What is product schema?
Product schema is the structured data type used to describe a single product, stating its name, brand, identifier, price, currency, availability and rating in a standard format.
Worked example, not a result
What belongs in the markup on one product
Say a product sells at 42.50, is in stock, and carries an average rating of 4.6 from 128 reviews. Correct product markup states the name, the brand, the identifier such as a barcode or part number, then an offer containing the price, the currency, the availability and the URL, and finally the aggregate rating with its review count.
Each field earns its place. The identifier is what lets the product be recognised as the same item other retailers sell. The offer block is what allows a price and an in stock label to appear in search results. The rating is what produces stars, which is often the difference between a result being noticed and being scrolled past.
The non negotiable rule is that all of it must match the page. A price in the markup that differs from the price displayed is the fastest way to lose enhanced results across a whole site.
The figures above are an example.
Why it matters
Product markup is what turns a plain search result into one showing price, availability and stars, and those results earn a much larger share of attention on a page full of options. That makes it one of the cheapest improvements available on the visitors lever, because it improves results the store already ranks for.
It also feeds the systems that answer shopping questions directly. An AI assistant summarising options needs to read facts confidently, and structured data is how a page states them without ambiguity. Pages that leave machines guessing tend to be left out of those answers.
For a store owner it is template work rather than page work. Written into the product template once, correct markup applies to every product added afterwards, including the thousands nobody will ever review by hand, and it keeps paying as the catalogue grows.
Common mistakes
- Marking up a price that no longer matches the page. Currency, tax treatment and sale timing all cause this, and it puts the site's enhanced results at risk.
- Leaving availability hard coded as in stock. A template that always claims availability sends shoppers to products they cannot buy.
- Omitting the identifier. Without it the product is harder to match to the item other retailers list, which weakens exactly the searches that name a specific model.
- Marking up a rating the page does not display. The rating has to be visible to a shopper on the same page, not pulled from somewhere else.
Related terms and answers
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