“First month free, 20% off your subscription, hassle-free recurring deliveries.” Imagine your ad convincing a customer before they even open their cart.

Google has just launched the “Subscribe & Save” feature in Merchant Center, allowing merchants to offer subscription products with special discounts directly in Shopping Ads — increasing repeat purchases and customer loyalty.

„Subscribe & Save“

Google has introduced a new feature that allows you to:

  • Set subscription discounts through Google Shopping ads

  • Offer fixed discounts, percentage discounts or free trial periods

  • Target these offers specifically to users interested in subscriptions or recurring purchases

The feature is available in the “Marketing” → “Promotions” → “Subscribe & Save” section in Merchant Center.

Source: PPC News Feed

Promotion types are now officially supported if you configure the conditions either via the UI or using the promo feed attribute subscribe_and_save.

Expanded Promotion Rules from January 2026

In addition to “Subscribe & Save,” Google now allows the use of common shorthand promotional terms such as BOGO, B1G1, MRP, and MSRP, making it easier to present offers commonly used in e-commerce.

These updates allow promotions to better reflect the real-world offers customers typically see in online stores.

Why Are These Changes Important?

The subscription trend is growing faster than traditional e-commerce. The global subscription market exceeds hundreds of billions of USD and is expected to continue growing between 2025–2030. It was estimated to surpass $450 billion in 2025 and is projected to exceed $1.5 trillion by 2033. Subscriptions also deliver significantly higher customer retention, meaning more repeat purchases and more stable revenue.

As a result, promotions like “Subscribe & Save” may stop being just a bonus and become a key digital marketing tool.

How Can This Help Your Campaigns?

  • Higher visibility:
    Promotional labels such as “Subscribe & Save” appear directly in Google Shopping results and can improve CTR.
  • Better customer retention:
    Subscription models generate recurring revenue and improve customer lifetime value (CLV).

  • More realistic promo messaging:
    Support for shorthand promotional terms allows your ads to look clearer and more trustworthy.

Tips for Advertisers and GMC Managers

  • Check that your promotion is correctly set up under “Subscribe & Save.”
  • Make sure your offer complies with all Google Shopping policies to avoid disapproval.
  • Regularly adjust and test creatives — customers love clear and specific savings.

Conclusion

The new promotional features in Google Merchant Center – Subscribe & Save and the updated promotion rules – are a step in the right direction for e-commerce, which is increasingly moving toward subscription models and long-term customer loyalty.