Product Schema for Ecommerce: A Complete Guide With Examples

Product schema is structured data that describes each product in a format search engines can read without guessing: its name, image, brand, identifiers, price, availability, reviews, shipping and returns. It makes products eligible for rich results in Google, keeps Google Shopping accurate and gives AI shopping assistants the details they need to match products to questions.

What kinds of product rich results are there?

Google documents two types:

• Product snippets for pages that review or discuss a product, showing ratings and price ranges.
• Merchant listings for pages where a shopper can buy the product, which can show price, availability, shipping and returns, and appear in shopping experiences across Google.

Most online stores should aim for merchant listing eligibility on product pages.

Which properties should you include?

Property	Why it matters
name, image, description	The basics every product needs
brand	Helps match brand searches and comparisons
gtin, mpn or sku	Identifies the exact product across sellers
offers.price, priceCurrency	Price shown in results
offers.availability	In stock, out of stock, preorder
offers.itemCondition	New, used or refurbished
aggregateRating, review	Review stars and trust
shippingDetails	Delivery cost and time to each country
hasMerchantReturnPolicy	Return window and method

What does a complete example look like?

{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Oud Noir Eau de Parfum 100 ml",
  "image": ["https://yourstore.com/images/oud-noir-100ml.jpg"],
  "description": "A long-lasting oud with amber and smoked wood.",
  "sku": "OUD-NOIR-100",
  "gtin13": "0000000000000",
  "brand": { "@type": "Brand", "name": "Your Brand" },
  "aggregateRating": { "@type": "AggregateRating", "ratingValue": "4.8", "reviewCount": "412" },
  "offers": {
    "@type": "Offer",
    "url": "https://yourstore.com/products/oud-noir",
    "priceCurrency": "USD",
    "price": "128.00",
    "availability": "https://schema.org/InStock",
    "itemCondition": "https://schema.org/NewCondition",
    "shippingDetails": {
      "@type": "OfferShippingDetails",
      "shippingDestination": { "@type": "DefinedRegion", "addressCountry": "GB" },
      "shippingRate": { "@type": "MonetaryAmount", "value": "0", "currency": "USD" }
    },
    "hasMerchantReturnPolicy": {
      "@type": "MerchantReturnPolicy",
      "applicableCountry": "GB",
      "returnPolicyCategory": "https://schema.org/MerchantReturnFiniteReturnWindow",
      "merchantReturnDays": 30
    }
  }
}

Replace the placeholder GTIN with the real barcode number. Delivery times can be added with deliveryTime, and Google also supports shipping and return policies defined once at the organisation level instead of on every product.

How do you handle variants?

If sizes or colours share one URL, you can describe them with ProductGroup and hasVariant, with each variant listing its own SKU, price and availability. If each variant has its own URL, each page gets its own Product markup. Either way, the price and availability in the markup should match what the shopper sees.

How do you keep schema, pages and feeds in sync?

The most common problem we find is not missing markup but mismatched data: a sale price on the page, the old price in the markup and a third price in Merchant Center. Generate all three from the same source (your platform’s product data) rather than hard-coding values in a theme or plugin.

How do you test product schema?

1. Rich Results Test for a single URL, to see eligibility and warnings.
2. Search Console enhancements reports for Product snippets and Merchant listings, to see errors across the store.
3. Merchant Center diagnostics, to spot price or availability mismatches between feed and page.

Does product schema help with AI search?

AI assistants lean on structured product data to answer detailed questions: size, material, price, delivery and returns. Complete markup does not guarantee a recommendation, but thin or wrong data makes one unlikely. See how to get products into ChatGPT Shopping.

Structured data is one piece of ecommerce SEO. For the full process, read our ecommerce SEO guide or see our ecommerce SEO services.