Definition
Product schema is structured data describing a product's name, image, price, availability and reviews, making the page eligible for richer listings.
Product schema explained
Product markup uses the schema.org Product type, usually with an Offer for price and availability and, where shown on the page, AggregateRating and Review. Google uses it to understand product pages and to show product details in search results and shopping experiences.
The key rule is that markup must match what shoppers see. If the page says a product is out of stock or on sale at a different price, the structured data must say the same. Mismatches can make pages ineligible for rich results, and reviews should only be marked up when they are genuinely shown on the page and collected from customers.
Generate product markup from the same data that builds the page, so prices and stock stay in sync, and test templates with Google's Rich Results Test. Stores that also use Google Merchant Center should keep feed data and on-page markup consistent.
Example
Your running-shoe product pages lack structured data, so search listings show only titles. Adding Product markup with price, currency, availability and the customer rating shown on each page makes them eligible to display those details in search.
Why it matters
Product details in search results help shoppers choose your listing, and accurate markup helps search engines and AI shopping answers describe your products correctly.
Related service
E-commerce SEO
Category, product and faceted-navigation SEO for Shopify and custom online stores.
E-commerce SEO servicesSources
- Google Search Central: Introduction to structured data markup (updated 10 Dec 2025)
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Related terms
- Schema markupSchema markup is structured data using the schema.org vocabulary that describes a page's content, such as a product, article or business, for machines.
- JSON-LD (JavaScript Object Notation for Linked Data)JSON-LD is the format Google recommends for structured data, added to a page inside a script tag separate from the visible HTML.
- Rich resultsRich results are search listings with extra visual details, such as ratings, prices, images or breadcrumbs, usually enabled by structured data.
- Google Merchant CenterGoogle Merchant Center is where stores upload product data, such as titles, prices and stock, so products can show in Shopping ads and free listings.
- Category pageA category page lists a group of related products in an online store and is usually the page that ranks for broad product searches.