Google Merchant Center suspension is not only a hassle for e-commerce businesses but also a major reason for loss of revenue at times. Most traders don’t know why they get suspended and how to fix it.
In this guide on How to Appeal a Google Merchant Center Suspension, you’ll find practical steps to solve the issue quickly, protect your business from future risks, and increase your chances of a successful appeal.
Why Google Merchant Center Suspension?
Google Merchant Center usually suspends when they think your website, product feed or business information is violating their policies.
Suspension is mainly from Google’s automatic system to protect business credibility and customer safety.
The main reasons are:
- Misrepresentation of Products: If the product description, price or picture is incorrect or misleading.
- Website Policy Violation: If the website does not have an SSL, Contact, or Refund Policy pages.
- Business Information Inconsistency: If the website, Merchant Center and Google My Business have different information.
- Product Data Mismatch: If the information on the website does not match the information in the feed.
- Linked Account Suspension: Merchant Center may also be suspended if the Google Ads account is suspended.
These are the major issues. If you want to know the full details, you can read our blog post Why Google Merchant Center Account Suspends where we have discussed in detail.
How to Identify Your Google Merchant Center Suspension Cause
The first step in reviewing a Google Merchant Center suspension is to find the root cause of the problem. Google usually mentions the nature of the problem in the notification, but sometimes it’s not clear. So you need to follow the steps below carefully.
What you need to do:
- Check Google’s Suspension Notification: Read the reason carefully from the email or Merchant Center Notification.
- Review ‘Needs Attention’ Tab in Diagnostics: Here are all the issues related to the product feed.
- Audit Linked Google Ads Account: Check account status by visiting Google Ads Policy Manager. Fix it first if it is suspended. If you want, you can get audited with our free audit tools.
- Check Business Information Across Platforms: Website, Merchant Center and Google Business Profile — all three should have the same information.
The Fix-It Checklist Before You Appeal
Before appealing to Google Merchant Center you need to ensure your website, product feed and business information are fully Google’s Policy Compliant. If this step is wrong, no matter how well you write the Appeal, it is more likely to be rejected.
Below is the important checklist —
Website Compliance
Google expects your website to be secure, professional and customer friendly.
Be sure to ensure the following —
- Installing SSL Certificate (HTTPS Security)
- Clear Contact Page where phone number, email, and address will be mentioned
- About Us, Privacy Policy, Return Policy & Terms of Service Page updated
- Website Mobile Responsive and Broken Link Free
- No spamming, irrelevant or copied content
Product Feed Accuracy
All information contained in the Google Shopping Feed must be updated, accurate and consistent with the website —
- The product name, price and description should be consistent with the website
- Product images should be clear and should not contain erroneous pricing or stock information
- Product Category & GTIN set properly
- Uploading shipping and tax information correctly in the feed
If you don’t know what a product feed is and how to optimize it, then you should read our product Feed optimizations guide.
Business Information Consistency
Google verifies credibility by looking at where you’re doing business.
Because of this –
- The website, Google Merchant Center and Google My Business must have the same name, address and phone number
- Contact details should be updated everywhere
Shipping, Tax & Payment Settings
If your Shipping Rate or Tax Info is incorrect, that can also cause suspension.
Make sure —
- Merchant Center Shipping Settings are OK
- Tax Settings updated
- The website has multiple payment methods and the checkout process is straightforward
Follow Google’s instructions to fix the setting: Google Shopping Ads — Everything You Need to Know
Avoid Misrepresentation Triggers
Misrepresentation is one of Google’s most sensitive issues so don’t make misleading claims about your products, services, terms and prices.
- Not an exaggerated promotion
- Avoid Hidden Fees
- Keep clear communication with the customer
How to Write a Winning Appeal to Google
The purpose of the Appeal is to Google Merchant Center Proving to Google that you have made your business and website compliant with their policies.
Here’s a step-by-step guide on how to write an appeal successfully —
Step 1: Where to Appeal?
- Login to your Google Merchant Center
- Go to Diagnostics Tab > Account Issues
- Click on the ‘Request Review’ button
- Submit your Appeal in the form
Step 2: What Your Appeal Must Include:
1. What Happened:
- Briefly describe why Google suspended you
- Give the email reference from Google
2. What You Fixed:
- Website, feed, business info, shipping/tax settings — list what’s updated
- Indicate which part of the Policy you are complying with
3. Why It’s Now Compliant:
- State how you are currently following the policy by referencing Google’s Official Guidelines
- What steps have you taken to improve the customer experience?
4. Supporting Evidence:
- Website link
- Screenshot (Contact Page, Policy Page, Product Listing)
- Product Feed Link (if any)
Step 4: Do’s during Appeal
- Write clearly and with evidence
- Reference Google’s Policy document
- Maintain a professional tone
- Attach Relevant Evidence
Step 5: Don’ts When Appealing
- Do not write emotional words (“Please unlock my account”)
- Don’t blame Google
- Do not submit the same Appeal repeatedly
- Do not open new or fake accounts
- Do not appeal without complying with the cool-off period
Step 6: What to do if the Appeal is Rejected?
- Google usually 7-Day Cool-Off Period gives
- Recheck your Website/Feed as per Feedback
- Change and then appeal again
For details, read our How to Fix Google Merchant Center Suspension guide.
What Happens After You Submit the Appeal
Knowing what the next steps might be after making an appeal to Google can help you be realistically mentally prepared.
Review Timeline (How long does Google take to review Appeals?)
- It usually takes 3-7 business days to review your Appeal
- However, in some cases it can take up to 10 business days
- Check the Notifications Tab in your Google Merchant Center Account regularly
Possible Outcomes of your Appeal
- Account Reinstated: Google reviews your account and lifts the suspension
- Suspension Maintained: If the problems are not fixed, the suspension may remain
- Request for More Information: Google may ask you to send additional information or documents
If Your Appeal Gets Rejected
- Cool-off Period: Usually wait 7 days
- Review feedback carefully
- Check the website, feed and information again
- If necessary, Appeal again with new evidence
When to Contact Google Support
- Appeal has been for a long time, but has received no reply
- The cause of your problem is not clear, or a new issue has appeared
- You still don’t understand the reason even after your appeal has been rejected repeatedly
Google Merchant Center Contact Support
Proactive Measures to Keep Your Merchant Account Safe
In order to avoid Google Merchant Center Suspension, you need to not only appeal but regularly comply with a few important things.
Conduct Regular Website & Feed Audits
- Whether the website has SSL, Legal Pages, and Contact Info updates
- Title, Description, Price, and Image of Product Feed is correct
- Check Feed Error Diagnostics at least once a month
Follow Google’s Misrepresentation Policy Checklist
- Do not give any misleading, incorrect information
- Stay away from Hidden Fees, Overclaim or Fake Offers
- Present real and accurate information about your product
Stay Updated with Google’s Merchant Center Policies
- Google updates their policies regularly
- Subscribe or take time to read the Google Merchant Center Policy page
Build Strong Customer Trust
- Publish Real Customer Reviews on Website
- Use the Secure Checkout Gateway
- Have a clear Refund & Return Policy
Final Thoughts
Before rushing to fix a Merchant Center suspension, take time to understand Google’s policies and act accordingly. If you carefully follow each step in this guide, you’ll have a strong chance of winning your appeal.
Struggling with a Suspension?
- Let Our Experts Handle It. Get Help Now.
Our experienced team will help you fix the Google Merchant Centre suspension and make the Appeal successful.
About the Author
👤 Written by Bejoy Hossain
Google Merchant Center Compliance & Shopping Ads Specialist
With over 5 years of hands-on experience, I help e-commerce businesses fix Merchant Center suspensions, resolve policy violations, and optimize product feeds for better reach and sales. I’ve worked with thousands of store owners worldwide — sharing practical strategies that build trust with Google and unlock business growth.
