Google announced the launch of Trusted Stores today. This is a pilot program aimed at helping online shoppers find online merchants they can trust, and makes use of a special badge to help consumers identify those.

“The Google Trusted Store badge is awarded to e-commerce sites that demonstrate a track record of on-time shipping and excellent customer service,” says Tom Fallows, a Group Product Manager on Google’s Commerce team. “When visiting a qualifying store, shoppers can hover over the Google Trusted Store badge and see metrics on the store’s shipping and customer service performance.”

“When a shopper makes a purchase at a Google Trusted Store, they have the option to select free purchase protection from Google,” says Fallows. “Then, if a problem arises with their purchase, they can request Google’s help, and Google will work with the merchant and customer to address the issue. As part of this, Google offers up to $1,000 lifetime purchase protection for eligible purchases.”

Merchants themselves are voluntarily sharing their data about shipments with Google, if they want to participate in the program. Google also collects customer service data when shoppers seek Google’s help with an issue.

While the badge is only available for a few select stores right now, Google says it intends to expand the program in the coming months. There is an application form here.