Google has created the free Google Trusted Stores program to help online shoppers know they?re shopping with a reputable online retailer. Google says it has been testing the program since last fall with about 50 online merchants and more than 10 million orders. Starting today, Google Trusted Stores is open to all U.S. merchants who want to apply.

Google will award each merchant with a "Trusted Store badge" along with a "report card" which will show "grades" for that merchant?s shipping and service. This badge will be awarded to online stores that deliver "a great overall experience," according to Google.



If there's a problem with any online purchase, Google will be also three to help. Users who buy from a Google Trusted Store can opt in to get up to $1,000 "lifetime purchase protection" per shopper. Google's dedicated customer service team will work with them and the merchant to assist in resolving the issue.

Google will soon add the badge on Google.com ads and in Google Shopping results.