Seller ratings on Shopping ads

Seller ratings on Shopping ads may be based on one or more of the following sources:

  • Google Customer Reviews: A free program that collects post-purchase reviews on behalf of advertisers.
  • StellaService: An independent company that analyzes the quality of your customer service through the measurement of your customer care, shipping and returns.
  • Aggregated performance metrics from Google-led shopping research.
  • Ratings from Google Consumer Surveys: A market research platform we use to collect data for certain domains and businesses.
  • Shopping reviews for your store domain, which include reviews from various third-party sources.

We don't modify existing reviews. We connect users with reviews from seller ratings websites. To provide consistent ratings, we re-scale ratings to a 1-100 scale and filter out reviews that Google considers to be untrustworthy or otherwise questionable. Seller ratings on Shopping appear as an ‘XX% positive’ annotation in search results.

Ratings for your store may automatically appear without any action required by you. As we develop this program, we'll continue to enhance and refine our ratings. We expect the number of stores rated on Shopping ads to grow as we update this feature.

If you don’t yet have reviews for your store, you can contact any of the following services:

Service Available countries Description

Algeria, Argentina, Australia, Austria, Bahamas, Bahrain, Belgium, Belize, Bhutan, Brazil, Burkina Faso, Cameroon, Canada, Chad, Chile, China, Colombia, Costa Rica, Cote d'Ivoire, Czechia, Denmark, Dominican Republic, Ecuador, Egypt, El Salvador, Fiji, France, Gabon, Germany, Guatemala, Guyana, Honduras, Hong Kong, India, Indonesia, Ireland, Israel, Italy, Jamaica, Japan, Jordan, Kuwait, Libya, Liechtenstein, Luxembourg, Malaysia, Maldives, Mali, Mexico, Morocco, Namibia, the Netherlands, New Zealand, Nicaragua, Norway, Oman, Panama, Papua New Guinea, Paraguay, the Philippines, Poland, Portugal, Puerto Rico, Qatar, Russia, Saudi Arabia, Singapore, South Africa, South Korea, Spain, State of Palestine, Sweden, Switzerland, Taiwan, Thailand, Timor-Leste, Tunisia, Turkey, Ukraine, the United Arab Emirates, the United Kingdom, the United States, Uruguay, Venezuela, Vietnam

A free program that collects post-purchase reviews on behalf of advertisers.

Learn how to sign up for the Google Customer Reviews program here.

Evaluation by Google
and / or
Stella Service logo
Germany, France, the United Kingdom, and United States. These programs measure and analyze the quality of the shopping experience provided by online retailers.

StellaService is an independent company that measures the quality of your customer service, as well as your shipping and return processes.

Google collects data about selected merchants and the shopping experience they provide.

Fill out this form to let Google and StellaService know that you’d like an evaluation of your business.
Review partners See each partner website Google works with all the review partners shown here. Please reach out to any partner you’d like to work with directly.

The seller ratings calculation in Shopping ads

We want our seller ratings to accurately represent the quality of an advertiser in a given country. As stated above, we may use a variety of sources to achieve this goal.

Troubleshooting store ratings

Below are some common issues that you might encounter with Seller Ratings and Shopping ads.

Incorrect ratings

If you've found ratings you believe to be incorrect, you'll need to contact the site which hosts the ratings to resolve the matter. You can't respond to individual seller reviews on Shopping ads. To respond to a seller review, go to the seller rating website and respond to the seller review. Currently, we don't display merchant responses to seller reviews in Shopping ads results.

If you believe Seller Ratings from a different store are appearing with your products, make sure that your store name and registered domain in your Merchant Center account is different from the other store on the third party seller rating websites. If this information matches and you're unable to make changes, please contact us to investigate this further.

My seller ratings aren't appearing

Reviews aren't added to Shopping ads results in real-time, so you may notice a delay between receiving a new review and its addition to your rating in the Shopping ads results. The same is true when a review is removed from a seller rating website. If you notice your reviews have stopped appearing, make sure that the store name and registered domain match in your Google Merchant Center account and third party seller rating websites. Learn more about how to update the store name and website URL in the Google Merchant Center account settings.

For Shopping ads star ratings to appear in a particular country, your business needs at least 100 unique seller reviews from the past 12 months. However, we may show ratings for merchants with fewer than 100 reviews if we have enough data from other sources to determine an accurate rating.

Was this article helpful?
How can we improve it?