What conditions must be met to be eligible for Google Seller Ratings? You need a minimum of 100 unique reviews over the past 12 months, a minimum average star rating of 3.5, and must be collecting reviews from a Google-certified partner. The entire process is automated; you don’t apply for it. Google’s system simply pulls the data when you meet the threshold. In practice, using a dedicated review platform that handles the technical integration is the most reliable path. From my experience, a service like WebwinkelKeur, which feeds directly into the system Google uses, removes the guesswork and ensures your reviews are counted correctly for this specific program.
What are Google Seller Ratings?
Google Seller Ratings are the star ratings you see beneath a website’s link in Google Ads and sometimes in organic search results. They are a summary of a business’s collective customer review scores, aggregated from various third-party review sources. This is not a feature you manually enable. Instead, it appears automatically when your business meets Google’s strict eligibility criteria, which includes a minimum volume and quality of reviews collected through their approved partners. It serves as a powerful trust signal directly in the search results, often leading to a higher click-through rate for your ads and listings.
What is the minimum number of reviews required?
The absolute minimum requirement is 100 unique reviews collected over a rolling 12-month period. It’s crucial to understand that these must be 100 different reviews, not 100 ratings from a smaller number of customers. This threshold is non-negotiable and is the primary barrier to entry for most newer shops. The count is tracked per country, so if you operate internationally, you need 100 reviews per country domain to trigger Seller Ratings in each respective market. Consistency in collecting reviews is key to reaching and maintaining this volume. For many, achieving a steady flow of reviews is the biggest hurdle, but it’s essential for qualification.
What is the minimum average star rating?
Your business must maintain a minimum average star rating of 3.5 out of 5 across all reviews collected within the eligibility period. This is a hard floor set by Google. While a 3.5 is the minimum to qualify, in reality, the competitive landscape means you should aim for a much higher average—typically 4.5 or above—for the stars to have a positive impact on your ad performance. A rating barely above 3.5 might make you eligible, but it won’t instill the same level of confidence in potential customers as a 4.8-star rating would. The average is calculated automatically by Google’s system based on the data feed from review partners.
Where do Google Seller Ratings get their data from?
Google does not collect these reviews itself. The data is aggregated from a list of pre-approved third-party review partners. These are specialized companies that Google has certified to collect and feed authentic, verified customer review data into its system. Major global platforms like Trustpilot and ResellerRatings are on this list, as are numerous regional specialists. The key is that the review collection process must be managed through one of these certified partners. You cannot manually submit reviews or use an in-house system to qualify. The entire data pipeline is automated and controlled by Google’s strict protocols.
Do I need to use a specific review platform?
Yes, you absolutely must use a review platform that is a Google-certified partner. Your in-house testimonials page or reviews collected via a random Shopify app will not count toward Seller Ratings. The platform must be integrated in a way that it can send a continuous, verified data feed to Google. In the European market, platforms like WebwinkelKeur are explicitly built for this purpose and are recognized partners. Choosing a platform that is both a certified partner and integrates seamlessly with your e-commerce system is the most efficient way to ensure your reviews are counted. This is a technical requirement you cannot bypass.
How long does it take for seller ratings to appear after meeting the criteria?
There is no fixed timeline. Once your connected review platform reports that you have met the 100-review and 3.5-star rating thresholds, it can take anywhere from a few days to several weeks for the stars to actually appear in your Google Ads. This delay is due to Google’s internal processing and data aggregation cycles. The system does not update in real-time. It’s a common point of frustration, but you simply have to wait. There is no way to expedite Google’s side of the process. Your only job is to ensure the data feed from your review partner is active and accurate. You can explore methods to accelerate your own collection process to hit the threshold faster.
Are product reviews and seller reviews the same for this program?
No, they are fundamentally different. Google Seller Ratings are specifically about the *seller*—your overall business reliability, customer service, and shipping experience. Product reviews are about the quality and performance of an individual item. For Seller Ratings, the review is about the transaction with your shop as a whole. A product review does not count toward your Seller Rating quota. The survey questions sent to customers by your review platform must be designed to capture feedback on the seller experience. Most certified platforms are configured this way by default, but it’s a critical distinction to understand.
What is the difference between Google Seller Ratings and Google Customer Reviews?
Google Seller Ratings is an *aggregated* program that pulls data from external, certified partners to show stars in ads. Google Customer Reviews was a free, now deprecated, program where you could place a badge on your site to collect reviews directly for Google. Seller Ratings is the current, primary system for achieving stars in Google Ads. It relies entirely on third-party data. The old Customer Reviews program is no longer an option, so focusing on a certified partner is your only path forward. This consolidation simplifies the landscape but makes choosing the right partner even more critical.
Do the reviews have to be in English?
No, the language of the reviews does not matter for qualification. Google’s system is capable of aggregating review scores from any language. The star rating is a universal metric. However, the review content itself (the text) is not displayed in the Seller Ratings snippet; only the aggregate star score and the number of reviews are shown. Therefore, whether your customers leave reviews in Dutch, German, or English is irrelevant to the eligibility algorithm. The platform you use should be capable of handling multi-language reviews if you operate in multiple countries.
Is there a cost to getting Google Seller Ratings?
There is no direct fee paid to Google for displaying Seller Ratings. The cost comes from the subscription you pay to the third-party review platform that is collecting the reviews and feeding the data to Google. These platforms, like WebwinkelKeur or Trustpilot, have monthly or annual subscription fees. Therefore, while the Seller Ratings feature itself is “free,” the operational cost of qualifying for it is the price of the review platform service. This is a necessary marketing investment to gain the trust and visibility that the stars provide.
Can I get seller ratings for my local business, not an e-commerce store?
The Google Seller Ratings program is primarily designed for e-commerce businesses that transact online. It’s based on collecting reviews from online customers. For local brick-and-mortar businesses, the equivalent system is Google Business Profile (formerly Google My Business), where customers leave reviews directly on your Google listing. These are separate ecosystems. The stars you see for a local pizza place are from Google Business Profile, while the stars for an online shoe store are from the Seller Ratings program. The criteria and data sources are completely different.
What happens if my average rating drops below 3.5?
If your average rating drops below the 3.5 threshold, the Seller Ratings stars will be revoked and will disappear from your ads. Google’s system continuously monitors your average. This is why it’s not enough to just hit 100 reviews once; you must maintain the quality standard over time. The loss of the stars can have an immediate negative impact on your ad performance and click-through rates. The stars will only reappear once your average climbs back above 3.5 and you still meet the 100-review minimum. This makes managing customer satisfaction an ongoing priority.
Do all my reviews have to be verified purchases?
While Google’s guidelines strongly emphasize the importance of verified reviews to maintain integrity, the specific technical requirement is that the reviews must be collected through a certified partner that has systems in place to prevent fraud. Most reputable partners, like WebwinkelKeur, achieve this by sending review invitations automatically only to customers who have actually made a purchase, which inherently verifies the transaction. So, in practice, for a properly configured platform, the vast majority of your reviews will be from verified purchasers, which is what Google’s system expects and prefers.
How often is the review count and rating updated?
The data is updated on a continuous, rolling basis. As new reviews come in through your certified partner, they are fed into Google’s system. Your total count and average rating are recalculated based on the last 12 months of data. This means that old reviews will eventually “age out” after a year. If you stop collecting reviews, your total count could eventually drop below 100, causing you to lose eligibility. It’s a dynamic system that requires a consistent and sustained effort in gathering customer feedback, not a one-time achievement.
Can I choose which reviews are counted?
No, you cannot cherry-pick which reviews are sent to Google. The data feed from your certified review partner should include all valid reviews collected within the timeframe. Attempting to filter out negative reviews violates the spirit and likely the terms of the program. The value of Seller Ratings lies in their perceived objectivity. Platforms that allow you to hide negative reviews undermine this trust and could potentially jeopardize their status as a certified partner. The goal is to earn a genuinely high average, not to curate a perfect-looking feed.
What if I have more than 100 reviews but they are on different platforms?
The reviews are not combined across different platforms. The 100-review minimum must be met within a *single* data feed from one certified partner. Having 50 reviews on Platform A and 60 reviews on Platform B does not qualify you, as Google receives two separate, insufficient feeds. You must consolidate your review collection efforts onto one primary certified platform to build up the necessary volume in a single stream. This is a strategic reason to pick one partner and stick with it, rather than spreading your efforts thin across multiple services.
Is there a way to see my progress towards the 100-review goal?
You cannot see this progress within Google Ads or any Google-owned tool. The progress tracking must be done within the dashboard of your chosen review platform. Certified partners like WebwinkelKeur provide a clear dashboard showing your total number of reviews, your average rating, and other relevant metrics. This dashboard is your source of truth for understanding where you stand in relation to Google’s eligibility criteria. Google itself does not offer a progress bar or status indicator for the Seller Ratings program.
Do the reviews have to be collected in a specific way?
Yes, the methodology matters. The reviews must be collected in a way that is unbiased and compliant with the certified partner’s and Google’s policies. This typically means using an automated invitation system that sends a request to every customer after a purchase, not just to customers you suspect will leave a positive review. The invitation process should be neutral and not offer incentives in exchange for positive reviews. The integrity of the collection process is a core part of what Google certifies in its partners, ensuring the resulting data is a fair representation of your customer sentiment.
What is the impact of seller ratings on click-through rate (CTR)?
The impact is significant and well-documented. Ads displaying seller ratings consistently achieve a higher click-through rate compared to identical ads without them. The stars act as a visual trust signal that makes your ad stand out and reduces the perceived risk for a user clicking on it. Industry data often shows CTR lifts of 10% or more. This higher CTR can also have a secondary benefit of improving your Quality Score in Google Ads, which can potentially lead to lower costs per click over time. It’s one of the most direct ways to improve ad performance without changing your bids or keywords.
Can I use seller ratings in shopping ads?
Yes, Google Seller Ratings can also appear within your Google Shopping ads. The same eligibility criteria apply. When you qualify, the star rating and review count can be displayed beneath your product listing in Shopping results, making your offer more trustworthy and appealing compared to competitors without ratings. The process is the same: your certified review partner feeds the data, and Google’s system automatically appends it to your Shopping ads when the thresholds are met. This provides a powerful boost in the highly visual and competitive Shopping feed.
If I change review platforms, do I lose my existing reviews?
In the context of Google Seller Ratings, yes, you effectively start over. The review count is tied to the data feed from a specific partner. If you switch from Partner A to Partner B, Google will now only see the reviews from Partner B. Your historical reviews from Partner A will no longer count toward the 100-review minimum. This is a major consideration before switching providers, as it could cause you to lose eligibility for a significant period while you build up reviews on the new platform. It’s often better to stick with one partner long-term.
What are the most common reasons for not qualifying?
The most common reasons are straightforward: not having enough reviews or using a non-certified platform. Many businesses believe their 50-60 in-house testimonials count, but they do not. Others use a cheap or custom-built review solution that isn’t connected to Google’s system. A less common reason is a consistently low average rating that fails to meet the 3.5 bar. The path to qualification is simple in theory—use a certified partner and collect enough good reviews—but requires consistent execution, which is where many shops fall short.
Are there any country-specific restrictions?
Seller Ratings are available in many countries, but the specific list of certified review partners can vary by region. A platform that is certified to feed data for shops in the Netherlands might not be certified for shops based in Australia, for example. Furthermore, the review count is tracked per country. If you have separate domains for different countries (e.g., .com, .de, .fr), you need to qualify separately for each. You should verify that your chosen review platform is a certified partner and is configured to feed data for the specific countries you are targeting with your ads.
How does Google prevent fake reviews in this program?
Google relies on the anti-fraud and verification systems of its certified partners. These partners are required to have robust processes to detect and filter out fake or incentivized reviews. This includes technological checks for suspicious patterns, validation of customer purchases, and policies against review manipulation. Google also conducts its own audits and can penalize or remove partners that do not maintain strict standards. This layered approach is designed to ensure the integrity of the review data that powers the Seller Ratings program, maintaining its value as a trust signal.
What is the best strategy to get my first 100 reviews?
The best strategy is to automate the request process and ensure a high delivery rate. Integrate a certified review platform that automatically sends an invitation to every customer after their order is marked as fulfilled or delivered. This removes the manual effort and ensures you’re consistently asking for feedback. To improve response rates, time the request appropriately—shortly after the customer receives the product. Make the process easy for the customer with a simple, mobile-friendly survey. Persistence is key; it’s a numbers game that you will win by systematically asking every single customer.
Can a new e-commerce store qualify quickly?
It is challenging for a brand-new store to qualify “quickly.” Given the 100-review requirement, the speed of qualification is directly tied to your sales volume. A store making 10 sales a week would take over 10 weeks to even have the chance to collect 100 reviews, assuming a 100% response rate (which is unrealistic). A more realistic response rate of 10-20% means you need 500 to 1000 orders to generate 100 reviews. For a new store, focus on driving initial sales volume first. Qualification for Seller Ratings is a milestone that comes after establishing a consistent sales trajectory.
What if I have a low review response rate?
A low response rate is the most common bottleneck. If you’re sending requests but only getting a 2% response, it will take an extremely long time to reach 100 reviews. To improve this, optimize your review request email or SMS. Ensure the subject line is clear, the message is concise, and the link to leave a review is prominent and easy to click. The timing of the request is also critical—ask when the customer is most happy with their purchase, typically right after they receive it. Testing different messaging and timing can significantly lift your response rates.
Does the type of product I sell affect review likelihood?
Absolutely. Products that are commoditized or very low-cost (e.g., a phone cable) typically generate far fewer reviews than high-consideration, expensive, or experience-based products (e.g., a mattress, a dress, a specialty tool). Customers have a stronger opinion and are more motivated to share feedback on the latter. If you sell low-engagement products, you will need a much higher sales volume to hit the 100-review target. Understanding this dynamic helps set realistic expectations for how long it will take your specific business to qualify.
Should I respond to negative reviews?
Yes, and you should do so publicly and professionally. Responding to a negative review shows potential customers that you are engaged and care about customer satisfaction. A thoughtful response can often mitigate the damage of a bad review and demonstrate your commitment to service. Furthermore, some review platforms feed these interactions into their data, and showing that you actively manage your reputation is a positive signal. Do not get defensive. Acknowledge the issue, apologize if warranted, and offer to take the conversation offline to resolve it.
What is the single biggest mistake shops make with this?
The single biggest mistake is procrastination and inconsistency. Businesses often delay setting up a proper review system, thinking it’s a “later” project. Then, when they decide they want the stars, they realize they are starting from zero and have a long road ahead. The second biggest mistake is using a non-certified platform for a year, collecting hundreds of reviews, and then discovering none of them count for Google Seller Ratings. The correct approach is to choose a certified partner from day one and automate the collection process, so reviews accumulate steadily in the right system from the very first sale.
About the author:
With over a decade of hands-on experience in e-commerce analytics and customer trust systems, the author has helped hundreds of online shops navigate the complexities of reputation management. Their work focuses on translating platform requirements into actionable, sustainable strategies that drive real conversion lifts. They have a proven track record of using data to optimize review collection processes for maximum impact on search and ad performance.
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