Structured Data Guide
Product Schema Markup
Product structured data tells Google about the products on your pages — enabling rich results in Search, Shopping panel appearances, and enhanced visibility across Google's surfaces. There are three distinct types, each targeting different page types and unlocking different features.
Generate Product Schema FreeThe three types of Product structured data
All three use schema.org/Product as the base type. The difference is which properties you include and which Google features become available.
Type 1
Product Snippet
For: any page describing a product
Editorial reviews, shopping aggregators, and merchant pages. Enables star ratings, review information, and pricing in organic search results.
Product Snippet guide →
Type 2
Merchant Listing
For: pages where you sell the product
Merchant and retailer pages. Enables the Shopping panel, Popular products, price drop alerts, and shipping and return details.
Merchant Listing guide →
Type 3
Product Variants
For: products with colour, size, or material options
Uses ProductGroup with hasVariant. Groups all variants under a parent, enabling colour swatches and variant pricing in Shopping.
Product Variants guide →
Which type is right for your page?
| Page type | Product Snippet | Merchant Listing | Product Variants |
|---|---|---|---|
| Editorial review / blog | ✓ | — | — |
| Shopping aggregator | ✓ | — | — |
| Merchant product page — single product | ✓ | ✓ | — |
| Merchant product page — with colour/size variants | ✓ | ✓ | ✓ |
| Star ratings in organic search | ✓ | ✓ | ✓ |
| Pros and cons in search results | ✓ | — | — |
| Google Shopping panel | — | ✓ | ✓ |
| Price drop alerts | — | ✓ | ✓ |
| Colour swatches in Shopping | — | — | ✓ |
| Shipping info in results | — | ✓ | ✓ |
A merchant product page can qualify for both Product Snippet and Merchant Listing — Google recommends adding as many properties as possible to maximise eligibility.
How Product structured data appears in Google
Organic search
Product Snippet
Text result enriched with star ratings, price, and availability directly in the search snippet.
Shopping
Popular Products
Visually rich product cards for sale, shown in a carousel above organic results.
Shopping
Shopping Knowledge Panel
Detailed product page with a list of sellers, using product identifiers to match listings.
Images
Google Images
Annotated product images with price and availability overlaid when available for sale.
Frequently asked questions
Product schema markup is structured data — added to a web page as JSON-LD — that tells Google about the product on that page. It enables rich results in Google Search, including star ratings, pricing, availability, and Shopping panel appearances.
Google recognises three main types: Product Snippet (for any page describing a product), Merchant Listing (for merchant pages where customers can buy the product), and Product Variants (for products with options like colour, size, or material, using ProductGroup schema).
Yes. A merchant product page can qualify for both. Adding the required properties for Merchant Listings also makes the page eligible for Product Snippets. Google recommends providing as much product information as possible to maximise eligibility across different surfaces.
Yes. If your product comes in multiple colours, sizes, or materials, use ProductGroup schema with hasVariant. This groups all variants under a parent entity, enabling colour swatches and variant-specific pricing in Google Shopping.
Generate valid Product schema in seconds
Pick your schema type, fill in your product details, and get clean JSON-LD ready to copy. No account needed.
Open E-commerce Schema Generator →