What Is Request Review?
Request Review is the button in Google Merchant Center that initiates a re-evaluation of your account after a policy violation or suspension. When Google suspends your account or disapproves products for policy reasons, fixing the underlying issues is only half the process — you then need to tell Google you are ready for another look by clicking Request Review.
The button appears in your Merchant Center dashboard under Account issues when your account has an active policy violation. It is sometimes called the "appeal button," though Google officially labels it "Request review."
Why It Matters for Google Merchant Center
The Request Review button is the only official mechanism for appealing Merchant Center suspensions. There is no email address, phone number, or chat support that can lift a suspension. You must use the in-account review process.
Timing matters. Every review request that fails brings you closer to a permanent ban. Google allows approximately three review attempts for most policy violations. After that, the suspension typically becomes permanent. This makes each request critically important — submitting before your issues are actually fixed wastes a limited and irreplaceable opportunity.
Understanding how Request Review works, when to use it, and what happens after you click it is essential knowledge for any merchant dealing with a suspension. For a full walkthrough of the appeal process, see our misrepresentation fix guide.
How Request Review Works
When the Button Appears
Request Review appears in Merchant Center when:
- Your account is suspended for a policy violation (misrepresentation, circumventing systems, etc.)
- Products are disapproved at the account level (not individual product disapprovals)
- Google has flagged your account for a compliance review
The button does not appear for individual product disapprovals caused by feed data errors. Those are resolved by fixing the data — Google re-processes feed updates automatically.
What Happens After Clicking
- You describe your changes. Google presents a text field where you explain what you fixed and why your store is now compliant. Be specific — generic statements like "I fixed everything" are not helpful.
- Google queues your review. Your account enters the review queue. Review times vary but typically take 3-7 business days. During this time, do not make further changes to your website or feed.
- Google evaluates your store. Reviewers (human or AI-powered) check your website, product feed, and business information against the policy that triggered the violation.
- You receive a decision. Google either reinstates your account or rejects the review with a reason. The decision appears in your Merchant Center dashboard and is sent via email.
Review Limits and Cool-Down Periods
Google enforces escalating consequences for failed reviews:
- After 1st rejection: 7-day cool-down period before you can request another review
- After 2nd rejection: 14-30 day cool-down period
- After 3rd rejection: Account typically moves to permanent suspension
These are approximate timelines — Google does not publish exact cool-down durations. The Request Review button is grayed out during cool-down periods.
Common Issues and Fixes
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Request Review button is grayed out — You are in a cool-down period from a previous rejected review. Wait for the button to become active again. The cool-down period is shown in your Account issues panel.
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Button does not appear at all — Your issue may be a product-level disapproval rather than an account-level violation. Check Products > Diagnostics for individual product issues. Also verify you are looking at the correct Merchant Center account if you manage multiple accounts.
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Review was rejected but no specific reason given — Google's rejection messages are often vague. Re-audit your entire store against the specific policy that caused the suspension. Use a compliance scan to identify issues you may have missed. Do not resubmit the same request without making additional changes.
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Review is taking longer than 7 days — During peak periods (Q4, after major policy updates), review times can extend to 10-14 days. Do not submit a new request while one is pending — this can reset your position in the queue.
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Account reinstated but products still disapproved — After account reinstatement, individual products may need 24-48 hours to be re-approved. If products remain disapproved after 48 hours, check for remaining feed errors in Products > Diagnostics.
Tips for a Successful Review Request
- Fix everything first. Do not submit a review request the same day you find the violation. Spend 5-10 days auditing and fixing your store thoroughly.
- Be specific in your description. List every change: "Added 30-day return policy with restocking fee details," "Updated business address to match Merchant Center," "Fixed price mismatches on 47 products."
- Complete identity verification. If available, completing Google's identity verification process before requesting review strengthens your case significantly.
- Run a compliance scan. Use automated tools to catch issues you may have missed manually. Scan your store before clicking Request Review.
- Do not make changes during review. Once you submit, leave your website and feed untouched until the review completes.
Related Terms
- Cool-Down Period — The waiting period between failed review requests
- Misrepresentation — The most common policy violation requiring Request Review
- Reinstatement Timeline — Expected timeframes for the full appeal process