U.S. Merchants Can Now Offer Product Subscriptions in Google Ads

Google is opening up new opportunities for U.S. retailers by enabling them to sell physical goods through subscription models directly within Shopping ads. This strategic move reflects the growing consumer preference for recurring purchases and the desire for effortless convenience. For merchants, it introduces a powerful way to increase customer loyalty and predictable revenue, while shoppers benefit from simplified, automated buying experiences.

What’s New

Beginning this month, eligible U.S. Shopping ad merchants can offer physical products on a recurring subscription basis, expanding Google’s ecommerce capabilities beyond one-time transactions.

Under this new policy, Google formally allows subscriptions in a wide range of categories, including apparel, coffee, healthcare (excluding prescription drugs), home and garden, personal care, pet supplies, prepared foods, and toys. These are industries where regular replenishment or scheduled deliveries already make sense—such as weekly coffee refills, monthly grooming essentials, or quarterly home supply kits.

To participate, merchants must update their product data feeds with the new subscription_cost attribute, which details the structure of the recurring payment. This attribute requires three key subcomponents:

1. Billing period — specifying whether the charge recurs weekly, monthly, or annually.

2. Period length — defining the duration of each billing cycle.

3. Amount — stating the cost of the subscription.

Google currently supports only one subscription price per landing page, ensuring pricing consistency for consumers. At this stage, discounts or promotional pricing for subscriptions are not yet supported, though these features could be introduced in future updates as the model evolves.

Why It Matters

This policy shift marks a significant expansion in Google’s e-commerce ecosystem. For merchants, it’s a direct gateway into the fast-growing subscription commerce market, which has transformed how consumers buy everyday products—from coffee beans and razors to pet food and vitamins.

By offering recurring purchase options, merchants can:

• Increase customer retention through automated reordering.

• Boost lifetime value (LTV) by keeping customers engaged for longer periods.

• Simplify operations, since consistent demand helps stabilize inventory and forecasting.

For consumers, the update enhances convenience by allowing them to “set it and forget it.” Shoppers can now enjoy the same seamless auto-replenishment experience within Google Shopping that they might already expect from platforms like Amazon’s Subscribe & Save or Shopify’s subscription integrations.

In turn, this evolution strengthens Google’s competitive position in e-commerce. With this update, Google moves closer to parity with Amazon, Shopify, and TikTok Shop, all of which already support recurring payment models. By embedding subscriptions directly into Shopping ads, Google can capture a broader share of the customer journey—from discovery to purchase to long-term engagement.

The Bigger Picture

For brands in categories such as coffee, personal care, and pet supplies, being early adopters of this program presents a unique competitive edge. As consumers increasingly seek frictionless purchasing experiences, merchants who embrace subscriptions through Google Shopping can differentiate themselves and build stronger, lasting relationships with their audiences.

Moreover, the subscription format encourages merchants to focus on quality and brand loyalty rather than one-off sales. It supports sustainable growth by fostering repeat interactions, consistent cash flow, and opportunities for personalized upselling and cross-selling over time.

Bottom Line

By officially supporting physical goods subscriptions, Google is empowering merchants with a fresh path to recurring revenue and deeper customer relationships. For consumers, it’s a step toward more flexible, time-saving shopping experiences.

Ultimately, this update reflects a broader shift in e-commerce—where convenience, predictability, and personalization define purchasing behavior. For U.S. merchants, integrating subscriptions into Google Shopping isn’t just a new feature; it’s a strategic opportunity to stay ahead in a marketplace increasingly built on long-term customer engagement.

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