How to create Product schema
- Enter the product name, description, image URL and brand.
- Add identifiers: your SKU and, if you have one, the GTIN (EAN or UPC barcode number).
- Fill in the price, currency, availability and condition, and the product page URL.
- If the page shows genuine customer reviews, add the average rating and the number of reviews.
- Copy the JSON-LD into the product page and test it in Google's Rich Results Test.
Why Product markup matters
Product structured data makes a page eligible for product snippets (price, availability and star ratings under your result) and for merchant listing experiences in Google Shopping, image search and the shopping knowledge panel. These enhanced results are more eye-catching and tend to improve click-through rates for online shops.
For merchant listings Google needs a name, an image and an offer with a price and currency. GTINs, brand and availability are strongly recommended. The values must match what customers see on the page: a price in markup that differs from the visible price can lead to warnings or manual actions. Ratings must come from real reviews on your site, not from third-party platforms or your own scores.
Most e-commerce platforms such as Shopify and WooCommerce output basic Product markup; use this generator for custom sites, landing pages or to check what complete markup looks like.
FAQ
Where do I add Product schema?
Paste the JSON-LD script into the HTML of the page it describes, usually in the head. Most CMSs and SEO plugins have a field or block for custom code.
Will Product schema guarantee rich results?
No. Valid markup makes a page eligible, but Google decides per search whether to show a rich result. Check Search Console for errors and eligibility.
What is a GTIN?
The Global Trade Item Number printed under a product barcode: an EAN-13, UPC-A or similar. Adding it helps Google match your product to its catalogue.