How to improve your retailer standards rating

Shopping Actions US

Your retailer standards rating helps you understand your performance and how to improve your customers’ experience.

This article explains ways you might be able to improve your retailer standards rating.

Note: Retailer Standards scoring doesn’t count the percentage of the returns against your score.

Best practices

Item defect rate related issues


The item defect rate is the percentage of items that either have a negative seller rating (1 and 2 star reviews) or were cancelled by you because the items were out of stock. A product receives a negative rating when the order was not shipped on time or an incorrect item was received.

You can improve your seller rating by reviewing your orders that have item defects. To review orders with item defects, refer to the "Details" page in the Shopping Actions section of your Merchant Center account.

The table below lists possible reasons for receiving an item defect rating and how to improve.

Problem Reason Ways to improve
Item defects from cancellations

Customers may cancel orders if an item is out of stock, but not reported as such to Google in timely manner.

Google may cancel orders if they aren’t shipped within 3 days handling time.

Reserve inventory immediately upon order placement across your channels to avoid overselling. Use sell_on_google_quantity feed attribute to share inventory on hand. The quantity adjusts itself as orders are made - despite the sell_on_google_quantity in the feed.

If you’ve opted out of automatic item updates, send price and availability updates as soon as the price changes on your website.

Consider using a supplemental feed in addition to your product feed to update availability and pricing throughout the day.

Make sure to account for potential delays in feed or order transmissions, and honor the ordered price.

When selling promotional items, accommodate for the increase in sales.

Make sure you update the order status on the timely manner either through API or Merchant Center.
Item defects from 1 star or 2 star customer reviews Customers may leave negative reviews if the wrong item is sent, if items with the wrong size or color are sent, or if items are inappropriately packaged.
  • Send the correct item
  • Verify the correct size and color
  • Make sure items are packaged correctly

Shipping defect issues

A shipping defect rate is a percentage of retailer items for which the shipment didn’t receive a carrier scan within the handling time or for which tracking information was missing. The maximum handling time is 4 days, otherwise it will count as a late shipment.

You can improve your seller rating by reviewing your orders that have shipping defects. To review orders with shipping defects, refer to the "Details" page in the Shopping Actions section of your Merchant Center account

The table below lists possible reasons for receiving a shipping defect rating and how to improve.

Problem Reason Ways to improve
Items shipped late and delivered late You may receive a shipping defect rating if you ship items late, resulting in the items being delivered late.
Items shipped on-time and delivered late You may receive a shipping defect rating when the shipping carrier either delays the scan or delays shipping the item itself. Manage any issues related to late delivery directly with the carrier. (Google doesn’t own the relationship with the carrier on your behalf).
Items delivered with invalid tracking number You may receive a shipping defect rating if you fail to supply a valid tracking number to the customer. This may include:
  • A missing tracking number
  • An incorrect tracking number
  • A previously used tracking number
  • A duplicate tracking number
  • No carrier scan
Always update the order status with a valid tracking number. If you are experiencing a high volume of orders, and have no API integration or API is broken, take advantage of the order feeds to bulk upload both order statuses and tracking numbers
To restore your account or to escalate a dispute, contact us. After you've submitted your appeal, a member of the Shopping Actions team will be in touch. 

Related links

Was this helpful?
How can we improve it?