Product

The canonical product title. This is the primary signal for entity recognition and must match the visible on-page title. Best practice: Include the product's common name without excessive keyword stuffing. For variant products, append distinguishing attributes (e.g., 'Acme Widget - Blue, Large'). Search engines use this for the blue link in product rich results and for matching against long-tail queries.

A textual summary of the product. While not always visible in rich results, this property provides critical semantic context for entity disambiguation and long-tail query matching. Best practice: Write a unique, 2-3 sentence description that concisely defines the product's primary function and key differentiators. Avoid copying the manufacturer's boilerplate, as unique content strengthens the page's own topical authority.

Specifies the URL of a product photograph. This property is critical for triggering product image rich results in Google Images and the Shopping tab. Technical requirements:

• Use absolute URLs
• Images should be at least 50,000 pixels (e.g., 250x200)
• File format must be supported by Google Images (JPEG, PNG, WebP, GIF, SVG)
• Multiple images can be specified using an array of ImageObject types

The merchant-specific Stock Keeping Unit identifier. This property is the linchpin for inventory reconciliation between your structured data and your Google Merchant Center feed. Critical rule: The sku value in your Product schema must exactly match the id or gtin in your corresponding Merchant Center product feed. Mismatches will cause product disapprovals and prevent your offers from appearing in the Shopping tab.

Specifies the brand of the product using either a simple text string or a nested Brand or Organization schema type. Using a full Organization type with a sameAs link to a Wikidata or Wikipedia entry strengthens entity reconciliation. Example: "brand": { "@type": "Brand", "name": "Acme Corp", "sameAs": "https://www.wikidata.org/wiki/Q12345" }. This disambiguates the brand from other entities with similar names.

The most commercially critical property. It nests an Offer type that defines the transaction details. Key sub-properties include:

• price: The numeric sale price (use a decimal string like '29.99')
• priceCurrency: The 3-letter ISO 4217 code (e.g., 'USD', 'EUR')
• availability: One of InStock, OutOfStock, PreOrder, or BackOrder
• itemCondition: NewCondition, UsedCondition, or RefurbishedCondition
• priceValidUntil: ISO 8601 date to prevent stale pricing in search results

The Offer type is the transactional layer attached to a Product. It defines the price, priceCurrency, availability (e.g., InStock, OutOfStock), and seller. Without an embedded Offer, a Product is just a catalog entry with no commercial signal. Use priceValidUntil to prevent stale pricing from displaying in search results. For complex pricing, leverage priceSpecification to break down components like taxes and fees.

Use AggregateOffer when multiple sellers or variants are listed on a single page. It consolidates the lowPrice and highPrice range, along with the offerCount. This is essential for marketplace-style product detail pages where a single SKU is sold by competing merchants. Search engines use this to display a price range snippet rather than a single fixed price.

The Review type, nested within a Product, provides qualitative user feedback. Critical properties include reviewRating (a sub-type of Rating with bestRating and worstRating), author, and reviewBody. When combined with AggregateRating on the parent Product, this markup enables star-rich results. Ensure reviews are genuine and not site-wide to avoid manual action penalties.

The Brand property links a Product to its manufacturer or designer via an Organization or Brand type. This is a critical entity reconciliation point. Use sameAs on the Brand object to link directly to a canonical Wikidata or Wikipedia URI, explicitly disambiguating the brand identity for the Knowledge Graph. This strengthens the semantic relationship between the product and the corporate entity.

The ShippingDetails type defines the logistics of delivery. Use shippingRate (with MonetaryAmount) to specify cost, shippingDestination (with DefinedRegion) for geographic targeting, and deliveryTime for transit estimates. This markup is essential for surfacing shipping costs and delivery speed directly in Google Shopping results, reducing bounce rates from users seeking this information post-click.

This type specifies the rules for returning a Product. Define returnPolicyCategory (e.g., MerchantReturnFiniteReturnWindow), merchantReturnDays, and returnMethod (e.g., ReturnByMail). Google uses this markup to display a "Free 30-day returns" badge in shopping listings, a powerful conversion signal. It must be attached to the Product or Offer entity to be valid.