Google is expanding its Shopping ads to include subscriptions for physical goods in the U.S. Starting this month, eligible merchants can list products that customers can purchase on a recurring basis, such as weekly, monthly, or annually.

This update means that when shoppers search for products on Google, they may now see ads showing subscription offers alongside standard purchase options. These listings will display details such as the subscription price, billing frequency, and what is included in the recurring order.

Google says the rollout officially brings subscription support to categories such as apparel, coffee, healthcare (excluding prescription drugs), home and garden, personal care, pet supplies, prepared foods, and toys.

How merchants can enable subscriptions

To participate, merchants need to update their product data feeds with a new subscription_cost attribute. This field includes the billing period (for example, week, month, or year), the length of the period, and the subscription amount.

For instance, a skincare brand could add a monthly subscription for face cream, setting the price at $25 per month. Once the data is configured, the subscription details can appear directly within Google Shopping ads, showing customers that the product is available as a recurring purchase.

Google says that each product page can have only one subscription price, meaning merchants cannot offer multiple recurring options for the same item. The company also notes that discounts or promotional sales tied specifically to subscriptions are not supported at this time.

This expansion brings recurring commerce directly into Google’s shopping ecosystem. It aims to give marketers a way to reach repeat customers within the same search environment.

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