Marketer, analyst, ex-CMO focused on the Google ecosystem (Ads, Merchant Center, GA4, GTM). Google Partner. 150+ projects, 100+ positive reviews on Freelancehunt, 12+ countries.
- I work directly, with no account managers or subcontractors
- I measure results in sales, not in-platform conversions
- Maximum expertise in the Google ecosystem — instead of “PPC, social ads and SEO, all in one”
Every year in autumn, roughly in October–November, online store owners face a sharp rise in suspensions and review delays in Google Merchant Center. The community has already nicknamed it the “merchantfall” (a play on the Ukrainian word for November, literally “leaf fall”) — and it repeats every year.
Contents
The Traditional Autumn “Merchantfall”: Insights from 100+ Google Merchant Center Launches and Unblocks
Why the merchantfall happens at all
The reason is unofficial but logical: this is exactly when the busiest shopping season in Western markets begins — Black Friday, Christmas, the New Year holidays. After the summer lull, Google tightens control, updates its review algorithms and hires additional reviewers.
As a result, there's a rise in: disapproved products; long reviews (sometimes 10–14 days); suspensions for “Misrepresentation”; random or mistaken disapprovals.
This happens even to stores that have operated for years without a single violation.
Why two identical websites can get different review results
It often happens that two nearly identical stores with the same terms, policies and product pages get different review results. One passes everything the first time, the other gets suspended.
The reason is simple: Google doesn't have a clearly written, stable review checklist. The review is done partly by automated algorithms, partly by human reviewers.
Nobody knows which type of review is happening in your case. And Google doesn't officially disclose it.
A unique case: reviewing 10 products a day
Out of the dozens of merchant accounts I've launched and unblocked, only one case looked truly abnormal. Over 200 products were reviewed at 10–12 items per day, and the process stretched over 14 days. Some products were disapproved, then went back to “Under review” status.
This scenario is rare, but during the merchantfall it happens more often.
The “Website needs improvement” suspension
This type of suspension is one of the hardest. It has no clear criteria, so a reviewer can pick on any element: from the wording in your policies to small details of how products are presented.
At the same time, it offers more room for appeals, and you get significantly more attempts to request another review than with “Misrepresentation”.
Why the merchantfall starts in autumn
The logic is simple: it's better for Google to warn you in the “low season” so you have time to fix all potential violations before peak sales. A suspension in November–December hurts not only your business but Google's own revenue too.
What to do if your Merchant Center gets suspended
The right strategy looks like this:
- run a technical audit of the website;
- eliminate all possible risks (policies, contact details, transparent terms);
- submit an appeal;
- wait for the manual review.
The vast majority of suspensions get resolved. It's a matter of technique, experience and a competent approach.
Conclusion
The merchantfall isn't a myth but a predictable seasonal phenomenon. It affects every market, every CMS and every niche. If your Merchant Center gets suspended or the review drags on, it's not necessarily a sign of a mistake on your part.
If you need help launching or unblocking Merchant Center — reach out, I can handle any Merchant Center issue.
One of the less obvious suspension causes is a language mismatch between the feed and the website. I cover how to find and fix it in “Merchant Center Suspension for Feed Language Mismatch”.
Where to find me
Message me on Telegram or by email — I respond quickly. Telegram channel and YouTube are for those who want to see real cases before reaching out and understand my approach.