# Merchant Center Review Rejected? What to Do Next | Certanza

> Merchant Center review not approved? How cool-downs work, why a new account won't help, and what to check before you request your next review.

Web page: https://www.certanza.app/guides/merchant-center-review-rejected

# Merchant Center review rejected? What to do before you try again

A "Review not approved" status is frustrating, especially when you thought you'd fixed everything. Rushing straight back in rarely helps, because repeated unsuccessful reviews can lead to cool-down periods. Here's what a rejection means, what Google says about waiting, and how to make the next request count.

Merchant Center guide · updated 29 October 2026 · 5 minute read

## The short version

- If your issues aren't resolved by the second review attempt, Google says a one-week cool-down may begin, and it may get longer after each unsuccessful review.
- Google support can't shorten or skip a cool-down.
- You may only have one chance to disagree with an issue, so choose "I disagree" only when you can support it.
- Deleting the account or opening a new one won't fix it. Google says a new account for the same business is likely to be suspended too.

## Key numbers

- **2nd**: unsuccessful review attempt can start a cool-down
- **1 week**: first cool-down, which may increase
- **Up to 7**: business days for most reviews, Google says
- **1**: chance to disagree may be all you get

## What "Review not approved" means

When you request a review, Merchant Center shows its progress: Review requested, then Under review, then the result. Google emails you when you request the review and again when it's finished. "Review not approved" means the issue is still there as far as Google is concerned.

Google doesn't promise a detailed reason for a rejection. The best place to look is the issue itself: go to Products, open the Needs attention tab and select View setup and policy issues. For product-level issues, Google's issue details page shows example products and steps to take.


## Cool-downs and limits

- If your issues aren't resolved by the second review attempt, Google says a one-week cool-down period may begin.
- The cool-down may increase with each unsuccessful review after that.
- During a cool-down the review button is greyed out and the account stays suspended. The end date shows under Needs attention.
- Google support can't bypass or shorten a cool-down.
- Google doesn't publish a fixed number of reviews, but says that depending on the issue there may be a limit on how many you can request.

> **Use "I disagree" carefully.** Google says you may only have one chance to disagree with an issue, and to make sure you understand the policy and can support your request first. If you've made changes, choose "I fixed the issue" instead.


## What not to do

### Don't delete the account

Google says deleting a suspended account won't resolve the suspension.

### Don't open a new account

Google says a new account for the same business is likely to be suspended too. Using Shopping again through new accounts after a suspension is listed under its abuse of the network policy.

### Don't unlink Google Ads to get round it

If a linked Google Ads account is suspended, Google says unlinking it won't lift the Merchant Center suspension. The Ads suspension has to be fixed first.

### Don't request again straight away

Each unsuccessful review can lengthen the wait. Use the time to find what was missed.


## How to make the next review count

1. **Re-read the issue.** Go back to Needs attention and read the issue details again. Note the exact policy and any example products.
2. **Check your whole shop.** Google suggests examining your online shop and Merchant Center account thoroughly: product details, business information, policies and contact information. It's easy to fix one page and miss the same problem somewhere else.
3. **Match your product data to your site.** Prices, availability and delivery details should match your website. Remove any products that don't comply, and update your product data, or wait for your scheduled upload to run, before you request a review.
4. **Check your business details everywhere.** Your business name, address and contact details should match between your website, Merchant Center and any identity verification.
5. **Request the review.** Choose "I fixed the issue", then Request review. Google says a review usually takes up to 7 business days, though complex reviews can take longer.
6. **Contact support if you're stuck.** Contact Merchant Center support from your account. If you use Shopify, use Get support in the Google & YouTube app. Support can help with the process, but can't shorten a cool-down.

> **Use the cool-down well.** A cool-down is frustrating, but it's time to check your site and product data properly. A [free scan](https://www.certanza.app/) shows your score and the areas that need attention, and the full report lists each problem it finds with the page it came from.


## Your before-you-resubmit checklist

Tick these off as you go. Your progress is saved on this device.

- [ ] Read the issue details under Products, Needs attention
- [ ] Noted the exact policy and any example products
- [ ] Checked every key page, not just the one I changed
- [ ] Business name, address and contact details match everywhere
- [ ] Returns, delivery, privacy and terms policies are complete and consistent
- [ ] Prices, stock and delivery in my product data match the website
- [ ] Non-compliant products removed from my product data
- [ ] Product data updated, or upload run, before requesting
- [ ] Any linked Google Ads suspension resolved first
- [ ] Chosen "I fixed the issue", unless I can fully support "I disagree"

**What a checklist can't catch** (problems that are easy to miss by eye):

- Product structured data showing a different price or stock status from the page
- A return window that differs on a page you'd forgotten about
- Delivery costs in Merchant Center that don't match your delivery page
- Policy text copied from another business, still naming them
- Template placeholders like [COMPANY NAME] left in a policy
- Your business name written differently in policies, checkout and page code
- Claims that read as guarantees, health benefits or endorsements
- Contact details that differ between pages
- Currency in your product data that doesn't match the page
- Pages Google's crawler can't load, even though they work for you


## Common questions

### How long is a Merchant Center cool-down?

Google says a one-week cool-down may begin if issues aren't resolved by the second review attempt, and that it may increase with each unsuccessful review after that. It doesn't publish a fixed schedule. The end date shows under Needs attention.

### Can Google support lift the cool-down?

No. Google says support can't bypass or shorten a cool-down period.

### Will Google tell me why the review was rejected?

Google doesn't promise a detailed reason. Check the issue details under Products, Needs attention, which can include example products and steps to take.

### Should I start again with a new Merchant Center account?

No. Google says deleting a suspended account won't resolve it, and a new account for the same business is likely to be suspended as well.

### How many times can I request a review?

Google doesn't publish a fixed number, but says that depending on the issue there may be a limit. Repeated unsuccessful reviews can also lead to longer cool-downs, so it's better to make fewer, well-prepared requests.

## Sources

- [Google Merchant Center: Request a review of your issues](https://support.google.com/merchants/answer/13585221)
- [Google Merchant Center: Suspended accounts (Shopify app)](https://support.google.com/merchants/answer/13693195)
- [Google Merchant Center: Misrepresentation policy](https://support.google.com/merchants/answer/6150127)
- [Google Merchant Center: Issues in Merchant Center](https://support.google.com/merchants/answer/12153802)
- [Google Merchant Center: Delete your account](https://support.google.com/merchants/answer/12160374)
- [Google Merchant Center: Abuse of the network](https://support.google.com/merchants/answer/6150118)
- [Google Merchant Center: Linked account suspensions](https://support.google.com/merchants/answer/13030286)

Check your own website for these problems with a free scan: https://www.certanza.app/

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