When you submit your product data to show Shopping ads or free listings, you may also choose to provide information about your return and refund policies. The return policy is a key factor for people who are making a purchasing decision, and showing your policies on your ads, listings and Gmail may help the performance of your products.
How it works
To set up returns, you'll need to create return policies in your Merchant Center account. Return policies can be associated with all products, with specific groups of products or even a single product by using the return policy label [return_policy_label] attribute in your product feed.
Alternatively, you can share your return policy automatically using the Content API. Only people with experience in web development should set this up but once it's done, anyone can use it. Learn how to share your return policy via the Content API.
For each return policy, you can configure a number of settings, such as return eligibility and when customers are responsible for return delivery costs.
Examples
| Return scenario | How to configure return policies |
|---|---|
| If you have one standard policy for all items that you sell: | Create a single policy. |
| If you have one standard return policy for domestic sales but you don't accept returns on international sales: | Create one return policy for the country that you accept returns from. Then set up another policy for 'international' countries that you sell to but don't accept returns from. |
| If you have one standard return policy for most items but certain others can't be returned: | Create a single standard return policy that applies to all items. Then, create an exception policy in which you'll indicate that returns are not allowed for certain items. In the exception policy process you'll be asked to create a label, which you'll apply to exception products in your feed.
Some products that commonly can't be returned are personal care items, safety equipment and customised production, like engraving. |
| If you have one standard return policy for most items but some items have to be returned sooner than others
(e.g. premium electronics) |
Create a single standard return policy that applies to all items having 30 days to return. Then, create an exception policy to indicate items with the exception applied that will need to be returned within 14 days.
In the exception policy process you'll be asked to create a label, which you'll apply to exception products in your feed. |
| Combination | You may have some combination of any of the above, which means that you'll need to create a standard policy and multiple exceptions. Then you'll apply the proper label to relevant products in your feed. |
Requirements
Provide clear and conspicuous refund and return information on your website. Based on information collected from this return policy, Google may show your general return policy on your ads, listings and Gmail. Any return policy that doesn't meet Google's policies may not be used.
- Make sure that the return policies are applicable not just to defective products, but also to more general cases, such as buyer's remorse.
- Make sure that the return policy is accessible to all users visiting your online shop, without having to log in, sign up or enter any personal information.
- Confirm that the return policies are consistent in Merchant Center and the website, and also throughout your website, for example, in the footer, returns page and web banner.
- Make sure that your website clearly states 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.
Add a return policy
You can create a policy that applies to a single country or to multiple countries. Once you've created a policy, you can add exception policies and you can add additional countries to any policy later (as long as that country isn't already included in a different policy).
| In your Merchant Center account, from the Page menu, click Delivery and returns. | |
| Click the Return policies tab. | |
| Click Add return policy. | |
| Complete the information in the 'Add a return policy' flow, then click Save. |
Note: You may see suggestions for your return policy. These suggestions have been customised for you based on information collected from your website, and are designed to provide for an optimal user experience. You can accept them, partially accept them, or disregard them and start from the beginning. Either way, you can review your return policy before saving, or edit them at any time.
Return policies can be added on the 'Return policies' tab under 'Delivery and returns' or via feeds, or via the Content API.
Step 1: Return policy URL
Enter the URL for the return policy on your website.
Step 3: Choose whether you accept returns
- Yes, I accept returns for defective and non-defective products
- I accept returns for defective products only
- No, I don't accept returns
Step 4: Choose whether you accept exchanges
Select from the two options whether or not you want to accept exchanges.
- Yes, I accept exchanges
- No, I don't accept exchanges
Step 5: Product condition
Select whether you allow products to be returned if they are:
- Only new products. This includes products that are unopened in the original packaging or have never been used.
- New and slightly used products. This includes products that are opened or have been slightly used.
Step 6: Return window
Select the number of days that a customer has to return a product from the two options:
- The number of days
- Lifetime
Step 7: Window extension
You can extend the return window during certain times of the year, like holidays.
Steps to extend the return window
- Click Add an extension.
- Select the date range.
- Add the number of days and no later than date.
Step 8: Return method
Select the various methods that customers can use to return your products, such as:
- In store
- At a drop-off location
- By post
If you choose to let your customers return the products 'by post', you should also choose how your customers receive the return label. Choose one of the below options:
- Download/print
- In the box
- Customer responsibility
Step 9: Currency
Step 10: Restocking fee
Select how you wish to charge the restocking fee:
- No cost
- Fixed cost
- Percentage of product price
Step 11: Refund processing time
Select the number of days that it takes for the customer to receive a refund.
Add an exception policy
To add an exception, you'll need to change the parts of your existing policy that are different for specific products. Then, add a return policy label [return_policy_label] so that you can assign this exception to specific products in your feed.
| In your Merchant Center account, click Delivery and returns. | |
| Click the Return policies tab. | |
In the 'Actions' column, click the plus button  to which you would like to add exceptions to. |
|
|
In the 'Countries and policy' tab:
|
|
|
In the 'Condition and window' tab:
|
|
|
In the 'Methods and fees' tab:
|
|
| Review the policy details and confirm the information that you have entered. Click Save. |
Add the return policy label attribute to products
If you only have one return policy (the default policy), you do not need to make any updates to your feed. But if you so wish, you can still add the return policy label [return_policy_label] column to your feed using the keyword 'default' as the label value for every product.
If you've created multiple return policies, you'll need to add the return policy label [return_policy_label] column to your feed. If the default policy applies, use the keyword 'default' or simply keep this column blank. For products that have an exception to the default policy, add the label name that you created for that exception policy.
Check the verification status of your return policy
Google verifies your return policies before using them. In the 'Status' column of the 'Returns' tab, you will see one of the following:
- Verified: Your policy has been approved.
- Pending: The review of your policy is not yet complete.
- Rejected: Your policy has not been approved. Ensure that your return policy meets the requirements, and update as needed.