Similarity can be tricky business.
Instead of the broad category of "shapes", first consider triangles.
In Euclidean geometry, "similar" triangles have the "same shape", a notion we clarify with the properties
- Corresponding angles are congruent.
- Corresponding sides are proportional.
Conveniently, property (1) implies (2), and vice-versa. Perhaps because angle-congruence is easier to check, "angles are congruent" is sometimes taken as the defining characteristic of similar triangles, with "sides are proportional" being a useful consequence. It doesn't seem to matter. Of course, we when consider "similar polygons", the logical equivalence breaks: squares and, say, golden rectangles have congruent angles, but their sides aren't proportional; conversely, squares and non-square rhombi have proportional sides, but their angles aren't congruent. "Same shape"-ness for polygons in general requires both (1) and (2).
Defining "same shape"-ness for curves is a little more nuanced, since we can't compare angles or sides directly. (We can get technical and establish a "similarity transformation" involving a dilation.) Nevertheless, it's "obvious" that all circles have the "same shape", so if the descriptor "similar" applies to any figures, it certainly applies to them.
On the sphere, triangles already drive a wedge between (1) and (2). If corresponding sides are proportional, but not congruent, the corresponding angles are not congruent. (Specifically, larger sides make for larger angles. For example, consider a tiny-tiny equilateral triangle, whose angles are close to $60^\circ$ each, and the equilateral triangle joining the North, "East", and "West" Poles, whose angles are $90^\circ$.) Contrariwise, if corresponding angles are congruent, then the corresponding sides are congruent; "Angle-Angle-Angle" is a congruence pattern! This phenomenon can be summarized as
"There are no similar triangles in spherical geometry."
which is shorthand for "There are no similar triangles ---in the sense of (1) and (2)--- that aren't fully congruent triangles, so we have no use for the term 'similar'".
But what about circles?
In the vague sense of "same shape"-ness, then all circles on the sphere should be considered "similar". In the technical sense of "similarity transformation"-ability, too: simply align centers with an isometry and apply an appropriate dilation. Case closed!
And yet ...
On the (unit-radius) sphere, a spherical circle with radius $\theta$ as measured along the surface of the sphere is a plane circle with radius $\sin\theta$ as measured on the plane containing the circle; such a circle has circumference $C = 2\pi\sin\theta$. But, then, a circle with (surface) radius $2\theta$ has circumference $2\pi\sin 2\theta \neq 2C$: doubling the radius does not double the circumference; indeed, the circumference could get smaller! Likewise for other scale factors (apart from $1$).
This isn't the kind of behavior we've come to expect from "same shape" figures in the Euclidean plane. In light of this situation, we recognize that our (1) and (2) are actually insufficient to capture the entirety of our expectations. We find that a refinement is in order:
- 2'. Corresponding lengths are proportional.
Here, "length" isn't limited to just sides. It applies to medians, altitudes, arbitrary cevians, midpoint segments, etc, for triangles; diagonals of quadrilaterals and polygons; perimeters for everything; radii and circumferences for circles; and on and on and on. Here again, Euclidean geometry spoils us: figures that satisfy (1) and (2) ---and/or admit a similarity transformation--- automatically satisfy (2'); it's a freebie. Spherical geometry, however, reveals (2') to be a stronger condition of "same shape"-ness; a condition that spherical circles do not satisfy unless they are fully congruent.
In the context of $(2')$, we find that, apart from segments,
"There are no [non-congruent] similar figures at all in spherical geometry."
If you choose to reject $(2')$ as a requirement, then arbitrary circles might reasonably be called "similar", but in a way that's almost-no help to further investigation and that's almost-certain to cause confusion. It would be better to apply a different descriptor ("quasi-similar"?).