Help Center / Google Shopping product reviews feed
🔎 Google Shopping product reviews feed
Show your star ratings on Google Shopping and free listings via Google Merchant Center.
How to use it
- Open Settings → Google feed and turn the feed on. We generate a product-reviews feed file for you automatically.
- Copy the feed URL shown on the page (it looks like https://your-app-domain/feeds/your-store/google-reviews.xml).
- Create or open a Google Merchant Center account for your store, and make sure your store/website is verified and claimed there.
- In Merchant Center, apply to the Product Reviews programme (Growth → Manage programmes → Product reviews) — this is required before ratings can appear and is reviewed by Google.
- Once accepted, add your feed: give Google the feed URL you copied and set a fetch schedule (e.g. daily).
- Google validates the feed and, after approval, shows review stars on your product listings and the Shopping tab.
Tips
- 💡 Google generally needs a reasonable volume of genuine reviews before it shows aggregated stars — very new stores may not qualify yet.
- 💡 Match matters: reviews are tied to products using GTIN, MPN+brand, SKU or product URL. The more identifiers your products have, the more reviews Google can match and display.
- 💡 Only published, genuine reviews are included — spam/held reviews and blocked words are excluded automatically.
- 💡 The feed refreshes on its own as new reviews come in; you do not need to re-submit it.
- 💡 Product reviews (stars on a product) and seller/store ratings are different Google programmes — this feed powers product review stars.
Troubleshooting
Merchant Center says my feed is empty or has too few reviews.
You need enough published reviews with the feed enabled. Collect more reviews (via request emails and import), and confirm the feed is turned on in Settings → Google feed.
Reviews are in the feed but Google shows no stars.
Google must accept you into the Product Reviews programme first, and then approve the feed — this can take several days to a few weeks. Also make sure your products have identifiers (GTIN/MPN/brand) so reviews can be matched.
Google reports “review does not match a product”.
The review’s product identifier did not line up with your Merchant Center product data. Add GTINs/MPNs/brand to your products so the feed and your product feed use the same identifiers.
Feed URL returns an error in Merchant Center.
Copy the exact URL from Settings → Google feed again, make sure the feed is still enabled, and re-submit. If your store has many reviews the feed is split into numbered files — submit the one shown on the page.
FAQ
Is the Google feed free?
Yes — we generate the feed for you at no extra cost, and Google’s Product Reviews programme is free to join.
How long until stars show on Google?
After you are accepted into the programme and submit the feed, Google’s review and approval can take from a few days up to a few weeks. Timing is controlled by Google.
What do I need before submitting?
A Google Merchant Center account with your store verified and claimed, acceptance into the Product Reviews programme, and enough genuine published reviews with product identifiers (GTIN/MPN/brand).
Which reviews are included in the feed?
Only genuine, published reviews. Spam, held, rejected and blocked-word reviews are excluded automatically.
How often does the feed update?
Automatically as reviews change. Google re-fetches it on the schedule you set in Merchant Center.
Still need help? We usually reply within one business day.
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