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Schema types

Product schema

Also known as: Product structured data

Product schema is schema.org structured data that describes a product on a web page, for example its name, image, price and availability. Search engines read it to show product details in results.

At a glance

Format
JSON-LD, RDFa or Microdata
Where
in the HTML of the product page
Vocabulary
Product with Offer, ProductGroup for variants
Rich result
Product snippets and merchant listings, shown at the discretion of each Google experience
Test with
Rich Results Test
Docs
Google: Product structured data

Last checked:

How does Google use it?

Google splits Product markup into two experiences. Product snippets suit pages where nobody can buy the item, such as reviews or comparisons. Merchant listings suit pages where the product can be bought directly and support details like shipping and return policy. Google’s documentation says that providing both page markup and a Merchant Center feed maximizes eligibility.

Product markup can also describe variants, so Google can tell which products belong to the same parent product. Google does not guarantee that structured data produces a rich result.

Example

HTML
<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Trail running shoe",
  "image": "https://example.com/shoe.jpg",
  "offers": {
    "@type": "Offer",
    "price": "89.90",
    "priceCurrency": "USD",
    "availability": "https://schema.org/InStock"
  }
}
</script>

Product snippets and merchant listings are covered in their own entries.

Sources

  1. Product structured data – Google Search Centraldevelopers.google.com
  2. Product snippet structured data – Google Search Centraldevelopers.google.com
  3. Merchant listing structured data – Google Search Centraldevelopers.google.com
  4. Product – schema.orgschema.org

Last updated: