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About Product Ratings

Product Ratings show star ratings on both Shopping ads and the Google Shopping property. These ratings help shoppers with their purchase decisions, driving more qualified shoppers to your product pages. 

Product Ratings image on

How Product Ratings work

Product ratings show on Shopping Ads as a 5-star rating system and a count of total reviews. These star ratings represent aggregated rating and review data for the product, compiled from multiple sources including merchants, third-party aggregators, editorial sites and consumers.

While the overall shopping experience may include deliveries, returns, and customer service, Product Ratings are related to specific products, and not to your store or business. If you are interested in finding out how to surface ratings for your business, learn more about Seller Ratings.

Star ratings may not always show on a Shopping ad. We’ll show star ratings on Shopping ads when our system determines that the rating information is accurate and relevant for shoppers’ needs.

How matching works

The reviews data from a Product Ratings feed is matched to products based on a number of factors, the strongest being globally unique product identifiers. Recommended global identifiers for review matching are GTINS or Brand + MPN pairs. At least one of these types of identifiers should be added to the product data in each review for optimal review matching.

Without these identifiers, Google Shopping will attempt to match a review through other metadata information such as SKU and product URLs, though these identifiers generally do not offer a good match. In short, without GTINs or Brand + MPN pairs, matching issues may occur. What this means is that you may not see Product Ratings stars appear on your Shopping Ads and/or your product reviews may not appear alongside the products your business offers.


To participate in the Product Ratings program , you must have a minimum of 50 reviews across all of your products. A product must have at least 3 reviews for star ratings to show on Shopping Ads, though products with fewer than 3 reviews are eligible to show star ratings on the Shopping property. You should also have a Merchant Center account associated to your business website. If you don't have a Merchant Center account, visit our guide to get started .


Product Ratings on Shopping ads are available in the these countries:

  • Australia
  • Austria
  • Belgium
  • Canada
  • France
  • Germany
  • Italy
  • Japan
  • Netherlands
  • Spain
  • Switzerland
  • United Kingdom
  • United States

Product Ratings also appear on Google Shopping in all countries where the Google Shopping property is available.

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Policy changes

For past and upcoming policy changes, visit Merchant Center Announcements.