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Merchant Listing — Schema Generator

The markup that enables Shopping features in Google: Popular Products, price drops, returns.

Turns out Google has been saving you a spot in Shopping this whole time — you just needed to tell it you're the one actually selling it. It rewards that kind of honesty.

Product Snippet Merchant Listing Product Variants

Product Snippet — for any page that describes a product (review sites, editorial pages, shopping aggregators, or merchant pages). Required: name + at least one of review, aggregateRating, or offers. Learn more →

Basic Info

Product Name *

Description

Image URL

Brand

SKU

MPN (Manufacturer Part Number)

Aggregate Rating

Rating Value

Review Count

Best Rating

Worst Rating

Review

Pros and cons only appear in Google Search for editorial review pages — not merchant pages or customer reviews. Minimum 2 statements total required.

Reviewer Name

Author Type

Review Rating

Best Rating

Pros (positiveNotes)

Cons (negativeNotes)

At least 2 statements total (pros + cons) are required for Google to display pros/cons in search results.

Offer / Price

Use Single offer for one seller (enables price drop alerts). Use Aggregate offer for shopping aggregator pages listing multiple sellers.

Price *

Currency

Availability

Price Valid Until

Low Price *

High Price

Currency *

Offer Count

Merchant Listing — for pages where customers can purchase the product from you. Required: name + offers.price + offers.priceCurrency. Enables Shopping panel, Popular products, and price drop alerts. Learn more →

Basic Info

Product Name *

Description

Image URL

Brand

Product URL

Identifiers (SKU, GTIN, MPN)

Products without a GTIN may have limited Shopping eligibility. Include GTIN (EAN/UPC) or MPN wherever possible.

SKU

MPN

GTIN Type

GTIN Value

Offer / Pricing *

Price *

Currency *

Availability

Item Condition

Price Valid Until

Seller / Store Name

Sale Price (StrikethroughPrice)

Enter the original (crossed-out) price. The Price field above becomes the active sale price. Enables strikethrough pricing in Shopping results.

Part of Product Group (inProductGroupWithID)

ID of the ProductGroup this variant belongs to. Links individual variant pages back to the product group.

Shipping Details

Shipping details can appear in Shopping results and search snippets. Leave blank to omit. Both handling and transit time are recommended by Google.

Shipping Cost

Shipping Currency

Destination Country

ISO 2-letter code (e.g. GB, US)

Min Handling Days

Days to dispatch (0 = same day)

Max Handling Days

Min Transit Days

Max Transit Days

Return Policy

Return Policy Type

Return Window (days)

Return Method

Return Fees

Applicable Country

ISO 2-letter country code (e.g. GB, US)

Aggregate Rating

Rating Value

Review Count

Best Rating

Worst Rating

Product Variants — for products with colour, size, material, or other options. Uses ProductGroup with hasVariant. Enables colour swatches and variant pricing in Google Shopping. Learn more →

Structure:

Variants nested inside ProductGroup — Google's recommended approach.

Basic Info

Group Name *

Description

Group URL

Brand

Product Group ID *

Your internal identifier for this group. Must be unique per product group.

Pattern

Material

Aggregate Rating (group level)

Place the rating on the ProductGroup — it applies to all variants.

Rating Value

Review Count

Best Rating

Worst Rating

Audience

Useful for apparel, toys, and other age/gender-targeted products.

Suggested Gender

Min Age (years)

Max Age (years)

Varies By

Select the dimensions that distinguish variants. Google uses full schema.org URIs — output is formatted correctly.

Variants (hasVariant)

Include GTIN or MPN on every variant for best Shopping eligibility.

Fill in the form to generate schema markup

Generate Merchant Listing JSON-LD with pricing, GTIN, availability, shipping, and returns. Google verifies price against your page — keep them in sync or risk Shopping disapprovals. Switch tabs to generate Product Snippet or Product Variants schema instead.