Product structured data
Also known as: Product schema markup
In short
Machine-readable information embedded on a product page that describes the product, its offers and related details using a supported structured vocabulary.
Describe the page in explicit fields
Product structured data gives machines named fields for information that shoppers see on a page. Common concepts include the product name, identifiers, offer price and availability. Schema.org provides the vocabulary; JSON-LD is one way to publish it.
Google distinguishes product snippets from merchant listing experiences. A review page and a page where customers can buy a product have different requirements. Follow the documentation for the intended use instead of assuming one generic block covers every case.
Structured data and a Merchant Center data source are separate inputs. Keeping them aligned helps avoid contradictory descriptions of the same offer.
Illustrative example
Imagine a shop displaying a blue chair for sale. Its structured data describes that chair and the currently displayed offer. When the store changes the price, the visible page and the structured price are updated from the same product record.
If the chair is available in several colors, the implementation also needs to represent the relevant variant relationships accurately.
Eligibility is not a guarantee
A valid structured data test does not promise a rich result or a particular ranking. The page still needs to meet the consumer’s content and technical requirements. Avoid fabricated reviews, stale prices or details that customers cannot verify on the page.