SEO Term Definition
Product Schema
Product schema is structured data markup that tells search engines detailed information about a product page — including name, price, availability, reviews, and ratings — enabling rich snippets in search results.
Reviewed by Alexander Yarovenko · Updated: 2026-09-22
What is Product Schema?
Product schema is a type of Schema.org structured data applied to e-commerce product pages to communicate detailed product information to search engines. When properly implemented, it enables Google to show rich results in the SERP, including star ratings, price, and stock availability — directly in the search result, before the user clicks.
Key Product Schema Properties
| Property | Description | Required? |
|---|---|---|
name | Product name | Yes |
image | Product image URL(s) | Recommended |
description | Product description | Recommended |
offers | Pricing, currency, availability | Yes (for price rich results) |
aggregateRating | Average rating + review count | Yes (for star rating rich results) |
sku | Stock keeping unit identifier | Recommended |
brand | Brand name as Organisation | Recommended |
Product Schema Example (JSON-LD)
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Product",
"name": "Blue Running Shoes",
"image": "https://example.com/images/blue-shoes.jpg",
"description": "Lightweight running shoes for road and track.",
"sku": "BRS-001",
"brand": {"@type": "Brand", "name": "SpeedRun"},
"offers": {
"@type": "Offer",
"url": "https://example.com/blue-running-shoes",
"priceCurrency": "USD",
"price": "89.99",
"availability": "https://schema.org/InStock"
},
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4.7",
"reviewCount": "312"
}
}
</script>Benefits of Product Schema
- Star ratings visible in SERP → significantly improved CTR
- Price and availability in SERP → pre-qualifies buyers before they click
- Eligibility for Google Shopping surfaces beyond just paid ads
- Product snippets in image search
Technical decision
| Correct use | Mark up a specific visible product and keep price, currency, availability, variants and reviews synchronized with the page and feed. |
|---|---|
| Validation | Validate the canonical URL, compare JSON-LD with rendered commerce data, and monitor Product snippets or Merchant listings reports after releases. |