Merchant listing (Product
, Offer
) structured data
When you add Product
markup to your page, it can be eligible for display in merchant
listing experiences on Google Search, including the shopping knowledge panel,
Google Images, popular product results, and product snippets. Merchant listings can
highlight more specific data about a product, such as its price, availability, and shipping and
return information.
This guide focuses on the Product
structured data requirements for
merchant listings. If you're not sure which markup to use, read our
intro to Product
markup.
How to add structured data
Structured data is a standardized format for providing information about a page and classifying the page content. If you're new to structured data, you can learn more about how structured data works.
Here's an overview of how to build, test, and release structured data.
- Add the required properties. Based on the format you're using, learn where to insert structured data on the page.
- Follow the guidelines.
- Validate your code using the Rich Results Test and fix any critical errors. Consider also fixing any non-critical issues that may be flagged in the tool, as they can help improve the quality of your structured data (however, this isn't necessary to be eligible for rich results).
- Deploy a few pages that include your structured data and use the URL Inspection tool to test how Google sees the page. Be sure that your page is
accessible to Google and not blocked by a robots.txt file, the
noindex
tag, or login requirements. If the page looks okay, you can ask Google to recrawl your URLs. - To keep Google informed of future changes, we recommend that you submit a sitemap. You can automate this with the Search Console Sitemap API.
Examples
The following examples illustrate how to include structured data on your web pages for different situations.
Product page with an offer
Here's an example of a product page selling a product, with product reviews.
JSON-LD
<html> <head> <title>Executive Anvil</title> <script type="application/ld+json"> { "@context": "https://schema.org/", "@type": "Product", "name": "Executive Anvil", "image": [ "https://example.com/photos/1x1/photo.jpg", "https://example.com/photos/4x3/photo.jpg", "https://example.com/photos/16x9/photo.jpg" ], "description": "Sleeker than ACME's Classic Anvil, the Executive Anvil is perfect for the business traveler looking for something to drop from a height.", "sku": "0446310786", "mpn": "925872", "brand": { "@type": "Brand", "name": "ACME" }, "review": { "@type": "Review", "reviewRating": { "@type": "Rating", "ratingValue": 4, "bestRating": 5 }, "author": { "@type": "Person", "name": "Fred Benson" } }, "aggregateRating": { "@type": "AggregateRating", "ratingValue": 4.4, "reviewCount": 89 }, "offers": { "@type": "Offer", "url": "https://example.com/anvil", "priceCurrency": "USD", "price": 119.99, "priceValidUntil": "2024-11-20", "itemCondition": "https://schema.org/UsedCondition", "availability": "https://schema.org/InStock" } } </script> </head> <body> </body> </html>
RDFa
<html> <head> <title>Executive Anvil</title> </head> <body> <div typeof="schema:Product"> <div rel="schema:review"> <div typeof="schema:Review"> <div rel="schema:reviewRating"> <div typeof="schema:Rating"> <div property="schema:ratingValue" content="4"></div> <div property="schema:bestRating" content="5"></div> </div> </div> <div rel="schema:author"> <div typeof="schema:Person"> <div property="schema:name" content="Fred Benson"></div> </div> </div> </div> </div> <div rel="schema:image" resource="https://example.com/photos/4x3/photo.jpg"></div> <div property="schema:mpn" content="925872"></div> <div property="schema:name" content="Executive Anvil"></div> <div property="schema:description" content="Sleeker than ACME's Classic Anvil, the Executive Anvil is perfect for the business traveler looking for something to drop from a height."></div> <div rel="schema:image" resource="https://example.com/photos/1x1/photo.jpg"></div> <div rel="schema:brand"> <div typeof="schema:Brand"> <div property="schema:name" content="ACME"></div> </div> </div> <div rel="schema:aggregateRating"> <div typeof="schema:AggregateRating"> <div property="schema:reviewCount" content="89"></div> <div property="schema:ratingValue" content="4.4"></div> </div> </div> <div rel="schema:offers"> <div typeof="schema:Offer"> <div property="schema:price" content="119.99"></div> <div property="schema:availability" content="https://schema.org/InStock"></div> <div property="schema:priceCurrency" content="USD"></div> <div property="schema:priceValidUntil" datatype="xsd:date" content="2024-11-20"></div> <div rel="schema:url" resource="https://example.com/anvil"></div> <div property="schema:itemCondition" content="https://schema.org/UsedCondition"></div> </div> </div> <div rel="schema:image" resource="https://example.com/photos/16x9/photo.jpg"></div> <div property="schema:sku" content="0446310786"></div> </div> </body> </html>
Microdata
<html> <head> <title>Executive Anvil</title> </head> <body> <div> <div itemtype="https://schema.org/Product" itemscope> <meta itemprop="mpn" content="925872" /> <meta itemprop="name" content="Executive Anvil" /> <link itemprop="image" href="https://example.com/photos/16x9/photo.jpg" /> <link itemprop="image" href="https://example.com/photos/4x3/photo.jpg" /> <link itemprop="image" href="https://example.com/photos/1x1/photo.jpg" /> <meta itemprop="description" content="Sleeker than ACME's Classic Anvil, the Executive Anvil is perfect for the business traveler looking for something to drop from a height." /> <div itemprop="offers" itemtype="https://schema.org/Offer" itemscope> <link itemprop="url" href="https://example.com/anvil" /> <meta itemprop="availability" content="https://schema.org/InStock" /> <meta itemprop="priceCurrency" content="USD" /> <meta itemprop="itemCondition" content="https://schema.org/UsedCondition" /> <meta itemprop="price" content="119.99" /> <meta itemprop="priceValidUntil" content="2024-11-20" /> </div> <div itemprop="aggregateRating" itemtype="https://schema.org/AggregateRating" itemscope> <meta itemprop="reviewCount" content="89" /> <meta itemprop="ratingValue" content="4.4" /> </div> <div itemprop="review" itemtype="https://schema.org/Review" itemscope> <div itemprop="author" itemtype="https://schema.org/Person" itemscope> <meta itemprop="name" content="Fred Benson" /> </div> <div itemprop="reviewRating" itemtype="https://schema.org/Rating" itemscope> <meta itemprop="ratingValue" content="4" /> <meta itemprop="bestRating" content="5" /> </div> </div> <meta itemprop="sku" content="0446310786" /> <div itemprop="brand" itemtype="https://schema.org/Brand" itemscope> <meta itemprop="name" content="ACME" /> </div> </div> </div> </body> </html>
Pricing
Here are two examples of encoding a price in JSON-LD.
A price can be specified using the price
property as follows:
"offers": { "@type": "Offer", "price": 10.00, "priceCurrency": "USD", ... }
Alternatively, a price can be specified using the priceSpecification
property.
"offers": { "@type": "Offer", "priceSpecification": { "@type": "UnitPriceSpecification", "price": 10.00, "priceCurrency": "USD" }, ... }
Pricing with unit pricing measures
Here is an example of how to specify a price for 4.5l of a product that is always sold in multiples of 750ml. This form of pricing is particularly important in the EU for products sold by volume or weight.
When the unit pricing measure
and unit pricing base measure
are present, specify the price inside a UnitPriceSpecification
.
"priceSpecification": { "@type": "UnitPriceSpecification", "price": 81.00, "priceCurrency": "EUR", "referenceQuantity": { "@type": "QuantitativeValue", "value": "4.5", "unitCode": "LTR", "valueReference": { "@type": "QuantitativeValue", "value": "750", "unitCode": "MLT" } } }
Sale pricing
The following example shows a product with a sale price. The current, offer price
automatically becomes a sale price when you provide a second price with the original,
list price and mark it with a priceType
property
of value https://schema.org/ListPrice
.
Don't mark the current, offer price with a priceType
property.
{ "@context": "https://schema.org/", "@type": "Product", "name": "Nice trinket", "offers": { "@type": "Offer", "url": "https://www.example.com/trinket_offer", "price": 10.00, "priceCurrency": "GBP", "priceSpecification": { "@type": "UnitPriceSpecification", "priceType": "https://schema.org/ListPrice", "price": 15.00, "priceCurrency": "GBP" } } }
Alternatively, you can include two UnitPriceSpecification
entries to specify the
sale price and the list price:
{ "@context": "https://schema.org/", "@type": "Product", "name": "Nice trinket", "offers": { "@type": "Offer", "priceSpecification": [ { "@type": "UnitPriceSpecification", "price": 10.00, "priceCurrency": "GBP" }, { "@type": "UnitPriceSpecification", "priceType": "https://schema.org/ListPrice", "price": 15.00, "priceCurrency": "GBP" } ] } }
Shipping details
Here's an example of a product page with shipping details. This example would result in a shipping rate of $3.49 for all users that live in the US. For more examples, review the Shipping section.
JSON-LD
<html> <head> <title>Nice trinket</title> <script type="application/ld+json"> { "@context": "https://schema.org/", "@type": "Product", "sku": "trinket-12345", "gtin14": "12345678901234", "image": [ "https://example.com/photos/16x9/trinket.jpg", "https://example.com/photos/4x3/trinket.jpg", "https://example.com/photos/1x1/trinket.jpg" ], "name": "Nice trinket", "description": "Trinket with clean lines", "brand": { "@type": "Brand", "name": "MyBrand" }, "offers": { "@type": "Offer", "url": "https://www.example.com/trinket_offer", "itemCondition": "https://schema.org/NewCondition", "availability": "https://schema.org/InStock", "price": 39.99, "priceCurrency": "USD", "priceValidUntil": "2024-11-20", "shippingDetails": { "@type": "OfferShippingDetails", "shippingRate": { "@type": "MonetaryAmount", "value": 3.49, "currency": "USD" }, "shippingDestination": { "@type": "DefinedRegion", "addressCountry": "US" }, "deliveryTime": { "@type": "ShippingDeliveryTime", "handlingTime": { "@type": "QuantitativeValue", "minValue": 0, "maxValue": 1, "unitCode": "DAY" }, "transitTime": { "@type": "QuantitativeValue", "minValue": 1, "maxValue": 5, "unitCode": "DAY" } } } }, "review": { "@type": "Review", "reviewRating": { "@type": "Rating", "ratingValue": 4, "bestRating": 5 }, "author": { "@type": "Person", "name": "Fred Benson" } }, "aggregateRating": { "@type": "AggregateRating", "ratingValue": 4.4, "reviewCount": 89 } } </script> </head> <body> </body> </html>
RDFa
<html> <head> <title>Nice trinket</title> </head> <body> <div typeof="schema:Product"> <div property="schema:sku" content="trinket-12345"></div> <div property="schema:gtin14" content="12345678901234"></div> <div property="schema:name" content="Nice trinket"></div> <div rel="schema:image" resource="https://example.com/photos/16x9/trinket.jpg"></div> <div rel="schema:image" resource="https://example.com/photos/4x3/trinket.jpg"></div> <div rel="schema:image" resource="https://example.com/photos/1x1/trinket.jpg"></div> <div property="schema:description" content="Trinket with clean lines"></div> <div rel="schema:brand"> <div typeof="schema:Brand"> <div property="schema:name" content="MyBrand"></div> </div> </div> <div rel="schema:offers"> <div typeof="schema:Offer"> <div rel="schema:url" resource="https://example.com/trinket_offer"></div> <div property="schema:itemCondition" content="https://schema.org/NewCondition"></div> <div property="schema:availability" content="https://schema.org/InStock"></div> <div property="schema:price" content="39.99"></div> <div property="schema:priceCurrency" content="USD"></div> <div property="schema:priceValidUntil" datatype="xsd:date" content="2024-11-20"></div> <div rel="schema:shippingDetails"> <div typeof="schema:OfferShippingDetails"> <div rel="schema:shippingRate"> <div typeof="schema:MonetaryAmount"> <div property="schema:value" content="3.49"></div> <div property="schema:currency" content="USD"></div> </div> </div> <div rel="schema:shippingDestination"> <div typeof="schema:DefinedRegion"> <div property="schema:addressCountry" content="US"></div> </div> </div> <div rel="schema:deliveryTime"> <div typeof="schema:ShippingDeliveryTime"> <div rel="schema:handlingTime"> <div typeof="schema:QuantitativeValue"> <div property="schema:minValue" content="0"></div> <div property="schema:maxValue" content="1"></div> <div property="schema:unitCode" content="DAY"></div> </div> </div> <div rel="schema:transitTime"> <div typeof="schema:QuantitativeValue"> <div property="schema:minValue" content="1"></div> <div property="schema:maxValue" content="5"></div> <div property="schema:unitCode" content="DAY"></div> </div> </div> </div> </div> </div> </div> </div> </div> <div rel="schema:review"> <div typeof="schema:Review"> <div rel="schema:reviewRating"> <div typeof="schema:Rating"> <div property="schema:ratingValue" content="4"></div> <div property="schema:bestRating" content="5"></div> </div> </div> <div rel="schema:author"> <div typeof="schema:Person"> <div property="schema:name" content="Fred Benson"></div> </div> </div> </div> </div> <div rel="schema:aggregateRating"> <div typeof="schema:AggregateRating"> <div property="schema:reviewCount" content="89"></div> <div property="schema:ratingValue" content="4.4"></div> </div> </div> </div> </body> </html>
Microdata
<html> <head> <title>Nice trinket</title> </head> <body> <div> <div itemtype="https://schema.org/Product" itemscope> <meta itemprop="sku" content="trinket-12345" /> <meta itemprop="gtin14" content="12345678901234" /> <meta itemprop="name" content="Nice trinket" /> <link itemprop="image" href="https://example.com/photos/16x9/trinket.jpg" /> <link itemprop="image" href="https://example.com/photos/4x3/trinket.jpg" /> <link itemprop="image" href="https://example.com/photos/1x1/trinket.jpg" /> <meta itemprop="description" content="Trinket with clean lines" /> <div itemprop="brand" itemtype="https://schema.org/Brand" itemscope> <meta itemprop="name" content="MyBrand" /> </div> <div itemprop="offers" itemtype="https://schema.org/Offer" itemscope> <link itemprop="url" href="https://www.example.com/trinket_offer" /> <meta itemprop="itemCondition" content="https://schema.org/NewCondition" /> <meta itemprop="availability" content="https://schema.org/InStock" /> <meta itemprop="price" content="39.99" /> <meta itemprop="priceCurrency" content="USD" /> <meta itemprop="priceValidUntil" content="2024-11-20" /> <div itemprop="shippingDetails" itemtype="https://schema.org/OfferShippingDetails" itemscope> <div itemprop="shippingRate" itemtype="https://schema.org/MonetaryAmount" itemscope> <meta itemprop="value" content="3.49" /> <meta itemprop="currency" content="USD" /> </div> <div itemprop="shippingDestination" itemtype="https://schema.org/DefinedRegion" itemscope> <meta itemprop="addressCountry" content="US" /> </div> <div itemprop="deliveryTime" itemtype="https://schema.org/ShippingDeliveryTime" itemscope> <div itemprop="handlingTime" itemtype="https://schema.org/QuantitativeValue" itemscope> <meta itemprop="minValue" content="0" /> <meta itemprop="maxValue" content="1" /> <meta itemprop="unitCode" content="DAY" /> </div> <div itemprop="transitTime" itemtype="https://schema.org/QuantitativeValue" itemscope> <meta itemprop="minValue" content="1" /> <meta itemprop="maxValue" content="5" /> <meta itemprop="unitCode" content="DAY" /> </div> </div> </div> </div> <div itemprop="review" itemtype="https://schema.org/Review" itemscope> <div itemprop="author" itemtype="https://schema.org/Person" itemscope> <meta itemprop="name" content="Fred Benson" /> </div> <div itemprop="reviewRating" itemtype="https://schema.org/Rating" itemscope> <meta itemprop="ratingValue" content="4" /> <meta itemprop="bestRating" content="5" /> </div> </div> <div itemprop="aggregateRating" itemtype="https://schema.org/AggregateRating" itemscope> <meta itemprop="reviewCount" content="89" /> <meta itemprop="ratingValue" content="4.4" /> </div> </div> </div> </body> </html>
Free shipping
Here's an example of providing free shipping to buyers in the US state of New York.
"shippingDetails": { "@type": "OfferShippingDetails", "shippingRate": { "@type": "MonetaryAmount", "value": "0", "currency": "USD" }, "shippingDestination": [ { "@type": "DefinedRegion", "addressCountry": "US", "addressRegion": ["NY"] } ] }
Return details
Here is an example of a product page with return details. The markup matches a return policy that requires products to be returned within 60 days, shipped to the US, and there are no return fees.
JSON-LD
<html> <head> <title>Nice trinket</title> <script type="application/ld+json"> { "@context": "https://schema.org/", "@type": "Product", "sku": "trinket-12345", "gtin14": "12345678901234", "image": [ "https://example.com/photos/16x9/trinket.jpg", "https://example.com/photos/4x3/trinket.jpg", "https://example.com/photos/1x1/trinket.jpg" ], "name": "Nice trinket", "description": "Trinket with clean lines", "brand": { "@type": "Brand", "name": "MyBrand" }, "offers": { "@type": "Offer", "url": "https://www.example.com/trinket_offer", "itemCondition": "https://schema.org/NewCondition", "availability": "https://schema.org/InStock", "priceSpecification": { "@type": "PriceSpecification", "price": 39.99, "priceCurrency": "CHF" }, "hasMerchantReturnPolicy": { "@type": "MerchantReturnPolicy", "applicableCountry": "CH", "returnPolicyCategory": "https://schema.org/MerchantReturnFiniteReturnWindow", "merchantReturnDays": 60, "returnMethod": "https://schema.org/ReturnByMail", "returnFees": "https://schema.org/FreeReturn" } } } </script> </head> <body> </body> </html>
RDFa
<html> <head> <title>Nice trinket</title> </head> <body> <div typeof="schema:Product"> <div property="schema:sku" content="trinket-12345"></div> <div property="schema:gtin14" content="12345678901234"></div> <div property="schema:name" content="Nice trinket"></div> <div rel="schema:image" resource="https://example.com/photos/16x9/trinket.jpg"></div> <div rel="schema:image" resource="https://example.com/photos/4x3/trinket.jpg"></div> <div rel="schema:image" resource="https://example.com/photos/1x1/trinket.jpg"></div> <div property="schema:description" content="Trinket with clean lines"></div> <div rel="schema:brand"> <div typeof="schema:Brand"> <div property="schema:name" content="MyBrand"></div> </div> </div> <div rel="schema:offers"> <div typeof="schema:Offer"> <div rel="schema:url" resource="https://example.com/trinket_offer"></div> <div property="schema:itemCondition" content="https://schema.org/NewCondition"></div> <div property="schema:availability" content="https://schema.org/InStock"></div> <div property="schema:price" content="39.99"></div> <div property="schema:priceCurrency" content="CHF"></div> <div property="schema:priceValidUntil" datatype="xsd:date" content="2024-11-20"></div> <div rel="schema:hasMerchantReturnPolicy"> <div typeof="schema:MerchantReturnPolicy"> <div property="schema:applicableCountry" content="US"></div> <div property="schema:returnPolicyCategory" content="https://schema.org/MerchantReturnFiniteReturnWindow"></div> <div property="schema:merchantReturnDays" content="60"></div> <div property="schema:returnMethod" content="https://schema.org/ReturnByMail"></div> <div property="schema:returnFees" content="https://schema.org/FreeReturn"></div> </div> </div> </div> </div> </div> </body> </html>
Microdata
<html> <head> <title>Nice trinket</title> </head> <body> <div> <div itemtype="https://schema.org/Product" itemscope> <meta itemprop="sku" content="trinket-12345" /> <meta itemprop="gtin14" content="12345678901234" /> <meta itemprop="name" content="Nice trinket" /> <link itemprop="image" href="https://example.com/photos/16x9/trinket.jpg" /> <link itemprop="image" href="https://example.com/photos/4x3/trinket.jpg" /> <link itemprop="image" href="https://example.com/photos/1x1/trinket.jpg" /> <meta itemprop="description" content="Trinket with clean lines" /> <div itemprop="brand" itemtype="https://schema.org/Brand" itemscope> <meta itemprop="name" content="MyBrand" /> </div> <div itemprop="offers" itemtype="https://schema.org/Offer" itemscope> <link itemprop="url" href="https://www.example.com/trinket_offer" /> <meta itemprop="itemCondition" content="https://schema.org/NewCondition" /> <meta itemprop="availability" content="https://schema.org/InStock" /> <meta itemprop="price" content="39.99" /> <meta itemprop="priceCurrency" content="CHF" /> <meta itemprop="priceValidUntil" content="2024-11-20" /> <div itemprop="hasMerchantReturnPolicy" itemtype="https://schema.org/MerchantReturnPolicy" itemscope> <meta itemprop="applicableCountry" content="US" /> <meta itemprop="returnPolicyCategory" content="https://schema.org/MerchantReturnFiniteReturnWindow" /> <meta itemprop="merchantReturnDays" content="60" /> <meta itemprop="returnMethod" content="https://schema.org/ReturnByMail" /> <meta itemprop="returnFees" content="https://schema.org/FreeReturn" /> </div> </div> </div> </div> </body> </html>
Energy efficiency ratings
The following example illustrates how to specify energy efficiency information using structured data. The example specifies the EU energy efficiency class "C" with scale "A+" to "F" for a water heater.
Note that the minimum energy efficiency class value specifies the least efficient class on the energy consumption scale (in this case "F"), while the maximum energy efficiency class value specifies the most efficient class (in this case "A+").
{ "@context": "https://schema.org/", "@type": "Product", "sku": "1234-5678", "image": "https://www.example.com/waterheater.jpg", "name": "Water heater", "description": "Large capacity water heater", "gtin14": "12345678901231", "mpn": "WH1234", "brand": { "@type": "Brand", "name": "ExampleWaterHeaterBrand" }, "hasEnergyConsumptionDetails": { "@type": "EnergyConsumptionDetails", "hasEnergyEfficiencyCategory": "https://schema.org/EUEnergyEfficiencyCategoryC", "energyEfficiencyScaleMin": "https://schema.org/EUEnergyEfficiencyCategoryF", "energyEfficiencyScaleMax": "https://schema.org/EUEnergyEfficiencyCategoryA1Plus" }, "offers": { "@type": "Offer", "url": "https://www.example.com/hotwaterheater", "itemCondition": "https://schema.org/NewCondition", "availability": "https://schema.org/InStock", "price": 1799.00, "priceCurrency": "EUR" } }
Certifications
The following examples illustrate how to specify certification information using structured data. The first example specifies the German CO2 emissions class "D" for a vehicle.
{ "@context": "https://schema.org/", "@type": "Product", "sku": "1234-5678", "image": "https://www.example.com/vehicle.jpg", "name": "Big Car", "description": "Passenger vehicle with combustion engine", "gtin14": "12345678901231", "mpn": "WH1234", "brand": { "@type": "Brand", "name": "ExampleCarBrand" }, "hasCertification": { "@type": "Certification", "issuedBy": { "@type": "Organization", "name": "BMWK" }, "name": "Vehicle_CO2_Class", "certificationRating": { "@type": "Rating", "ratingValue": "D" } }, "offers": { "@type": "Offer", "url": "https://www.example.com/vehicle", "itemCondition": "https://schema.org/NewCondition", "availability": "https://schema.org/InStock", "price": 17999.00, "priceCurrency": "EUR" } }
The second example specifies an EPREL energy efficiency label for an LED:
{ "@context": "https://schema.org/", "@type": "Product", "sku": "1234-5678", "image": "https://www.example.com/led.jpg", "name": "LED", "description": "Dimmable LED", "gtin14": "12345678901231", "mpn": "WH1234", "brand": { "@type": "Brand", "name": "ExampleLightingBrand" }, "hasCertification": { "@type": "Certification", "issuedBy": { "@type": "Organization", "name": "European_Commission" }, "name": "EPREL", "certificationIdentification": "123456" }, "offers": { "@type": "Offer", "url": "https://www.example.com/led", "itemCondition": "https://schema.org/NewCondition", "availability": "https://schema.org/InStock", "price": 2.30, "priceCurrency": "EUR" } }
3D model
This example shows how to link a 3D model to a product with the subjectOf
property
and the 3DModel
type.
{ "@context": "https://schema.org/", "@type": "Product", "sku": "1234-5678", "image": "https://www.example.com/sofa.jpg", "name": "Water heater", "description": "White 3-Seat Sofa", "gtin14": "12345678901231", "mpn": "S1234W3", "brand": { "@type": "Brand", "name": "ExampleSofaBrand" }, "subjectOf": { "@type": "3DModel", "encoding": { "@type": "MediaObject", "contentUrl": "https://example.com/sofa.gltf" } }, "offers": { "@type": "Offer", "url": "https://www.example.com/whitechaiselongue", "itemCondition": "https://schema.org/NewCondition", "availability": "https://schema.org/InStock", "price": 1299.00, "priceCurrency": "USD" } }
Guidelines
For your Product
markup to be eligible for merchant listing experiences, you must follow these guidelines:
- General structured data guidelines
- Search Essentials
- Technical guidelines
- Content guidelines
- Free listings guidelines (for merchant listing experiences)
Technical guidelines
- Only pages where a shopper can purchase a product are eligible for merchant listing experiences, not pages with links to other sites that sell the product. Google may attempt to verify merchant listing product data before showing the information in search results.
- Product rich results only support pages that focus on a single product (or multiple variants of the same product). For example, "shoes in our shop" is not a specific product. This includes product variants where each product variant has a distinct URL. We recommend focusing on adding markup to product pages instead of pages that list products or a category of products.
- For details about how to mark up product variants, refer to product variant structured data documentation.
- When offering products for sale in multiple currencies, have a distinct URL per currency. For example, if a product is available for sale in Canadian and US dollars, use two distinct URLs, one per currency.
Car
isn't supported automatically as a subtype of Product. For now, include bothCar
andProduct
types if you want to attach ratings to it and be eligible for the Search feature. For example in JSON-LD:{ "@context": "https://schema.org", "@type": ["Product", "Car"], ... }
- If you're a merchant optimizing for all types of shopping results, we recommend putting
Product
structured data in the initial HTML for best results. - For JavaScript-generated
Product
markup: Be aware that dynamically-generated markup can make Shopping crawls less frequent and less reliable, which can be an issue for fast-changing content like product availability and price. If you're using JavaScript to generateProduct
markup, make sure your server has enough computing resources to handle increased traffic from Google.
Content guidelines
- We don't allow content that promotes widely prohibited or regulated goods, services, or information that may facilitate serious, immediate, or long term harm to people. This includes content related to firearms and weapons, recreational drugs, tobacco and vaping products, and gambling-related products.
Structured data type definitions
You must include the required properties for your content to be eligible for display as a rich result. You can also include the recommended properties to add more information to your structured data, which could provide a better user experience.
Product information
Product
The full definition of Product
is available at
schema.org/Product. When you mark up
your content for product information, use the following properties of the
Product
type:
Required properties | |
---|---|
name |
The name of the product. |
image |
Repeated The URL of a product photo. Pictures clearly showing the product (for example, against a white background) are preferred. Additional image guidelines:
For example: "image": [ "https://example.com/photos/1x1/photo.jpg", "https://example.com/photos/4x3/photo.jpg", "https://example.com/photos/16x9/photo.jpg" ] |
offers |
A nested Product snippets accept an |
Recommended properties | |
---|---|
aggregateRating |
A nested |
audience |
Optional information about the suggested audience for the product, such as the
suggested gender and age group. Only the |
brand.name |
Include the brand of the product in the
|
color |
The color or color combination of the product (for example, "red" or "yellow/sky blue"). See also the Color attribute in Google Merchant Center Help. |
description |
The product description. While the product description is not mandatory, it is strongly recommended to provide a description of the product in this property. |
gtin | gtin8 | gtin12 | gtin13 | gtin14 | isbn |
Include all applicable global identifiers; these are described at
schema.org/Product.
While you can use the generic
{ "@context": "https://schema.org", "@type": ["Product", "Book"], .... } |
hasCertification |
Certifications, such as energy efficiency ratings, associated with a product. Up to 10 certifications can be specified. This property is particularly relevant in European countries. See also the list of |
hasEnergyConsumptionDetails |
Information about the energy consumption of products such as electrical goods.
This property is particularly important in European countries.
See also the list of |
inProductGroupWithID |
The ID of a product group that this product variant belongs to. See also
|
isVariantOf |
A product group that this product variant belongs to, if applicable. For details on how to add markup for product variants, refer to product variant structured data documentation. |
material |
The material or material combination the product is made from, such as "Leather"
or "Cotton/Polyester". See also
|
mpn |
The manufacturer part number. This property uniquely identifies the product for a given manufacturer. |
pattern |
The pattern of the product, such as "polka dots" or "striped". See also
|
review |
A nested If you add a review for the product, the reviewer's name must be a valid name for a Not recommended: 50% off on Black Friday Recommended: "James Smith" or "CNET Reviewers" |
size |
The size of the product, such as "XL" or "medium". See also |
sku |
The merchant-specific identifier for the product. Specify at most one value.
|
subjectOf |
A 3D model for the product, if applicable. See the list of |
3DModel
The full definition of 3DModel
is available at
schema.org/3DModel
.
Use the following properties to link to a 3D model. Currently only models in glTF format are supported.
Required properties | |
---|---|
encoding |
The media for the 3D model. |
encoding.contentUrl |
The link to a 3D model definition file in glTF format. The file must have a |
Offer details
Offer
The full definition of Offer
is available at
schema.org/Offer. When marking up
offers within a product, use the following properties of the schema.org
Offer
type.
Required properties | |
---|---|
price or priceSpecification.price |
The offer price of a product. Follow schema.org usage guidelines.
Here's an example of the "offers": { "@type": "Offer", "price": 39.99, "priceCurrency": "USD" } Unlike product snippets, merchant listing experiences require a price greater than zero.
The offer price is required, but may be nested inside a
|
priceCurrency or priceSpecification.priceCurrency |
The currency used to describe the product price, in three-letter ISO 4217 format.
|
priceSpecification |
Complex prices can be specified using Prices can be specified using Prices with unit pricing measures can specify a To indicate a sale price, also specify the
original list price with the |
priceSpecification.priceType |
Marks the full, original listing price of a product, if applicable.
Only use this property if you want Google to show sale pricing for your product.
You must set the
If you use the |
Recommended properties | |
---|---|
availability |
The possible product availability options. The short names without the URL prefix
are also supported (for example
Don't specify more than one value. |
hasMerchantReturnPolicy |
Nested information about the return policies associated with an
|
itemCondition |
Condition of the item offered for sale. The short names without the URL prefix
are also supported (for example
Don't specify more than one value. |
shippingDetails |
Nested information about the shipping policies and options associated with an
|
url |
A URL of the product web page from which a shopper can purchase the product. This URL may be the preferred URL for the current page with all variant options appropriately selected. The URL can be omitted. Don't provide multiple URLs. For details on how to add markup for product variants, refer to product variant structured data documentation. |
UnitPriceSpecification
The full definition of UnitPriceSpecification
is available at
schema.org/UnitPriceSpecification
.
Use the following properties to capture more complex pricing schemes.
Required properties | |
---|---|
price |
The offer price of a product. See also the |
priceCurrency |
The currency used to describe the product price, in three-letter
ISO 4217 format.
See also the |
Recommended properties | |
---|---|
referenceQuantity |
The reference quantity is used for prices that specify a reference value for the price. See also the example Pricing with unit pricing measures and Unit pricing measure in Google Merchant Center Help for a detailed discussion on unit pricing. |
QuantitativeValue
(for unit pricing)
This section talks about using QuantitativeValue
for the referenceQuantity
property of a unit pricing specification. (QuantitativeValue
is also used for
shipping durations, but with different rules.) The full definition of
QuantitativeValue
is available at
schema.org/QuantitativeValue
.
QuantitativeValue
can be used for pricing that is based on a unit measure,
such as buying flooring per square meter, or liquids per half gallon. See
Unit pricing measure
in Google Merchant Center Help for a detailed discussion on unit pricing.
The following is an example of a selling price for 4.5l of a product that can be purchased in multiples for 750ml.
"priceSpecification": { "@type": "UnitPriceSpecification", "price": 81.00, "priceCurrency": "EUR", "referenceQuantity": { "@type": "QuantitativeValue", "value": "4.5", "unitCode": "LTR", "valueReference": { "@type": "QuantitativeValue", "value": "750", "unitCode": "MLT" } } }
Use the following properties to capture unit pricing details.
Required properties | |
---|---|
unitCode |
The unit of measurement. Either the UN/CEFACT codes or their human-readable equivalents as listed in Google Merchant Center Help Unit pricing measure are supported. |
value |
The numeric value of the unit sold. |
Recommended properties | |
---|---|
valueReference |
The |
SizeSpecification
The SizeSpecification
type is used to indicate the size of a product.
The full definition of the type is available at
schema.org/SizeSpecification
.
Recommended properties | |
---|---|
name |
A human readable name for the size, such as "XL". See the size attribute in Google Merchant Center Help for more details. |
sizeGroup |
The suggested size group for the product, if applicable. The interpretation of
the group is defined by the
The short names without the URL prefix are also supported (for example, See also |
sizeSystem |
The size system for the product, if applicable. Supported values are:
The short names without the URL prefix are also supported (for example, See also |
PeopleAudience
The full definition of PeopleAudience
is available at
schema.org/PeopleAudience
.
Use the following properties when indicating the recommended audience for a product. See also Supported structured data attributes and values in Google Merchant Center Help.
Recommended properties | |
---|---|
suggestedGender |
The suggested gender the product is suitable for. Must be one of the following values:
See Note that Google will complete |
suggestedMaxAge (or suggestedAge.maxValue ) |
The suggested maximum age for the product, in years. Google maps the maximum suggested ages for products onto the following fixed set of numerical values:
|
suggestedMinAge (or suggestedAge.minValue ) |
The suggested minimum age for the product, in years. Google maps the minimum suggested ages for products onto the following fixed set of numerical values:
|
EnergyConsumptionDetails
The full definition of EnergyConsumptionDetails
is available at
schema.org/EnergyConsumptionDetails
.
Use the following properties to indicate the energy consumption of a product, such as electrical goods. Currently only EU energy efficiency ratings are supported.
Required properties | |
---|---|
hasEnergyEfficiencyCategory |
The energy efficiency category of the product. Currently only the EU energy efficiency ratings are supported:
The short names without the URL prefix are also supported (for example,
|
Recommended properties | |
---|---|
energyEfficiencyScaleMin and energyEfficiencyScaleMax |
The lowest and highest energy efficient class on the regulated EU energy consumption scale for the product category a product belongs to. See The { "@type": "EnergyConsumptionDetails", "hasEnergyEfficiencyCategory": "https://schema.org/EUEnergyEfficiencyCategoryC", "energyEfficiencyScaleMin": "https://schema.org/EUEnergyEfficiencyCategoryD", "energyEfficiencyScaleMax": "https://schema.org/EUEnergyEfficiencyCategoryA3Plus" } If |
Certification
The full definition of Certification
is available at schema.org/Certification
.
Use the following properties to specify the certification.
Required properties | |
---|---|
issuedBy |
The authority or certification body responsible for issuing the certification. Use the property
| name |
The name of the certification. At this time, we support the following values:
|
Recommended properties | |
---|---|
certificationIdentification |
The code of the certification. For example, for the EPREL certificate with the link |
certificationRating |
The value of the certification. This property is ignored for certifications that require a certification code, like EPREL, but can be provided for specific certifications where a code isn't applicable. Specifically, the value of the appropriate CO2 Emission Class is required when listing vehicles in some countries. The following properties can be nested in the
The |
Shipping
OfferShippingDetails
OfferShippingDetails
enables people to see shipping costs and
estimated delivery timeframes based on their location and your company's shipping policies.
To make your products eligible for the shipping details enhancement, add the following
OfferShippingDetails
properties to your product pages in addition to
Product
structured data.
Sometimes merchants might have multiple options for users to select when shipping a product to
a destination (for example, Express Overnight, Rushed 2-day, and Standard). You can indicate
each of these by using multiple shippingDetails
properties, each with different
combinations of the shippingRate
and deliveryTime
properties.
While OfferShippingDetails
isn't required, the following properties are required if you want your shipping details to be eligible for the shipping details enhancement.
The full definition of OfferShippingDetails
is available at
schema.org/OfferShippingDetails.
Required properties | |
---|---|
deliveryTime |
The total delay between the receipt of the order and the goods reaching the final
customer. The following properties can be nested in the
Don't provide more than one |
shippingDestination |
Indicates shipping destinations. Specify the
|
shippingRate |
Information about the cost of shipping to the specified destination.
At least one of You can only specify one
|
shippingRate.currency |
The currency of the shipping cost, in 3-letter ISO 4217 format. The currency must be the same as the currency of the offer. |
shippingRate.value or shippingRate.maxValue |
The cost of shipping to the To specify free shipping, set the value to |
DefinedRegion
DefinedRegion
is used to create custom areas so that accurate shipping costs
and transit times can be set across multiple shipping services. This is currently only
supported for a restricted set of countries, as documented in
Set up regions
in Google Merchant Center Help.
Required properties | |
---|---|
addressCountry |
The two-letter country code, in ISO 3166-1 alpha-2 format. |
Recommended properties | |
---|---|
Choose either addressRegion or postalCode |
Identifies the region for the customer delivery area. If omitted,
the whole country is the defined region. Multiple regions can be listed,
but you cannot mix different ways of specifying the regions in one
|
addressRegion |
If you include this property, the region must be a 2- or 3-digit ISO 3166-2 subdivision code, without country prefix. Currently, Google Search only supports the US, Australia, and Japan. Examples: "NY" (for US, state of New York), "NSW" (for Australia, state of New South Wales), or "03" (for Japan, Iwate prefecture). Do not provide both a region and postal code information. |
postalCode |
The postal code. For example, 94043. Currently postal codes are supported for Australia, Canada, and the US. |
ShippingDeliveryTime
ShippingDeliveryTime
is used to share the total delay between the receipt of an order and the goods reaching
the final customer.
Recommended properties | |
---|---|
handlingTime |
The typical delay between the receipt of the order and the goods leaving the warehouse. |
transitTime |
The typical delay between when the order has been sent for delivery and when the goods reach the final customer. |
QuantitativeValue
(for shipping times)
QuantitativeValue
is used here to represent shipping times. A minimum and
maximum number of days must be specified. (QuantitativeValue
is also used
for unity pricing, with different validation rules for properties.)
Required properties | |
---|---|
maxValue |
The maximum number of days. The value must be a non-negative, whole number. |
minValue |
The minimum number of days. The value must be a non-negative, whole number. |
unitCode |
The units of the minimum/maximum values. The value must be |
Returns
MerchantReturnPolicy
Use the following properties to make your merchant listing eligible to show return policy information, including return fees and the window of time to return a product.
Required properties | |
---|---|
applicableCountry |
The country code that the return policy applies to, using the two-letter ISO 3166-1 alpha-2 country code formatting. You can specify up to 50 countries. |
returnPolicyCategory |
The type of return policy. Use one of the following values:
If you use |
Recommended properties | |
---|---|
merchantReturnDays |
The number of days from the delivery date that a product can be returned. This
property is only required if you set the |
returnFees |
The type of return fees. Use one of the following supported values:
|
returnMethod |
The type of return method offered. This is only recommended if you set the
|
returnShippingFeesAmount |
The cost of shipping for returning a product. This property is only required if there's a
non-zero shipping fee to be paid by the consumer to the merchant to return a product, in which case |
Alternative approaches to configuring shipping and return settings with Google
Retailer shipping policies can get complicated and may change frequently. If you're having trouble indicating and keeping your shipping and return details up-to-date with markup and have a Google Merchant Center account, consider configuring your shipping settings and return policies in Google Merchant Center Help. You can alternatively configure account-level shipping and return policies in Search Console, which get automatically added to Merchant Center.
Combining multiple shipping and return configurations
If you're combining various shipping and return configurations, keep in mind how you can override your policy information based on the order of precedence. For example, if you provide both organization-level markup on your site and return policy settings in Search Console, Google will only use the information provided in Search Console. If you submit a product feed in Merchant Center and configure shipping settings in Search Console, your Merchent Center feed information overrides your Search Console settings.
Here's what takes precedence for shipping and return policy information (ordered by strength, with feeds being the strongest):
- Product-level feeds submitted in Merchant Center
- Return settings in the Content API for Shopping
- Settings in Merchant Center or Search Console
- Product-level merchant listing markup
- Organization-level markup
Monitor rich results with Search Console
Search Console is a tool that helps you monitor how your pages perform in Google Search. You don't have to sign up for Search Console to be included in Google Search results, but it can help you understand and improve how Google sees your site. We recommend checking Search Console in the following cases:
- After deploying structured data for the first time
- After releasing new templates or updating your code
- Analyzing traffic periodically
After deploying structured data for the first time
After Google has indexed your pages, look for issues using the relevant Rich result status report. Ideally, there will be an increase of valid items, and no increase in invalid items. If you find issues in your structured data:
- Fix the invalid items.
- Inspect a live URL to check if the issue persists.
- Request validation using the status report.
After releasing new templates or updating your code
When you make significant changes to your website, monitor for increases in structured data invalid items.- If you see an increase in invalid items, perhaps you rolled out a new template that doesn't work, or your site interacts with the existing template in a new and bad way.
- If you see a decrease in valid items (not matched by an increase in invalid items), perhaps you are no longer embedding structured data in your pages. Use the URL Inspection tool to learn what is causing the issue.
Analyzing traffic periodically
Analyze your Google Search traffic using the Performance Report. The data will show you how often your page appears as a rich result in Search, how often users click on it and what is the average position you appear on search results. You can also automatically pull these results with the Search Console API.
There are two Search Console reports related to Product
structured data:
- Merchant listings report: For pages where shoppers can buy products.
- Product snippets report: For other product related pages such as product reviews and aggregator sites.
Both reports provide warnings and errors related to Product
structured data, but
are separate due to the different requirements for the associated experiences. For example, the
Merchant listings report
includes checks for product snippets that include Offer
structured data, so the
Product snippets
report only needs to be consulted for non-merchant listing pages.
Troubleshooting
If you're having trouble implementing or debugging structured data, here are some resources that may help you.
- If you're using a content management system (CMS) or someone else is taking care of your site, ask them to help you. Make sure to forward any Search Console message that details the issue to them.
- Google does not guarantee that features that consume structured data will show up in search results. For a list of common reasons why Google may not show your content in a rich result, see the General Structured Data Guidelines.
- You might have an error in your structured data. Check the list of structured data errors and the Unparsable structured data report.
- If you received a structured data manual action against your page, the structured data on the page will be ignored (although the page can still appear in Google Search results). To fix structured data issues, use the Manual Actions report.
- Review the guidelines again to identify if your content isn't compliant with the guidelines. The problem can be caused by either spammy content or spammy markup usage. However, the issue may not be a syntax issue, and so the Rich Results Test won't be able to identify these issues.
- Troubleshoot missing rich results / drop in total rich results.
- Allow time for re-crawling and re-indexing. Remember that it may take several days after publishing a page for Google to find and crawl it. For general questions about crawling and indexing, check the Google Search crawling and indexing FAQ.
- Post a question in the Google Search Central forum.