Product Structured Data
Product Snippet Schema Markup
Product Snippet structured data can be added to any page that describes a product — whether you sell it or not. When implemented correctly, Google can show star ratings, review information, pros and cons, and pricing directly in organic search results.
Generate Product Snippet Schema FreeAlso a merchant? Add Merchant Listing schema to unlock Shopping features too.
Product Snippet in Google Search
example.com › reviews › executive-anvil
Executive Anvil Review — CNET
★★★★☆ 4.4 (89 reviews)
From £29.99
The Executive Anvil is sleeker than ACME's Classic model and perfect for the business traveler. We tested it for three months.
Pros
+ Consistent results
+ Still sharp after many uses
Cons
− No child protection
− Lacking advanced features
Star ratings
Pros and cons
Price range
Review author
What Product Snippet schema unlocks
Star ratings in organic search
Aggregate review stars shown in the snippet before users click — for any page with aggregateRating.
Pros and cons
Google can display positiveNotes and negativeNotes for editorial review pages. Minimum 2 statements required.
Price in the snippet
Single Offer price or AggregateOffer price range (lowPrice–highPrice) shown directly in organic results.
Price drop alerts
Use a single Offer (not AggregateOffer) to be eligible for Google's price drop notification feature.
Who should use Product Snippet schema
Unlike Merchant Listing, Product Snippet is not restricted to sellers. Any of the following page types are eligible:
- Editorial review pages — sites that review products but don't sell them. Full access to pros/cons feature.
- Shopping aggregator pages — comparison sites listing multiple sellers. Use AggregateOffer with lowPrice, highPrice, offerCount.
- Merchant product pages — pages where you sell the product. Add Merchant Listing markup too for Shopping features.
Required and recommended properties
The minimum for a Product Snippet is name plus at least one of review, aggregateRating, or offers.
| Property | Status | Notes |
|---|---|---|
| name | Required | Product name. |
| review / aggregateRating / offers | Required | At least one of these three must be present for rich result eligibility. |
| aggregateRating | Recommended | Enables star ratings. Requires ratingValue and reviewCount. |
| review | Recommended | Individual review with author and rating. Add positiveNotes/negativeNotes for editorial pages. |
| offers (Offer) | Recommended | Single seller price. Required: price, priceCurrency. Enables price drop alerts. |
| offers (AggregateOffer) | Optional | For aggregator pages. Required: lowPrice, priceCurrency. Add highPrice and offerCount. |
| image | Recommended | Product image URL. Crawlable and indexable. |
| description | Recommended | Product description. |
| brand | Recommended | Brand name as nested Brand object. |
| sku / mpn | Optional | Product identifiers. Recommended for Shopping matching. |
Note: pros/cons (positiveNotes / negativeNotes) are only eligible for editorial review pages — not merchant pages or customer reviews.
Frequently asked questions
Any page that describes a specific product — editorial review sites, shopping aggregators, comparison pages, and merchant product pages. You do not need to sell the product to use Product Snippet markup.
Product name plus at least one of: review, aggregateRating, or offers. Providing only a name without one of these will not make the page eligible for the rich result.
Yes, but only for editorial review pages — not merchant pages or customer reviews. Add positiveNotes and negativeNotes inside your review object as ItemList. Google requires at least 2 statements in total (any combination of positive and negative).
Use Offer (single) when describing one seller's price — this also enables Google's price drop alerts. Use AggregateOffer when your page aggregates prices from multiple sellers (lowPrice, highPrice, offerCount). Do not use AggregateOffer for product variants — use ProductGroup for that.
Not directly. But it can significantly improve click-through rates by enriching your snippet with star ratings, price, and availability. Higher CTR can have an indirect positive impact on your position over time.
Also in this series
Generate valid Product Snippet schema
Add reviews, ratings, pros/cons, and pricing — get clean JSON-LD in seconds. No account needed.