Google Merchant Center New Merchant Verification: What to Expect in 2026

Published: 2026-06-09

New Merchant Center accounts go through an initial review before your products can appear in Google Shopping. In 2026, this review is more thorough than it was in previous years, and the criteria Google applies are the same ones used for suspension reviews. Understanding what Google looks for before you submit products saves you the frustration of an early suspension.

What Google Checks During Initial Review

Google's review covers your website, your product data, and your business information. On the website side, Google verifies that your contact information is visible and accurate, that you have a privacy policy and a return and refund policy, that your payment method is displayed, and that your website loads properly and is not under construction. On the product side, Google checks that your product titles and descriptions match what is on the corresponding landing pages, that images meet quality standards, and that pricing matches across your site and your feed.

Business Verification

In 2026, Google requires most new accounts to complete identity verification. This involves submitting a government-issued ID and in some cases business registration documents. Google uses this process to confirm that you are a real business operating legitimately. The verification typically takes two to five business days. Submitting clear, legible documents reduces the chance of a verification request for additional information.

Common Reasons New Accounts Are Suspended Immediately

The most common reasons new accounts receive an immediate suspension are: a website that does not meet Google's policy standards, product data that does not match the landing page, and a history of policy violations on a previous account associated with the same business or owner. If you had a previous Merchant Center account suspended, Google can associate the new account with the old one through IP address, payment method, business address, or GTIN data. Operating a new account to circumvent a suspension on an old account is a policy violation itself.

How Long the Initial Review Takes

Most initial reviews complete within three to five business days. During this period your products may appear in free listings in some regions while paid Shopping ads remain paused. If the review takes longer than five business days, your account may have been flagged for additional manual review. You can check the status under the Diagnostics section of your Merchant Center account.

Preparing Your Account Before Submission

The most effective approach is to treat the initial submission as if you were recovering from a suspension. Audit your website against Google's merchant policies before you submit any products. Check all required policy pages, verify that your product feed data matches your website exactly, and ensure that your contact information is accurate and complete. GMCSuspension.com's audit tool covers 52 policy areas and is useful for this pre-submission check even if your account has never been suspended.