Can I add review schema to my own product pages?

Can I add review schema to my own product pages?

'Q: Google says no 'self-serving reviews.' Does that mean I can't mark up reviews on my own store?'

Short answer: You can mark up genuine customer reviews of a product — what's banned is a site reviewing itself.

The longer version: Google's restriction targets a company adding Review or aggregateRating about its own business or services on its own page (e.g., 'we rate our agency 5 stars'). That self-serving markup is ineligible for rich results.

Reviews from your customers about a Product you sell are completely fine and encouraged — that's exactly what product rich results are for. The line is: who/what is being reviewed?

— Customer reviews of a product on the product page: allowed.
— Your store rating its own LocalBusiness/Organization: not allowed.
— Reviews you wrote about products you sell: risky, treat carefully.

Keep markup tied to real, visible reviews, with honest counts that match the page.

Rule of thumb: mark up reviews OF the product, never reviews BY you OF yourself.

Got a review-schema question? Drop it.