The content will feature on the Google search and ad properties only for clients of Bazaarvoice that have opted into the service.
Within Google product searches, users will be shown full-length reviews with branding, while Google web search results will show previews of reviews and AdWords will include aggregate star ratings.
Brett Hurt, Bazaarvoice founder and CEO, said people increasingly rely on information from their friends and peers to make purchase decisions.
“Google is affirming the power of social commerce with this partnership to integrate our reviews into Google.com as well as throughout product search and advertising vehicles,” he said.
Jon Rudoe, head of retail at Bazaarvoice client Ocado, said, “Google’s decision to integrate such review content is a smart one and highly welcome. For us, it should mean more people viewing online food shopping with a greater amount of confidence. Google’s move complements Ocado’s aim to make the weekly supermarket shop as convenient and accessible as possible.”