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Google now lets shoppers filter out incentivized product reviews in Search and AI Mode

A new filter in the product details panel in Search, Google Shopping and AI Mode shows only reviews that were not incentivized.

By MOBAEO Newsroom··1 min read

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Google has rolled out a filter that shows only non-incentivized reviews in product results. It lives in the details panel that opens on the right when someone clicks a product, whether in regular Search, Google Shopping or AI Mode. In the list of reviews, shoppers just pick "Non-incentivized only."

Barry Schwartz, executive editor of Search Engine Roundtable, documented the feature in a post published on November 10. According to him, the filter shows up on most product searches. "It appears for me on nearly every product listing and on every query, across Search, Shopping and AI Mode," he wrote.

The screenshot that accompanies his post was taken in Search. Schwartz says the filter works the same way in AI Mode and Google Shopping.

Where the filter comes from

About a year ago, Google began requiring merchants to flag whether a review was incentivized or not. Schwartz sees the new filter as a result of that requirement. The link between the two is his own reading.

Either way, the label merchants apply now has an effect shoppers can actually see. With one click in the product panel, a buyer can set incentivized reviews aside and read only the rest.

For brand and marketing teams selling products whose reviews appear on Google, the incentive label is now subject to a filter shoppers can use in Search, Shopping and AI Mode. When the filter is on, only non-incentivized reviews stay on screen, which gives more weight to the labeling Google has required since last year.

Key questions

Where is the non-incentivized reviews filter?

In the details panel that opens on the right when someone clicks a product in Search, Google Shopping or AI Mode.

Why did Google create this filter?

Barry Schwartz connects the filter to Google's requirement, introduced about a year ago, that merchants flag incentivized reviews. That connection is his own reading.

Does the filter appear for every product?

According to Schwartz, it appears on nearly every product listing and on every query he ran.

Source: Search Engine Roundtable.

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