Google says yes to subscription promotions—here's what that means

Hey there,

Google quietly updated its Shopping promotion policies in January, and it's actually worth paying attention to. Starting this year, merchants can now promote subscription offers—like "Subscribe and Save"—directly in Google Shopping ads. It's a small policy change with big implications for how stores structure their offers.

What changed (and why it matters)

For years, Google's promotion policies were pretty restrictive. You could run standard discounts and free shipping offers, but subscription-based deals? Not allowed. That changed in January 2026. Google Merchant Center now supports promotions for subscriptions, modern payment options, and localized offers that were previously off-limits.The timing isn't random. Subscription commerce has been growing steadily, and Google's finally catching up to how people actually shop. If you're a Shopify merchant selling consumables—coffee, skincare, pet food, supplements—this opens up a new way to compete in paid search without just racing to the bottom on price.

The UX challenge nobody's talking about

Here's the thing: just because you can promote subscriptions doesn't mean your store is ready for them. Most subscription experiences are bolted on as an afterthought—buried in product pages, confusing to modify, and a nightmare to cancel. That's not a Google problem. That's a UX problem.If you're going to run "Subscribe and Save" promotions in Google Shopping, your product pages and checkout flow need to make subscriptions feel like the obvious choice, not a trap. That means clear pricing, easy frequency adjustments, and zero friction to pause or cancel. Otherwise, you're just paying for clicks that bounce.

Also worth noting: Sidekick keeps expanding

Shopify's AI assistant Sidekick got another round of updates in the Winter '26 Edition. It can now generate to-do lists, business recommendations, and even build theme blocks for all Theme Store themes (not just Horizon). It's useful for merchants who want help with repetitive admin tasks, but let's be real—it's still not replacing a designer who actually understands your brand and customers.AI can suggest.

It can't decide what your store should prioritize. That still requires someone who knows the difference between what looks good and what actually converts.

Bottom line: Google's promotion policy update is a green light for subscription-focused merchants, but only if your store experience can actually support it.

A "Subscribe and Save" badge in a Google ad won't save a clunky checkout or a confusing subscription flow.Most stores are going to need help getting this right.

Good thing that's what we do.

—The Oddit Team

P.S. If you're thinking about adding subscriptions to your Shopify store (or you already have them and they're not converting), let's talk. There's a UX difference between offering subscriptions and making people actually want to use them.---

→ Want proof that subscription UX matters? This quick tip on the video below shows how simply de-emphasizing one-time purchase options on product pages is boosting subscription rates — it's a layout change, not a discount war.