The Product ratings add-on allows you to display aggregated reviews for your products to customers shopping on Google. Product reviews are shown in ads and free listings, appearing as 1 to 5-star ratings that also display the total number of reviews for the product.
These ratings and reviews help with product research and purchase decisions, which 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 businesses, review aggregators, review sites, and Google users.
How to participate
To activate the Product ratings add-on, 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 2 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 reviews aggregator, you can ask them to submit your product reviews to Google for you. Check the list of supported reviews aggregators.
If you don’t work with a supported reviews aggregator, or would prefer to submit your reviews yourself, you can add Product ratings in Merchant Center. You can subsequently submit your product reviews through Merchant Center. For this option, you should have a Merchant Center account associated with your online store.
Learn how to verify and claim your online store in your Merchant Center account.
If you don’t currently collect reviews for the products you sell, you can add the Google customer reviews add-on first.
Learn more about How to submit product reviews data.
Keep 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 attempts matching using SKUs, Brand + 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 data source and review data source can also prevent accurate matching. Make sure your MPNs and brand names are consistent across both data sources.
Learn more About unique product identifiers.
Reviews and star ratings are filtered for accuracy and relevance and may not always show in your Shopping ads. Several factors can also affect whether reviews appear, including:
- The presence of other annotations on your ads, such as "Special offer."
- Accurate matching of product identifiers (such as GTINs, MPNs, and brand names) in your product and review data sources.
- The time it takes for newly uploaded reviews to sync, which takes up to 7-10 days.
Availability
Product ratings can be used in countries where Shopping ads and free listings are available. To be eligible for displaying star ratings on ads and free listings, you must adhere to these Product Ratings policies.