Google announced subscriptions for physical goods in Shopping ads in October 2025, allowing eligible U.S. merchants to sell products on a recurring basis through Google Merchant Center.
Since then, Google has been gradually updating the rules and feed requirements for this feature. One of the key requirements is the subscription_cost attribute in the product feed, which must include three sub-attributes:
- period such as week, month, or year
- period_length defining the number of billing periods
- amount formatted using ISO 4217 currency codes
The feature is currently limited to certain categories including apparel, coffee, health care, home and garden, personal care, pet supplies, prepared foods, and toys.
Google also notes that only one subscription price per landing page is supported, and subscription promotions are not yet available.
This update was shared by Emmanuel Flossie.