Product

The Product type describes any offered product or service in an e-commerce or catalog context. Search engines use Product markup to display rich results including price, availability, ratings, and images directly in search listings. Correct Product markup is one of the highest-impact schema types for commercial pages.

When to Use This

Use Product on any page that represents a single, specific product. This includes physical goods, digital products, software, and subscription services. The page should be a dedicated product detail page — not a category page listing multiple products.

Do not use Product for:

Category or listing pages (use ItemList instead)
Service descriptions without a specific offering (use Service)
Products that cannot be purchased (use IndividualProduct or ProductModel for informational catalogs)

If a single page sells multiple distinct products, mark up each product separately. If a product has multiple variants (sizes, colors), use a single Product with multiple Offer entries or use ProductGroup.

Required Properties

Property	Type	Description
`@type`	Text	Must be `"Product"`.
`name`	Text	The full product name. Be specific — include brand and model if applicable.
`description`	Text	A factual description of the product. Avoid promotional superlatives.
`image`	URL or ImageObject	One or more images of the product. Google recommends at least 3 images. Use high-resolution images with a 1:1, 4:3, or 16:9 aspect ratio.
`offers`	Offer or AggregateOffer	Pricing and availability information. At minimum, include `price`, `priceCurrency`, and `availability`.

Recommended Properties

Property	Type	Description
`brand`	Brand or Organization	The brand or manufacturer. Wrap in a `Brand` object with a `name` property.
`sku`	Text	The merchant-specific stock keeping unit identifier.
`gtin`	Text	The Global Trade Item Number (UPC, EAN, ISBN). Use `gtin13`, `gtin8`, or the generic `gtin`.
`mpn`	Text	The Manufacturer Part Number. Useful when GTIN is unavailable.
`aggregateRating`	AggregateRating	Overall rating based on a collection of reviews. Include `ratingValue` and `reviewCount`.
`review`	Review	One or more individual reviews. Each review should include `author`, `reviewRating`, and `reviewBody`.
`color`	Text	The color of the product.
`material`	Text	The material the product is made from.
`weight`	QuantitativeValue	The weight of the product.
`category`	Text or URL	A category for the product. Can be a free-text string or a URL from a recognized taxonomy like Google’s product taxonomy.

JSON-LD Example

A complete Product markup for a physical product with pricing, brand, and reviews:

{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Apex Pro Wireless Keyboard",
  "description": "A full-size mechanical keyboard with hot-swappable switches, per-key RGB lighting, and 2.4GHz wireless connectivity. Compatible with Windows, macOS, and Linux.",
  "image": [
    "https://example.com/images/apex-pro-front.jpg",
    "https://example.com/images/apex-pro-side.jpg",
    "https://example.com/images/apex-pro-detail.jpg"
  ],
  "brand": {
    "@type": "Brand",
    "name": "TechCraft"
  },
  "sku": "TC-APK-2025",
  "gtin13": "0123456789012",
  "mpn": "APK-WL-100",
  "color": "Matte Black",
  "material": "Aluminum frame, PBT keycaps",
  "offers": {
    "@type": "Offer",
    "url": "https://example.com/products/apex-pro-wireless",
    "priceCurrency": "USD",
    "price": "149.99",
    "priceValidUntil": "2026-12-31",
    "availability": "https://schema.org/InStock",
    "itemCondition": "https://schema.org/NewCondition",
    "seller": {
      "@type": "Organization",
      "name": "TechCraft Official Store"
    },
    "shippingDetails": {
      "@type": "OfferShippingDetails",
      "shippingRate": {
        "@type": "MonetaryAmount",
        "value": "0",
        "currency": "USD"
      },
      "deliveryTime": {
        "@type": "ShippingDeliveryTime",
        "handlingTime": {
          "@type": "QuantitativeValue",
          "minValue": 0,
          "maxValue": 1,
          "unitCode": "DAY"
        },
        "transitTime": {
          "@type": "QuantitativeValue",
          "minValue": 3,
          "maxValue": 5,
          "unitCode": "DAY"
        }
      },
      "shippingDestination": {
        "@type": "DefinedRegion",
        "addressCountry": "US"
      }
    }
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.6",
    "bestRating": "5",
    "reviewCount": "238"
  },
  "review": [
    {
      "@type": "Review",
      "author": {
        "@type": "Person",
        "name": "Jordan Rivera"
      },
      "datePublished": "2026-01-15",
      "reviewRating": {
        "@type": "Rating",
        "ratingValue": "5",
        "bestRating": "5"
      },
      "reviewBody": "Excellent build quality and the wireless latency is imperceptible. The hot-swap feature makes it easy to try different switches."
    },
    {
      "@type": "Review",
      "author": {
        "@type": "Person",
        "name": "Sam Chen"
      },
      "datePublished": "2026-02-03",
      "reviewRating": {
        "@type": "Rating",
        "ratingValue": "4",
        "bestRating": "5"
      },
      "reviewBody": "Great keyboard overall. Battery life could be better when RGB is at full brightness, but otherwise no complaints."
    }
  ]
}

The same product marked up with Microdata:

<div itemscope itemtype="https://schema.org/Product">
  <h1 itemprop="name">Apex Pro Wireless Keyboard</h1>
  <img itemprop="image" src="https://example.com/images/apex-pro-front.jpg" alt="Apex Pro Wireless Keyboard" />
  <p itemprop="description">A full-size mechanical keyboard with hot-swappable switches, per-key RGB lighting, and 2.4GHz wireless connectivity.</p>

  <div itemprop="brand" itemscope itemtype="https://schema.org/Brand">
    <span itemprop="name">TechCraft</span>
  </div>

  <meta itemprop="sku" content="TC-APK-2025" />
  <meta itemprop="gtin13" content="0123456789012" />

  <div itemprop="offers" itemscope itemtype="https://schema.org/Offer">
    <span itemprop="priceCurrency" content="USD">$</span>
    <span itemprop="price" content="149.99">149.99</span>
    <link itemprop="availability" href="https://schema.org/InStock" />
    <link itemprop="itemCondition" href="https://schema.org/NewCondition" />
  </div>

  <div itemprop="aggregateRating" itemscope itemtype="https://schema.org/AggregateRating">
    <span itemprop="ratingValue">4.6</span> / <span itemprop="bestRating">5</span>
    (<span itemprop="reviewCount">238</span> reviews)
  </div>
</div>

The same product marked up with RDFa:

<div vocab="https://schema.org/" typeof="Product">
  <h1 property="name">Apex Pro Wireless Keyboard</h1>
  <img property="image" src="https://example.com/images/apex-pro-front.jpg" alt="Apex Pro Wireless Keyboard" />
  <p property="description">A full-size mechanical keyboard with hot-swappable switches, per-key RGB lighting, and 2.4GHz wireless connectivity.</p>

  <div property="brand" typeof="Brand">
    <span property="name">TechCraft</span>
  </div>

  <meta property="sku" content="TC-APK-2025" />
  <meta property="gtin13" content="0123456789012" />

  <div property="offers" typeof="Offer">
    <span property="priceCurrency" content="USD">$</span>
    <span property="price" content="149.99">149.99</span>
    <link property="availability" href="https://schema.org/InStock" />
    <link property="itemCondition" href="https://schema.org/NewCondition" />
  </div>

  <div property="aggregateRating" typeof="AggregateRating">
    <span property="ratingValue">4.6</span> / <span property="bestRating">5</span>
    (<span property="reviewCount">238</span> reviews)
  </div>
</div>

Common Mistakes

Missing offers. A Product without pricing data will not generate rich results in Google Search. Always include at least one Offer with price, priceCurrency, and availability.
Using offers on a category page. Product markup belongs on individual product pages, not listing pages. Google may issue manual actions for misapplied markup.
Omitting image. Products without images are ineligible for most rich result formats. Provide at least one high-resolution image.
Incorrect availability values. Use the full Schema.org URL (e.g., https://schema.org/InStock), not a freeform string like "in stock".
Stale priceValidUntil. If you set this field, keep it updated. Expired dates signal to search engines that the data is unmaintained.
Using brand as a plain string. Wrap the brand in a Brand or Organization object with a name property. A plain string may not be parsed correctly by all consumers.
Duplicate GTIN values. Each product variant should have its own unique GTIN. Do not reuse the same GTIN across different products.
Fabricated reviews. Marking up reviews that do not appear on the visible page violates Google’s structured data guidelines and can result in penalties.

Testing & Validation

Google Rich Results Test — Paste your page URL or code snippet at search.google.com/test/rich-results. Verify the Product result type appears with no errors.
Schema.org Validator — Use validator.schema.org to check that your JSON-LD is syntactically valid.
Google Search Console — After deployment, check the “Product” enhancement report for indexing issues, warnings, and errors across your site.
Merchant Center — If using Google Shopping, verify that your structured data aligns with your product feed. Mismatches between feed data and on-page markup can cause disapprovals.
Manual inspection — Confirm that every value in your structured data matches the visible content on the page. Price, availability, rating, and review data must be consistent.

Offer — Pricing and availability details nested inside Product.
Review — Individual product reviews with ratings.
AggregateRating — Summarized rating data from multiple reviews.
Organization — The seller or manufacturer entity.