippet. Using the tool, you can confirm whether or not
your markup is valid. For example, here is a test for loyalty program markup:
We hope this addition makes it easier for you to add loyalty programs and benefits for your business, and enable them to be shown across Google shopping experiences. If you have any questions or concerns, please reach out to us in the Google Search Central Community or on LinkedIn.