Product Schema

Product schema is a type of Schema.org — bibliotheekterm structured data — bibliotheekterm that marks up product information: name, description, price, availability, reviews, and images. This enables search engines to display rich snippets — bibliotheekterm in search results.

What does it deliver?

Correctly implemented product schema can lead to rich results with star ratings, price, availability status, and merchant name directly in the SERP — bibliotheekterm. This significantly increases CTR compared to plain text results.

Product schema and AI shopping

AI assistants and shopping features of search engines use product schema to generate product recommendations. Without structured data, you miss a growing channel for product visibility. Google Merchant Center — bibliotheekterm is also increasingly integrating with AI-driven shopping experiences.

Complete Product JSON-LD code example

Below is a complete Product schema with all recommended fields. This example validates in Google's Rich Results Test and includes the most commonly supported properties.

{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Nike Air Max 90 Running Shoes",
  "description": "The Nike Air Max 90 combines iconic design with modern comfort. Visible Air cushioning in the heel and durable rubber on the outsole.",
  "image": [
    "https://www.example.com/images/nike-air-max-90-1.jpg",
    "https://www.example.com/images/nike-air-max-90-2.jpg",
    "https://www.example.com/images/nike-air-max-90-3.jpg"
  ],
  "sku": "NAM90-WHT-42",
  "mpn": "CW7483-100",
  "gtin13": "1234567890123",
  "brand": {
    "@type": "Brand",
    "name": "Nike"
  },
  "color": "White/Black",
  "material": "Mesh, synthetic leather",
  "offers": {
    "@type": "Offer",
    "url": "https://www.example.com/nike-air-max-90",
    "priceCurrency": "USD",
    "price": "129.99",
    "priceValidUntil": "2026-12-31",
    "availability": "https://schema.org/InStock",
    "itemCondition": "https://schema.org/NewCondition",
    "seller": {
      "@type": "Organization",
      "name": "Example Sports Store"
    },
    "shippingDetails": {
      "@type": "OfferShippingDetails",
      "shippingRate": {
        "@type": "MonetaryAmount",
        "value": "0.00",
        "currency": "USD"
      },
      "deliveryTime": {
        "@type": "ShippingDeliveryTime",
        "handlingTime": {
          "@type": "QuantitativeValue",
          "minValue": 0,
          "maxValue": 1,
          "unitCode": "DAY"
        },
        "transitTime": {
          "@type": "QuantitativeValue",
          "minValue": 1,
          "maxValue": 3,
          "unitCode": "DAY"
        }
      },
      "shippingDestination": {
        "@type": "DefinedRegion",
        "addressCountry": "US"
      }
    },
    "hasMerchantReturnPolicy": {
      "@type": "MerchantReturnPolicy",
      "applicableCountry": "US",
      "returnPolicyCategory": "https://schema.org/MerchantReturnFiniteReturnWindow",
      "merchantReturnDays": 30,
      "returnMethod": "https://schema.org/ReturnByMail",
      "returnFees": "https://schema.org/FreeReturn"
    }
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.6",
    "bestRating": "5",
    "worstRating": "1",
    "ratingCount": "312",
    "reviewCount": "187"
  },
  "review": [
    {
      "@type": "Review",
      "author": {
        "@type": "Person",
        "name": "John Smith"
      },
      "datePublished": "2026-03-15",
      "reviewBody": "Excellent fit and the comfort is amazing for daily use. Highly recommended!",
      "reviewRating": {
        "@type": "Rating",
        "ratingValue": "5",
        "bestRating": "5"
      }
    }
  ]
}

Product with variants (color/size)

For products with variants like color or size, use a parent Product with multiple Offers, or separate ProductGroup with ProductModels. Below is the recommended approach with ProductGroup:

{
  "@context": "https://schema.org",
  "@type": "ProductGroup",
  "name": "Nike Air Max 90",
  "description": "The iconic Nike Air Max 90 in all available colors and sizes.",
  "url": "https://www.example.com/nike-air-max-90",
  "brand": {
    "@type": "Brand",
    "name": "Nike"
  },
  "productGroupID": "NAM90",
  "variesBy": [
    "https://schema.org/color",
    "https://schema.org/size"
  ],
  "hasVariant": [
    {
      "@type": "Product",
      "name": "Nike Air Max 90 - White - Size 9",
      "color": "White",
      "size": "9",
      "sku": "NAM90-WHT-9",
      "gtin13": "1234567890123",
      "image": "https://www.example.com/images/nam90-white.jpg",
      "offers": {
        "@type": "Offer",
        "priceCurrency": "USD",
        "price": "129.99",
        "availability": "https://schema.org/InStock",
        "url": "https://www.example.com/nike-air-max-90?color=white&size=9"
      }
    },
    {
      "@type": "Product",
      "name": "Nike Air Max 90 - Black - Size 9",
      "color": "Black",
      "size": "9",
      "sku": "NAM90-BLK-9",
      "gtin13": "1234567890124",
      "image": "https://www.example.com/images/nam90-black.jpg",
      "offers": {
        "@type": "Offer",
        "priceCurrency": "USD",
        "price": "129.99",
        "availability": "https://schema.org/InStock",
        "url": "https://www.example.com/nike-air-max-90?color=black&size=9"
      }
    }
  ]
}

Common Product Schema mistakes

• Price as integer instead of string: use "price": "139.99", not "price": 139.99. Google expects a string value.
• Missing priceCurrency: without a currency code, Google cannot correctly interpret the price.
• Wrong availability URL: use the full Schema.org URL (https://schema.org/InStock), not just "InStock".
• No image: the image field is strongly recommended. Without an image, the chance of getting a rich result is much lower.
• Outdated prices: if the price on the page differs from the price in the markup, Google may revoke the rich result or issue a manual action.
• Fake reviews in markup: reviews in structured data must match actually visible reviews on the page.
• Missing gtin/mpn/sku: at least one of these identifiers is needed for optimal recognition in Google Shopping.
• Markup on non-product pages: Product schema should only be placed on pages where the product is actually for sale.

Frequently asked questions