The product ratings programme allows you to display aggregated reviews for your products to customers shopping on Google. Product reviews are shown in ads and free product listings, appearing as one- to five-star ratings that also display the total number of reviews for the product.
These ratings and reviews help with product research and purchase decisions. This can drive more qualified customers to your product pages.
Star ratings represent the aggregated rating for the product, compiled from multiple sources. These sources include merchants, review aggregators, review sites and Google users.
How to participate
To participate in the product ratings programme, you need at least 50 reviews across all your products. However, even if you meet this requirement, there may be a delay of up to two weeks before your ratings appear while your account is onboarded. Additionally, the display of ratings is dependent on several factors, including the accuracy and completeness of your product data, such as GTINs, MPNs and brand names.
If you work with a supported review aggregator, you can ask them to submit your product reviews to Google for you. See the list of supported review aggregators.
If you don't work with a supported review aggregator or if you would prefer to submit your reviews yourself, you can sign up for product ratings. You can subsequently submit your product reviews through Merchant Center. For this option, you should have a Merchant Center account associated with your business website. Learn more about how to verify and claim your shop's website in your Merchant Center account.
If you don't currently collect reviews for the products that you sell, you can sign up for Google Customer Reviews free-of-charge.
Learn more about how to submit product reviews data.
Bear in mind
Ratings and reviews are matched to products based on a number of factors, the most important being globally unique product identifiers such as GTINs (Global Trade Item Numbers). To ensure accurate review matching, use globally unique product identifiers such as GTINs. While Google will attempt matching using SKUs, brand and MPN pairs, and product URLs if GTINs are missing or inaccurate, these alternatives often result in fewer reviews being correctly associated with your products. Discrepancies between product identifiers in your product feed and review feed can also prevent accurate matching. Make sure that your MPNs and brand names are consistent across both feeds. Learn more about unique product identifiers.
Reviews and star ratings are filtered for accuracy and relevance and may not always be shown in your Google Shopping ads. Several factors can also affect whether reviews appear, including the presence of other annotations on your ads such as 'Special offer', the accurate matching of product identifiers such as GTINs, MPNs and brand names in your product and review feeds, and the time that it takes for newly uploaded reviews to sync, which is usually 7 to 10 days.
Availability
Product ratings can be used in countries in which Shopping ads and free product listings are available. To be eligible to display star ratings on ads and listings, you must adhere to these product ratings policies.