If you list products on Google Shopping, Google requires you to have a dedicated return policy page on your website. Businesses must also allow customers to make returns for at least 30 days. Therefore, it’s essential to create a single standard return policy that applies to all items, with 30 days to return, and publish it where shoppers and Google can find it. Additionally, merchants must ensure the return policy and refund policy are available in the language(s) of the targeted countries.

This blog discusses how to build your Google Merchant Center return policy the right way and more. 

Let’s get started.

Google Merchant Center Return Policy Requirements 

Let’s understand the importance of adding return policies to your store and Google Merchant Center and how it impacts your potential customers.

Key Aspects of a Return Policy

• Merchants must set up a clear and consistent return policy page on their website and Google Merchant Center account.
• The return policy must be easily accessible to customers on the website without any login information.
• The policy should be consistent across the website and your Google Merchant Center account. Otherwise, it might lead to product disapprovals.
• The policy must have essential details such as the return window, return method, and any fees associated with returning the product.
• Use the return policy label [return_policy_label] attribute to apply return policies to certain products or groups.
• Maintain compliance with Google Merchant Center guidelines to avoid disapprovals and account suspensions.

How Does the Return Policy Work?

For Google to display return information on your Google Shopping ads (Product Listing Ads) and free listings, you must add a return policy in your Google Merchant Center account. You can add it manually or use the Content API method to submit the return policy automatically.

You can have a single return policy for all the products, a specific set of products, or a single product (by adding a return policy label).

Note: Google requires you to add return policies for Google Shopping ads and free listings. You don’t have to add them for Search, Display, Discovery Ads, etc.

Influence on Customer Decisions

• When a potential customer finds that you accept returns for a product, they are more inclined towards buying the product, thus increasing conversions.
• When you specify return policies, you build confidence in customers by allowing them to return the product if unsatisfied. 
• Transparent return policies also ensure customer loyalty, leading to higher satisfaction.
• Displaying returns on Google Shopping ads and free product listings also gives you a competitive advantage leading to customers choosing your products over your competitors.

How to Add a Return Policy in Google Merchant Center?

Here’s a step-by-step process to add return policies to your Google Merchant Center account.

Step 1: Go to Google Merchant Center>> click Shipping and returns >> select the Return policies tab >> click on the button ‘+ Add return policy.’

Step 2: Provide a URL to the Return policy page. Ensure to add http or https before the URL. Next, select countries. If you have separate return policy for each country, you can add them later. 

Step 3: Fill out details regarding returns and exchanges on the same page. Click ‘Next.’

Step 4: In this step, 

• Provide details such as product condition (new or slightly used).
• Whether you accept returns, fill in the return window (the number of days you allow customers to return the product).
• Extension period for returns (if you allow it). Click on the ‘Add an extension’ button to extend the return period for your customers.

Step 5: On this page, 

• Fill in details about the return method and associated fees, such as refund processing time and restocking fees. 
• If you select the “by mail” option as the return method, you should also choose how they can receive return labels. The options include download/print, in the box, and customer responsibility.

Important: When filling out the currency option, select the currency that matches your website and Google Merchant Center feed. The Google Merchant Center currency conversion feature automatically converts the currency to the customer’s local currency.

What are restocking fees? Restocking fees are charges you can deduct from a customer’s refund when they return a product. These fees cover the returned item’s receiving, inspecting, repackaging, and re-shelving fees.

Step 6: After filling out all these details, you must confirm the information, check the box, and click save. Before saving, you can edit any details, click edit, and proceed with the changes.

Upon saving, you have successfully added return policies to Google Merchant Center.

Important: Carefully review the information and make edits if necessary. Ensure the website’s return policy and the information here match. If there are any discrepancies, you might face product disapprovals or a Google Merchant Center misrepresentation error, which can suspend your account.

Note: If you have multiple return policies, repeat the same process for each country.

How do you check the Return Policy Status?

When you submit the return policy to Google, it takes some time to read and analyze your information and then Google might approve or reject based on your return policy information. To check the status, go to your Google Merchant Center account >> select Shipping and returns >> click Return policies tab >> check the ‘Status’ column.

Important: If Google rejects your return policy, you can edit and resubmit. For that, you must first understand why was it rejected. To do so, click on the ‘Rejected’ value under Status column, you will find errors. Rectify them and ensure you resubmit the return policy with the following best practices to avoid future rejections.

Tips for Setting Up Return Policies in Google Merchant Center

• Create and add multiple return policies if they vary by country. Repeat the same process for each country. Ensure you select the appropriate country when adding return policies.
• Ensure you add necessary details, such as a return window, exchanges, return method, etc., to the return policy page.
• When you change the website’s return policy, remember to update the information in the Google Merchant Center account too. Ensure the return policy page is up-to-date and accurate.
• If you struggle to create a return policy, use a policy generator such as Termly, Terms Feed, or Shopify’s free return policy generator tool.

Important: If you’re a Shopify merchant using Google and the YouTube app, Google has a dedicated article on how to set up return policies in Google Merchant Center and your Shopify store.

Further Reading: How to run Google Shopping ads for Shopify merchants.

Adding Return_policy_label to your Product Feed 

You can use return policy label [return_policy_label] for products not complying with the standard return policies. 

Note: Know that the first return policy you set up in Google is the default one that applies to all products. But you can add exceptions to certain products. Let’s understand this with the help of an example.

If you sell clothing and customized or handmade products, you might not want to offer the same return policy for both. In such cases, you can add a standard return policy for clothing and have an exception policy for customized items. 

This way, you ensure standard return policies that apply to clothes and offer different return policies for personalized items.

You must use the return policy label [return_policy_label] attribute to add an exception policy for certain products. To add this label to specific products, you must make changes to your Google Shopping feed. Before that, you must create an exception policy. 

If you’re new to Google Shopping ads and creating a feed, we have a detailed guide on Google Shopping feed requirements that helps you understand feed specifications and how to upload a product feed to Google Merchant Center.

Let’s look at how to create an exception policy for specific products.

How to Create an Exception Policy for Certain Products?

• In your Google Merchant Center account >> select Shipping and returns >> click Return policies tab >> and under the Actions column, click the ‘+’ button.
• In the countries and policy tab, provide the label name in the ‘exception label field’ and click next. Give the label a memorable name; we will use it when adding the return policy label [return_policy_label] in your Shopping feed.
• In the next step, select appropriate options for product condition, return window, return method, fees, etc.
• Confirm the information and click ‘Save.’

We have created an exception label, now let’s look at how to add return policy label.

How to Add Return_policy_label to your Google Shopping Feed?

• Open your product feed file and find the column return policy label [return_policy_label]. 
• Keep the value blank or default for items that don’t fall under the exception policy. 
• For the specific products that follow an exception policy, add the label name you provided when creating the exception policy. Doing so, you associate the exception policy with personalized products that follow a different return policy. 

Important:

• You can also add return_policy_label using feed rules in Google Merchant Center. 
• Using e-commerce and feed management tools. These tools allow to map or set the return_policy_label easily.

Note: Adding the return policy label [return_policy_label] is optional and acts as an additional return policy, not a default one.

Also Read: How to Fix a Google Merchant Suspension Due to Policy Violations?

Google Merchant Center Return Policies Guidelines

• As mentioned earlier, use the return policy label [return_policy_label] product attribute only for specific products that do not follow the standard return policy.
• For those products that follow standard policies, you can assign the value as default or keep it blank.
• Use UTF-8 encoding to avoid data processing errors when making changes to your product feed. For example, if you use an XML product feed, ensure you add the encoding in the beginning, like this <?xml version=”1.0″ encoding=”UTF-8″?>. 

Common Issues and Solutions with GMC Return Policies

In this section, we shall discuss issues and fixes regarding return policies in your Google Merchant Center account.

It is important to note that you might encounter a particular error as an issue or warning in your account, and for other advertisers, it might result in an error. Whether you get it as an error or a warning, it is essential to resolve it promptly to avoid disapprovals or account suspensions in the future.  Google shows a particular error as an issue, error, or warning based on your account history, violations, etc. These issues are indicated with different colors:  Red – for serious violations or account suspension. Yellow – indicates warnings. Blue – indicates informational content.

Cost of Return Failures

A cost-of-return issue arises when Google cannot find the costs associated with a customer returning a product. One reason for the issue is that your return policy provides incomplete or vague information.

To resolve:

• Provide clear and specific costs for customers who decide to return a product. If you charge customers for returning a product, mention the shipping costs or restocking fees, etc.
• Also, mention if you cover the fees when the item is defective or doesn’t fit the product description.
• Ensure you place the return policies page in the footer of the following pages: 1. product landing page, 2. checkout page, 3. homepage, 4. cart page.

Technical and Formatting Issues

If you encounter GMC errors related to broken links, formatting, or terminology, you can resolve them by following the techniques below.

• Ensure return policy consistency between your website and Google Merchant Center.
• Your product data must match the feed language for the Google parser to read and interpret your return policy page. You must follow the exact terminology to enable automated systems to understand your policy page clearly. For example, the cost of return is a term in feed language; hence, you must stick to the same when creating return policy. 
• Check for malformed or broken return policy page and ensure it is valid and working.
• Ensure the return policy page is simple and easy to understand. Avoid complex or incorrect formatting. 
• Avoid merging all policies on one page. Have a separate page for the return policy, privacy policy, etc.
• Avoid using details such as sale date, price, shipping information, or other promotional text in product titles.  
• Add Schema markup to help search engines parse key details accurately. Use MerchantReturnPolicy to mark up your store’s return policy. You can attach this for your entire store or specific products with different return policies.

What is Schema Markup? Schema Markup, or structured data, is a standardized way of annotating your website’s content so that Google can understand it better. It uses predefined variables like schema.org and formats like JSON-LD, Microdata, etc. Schema markup enables “rich results” in search results, such as showing return policy information under your product listing.

Important: As of March 2025, you must include a return_policy_country [return_policy_country] field in your JSON-LD markup. This field tells Google exactly which return policy applies to which country.

Importance of Return Policy Compliance with GMC

• You can avoid product disapprovals or account suspensions while complying with Google Merchant Center policies.
• With clear and consistent return policies, Google enables return policy annotations, increasing customers’ confidence in purchasing your product. Additionally, when merchants comply with Google Merchant Center return policies, Google rewards stores with a top-quality store badge.
• Non-compliance leads to errors and delays in the review process. To check errors, navigate to the diagnostics section in your Google Merchant Center account.

What are return policy annotations? Return policy annotations are part of Google Shopping ad extensions. They highlight your store’s return policy in your Shopping ads and free listings. These annotations help users quickly see if you accept returns for a particular product.

Return Policy Automated Parsing Limitations

What is Automated Parsing? Google Merchant Center’s automated parsing (for return policy) is a process where Google reads and understands your return and refund policies so as to display them in Shopping ads and Free product listings.

Challenges in Automated Parsing

• Language & Format must match: The language and structure of your website’s return policy page must match the feed language so that the Google parser can understand the policy page (refer to the image shared above to get an understanding of how Google parser works). Mismatches in format or terms lead to missed data points, which can trigger issues like Price Mismatch Error or Mismatched Product Availability Error.
• Strict phrasing required: Merchants must use specific keywords like “30 days” or “cost of return” to enable the automated system to understand the return policy clearly.
• Risk of inaccurate parsing: If formatting in the policy page is inappropriate, the parser may skip or misinterpret key information, leading to failure in validations. You might see the return policy status ‘rejected’ in your GMC account in such cases. 

Important: If Google cannot correctly parse the return policy, it might display inaccurate information, such as incorrect shipping costs, in ads and free listings.  

Solutions for Parsing Issues

• Use schema markup like MerchantReturnPolicy on your website to enable Google to interpret the information accurately.
• Ensure the return policy is easily accessible to all users and is consistent across the website, product feed, and Google Merchant Center.
• If certain products have different return policies, create an exception policy and associate the label with Google Merchant Center.
• Stay compliant with Google’s return policy requirements to avoid disapprovals.

Is a Blanket ‘No Return Policy’ OK if all Products are Made-to-Order?

The answer is ‘No.’ If you sell custom (made-to-order) products, applying a blanket ‘no returns’ policy is not compliant with Google Merchant Center.

Instead, you must:

• Comply with Google Merchant Center guidelines, and add a default return policy and an exception policy for custom products. 
• Create a return and exception policy that is visible and accessible so that customers are informed upfront about the policies.
• Have an explicit “No returns, only exchanges” policy and maintain consistency of the policy across your website, Google Merchant Center, and product feed.
• Offer returns for defective or incorrect items.

Conclusion

By setting up an accurate, structured return policy in Google Merchant Center and using tools like schema markup and return policy label, you can enhance product visibility, enable return annotations, and create a more transparent experience for your shoppers. 

Use this article as a go-to guide to ensure you cover all key aspects of Google Merchant Center return policy requirements. 

FAQs

How can I ensure my return policy complies with Google Merchant Center’s transparency requirements?

To comply with Google Merchant Center requirements, ensure the return policy is the same across the website and Google Merchant Center account, including return window, timeframe, return and exchange fees, etc.

What specific details should I add to my return policy for compliance with Google Merchant Center?

Include the return window, return conditions, refund or associated fees, the process for initiating a return, and when a customer can expect a refund. 

How should I handle exceptions to my return policy for certain products in Google Merchant Center?

Have a default return policy for all the products. Create an exception label and use the return policy label [return_policy_label] attribute and the default policy. Assign the exception label for certain products that require different return policies in your feed. This way, you can have standard return and exception policies.

Why is it important to update my return policy in Google Merchant Center when changes occur?

Your return policy on the website and Google Merchant Center must match to avoid discrepancies that can lead to product disapprovals or account suspensions. Therefore, you must ensure to update information in your Google Merchant Center account when you make changes to your website’s return policy page.

How can I optimize my return policy to enhance customer satisfaction while meeting Google Merchant Center standards?

Ensure the return policy page is clear, consistent, and easily accessible for customers. If you currently offer no returns policy for made-to-order items, reconsider having an exception policy. Ensure you abide by the Google Merchant Center return policy requirements and maintain up-to-date information.

Should I create separate Google Merchant Center return policies per shipping method?

No, creating separate return policies per shipping method is not recommended. Instead, you can mention all the carrier details in a single return policy and add it to the website and Google Merchant Center account.

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