About product ratings

Product ratings show star ratings on Shopping ads and, in some instances, on product listings on Google. These ratings help shoppers with their purchase decisions, driving more qualified shoppers to your product pages.

How product ratings work

Product ratings appear as a 1–5 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 reviews aggregators, editorial sites and consumers.

Shopping ads on Google web search display star ratings when there are 3 or more reviews for the product.

While the overall shopping experience may include deliveries, returns and customer service, product ratings are related to specific products and not to your shop 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 be shown. We'll show star ratings 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 such as GTINs. Without GTIN data, Google will attempt to match a review through other metadata information such as SKU, Brand + MPN pairs and product URLs, though these identifiers generally do not offer a good match. In short, without GTINs, matching issues may occur. What this means is that you may not see star ratings appear alongside the products that your business offers.


You should have a Merchant Center account associated with your business website. If you don't have a Merchant Center account, read the Beginner's Guide.

  • Upload your reviews feed. This option requires a minimum of 50 reviews across all of your products. Once you've submitted the interest form and gone through the onboarding process, you'll be able to upload your feed through your Merchant Center account.
  • Use a reviews aggregator. If you're working with an approved product ratings aggregator, contact them directly on submitting product ratings. Note that this service is only available for Google Shopping merchants.
  • Google Customer Reviews. You can join the programme by participating in Google Customer Reviews and adding optional lines of code to collect product reviews. Learn more about Google Customer Reviews.


Product Ratings on Shopping ads are available in countries where Shopping ads are available. See the full list.

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