Google has announced that it is embarking on a partnership with the service provider Bazaarvoice to add user-generated product reviews to ads and search results.
Bazaarvoice, who count Macy's and Best Buy among their client list, is essentially a third-party reviews engine for a number of large retailers.
Through the partnership, Google shall allow the manufacturers and gadget sellers on the service provider's roster to review various products.
Sameer Samat, the director of product management at Google stated: "User reviews and ratings are important content for users who are trying to shop."
In fact, Google already pulls in product and user reviews from websites such as CNET, however Google has announced that this move will make it easier for users to funnel their reviews direct to Google.
Samat also stated that retailers will be able to use these reviews in their Adwords ads, however this capability is not yet available.
Some of Bazaarvoice's clients, are already funneling reviews to Google.
Others are expected to follow, although Samat stated that it is up to the client whether they want to surface those reviews on Google's product pages or not.
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