If your Google Merchant Center review request was rejected, you may be locked out of requesting another review for days or even weeks. This waiting period is called a cool down period, and understanding how it works is critical to getting your account reinstated without making things worse.
This guide explains exactly how cool down periods work, how long they last at each stage, and what you should do during the wait to maximize your chances of reinstatement on the next attempt.
A cool down period is an enforced waiting time that Google imposes after a failed review request. During this period, the "Request Review" button in your Merchant Center account is disabled, and your account remains suspended.
Google uses cool down periods to prevent merchants from submitting repeated review requests without actually fixing the underlying issues. Each failed attempt signals to Google that the problems haven't been resolved, and the waiting period gives you time to make meaningful changes.
Cool down periods escalate with each failed review attempt:
| Review Attempt | Cool Down Duration | What Happens |
|---|---|---|
| 1st rejection | ~7 days | Review button disabled for approximately one week |
| 2nd rejection | ~14-30 days | Longer wait period, support options become limited |
| 3rd rejection | Potentially permanent | Risk of permanent account suspension with very limited appeal options |
Important: These timeframes are approximate. Google does not publicly disclose exact cool down durations, and they may vary based on the severity of your violation and your account history.
To find your cool down end date in Google Merchant Center:
The cool down period is not wasted time. Use it strategically to ensure your next review request succeeds. Here's a step-by-step approach:
Don't just fix the one issue Google flagged. Run a full audit of your website against all 43+ Google Merchant Center compliance factors. Accounts are often suspended for multiple overlapping issues, and fixing only the most obvious one will lead to another rejection.
Verify that your website has complete, accurate, and easily accessible:
Check that your product feed matches your website exactly:
Ensure your website meets all technical standards:
Keep a detailed log of every change you make during the cool down. When you submit your next review request, having a clear record of improvements demonstrates to Google that you've taken the suspension seriously.
Creating a new Merchant Center account to bypass a suspension or cool down is considered circumventing Google's policies. This is a severe violation that can result in permanent suspension of both the original and new accounts.
If you request a review before the cool down has ended, it won't go through. Wait for the review button to become active again.
Each failed review extends the cool down period. It's far better to take your time, fix everything thoroughly, and submit one strong review request than to rush and face another rejection.
Google's suspension notices often mention only the primary violation. There are usually additional issues that contributed to the suspension. A comprehensive audit catches issues that Google's generic notice doesn't spell out.
Once the cool down period ends:
For detailed guidance on writing an effective review request, see our guide on how to appeal a Google Merchant Center suspension.
If your second or third review is rejected, the situation becomes more serious. Read our guide on what to do when reinstatement is denied for next steps.
You can also run a free compliance scan to identify any remaining issues that may have been missed.
The first cool down period is typically 7 days. After a second failed review, it increases to 14-30 days. A third rejection can lead to permanent suspension.
Your account remains suspended, the review button is disabled, and your products won't appear in Google Shopping. Use this time to audit and fix all compliance issues.
Yes. You can and should update your website, product feed, and Merchant Center settings during the cool down. You just cannot request a new review until it ends.
In Merchant Center, go to Products > Needs Attention to see the remaining cool down time.
No. This is considered circumventing Google's policies and can result in permanent suspension of both accounts.