Return Policy Generator

What Google Merchant Center expects

Based on Google's Merchant Center guidelines, your policy should:

• State the process, what customers need to do to return an item.
• State when returns and refunds are offered and the return timeframe.
• State when the refund arrives.
• Cover general cases such as buyer's remorse, not only damaged or defective items.
• Be accessible to every visitor without logging in or entering personal information.
• Live on its own page, not buried inside an FAQ or terms of service.
• Match the return settings you enter in Merchant Center.

Google's misrepresentation policy also lists concealed terms as a problem, such as undisclosed restocking fees, hidden return shipping costs, or a return window that quietly starts on the purchase date rather than the delivery date. Being explicit about these protects you.

How to use the generator

1. Set the return window, the number of days customers have to start a return, and whether it counts from delivery.
2. Choose the condition items must be in, for example unused with tags attached.
3. Choose who pays return shipping: you, the customer, or it depends on the reason.
4. Choose the refund method and timing, such as original payment method within a set number of days after the return is received.
5. Decide whether you offer exchanges.
6. List exceptions, such as final-sale items, personalized products, perishables or hygiene products.
7. Add your contact details for return requests.
8. Copy or download the policy and publish it on its own page.

What the generated policy includes

The output is organized into clear sections shoppers can scan: eligibility and return window, item condition, how to start a return, return shipping costs, refunds and timing, exchanges, non-returnable items, damaged or incorrect items, and contact information. Each section uses the answers you gave, so nothing is left as vague placeholder text.

Choices worth thinking through

Return window

Longer windows can increase conversions but may raise return rates. Whatever you pick, state whether it starts at purchase or delivery. Starting at delivery is fairer to customers and avoids the concealed-terms issue Google describes.

Return shipping

Free returns are a strong selling point but cost money. A common middle ground is free returns for defective or incorrect items and customer-paid returns for change-of-mind. State it plainly either way.

Restocking fees

If you charge one, say how much and when it applies. An undisclosed restocking fee is specifically named in Google's misrepresentation policy.

Common mistakes

• Copying another store's policy that does not match how you actually handle returns.
• Different terms in different places, such as 30 days on the policy page and 14 days in Merchant Center or in an FAQ.
• Only covering defective items. Google expects buyer's remorse returns to be addressed, even if your answer is that they are not accepted for some items.
• Hiding the policy behind a login or leaving it out of the footer.

Tips

• Link the policy in your site footer, at checkout and on product pages.
• Enter the same return settings in Merchant Center so they can appear on your listings.
• Publish a matching shipping policy with the shipping policy generator.
• Before applying, run through the misrepresentation checklist to confirm the rest of your trust signals are in place, and read our guide to Merchant Center misrepresentation.

Important: The generated policy is a template, not legal advice. Review it so it reflects your store's actual practices, and check it against the consumer protection laws that apply where you sell. Some regions set minimum return or cancellation rights that override your policy.