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Fix Merchant Center Return Policy

How to Fix Merchant Center Return Policy Issues

For online retailers struggling with Google Merchant Center validation, resolving return policy issues, specifically the “cost of return,” is a big moment.

Despite your best efforts based on the stated requirements for return policies in Google Merchant Center (GMC), there are some potential reasons why Google might not recognize your cost of return information.

Table of Contents

What are Google Merchant Center’s Return Policy Expectations?

Google Merchant Center requires clear and easily accessible return information on your website. This information is vital for offering consumers a good user experience. Google Shopping uses it to display automated return annotations on your Shopping ads and free listings. This can influence customer purchase decisions. The right configuration saves shoppers time searching for your return policy.

Google’s ultimate goal is to create a seamless shopping experience and to prevent consumer fraud or frustration. Write your policy in specific, clear, and simple language to avoid confusion about your cost of return information.

Key aspects Google looks for in a retailer’s return policy:

  • Return Window: The timeframe within which returns are accepted (e.g., 30 days). I recommend adding how quickly they are processed as well.
  • Refund Method: How customers will receive their refund (e.g., original payment method, store credit, product exchange) back from you. What kind of refund do customers receive (full, partial)?
  • Return Fee Costs: This is where the “cost of return” comes in. Include the exact cost of return shipping: Is it a flat fee, calculated by weight/distance, or a percentage? Make this information prominent.
  • Who Pays Return Fees: Google (and shoppers) want to know who pays for return shipping (the customer, the merchant, or conditional).
  • If or when any restocking fees are incurred: You can specify restocking fees as a percentage of the product price. If applicable, clearly state the percentage or fixed amount of any restocking fee.
  • Return Conditions: The state in which products must be returned (e.g., new, unused, un-opened).
  • Return Process: Clear instructions on how to initiate a return. Include how customers can return items (e.g., “by mail,” “in-store,” “at a drop-off location”).
  • Applicable Countries: The regions where the policy applies. Even if you only sell in the United States versus in multiple countries, it helps to state this.

Each aspect of this information needs to be clearly stated on a dedicated return policy page on your website, The URL for this page must be provided in your Google Merchant Center account settings under “Shipping and returns”, and then “Return policies”. When configuring the details of your policy within Merchant Center, ensure that it matches what you state on your website.

Using eCommerce schema markup for return policies (returnPolicy) provides an additional way for Google to better understand your policy details.

Return Policy Automated Parsing Limitations

The majority of your product data must match the feed language.

Google uses automated systems to read and interpret your return policy page. How the information is structured, worded, and placed on the page can affect whether the system can identify key data points like return costs. While your policy is clear to you and shoppers, the specific phrases or formatting might not be what Google’s parser is looking to categorize the cost of return for standard scenarios.

It needs this to give you full credit for all aspects of a posted return policy.

If you are asked in your Merchant Center to add the cost of return, go back and use terminology that is word for word the same. Remember, this is algorithmically calculated for validation and a Top Store Badge. You may think it seems logically clear, but AI search bots use vectors to assess this, and clarity counts.

GMC processes billions of product listings from millions of merchants globally. To manage this at scale, they rely heavily on automated systems (AI/algorithms) to parse and understand return policies.

Site Errors’ Impact on Product and Account Status

  1. Product Disapprovals: Individual products linked to broken landing pages will likely be disapproved and won’t show up in Google Shopping. If you want to remove a product, there are clear steps to take first. We’ll cover that next.
  2. Account Warnings and Suspension: Persistent or widespread broken landing pages can lead to warnings and, eventually, account suspension in Google Merchant Center. This means all your products could be removed from Google Shopping.
  3. Product Misrepresentation (False or Misleading Claims): If Google determines that the lack of a working landing page or accessible return policy is intentionally misleading, it can fall under the “misrepresentation” policy, which is a serious violation.

Can broken product landing pages create an issue with my return policy?

Yes, broken product landing pages can absolutely create issues with retailers’ return policy in Google Merchant Center. It can lead to product disapprovals or even account suspension.

How 404s specifically relate to your return policy:

While a broken landing page isn’t directly a return policy violation (like having an unclear policy), it prevents Google and users from verifying your return policy. If Google can’t crawl and verify your return policy on your website, it can result in:

  • “Invalid return policy label” errors: If you’re using return_policy_label in your feed, but the platform can’t verify the linked policy, I’ve seen it default to a less favorable policy or flag an error.
  • Failure to meet basic policy requirements: Google’s free listings platform explicitly states that your website needs to “clearly state how you handle actions related to returns and refunds, for instance, the time frame within which you accept returns, the return method, return fees and so on.” A broken product landing page makes this impossible.

Here’s why and how it is an issue:

  • Discrepancy and Misrepresentation: Google Merchant Center has a strict policy of ensuring that the information in your product feed (what Google displays in Shopping ads and free listings) matches the information on your landing page. If your landing page is broken, users cannot access the full product details, including the return policy. This creates a discrepancy and can be seen as a “misrepresentation” or a “landing page not working” issue.
  • Accessibility of Information: Google requires your return policy to be clearly visible and easily accessible to all users on your website without requiring logins or personal information. If your landing page is broken, users cannot access this critical policy, which violates Google’s requirements.
  • Poor User Experience: Google aims to provide a good user experience. A broken landing page leads to a frustrating experience for potential customers, which Google penalizes.
  • Policy Violations: Google specifically lists “Broken links” and “Missing or inconsistent information” as common website issues that can lead to product disapprovals. Your return policy is a crucial piece of information.

How to Fix Return Policy Issues Caused by Site Errors

Regularly audit your product landing pages. Google clearly says you should avoid broken product pages or 404s. Its documentation tells us the following:

Before your landing page is unavailable

  1. Disable automatic item updates: If you use automatic item updates, disable them at least 24 hours before your landing page becomes unavailable.
  2. Use the excluded destination attribute in your product data: : If the product is available for sale, but you’d like to stop showing ads for the product, use the excluded destination [excluded_destination] attribute. Learn more about Excluded destination [excluded_destination].

There is a lot to remember, as no documentation can cover everything. Your fastest and safest way forward is someone who manages multiple Google Merchant Center accounts and can do “tech talk” with Google support. For example, from experience, we know products excluded from all destinations for more than 7 days will be automatically deleted.

“Don’t use out_of_stock for the availability [availability] attribute for products that you’re no longer selling. Instead, remove any discontinued products from your product data.

Note: The best practice is to pause the campaign before you start excluding products to prevent ads from serving due to system delays. You can either pause the campaign or use the excluded destination [excluded_destination] attribute.” – Best practices for landing page maintenance or a planned site outage

What are Common Reasons “Cost of Return” Fails in a Google Merchant Center Return Policy?

When setting up your return policy in Google Merchant Center, the “cost of return” can fail to validate for several common reasons. Here’s a breakdown:

1. Lack of Clarity and Specificity:

  • Vague or Incomplete Information: Google requires exact and clear details about your return costs. Simply stating “customers are responsible for return shipping” might not be enough. If Google’s reviewers can’t find it or it’s buried, it can lead to a failure. In my experience, the latter issue is common.
  • Who pays in specific scenarios: Does the customer always pay, or do you cover the cost if the item is defective, incorrect, or not as described? This is crucial for consumer trust.
  • Missing or Hard-to-Find Policy: Your return policy must be easily accessible on your website, preferably linked in three places:
    1. The footer.
    2. Checkout page.
    3. In product descriptions.

2. Inconsistency Information Between GMC and Your Website:

  • Discrepancy in information: The return policy details you provide in Google Merchant Center must perfectly match the information displayed on your website. Any ambiguity or inconsistencies, even minor ones, can trigger a GMC rejection. The tech giant policy teams are so committed to consumer ease that they may even attempt test purchases or returns to verify.
  • Conditional returns not handled correctly: If you have different return policies for different product types (e.g., custom products, sale items, perishable goods), you need to set up conditional return policies in GMC and clearly explain these exclusions on your website. Simply adding “excluding customized products” in brackets might not suffice. This is when a separate, clear explanation is often needed.

3. Not Meeting Consumer Protection Standards:

  • Unfair or ambiguous terms: Google prioritizes consumer protection over what the Merchant wants. Your return policy can be rejected if it is perceived as overly restrictive, unfair, or leaves too much room for ambiguity. For example, extremely short return windows or excessive restocking fees can trigger red flags.
  • Insufficient detail on customer and merchant responsibilities: The policy needs to clearly outline what is expected of the customer and how the merchant will manage returns.
  • Discrepancy with real-world operations: Your stated policy must reflect how your business actually handles returns day-to-day. If there’s a difference between what your website says and what a customer experiences, it can lead to issues, including potential suspension.

4. Website Technical and Formatting Issues:

  • Malformed or broken return policy link: Ensure the link to your return policy page is valid and working.
  • Poor readability: The policy should be easy to read and understand, not just for humans but also for Google’s crawlers. Avoid overly complex language or confusing formatting. Use standard terms versus.
  • Mixing multiple policies: Avoid putting your return policy on the same page as other unrelated policies (e.g., privacy policy) if it makes it difficult to discern the return details.
  • Prominent policy placement: Make your return policy easily discoverable on your website.

5. Using overly promotional wording in your product title

Adding promotional text in product titles is not allowed. Your product’s title in product schema markup uses Product.name, Type: Text. Do not use “Free Shipping” in product titles.

“Don’t include promotional text. Don’t add information such as price, sale price, sale dates, shipping, delivery date, other time-related information, or your company’s name. Include this information with the other attributes such as sale price or shipping.” – Google Merchants: Title [title] and structured title [structured_title]

7. Failure to comply with Generative AI rules for product title

For GMC, all titles created using generative AI must be provided using the structured title [structured_title] attribute instead of the title [title] attribute. While generative AI is a powerful tool for drafting product titles, it’s not a replacement for careful human review and strategic decision-making, especially regarding customer expectations and return policies.

Be aware of other platform-specific rules when integrating sales copy. For example, E-commerce platforms (Amazon, eBay, Etsy, etc.) have strict guidelines for product titles (character limits, prohibited words, formatting rules). Generative AI might not always adhere to these, leading to listings being suppressed, modified by the platform’s own AI (which can introduce new errors), or even account suspensions.

Going deeper, there are often “it depends” complex, conditional return policy scenarios. Let’s look at one in particular.

Conditional Niche Product Return Policies

Error called “Local Legal Requirements and Safety Standards (live animals)”

How to fix local legal requirements and safety standards (live animals):

In most scenarios, selling live animals is not permitted on Google Shopping. Be familiar with GMC policy terms and do your best to prove that you acknowledge and resolve safety concerns. For example, the following is stated.

“In addition to restricting regulated and recalled products, we also ban or limit certain kinds of products that might pose an unreasonable risk to health, safety, or property. For example, we have safety restrictions around the sale of hazardous materials and the transportation of live animals. We may disapprove items that violate health and safety standards or other regulatory standards.” –

Key factors for safe live animal (fish) shipping specifications:

  • Temperature control: This is paramount. For example, live fish should be kept consistently cold (but not frozen) to slow their metabolism and prevent spoilage. Refrigerated shipping with gel packs or other coolants is essential. Dry ice should be avoided, as it can suffocate or freeze the product.
  • Moisture: Fish often need to be kept moist.
  • Ventilation: Live fish/animals need oxygen. Packaging should allow for adequate airflow and never be airtight.
  • Packaging: Sturdy, insulated containers (like Styrofoam boxes) that prevent excessive movement and physical damage are crucial. Cardboard dividers can help separate individual live products.
  • Minimizing Stress: Not feeding fish, lobsters, for example, for 2-3 days prior to shipping can help them relax and need less oxygen. Rubber-banding claws prevent damage to the packaging and the product.
  • Quick transit time: Same-day delivery is ideal because it minimizes the time that live animals are out of their natural environment, reducing stress and the risk of death or spoilage.
  • Handling upon arrival instructions: Once received, lobsters should be immediately refrigerated (in a damp environment) and ideally cooked the same day or within 24 hours. Never store them in freshwater or an airtight container.

Customer return fees (for example, “No one present upon product arrival for immediate refrigeration,” “Does not fit,” or “Ordered wrong item”) indicate when the return cost is the customer’s responsibility. If you do not specify acceptable reasons or if the reason for the return is not included among the reasons specified, Google will hold the Merchant responsible for the cost of the return.

Test using the term “fresh” to replace “live.”

Providing an additional return policy for specific products

When seeking to apply a return policy to a specific product or type of product, first create a return policy label in your Merchant Center account. If you attempt to apply a return policy and a corresponding return policy label [return_policy_label] attribute is not found in your Merchant Center account, your default return policy will be applied, which could affect the shipping costs as well as the performance of your product.

You can also set up a seasonal override for products ordered within a specific time range and for which an exception to the standard return policy applies.

Next, you may be asking, “Do specific methods of shipping like UPS, air or ground mail constitute unique return policies?” That’s a great question; let’s answer it for you.

Should I Create Seperate GMC Return Policies per Shipping Method?

No. GMC’s main concern is transparency with the customer regarding who pays for the return. Here’s why and how it generally works.

Focus on “Return Cost and Responsibility” basics:

  1. Customer responsibility for return shipping: Do they pay? Is it a flat fee, calculated, or based on weight?
  2. Merchant responsibility for return shipping: Does the merchant pay? Or provide a free return label?

Consider a “Customer Responsibility” Setting: If customers are responsible for return shipping, clearly set this in GMC.

Possible exceptions and nuances:

  • Pre-paid labels: If you, as the merchant, provide a pre-paid return label, you’ll typically specify the carrier (e.g., “UPS pre-paid label provided”). This is a detail you’d mention in your on-site return policy, and it’s a way for merchants to control the return shipping method. Google and shoppers want to know that you are providing a label, not whether it’s UPS or FedEx specifically.
  • High-value items: For high-value items, like expensive jewelry, you might specify in your on-site policy that returns must be shipped with a certain level of insurance or a specific trackable shipping service. While you wouldn’t directly input “UPS Air” into GMC as a return policy, you would link to your detailed policy that outlines these requirements. Google would then review that policy for clarity and fairness.
  • “Buy on Google” (a newer part of Shopping Actions): For “Buy on Google” (formerly Shopping Actions), there were more specific requirements, for example, requiring merchants to allow Google to create return labels for customers. This implies a more standardized carrier process; however, for standard Shopping Ads and free GMC listings, the emphasis is on the cost and conditions.

GMC primarily focuses on a return’s overall cost and conditions rather than dictating the specific shipping carrier (like UPS, FedEx, USPS) or service level (air, ground) that a customer uses for a return. This means that it is not recommended to create unique return policies based on the shipping method. For example, rather than creating Google Merchant Center separate return policies based on “UPS, air or ground mail,” include that information in your main return policy. “By mail” is all that is needed. This is simple, clear, and broadly covers any carrier a customer might use to send the item back.

Include all specific carrier instructions or service levels (like “use UPS Ground”) within the detailed instructions on your website’s return policy page, which you then link to in your GMC account. Remember: Google’s review primarily focuses on the fairness and clarity of the overall policy as presented to the customer. If you follow the above format and wording, it should be deemed clear to the customer.

NOTE: It is common to offer “Customer Choice.” Most return policies allow customers to choose their preferred shipping method – especially when they are responsible for the cost. As long as the item arrives safely and within the specified timeframe, the carrier often isn’t the primary concern for the merchant, the purchaser, or Google.

If all Products are Made-to-Order is a Blanket No Return Policy OK?

A blanket “No Return Policy” for all made-to-order products is generally not compliant with Google Merchant Center’s policies. For custom products, you need to set expectations before the customer places the order.

Handling returns for custom, made-to-order products that cannot be resold to another buyer requires a very clear, upfront, and well-communicated return policy. Be aware that GMC and consumer protection laws still apply. This means that a blanket “no returns” policy is rarely sufficient or permissible, especially if the product is faulty.

Tips for managing custom-made product orders:

  1. Set a default return policy: You will likely need a GMC default return policy covering your standard, non-custom products. Assess to determine if ALL of your products are non-repeatable. Are some actually services, like product modifications after being sold? Many businesses might think all their products are custom, but a closer look often reveals a mix.
  2. Provide a specific custom product clause: Rather than making it a blanket policy, create a distinct section for custom/made-to-order products within your main return policy. Clearly state that these items are generally non-returnable and non-refundable due to their personalized nature, except in specific circumstances.
  3. Create prominent disclaimers:
    On Product Pages: Place a highly visible note on every custom product page stating, “This is a custom, made-to-order item and is generally non-returnable/non-refundable.”
    At Checkout: Include a checkbox or a clear statement at checkout that the customer must acknowledge, indicating they understand the specific return policy for custom items.
    Order Confirmation: Reiterate the custom product return policy in the order confirmation email.
  4. Define Acceptable Return Scenarios (Even for Custom Products)
         While you can restrict returns for “change of mind,” you generally cannot for:
        Defects/Damage: If the product arrives damaged or has a manufacturing defect.
        Errors on the merchant’s part: If the product does not match the specifications the customer provided (e.g., wrong size, wrong color matching, wrong wording, wrong initials engraved based on the order).
          Not as described: If the product materially differs from its description or preview. This occurs more often with multiple, very similar items.
  5. Consider diverse business models:  Product services often have different “return” or “cancellation” terms than physical products. As a retailer, you might think about how these can be categorized and handled separately in their policies and potentially within GMC (though GMC is primarily product-focused, the website policy needs to cover this).

It doesn’t help to fault Google. A blanket no-return policy for made-to-order products is generally legal but not always enforceable. While businesses can set their policies, there are some state exceptions and potential legal repercussions. Consumer protection laws may require returns or refunds in certain situations, even if a no-return policy exists.

Could Accepting Returns on Custom Products Be Profitable?

While less common, retail is changing. It is possible that allowing returns for all custom products, even if they can’t be resold, could lead to a higher sales volume that offsets the losses from increased returns. However, it’s a significant risk and requires meticulous calculation and management.

Allowing returns on all custom products, even non-resalable ones, could be a bold, high-risk, high-reward strategy. It hinges on the merchant’s ability to significantly boost conversion rates and average order value while simultaneously keeping return rates manageable and having robust internal processes to handle potential losses.

For businesses selling unique, personalized items, the competitive edge gained from offering peace of mind to customers is worth the potential cost. A flexible return policy significantly reduces perceived risk for the buyer. When customers know they can return an item if it doesn’t meet expectations, they are much more likely to complete a purchase, especially for a unique, custom item they can’t physically examine beforehand.

In essence, Google doesn’t force you to accept returns on custom art or products. However, it does require you to be unambiguously transparent about your policy, make it easily discoverable, and ensure the information submitted to GMC accurately reflects what customers will find on your site. It’s my guess that the “lack of flexibility” often refers to the strictness of these transparency and consistency requirements versus an insistence on a universal return policy for all product types.

Why is Fixing Merchant Center Return Policy Issues Important?

  1. Consumer trust: A clear policy promotes fairness and clarity.
  2. Enhanced Visibility and Performance on Google Shopping: Google displays automated return annotations (like “Free returns” or a specific return window) directly on your Shopping ads, in immediate search engine result pages (SERPs), and free listings. When your policy is correctly configured, these annotations make your listings stand out and can significantly increase click-through rates and conversions.
  3. “Top Store Badge” Eligibility: Your “cost of return” information is algorithmically calculated and validated. Correct and precise wording is crucial for Google’s bots to accurately understand and credit your policy. This is often a factor in earning a “Top Store Badge,” which indicates high quality and customer satisfaction.
  4. Competitive Advantage: Shoppers often compare return policies before finalizing a purchase decision. A clear, well-communicated policy, especially one that offers favorable terms (like free returns), can differentiate you from competitors.
  5. Eligibility for Rich Features: Compliance ensures you remain eligible for various Google Shopping features, like a Product Knowledge Panel, or inclusion in SERP Product Carousels, and potentially higher visibility placements.
  6. AI data matching accuracy: AI models (like Gemini) and Google’s underlying Shopping Graph (which contains billions of product listings) feed on high-quality, structured data. If your product data is messy, incomplete, or inaccurate, AI bots will struggle to understand your product(s), compare it effectively, or recommend it to users. This means your products might be entirely excluded from relevant AI Mode responses.
  7. Maintaining Google Merchant Center Account Health: Persistent or widespread issues with return policies or related website errors (like broken landing pages preventing policy access) may escalate to account warnings and, eventually, full account suspension. A suspended account means all your products are removed from Google Shopping.

Remember, your free merchant listing is complimentary unless you are paying for ads. Why risk losing this cost-saving advertising advantage?

A well-defined and correctly implemented return policy isn’t just about compliance; it’s a fundamental part of your online selling strategy. It directly impacts how many potential customers see your products, how likely they are to buy, and whether your business can continue to operate effectively – for free – on Google Shopping..

SUMMARY: Review Google’s Guidelines and Your Store Quality Report

Regularly check Google Merchant Center’s policies for any updates or specific requirements regarding return policies.

Think from the Customer’s Perspective: Is your policy transparent and fair from a customer’s point of view? Google’s review process often reflects this. Addressing the above common pitfalls can significantly increase the chances of your “cost of return” policy becoming successfully approved.

Call 651-206-2410 for Google Merchant Center Management Services

Jeannie Hill:
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