In an attempt to compete with Amazon, Google is planning to add ratings to its product listing ads in order to make search results more effective. The ratings are to be based on aggregated rating and review data taken from several sources. Google believes merchants that gather these ratings will decide to share the data because it ultimately generates more business. The move should create more relevant search results as more data surrounds the product.

Sources include merchants, third-party aggregators, editorial sites and users.

“Product reviews provide critical information to shoppers making purchase decisions,” said Mike Capsambelis, a Google Shopping product manager.

In order to run a product listing ad, it is mandatory for merchants to provide Google with images, along with real-time price and inventory information.

While Google can compete in this aspect, the company cannot meet Amazon’s delivery speed or one-click ordering.

“Merchants want to own the customer from start to finish, not merely serve as an order taker on the back end for someone else’s website, which is already happening on Amazon, and increasingly on Google as the search giant pulls more information directly onto its pages,” reports The Wall Street Journal.

“One merchant asked about the program said his company is in no rush to share the information with Google. Another merchant said his company would, hoping to prevent rivals that did present ratings information from gaining a sales edge.”