Product structured data had little to no correlation with rankings, and Amazon, despite dominating the top spots, doesn’t use structured data on its product pages.
However, pages using review structured data performed better.
Takeaway: Focus on collecting customer reviews and using review structured data, which appears more impactful than product structured data.
Shipping & Returns Scores
Google Shopping evaluates stores on shipping, returns, and website quality metrics.
The study found that stores with “Exceptional” or “Great” scores for shipping and returns were more likely to rank higher, especially in the top 10 positions.
Takeaway: Prioritize fast shipping and clear return policies to boost your Google Shopping scores.
What Does This Mean?
According to these findings, success in Google Shopping correlates with strong customer reviews, competitive pricing, and fast service.
Optimizing for traditional SEO—like backlinks and well-written metadata—can benefit both organic search and Shopping rankings.
Retailers should prioritize the customer experience, as Google’s scoring for shipping, returns, and website quality affects visibility.
Lastly, remember that correlation doesn’t equal causation—test changes thoughtfully and focus on delivering value to your customers.