[[{"@type":["Article"],"@id":"https:\/\/www.schemaapp.com\/schema-markup\/creating-product-schema-markup-using-the-schema-app-highlighter\/#Article","@context":{"@vocab":"http:\/\/schema.org\/","kg":"http:\/\/g.co\/kg"},"url":"https:\/\/www.schemaapp.com\/schema-markup\/creating-product-schema-markup-using-the-schema-app-highlighter\/","publisher":[{"@id":"https:\/\/www.schemaapp.com\/#Organization"}],"audience":"https:\/\/schema.org\/PeopleAudience","inLanguage":"en-CA","image":[{"@type":"ImageObject","@id":"https:\/\/www.schemaapp.com\/schema-markup\/creating-product-schema-markup-using-the-schema-app-highlighter\/#Highlight20251010191959150-393688_0_Article_image_ImageObject","url":"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2020\/03\/Ariat-Product-Rich-Result.png?strip=all&lossy=1&resize=667%2C166&ssl=1"},{"@type":"ImageObject","@id":"https:\/\/www.schemaapp.com\/schema-markup\/creating-product-schema-markup-using-the-schema-app-highlighter\/#Highlight20251010191959150-393688_1_Article_image_ImageObject","url":"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2020\/03\/Example-of-Product-Snippet-vs-merchant-listing.png?strip=all&lossy=1&resize=800%2C300&ssl=1"},{"@type":"ImageObject","@id":"https:\/\/www.schemaapp.com\/schema-markup\/creating-product-schema-markup-using-the-schema-app-highlighter\/#Highlight20251010191959150-393688_2_Article_image_ImageObject","url":"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2020\/03\/Ariat-Merchant-Listing.png?strip=all&lossy=1&resize=305%2C540&ssl=1"},{"@type":"ImageObject","@id":"https:\/\/www.schemaapp.com\/schema-markup\/creating-product-schema-markup-using-the-schema-app-highlighter\/#Highlight20251010191959150-393688_3_Article_image_ImageObject","url":"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2020\/03\/Product-vs.-Merchant-Listing-Required-Properties-600x613.png?strip=all&lossy=1&ssl=1"},{"@type":"ImageObject","@id":"https:\/\/www.schemaapp.com\/schema-markup\/creating-product-schema-markup-using-the-schema-app-highlighter\/#Highlight20251010191959150-393688_4_Article_image_ImageObject","url":"https:\/\/s.w.org\/images\/core\/emoji\/17.0.2\/svg\/1f4a1.svg"},{"@type":"ImageObject","@id":"https:\/\/www.schemaapp.com\/schema-markup\/creating-product-schema-markup-using-the-schema-app-highlighter\/#Highlight20251010191959150-393688_5_Article_image_ImageObject","url":"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2020\/03\/Product-Schema-Markup.png?strip=all&lossy=1&resize=1140%2C704&ssl=1"},{"@type":"ImageObject","@id":"https:\/\/www.schemaapp.com\/schema-markup\/creating-product-schema-markup-using-the-schema-app-highlighter\/#Highlight20251010191959150-393688_6_Article_image_ImageObject","url":"https:\/\/s.w.org\/images\/core\/emoji\/17.0.2\/svg\/1f4a1.svg"},{"@type":"ImageObject","@id":"https:\/\/www.schemaapp.com\/schema-markup\/creating-product-schema-markup-using-the-schema-app-highlighter\/#Highlight20251010191959150-393688_7_Article_image_ImageObject","url":"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2019\/07\/Schema.Org-Markup-Validator.png?strip=all&lossy=1&resize=1140%2C597&ssl=1"},{"@type":"ImageObject","@id":"https:\/\/www.schemaapp.com\/schema-markup\/creating-product-schema-markup-using-the-schema-app-highlighter\/#Highlight20251010191959150-393688_8_Article_image_ImageObject","url":"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/07\/search.google.com_test_rich-resultsHighRes-Screenshot.png?strip=all&lossy=1&resize=1140%2C641&ssl=1"},{"@type":"ImageObject","@id":"https:\/\/www.schemaapp.com\/schema-markup\/creating-product-schema-markup-using-the-schema-app-highlighter\/#Highlight20251010191959150-393688_9_Article_image_ImageObject","url":"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2025\/12\/Martha.png?strip=all&lossy=1&resize=100%2C100&ssl=1"}],"timeRequired":"PT14M","potentialAction":[{"@type":"ScheduleAction","@id":"https:\/\/www.schemaapp.com\/schema-markup\/creating-product-schema-markup-using-the-schema-app-highlighter\/#Article_potentialAction_ScheduleAction","url":"https:\/\/www.schemaapp.com\/book-a-demo\/"}],"dateModified":"2026-07-09T14:20:54+00:00","headline":"How to Create \u201cProduct\u201d Schema Markup","name":"How to Create \u201cProduct\u201d Schema Markup","datePublished":"2023-12-21T18:10:58+00:00","mainEntityOfPage":"https:\/\/www.schemaapp.com\/schema-markup\/creating-product-schema-markup-using-the-schema-app-highlighter\/","description":"Learn what Product Schema Markup is, its benefits, and how you can leverage it to achieve greater visibility and engagement in search.","keywords":["Ecommerce","Explainers","Product","Rich Results","Rich Results Test","Schema Markup","Schema Markup Validator","Schema.Org","Structured Data","Structured Data Testing Tool","Tutorial"],"articleBody":"Have you ever wondered how certain Google search results for products stand out with detailed information like pricing, ratings, reviews, and images, setting them apart from standard listings? These enhanced results are called Product rich results, or \u201cProduct Snippets,\u201d and are achieved by implementing Product Schema Markup (aka Product structured data).\nIn this article, we dive into what Product Schema Markup is, its benefits, and how you can achieve greater visibility and engagement on search by leveraging it on your product web pages.\nExpanding on its multiple benefits, adding Product Schema Markup can help your eCommerce website in two ways:\n1. Product Schema Markup enhances how your store and products appear in search\nThese enhancements, known as rich results, can include star ratings, reviews, price, availability, and much more!\nYou\u2019re probably familiar with star ratings and reviews, as they really stand out in search results. You can see just how much more informative and engaging these rich results are in the following example for Ariat. In addition to ratings and reviews, Product rich results can also highlight shipping and return information.\n\n2. Product Schema Markup provides context for the content on your web pages \nSchema Markup has benefits that extend beyond achieving rich results for your products and services in search. By adding context to your content using Product Schema Markup, search engines and AI search can better understand and match your products with a user\u2019s search intent.\nThrough Schema Markup, you can define objects on your web pages as distinct entities with their own properties and relationships to other entities. Once defined, you can connect these entities to a search engine\u2019s knowledge graph, like Google\u2019s Knowledge Graph, through a process called Entity Linking, which disambiguates  your content to be more accurately matched with a relevant search query.\nFor example, if your eCommerce store sells vegan snacks and alternatives, your structured data markup informs Google that these snacks are products for sale and that it\u2019s not, for example, a blog post about the best vegan alternatives to snack on.\nDistinguishing Between Product Snippets and Merchant Listings\nAccording to Google, there are two classes of Product rich results: Product snippets and merchant listing experiences.\nMerchant listings serve as an extension of the product snippet item, providing more comprehensive search results that consistently feature a price. A carousel may showcase these listings alongside similar products from various sellers or within a knowledge panel in the SERP.\n\nWhile Product rich results do not appear in the shopping tab, merchant listings do. Notably, they manifest differently within the shopping tab. Incorporating merchant listings allows you to customize your approach as you enhance your target product with additional properties. This is a process that requires the integration of Product markup.\nMerchant listings come with a broader set of recommended properties compared to product snippets. These expanded features allow you to segment results based on factors such as seller, brand, pattern, size, and more.\nThe properties required and recommended for merchant listings are more exhaustive, providing a more detailed and nuanced representation. For example, product snippets don\u2019t require an image, but merchant listings require one.\nThe effectiveness of merchant listing experiences hinges on specific product data, such as price and availability. It\u2019s important to note that only pages that directly support the product purchases are eligible for merchant listing experiences; pages containing links to other sites selling the product do not meet the criteria.\nFor reference, see the following example of another Ariat product that achieved an enhanced merchant listing. Notably, it has price listed, a large and clear image of the product, delivery information, ratings, and shipping information.\n\nProduct Result Reporting\nEach type of rich result\u2014product snippet and merchant listing\u2014comes with distinct enhancements and reporting, each adhering to its own set of requirements and recommendations.\nAs per an announcement from Google Search Central, they conveyed through a tweet that, \u201cIn January 2024, [GSC] will stop reporting the Product results search appearance, both in the Performance report and the API\u201d.\nThis decision to deprecate Product results aligns logically with the prior split into merchant listings and product snippets. Given that Product results essentially represent a combination of the two, the decision to deprecate it is a move towards more detailed and nuanced reporting for each.\nRequired and Recommended Properties for Product Structured Data\nGoogle maintains documentation that explains what is required for \u201cProduct\u201d structured data.\nWe\u2019ve captured the most common required and recommended fields below. It is important to keep in mind, however, that the requirements and recommendations may differ between Product Snippets and Merchant Listing eligibility.\nFor an exhaustive and up-to-date  list of requirements and recommendations for both Merchant Listings and Product Snippets, visit the Product Information section in their Structured Data Documentation for Product.\nYou can see in the example below that you can toggle between the specific properties for \u201cProduct Snippets\u201d and \u201cMerchant Listings\u201d exclusively.\n\nYou must populate the required properties in order for your content to be eligible for display as a rich result in search. Recommended properties add more information to your structured data, which can provide a better user experience.\nLooking for additional guidance implementing Product structured data? Read our article \u201c6 Common Product Rich Result Mistakes You Might be Making\u201d for more tips.\nProduct\nSchema.org Product\n\n\n\nSchema Property\nPriority\nMapping Notes\n\n\nimage\nRequired\nImageObject or URL:  A picture clearly showing the projecty. Must be in .jpg, .png, or. gif format.\n\n\nname\nRequired\nText: The name of the product.\n\n\nEither review or aggregateRating or offers\nRequired\nReview, Aggregate Rating, or Offer: Once you include a review or aggregateRating or offers,  the other two properties become recommended in the Rich Results Test.\n\n\nbrand\nRecommended\nBrand or Organization: The brand of the product.\n\n\ndescription\nRecommended\nText: The product description.\n\n\ngtin8 | gtin13 | gtin14 | mpn | isbn\nRecommended\nText: Include all applicable global identifiers as described in Schema.org Product\n\n\nsku\nRecommended\nText: The merchant-specific identifier for the product.\n\n\n\nIt\u2019s important to note that Product Structured Data requires only one of the following properties:\n\nReview\naggregateRating\nOffers\n\nOnce you fulfill one of these requirements, the remaining properties will become recommended rather than required. That being said, it is always best to markup all three properties as they can provide more information in the rich result.\n TIP! Add Review, aggregateRating, and Offers properties to provide more information in the rich results.\nWe created the following visual to help conceptualize the structure of Product Schema Markup. With Product as the starting point, the required properties are used to connect to information in the form of text, URLs, or other data items containing their own properties.\n\nThe required and recommended properties for the Review, AggregateRating, and Offer data items are as follows:\nReview\nSchema.org Review\n\n\n\nSchema Property\nPriority\nMapping Notes\n\n\nauthor\nRequired\nPerson\/Organization: The author of the review. The reviewer\u2019s name must be a valid name.\n\n\nreviewRating\nRequired\nRating: The rating given in this review.\n\n\nreviewRating, ratingValue\nRequired\nNumber\/Text: a numerical quality rating for the item, either a number, fraction, or percentage.\n\n\ndatePublished\nRecommended\nThe date that the review was published, in ISO 8601 date format.\n\n\nreviewRating, bestRating**\nRecommended\nNumber: the highest value allowed in this rating system.\n\n\nreviewRating, worstRating**\nRecommended\nNumber: The lowest value allowed in this rating system.\n\n\n\nAggregateRating\nSchema.org AggregateRating\n\n\n\nSchema Property\nPriority\nMapping Notes\n\n\nratingCount*\nRequired\nNumber: Specifies the number of people who provided a review with or without an accompanying rating.\n\n\nreviewCount*\nRequired\nNumber: Specifies the number of people who provided a review with or without an accompanying rating.\n\n\nratingValue\nRequired\nNumber\/Text: a numerical quality rating for the item, either a number, fraction, or percentage.\n\n\nbestRating**\nRecommended\nNumber: the highest value allowed in this rating system.\n\n\nworstRating**\nRecommended\nNumber: The lowest value allowed in this rating system.\n\n\n\n*Note: You must have at least one of ratingCount or reviewCount.\n**Note: only required if the rating system is not a 5-point scale (1 = worst rating, 5 = best rating)\nOffer\nSchema.org Offer\n\n\n\nSchema Property\nPriority\nMapping Notes\n\n\navailability\nRequired\nItemAvailability: The possible product availability options. This should be expressed using the URL of an ItemAvailability enumeration from schema.org, for example https:\/\/schema.org\/InStock or https:\/\/schema.org\/OutOfStock.\n\n\nprice\nRequired\nNumber: The offer price of a product. Utilize a period to indicate a decimal point, and ensure no ambiguous symbols are used, such as \u201c$\u201d.\n\n\npriceCurrency\nRequired\nText: The currency used to describe the product price, in three-letter ISO 4217 format (e.g. USD for US Dollars).\n\n\npriceValidUntil\nRecommended\nText: Date: The date (in ISO 8601 date format) after which the price will no longer be available.\n\n\n\n TIP! While itemReviewed is required for standalone Review and AggregateRating data items, these should not be used when embedded within the Product template.\nFYI: For the most current guidelines on required and recommended fields, reference the Google Developers Reference Guide.\nHow to Create Product Structured Data\nThere are two types of pages where you would typically create Product structured data:\n\nA product page listing a single product\nA shopping aggregate page listing a single product with information from other sellers offering that product\n\nLearn more in Google\u2019s Product structured data documentation.\nTo help you get started, we have compiled the fundamental steps for creating Product Structured Data:\nStep 1: Add Required Properties for Product Structured Data\nAdd the required Schema.org properties for Product structured data markup using our reference above. We recommend our own tools, the Schema App Editor and Schema App Highlighter, but there are many different options out there.\nYou should add all of the recommended and required properties, but also ensure you are connecting the entities on your site. For example, if the brand of your product on your website is also your organization, you want to make sure that the \u201cbrand\u201d property connects back to your organization\u2019s entity.\nThe Schema App Highlighter is a product of the brand, Schema App. Therefore, we can nest the Schema App Organization markup under the brand property to reflect the connection between the Schema App Highlighter and Schema App.\n{\n  \"@context\": \"http:\/\/schema.org\/\",\n  \"@type\": \"Product\",\n  \"@id\": \"https:\/\/schemaapp.com\/highlighter\/#Product\",\n  \"name\": \"Schema App Highlighter\",\n  \"brand\": {\n    \"@type\": \"Organization\",\n    \"@id\": \"https:\/\/schemaapp.com\/#Organization\",\n    \"name\": \"Schema App\",\n  }\n  \"aggregateRating\": {\n    \"@type\": \"AggregateRating\",\n    \"ratingValue\": 4.7,\n    \"reviewCount\": 63, \n  }\n}\nStep 2: Review your Product Structured Data to ensure it follows Google\u2019s Structured Data Guidelines\nGoogle\u2019s Product structured data feature guide has specific technical guidelines as well as content guidelines.\nYour structured data and website content have to adhere to all these structured data guidelines to be eligible for a Product rich result. Read our article to learn How to Optimize Your Content to Achieve Google\u2019s Rich Results.\nStep 3: Deploy your Product Structured Data to the Relevant Pages\nOnce you\u2019ve finished authoring your markup and ensuring your content aligns with Google\u2019s guidelines, it\u2019s time to deploy your markup.\nGoogle recommends using JSON-LD, which is also our favourite format for deployment!\nStep 4: Validate your pages to make sure the Structured Data is working\nTo test that your Product structured data is working properly, you should use:\n\nThe Schema Markup Validator (SMV)\nGoogle\u2019s Rich Results Testing Tool\n\nUsing the Schema Markup Validator\nThe Schema Markup Validator (SMV) was modelled after and has officially replaced Google\u2019s Structured Data Testing Tool (SDTT). Many SEOs still prefer the SDTT, as the SMV only validates your schema.org syntax and does not show your eligibility for rich results.\n\nUsing the Rich Results Testing Tool\nGoogle\u2019s Rich Results Testing Tool helps you to see which rich results can be generated by the structured data it contains.\n\nIf you\u2019ve done everything correctly, you should start achieving Product rich results for your pages. However, it is important to note that eligibility for a rich result doesn\u2019t guarantee that the rich result will be awarded to your page.\nGoogle\u2019s goal is to present users with the most relevant search results. If they do not deem a rich result to be relevant to the searcher\u2019s query, they will likely present your page as a regular search result.\nStep 5: Manage your Structured Data on an Ongoing Basis\nAs mentioned earlier, adding structured data to your site not only allows you to be eligible for rich results, it also enhances AI and search engine\u2019s understanding of your content and gives you greater brand control over how you are represented in AI and search experiences. This enables AI and search engines to provide users with more relevant and accurate search results and improve the quality of traffic coming to your site.\nTherefore, it is imperative for you to continue managing your structured data on an ongoing basis even after you\u2019ve achieved a rich result. To maintain your rich result eligibility, you\u2019ll need to ensure the content on your page matches the structured data.\nAs AI search continues to be the search norm, and agentic search experiences continue to emerge, maintaining your structured data can also help you control how AI search engines and agents interpret and surface your brand. Thereby future-proofing your organization\u2019s web visibility and contributing to the development of the semantic web.\nHaving a dynamic Schema Markup solution like the Schema App Highlighter can help you update your markup whenever the content on your page changes. Get in touch with our team to learn more.\nScaling Your Product Schema Markup\nAt Schema App, we don\u2019t just focus on achieving Product rich results \u2013 we\u2019re dedicated to unlocking the full semantic potential of your content.\nBy applying Schema Markup to your product pages, you not only make them eligible for rich results, but you also provide clarity and contextual understanding to search engines through your content markup. This approach lets you take charge of how your brand appears in search, improving visibility and enhancing relevance in search results.\nThrough the powerful combination of our Schema Markup expertise and advanced semantic technology, we empower your digital team to be more agile and effective in your SEO strategy and visibility in AI-driven search.\nWe\u2019ve helped eCommerce brands such as InSinkErator and Avid Technology become leaders in the online shopping industry by showcasing their unique value in search with structured data and a semantic data layer, aka Knowledge Graph.\nIf you\u2019re struggling to find a scalable solution to enhance your Product rich results and drive performance in search and AI, Schema App is here to help. Get in touch with us today.\nFrequently Asked Questions about Product Schema Markup\nWhat is Product Structured Data?\nProduct Structured Data, also known as Product Schema Markup, is code you can add to the backend of your website so that search engines can provide additional information about your products in search through enhanced features like product rich results.\nSchema Markup is a standardized vocabulary that uses the properties and types defined at Schema.org, a resource for SEOs created by Google, Microsoft, Yandex, and Yahoo back in 2011.\nHow do you Create Product Structured Data?\n\nAdd all of the required Product schema.org properties to your individual product pages. Google recommends using JSON-LD, as do we!\nValidate your structured data markup using Google\u2019s Rich Results Testing Tool.\nDeploy your structured data markup, and use the Schema Markup Validator to analyze your schema.org syntax for any errors.\nRequest that Google recrawls your newly marked-up web page using Google Search Console.\n\nHow do you Fix Product Structured Data Errors?\nProduct structured data seems complex because of three common errors that appear for this type of structured data: \u201coffers\u201d, \u201creviews\u201d, and \u201caggregate rating\u201d showing up as \u2018either \u201coffers\u201d, \u201creview\u201d, or \u201caggregateRating\u201d should be specified\u2019. To fix this error, you\u2019ll need to use these three schemas in your Product markup. Product structured data requires including either \u201coffers\u201d, \u201creviews\u201d, or \u201caggregateRating\u201d in your Schema Markup.\nOnce one of these has been fulfilled, the remaining properties will become recommended rather than required. It is always best to markup all three properties as they can provide more information in the rich result. Learn more about how to tell if your Schema Markup is working in our guide.\nSet up a call with our technical experts today.Let\u2019s Talk\n \nMartha van Berkel CEO, Co-founder Martha van Berkel is the co-founder and CEO of Schema App, a semantic technology company that helps enterprise brands control how they are represented in AI and search. By building a semantic data layer, Schema App enables organizations to improve visibility, protect their brand, and drive more efficient organic growth. She focuses on helping marketing teams navigate the shift from traditional SEO to AI-driven discovery by establishing a structured source of truth for their content.\n","about":[{"name":"Product Schema Markup","@id":"https:\/\/www.schemaapp.com\/tutorials\/#Highlight20250704171123823-380237_5_CollectionPage_mainEntity_ItemList_itemListElement_HowTo","@type":"Thing","@context":{"@vocab":"http:\/\/schema.org\/"},"identifier":{"@type":"PropertyValue","name":"Source","value":"Internal"}},{"name":"markup language","@id":"https:\/\/entity.schemaapp.com\/Ugozi_Edge_Inc\/Thing_markuplanguage_f68cd70dfc5188eb7c47588145c7f80cdca987953ec2db2c273c4834b27c3e7b","@type":"Thing","@context":{"@vocab":"http:\/\/schema.org\/"},"sameAs":["http:\/\/g.co\/kg\/m\/04s5c","http:\/\/www.wikidata.org\/entity\/Q37045","https:\/\/en.wikipedia.org\/wiki\/Markup_language"]},{"name":"XML 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