Google Clarifies Structured Data Guidelines for Return Policies and Loyalty Programs

Google has released a crucial update to its structured data documentation, offering clear guidance to merchants on how to properly implement return policies and loyalty programs. While no new structured data features were introduced, this update resolves widespread confusion about schema structure, particularly around where and how this information should be placed to qualify for enhanced visibility in Google Search and Google Shopping results.

The clarification comes at a time when many e-commerce platforms and webmasters have been inconsistently applying schema markup, often placing return and loyalty program data directly under product-level offers. Google is now drawing a distinct line between what belongs at the organizational level versus what can appear at the product level, encouraging a more standardized and accurate approach to data implementation.

One of the most important takeaways from Google’s revised guidelines is the emphasis on defining return policies using the MerchantReturnPolicy type within the Organization schema. This means that a company-wide return policy should not be repeated across every product but should instead be defined once at the organization level. Doing so helps ensure consistency across a retailer’s entire catalog and allows Google to process the data more reliably. If specific products deviate from the general policy—such as having a shorter or no return window—those exceptions can still be defined at the product level under the Offer schema. However, these exceptions are only meant for edge cases and should be limited in use. Google explicitly warns that product-level return policies only support a smaller subset of properties compared to organization-level policies, which are more comprehensive and better supported in structured data interpretations.

Equally important is Google’s clarification regarding loyalty programs. Merchants must define the program itself using the MemberProgram schema and place it under the Organization schema. This structured data should either exist on a separate loyalty-specific page or be implemented through Google’s Merchant Center. The purpose here is to separate the structure and rules of a loyalty program from the benefits that individual products might offer to members. For example, if a loyalty program provides members with points or exclusive pricing, those benefits can still be reflected in product-level markup using UnitPriceSpecification. However, the MemberProgram type must exist outside of the product-level Offer and serve as the overarching structure that the benefits refer to.

This separation between structure and benefits not only clarifies implementation but also aligns with Google’s indexing and crawling preferences. Structured data, when implemented correctly, enables Google to display rich results that attract attention and enhance the shopping experience. By contrast, misplacing or conflating structured data elements can result in reduced visibility or disqualification from Search enhancements altogether.

One area of particular concern addressed in the updated documentation is the misconception around loyalty perks like free shipping or extended return windows. Google has made it clear that these specific benefits are not currently supported as eligible features for structured data display. Even if a merchant includes them in their schema, these perks won’t appear in Google’s enhanced listings. This is especially important for brands that heavily promote these features within their loyalty programs, assuming they will be highlighted in search results. While such benefits can still be offered and advertised on-site, they won’t enhance the search listing through structured data markup.

The broader impact of this update is twofold: it provides a definitive reference point for webmasters who’ve struggled with unclear or overlapping documentation, and it reduces the risk of structured data being misinterpreted or ignored by Google. In turn, this benefits users by presenting more accurate and consistent information in search results, which is a critical factor in building trust and improving user experience.

Merchants and developers are now being advised to audit their existing schema markup. This includes checking if return policies are redundantly declared on each product page and consolidating them under the organization level when applicable. Similarly, loyalty programs should be checked for misplacement, ensuring they are defined structurally in the correct place and that product-level benefits only reference these programs as needed.

Businesses are also encouraged to use properties like validForMemberTier when dealing with tier-based loyalty programs. This allows them to specify which product-level benefits apply to certain membership levels, offering flexibility while staying within the bounds of what Google supports. Additionally, the UnitPriceSpecification type allows merchants to define price variations that apply specifically to members, enabling dynamic presentation of loyalty-based discounts in eligible contexts.

While this update doesn’t deliver new features or capabilities, it plays a critical role in eliminating gray areas that previously led to inconsistent adoption. Structured data has become a core component of modern SEO and digital commerce strategy, and adhering to best practices is essential for maximizing the visibility and performance of product listings online.

This update reinforces Google’s preference for clarity, hierarchy, and consistency in how websites share information about their policies and customer benefits. By requiring return policies and loyalty programs to be structured at the organization level while allowing for specific product-level exceptions or benefits, Google ensures that both users and its algorithms receive clean, organized, and easily digestible data.

Ultimately, merchants who follow this guidance stand to gain a competitive advantage. They will be more likely to qualify for rich search results, which can increase click-through rates and improve user trust. As consumer expectations for clear return policies and appealing loyalty perks continue to rise, displaying these details effectively in search results becomes a vital part of the e-commerce experience.

For developers and SEO specialists, now is the time to review structured data implementations, cross-reference them with Google’s updated documentation, and make necessary adjustments. This proactive approach will ensure compliance and help avoid missed opportunities in search visibility. And for merchants striving to build lasting customer relationships, these changes provide the framework for doing so with greater precision, transparency, and digital credibility.