Google has just rolled out some exciting updates to its Shopping promotion policies, and I’m here to break down exactly what this means for your e-commerce business. As of January 7th, 2026, these changes open up new opportunities, especially for merchants running subscription-based models.
What’s Changed in Google’s Promotion Policy?
Starting this month, Google Shopping promotion policies have been expanded to support additional promotion types that weren’t previously allowed. The most significant update? Promotions on subscription fees are now supported.
If you’ve been following along with my content, you might remember that a couple of months ago, I created a video demonstrating how subscription pricing became available in Google Merchant Center. Well, Google has taken this a step further, you can now add promotions to those subscriptions, which is fantastic news for performance.
How Subscription Promotions Work
Subscription services can now offer either an amount off or percent off discount on subscription costs directly through Google Shopping promotions. This is a game-changer for businesses in niches like supplements, streaming services, software, and any other subscription-based model.
Setting Up Subscription Promotions
There are two ways to implement this in Google Merchant Center:
Option 1: Using the Merchant Center UI
- Navigate to the promotion page in Merchant Center
- Add your percentage incentive or discount amount
- In the promotion conditions section, look for “Eligibility requirements”
- Select “Subscribe and Save”
Option 2: Using the Promotion Feed
- Set the redemption restriction to “Subscribe and Save”
Examples of Subscription Promotions
Google provides some great examples of how these promotions should be structured:
- “Get first month free trial on premium subscription”
- “95% discount on Audible subscription for 2 months”
These types of offers can significantly boost conversion rates and help you acquire new subscribers at a lower cost.
Common Promotional Abbreviations Now Supported
Another welcome update is the support for common promotional abbreviations in your promotion titles. You can now use industry-standard abbreviations like:
- BOGO (Buy One Get One)
- B1G1 (Buy One Get One)
- MRP (Maximum Retail Price)
- MSRP (Manufacturer’s Suggested Retail Price)
For example, you could write: “BOGO t-shirt at half the price” directly in your promotion title. This makes your promotions clearer and more recognizable to shoppers who are familiar with these common retail terms.
This is particularly useful for creating concise, eye-catching promotion titles that communicate value quickly.
Brazil-Specific Update: Payment Method Promotions
If you’re running campaigns in Brazil, there’s an additional feature you’ll want to know about. Google now supports promotions that require customers to use specific payment methods, including promotions offering cashback to digital wallets.
Important note: This feature is currently only available in Brazil, with no immediate plans for expansion to other countries.
How to Set Up Payment Method Promotions (Brazil Only)
In Merchant Center UI:
- Select eligibility requirements as “Forms of Payment”
In Promotion Feed:
- Set redemption restrictions to “Forms of Payment”
Example: “5% cashback using Pix Pay”
This localized feature recognizes Brazil’s unique digital payment ecosystem and allows merchants to create promotions tailored to popular payment methods in the region.
Why This Matters for Your Business
These updates are particularly valuable if you’re in the supplements industry or any niche where subscriptions are common. Here’s why:
- Increased Performance: Promotions on subscriptions can dramatically improve your performance during promotional periods
- Better Customer Acquisition: Free trials and discounted first months lower the barrier to entry for new subscribers
- Improved Ad Visibility: Promotions often get better placement and visibility in Google Shopping results
- Clearer Communication: Using standard abbreviations makes your offers immediately recognizable
My Recommendation
If you’re running a subscription-based business on Google Shopping, you should absolutely take advantage of these new promotion capabilities. The timing couldn’t be better, we’re at the start of the year when many consumers are looking to try new products and services.
Start by:
- Identifying your most attractive subscription offers
- Creating promotions in Merchant Center using the “Subscribe and Save” eligibility requirement
- Testing different discount structures (percentage off vs. free trials)
- Monitoring performance and adjusting based on results
Final Thoughts
Google continues to evolve its Shopping platform to support more business models and promotion types. These updates show that they’re listening to merchants and recognizing the growing importance of subscription-based commerce.
For those of us managing product feeds and Google Shopping campaigns, staying on top of these policy updates is crucial. Small changes like these can open up significant new opportunities for growth and optimization.
If you have any questions about implementing these new promotion features or need help optimizing your Google Shopping campaigns, feel free to reach out in the comments. I’m always happy to help fellow merchants get the most out of their feeds.