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Star ratings in Google Shopping

Submit your product review feed to Google Merchant Center

Google can show your reviews as star ratings on Shopping ads and free product listings. It reads them from a product review feed: a file of all your reviews that Google fetches on a schedule. The app builds and updates this feed for you. The feed is on paid plans.

Find your feed URL

In the app, go to Settings > Google Shopping. The page shows your feed's URL, a Copy URL button, and how many reviews are in the feed. The URL is private to your store; anyone with it can read the same reviews your storefront shows, so share it only with Google.

Before you start

  • You need a Google Merchant Center account with your products in it.
  • Google shows product ratings once a store has at least 50 reviews in its feed. You can submit the feed earlier; ratings appear when you reach 50.
  • Join Google's Product Ratings program with its interest form (linked from Google's instructions on the settings page).

Submit the feed

  1. In Merchant Center, go to Products & store, then Reviews, then the Product reviews tab.
  2. Choose Manage product review sources, Add product reviews, then Add product reviews from a file.
  3. Pick Scheduled fetch and paste your feed URL.
  4. Set it to fetch daily.

Google checks the feed, usually within a few days. Its status shows on the same page in Merchant Center.

What the feed contains

  • Every approved, published product review, including low ratings (Google requires all of them).
  • Not included: store-wide reviews, reviews with no text, and reviews imported from Google, Trustpilot, Facebook, Yelp, Etsy or Amazon (Google does not accept reviews collected on other sites). Reviews you moved from another review app are included.
  • Reviews that earned the photo or video reward are marked as incentivized.
  • Each product carries its brand, SKU and barcode (GTIN) from Shopify. Google matches reviews to your products mostly by barcode, so add barcodes to your products for the best match rate.

Seller ratings

Seller (store) ratings in Google Ads are a different program. They come from Google Customer Reviews and a few approved review partners, not from a feed an app can send. To collect store ratings, sign up for Google Customer Reviews in Merchant Center.