Product Schema Generator

Why You Are Here

Product is among the highest-value structured data types available, because the information it surfaces is exactly what someone deciding whether to click is looking for: the price, whether it is in stock, and what other buyers thought of it.

A product result carrying a price, a star rating, and an availability status competes very differently from a plain blue link sitting next to it. On commercial queries where every result is a shop, the ones showing that detail have a visible advantage.

The first situation is an ecommerce store whose platform is not outputting complete structured data, or is outputting it with gaps that keep the pages ineligible.

The second is fixing eligibility. Your product pages are marked up but showing no enhancement, and you need to identify what is missing.

The third is a review site, comparison site, or editorial product page, where the requirements are genuinely different from a shop's, and where using the wrong markup means either missing eligibility or claiming something the page cannot support.

What This Tool Does

The Product Schema Generator builds valid Product JSON-LD from a simple form.

Enter the product name, image, description, brand, price, currency, availability, and any ratings or identifiers, and the tool assembles correctly structured JSON-LD with the Offer object nested properly and the script tag included. Copy it and paste it into your page.

First Decide Which Experience You Are Targeting

This is the most important decision on the page, and most guides skip it entirely. Google treats Product structured data as two separate experiences with different requirements and separate reporting.

Property Reference

Availability Values

availability takes a Schema.org URL rather than a plain word, which is a common source of errors.

Example Output

{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Merino Wool Crew Neck Jumper",
  "image": [
    "https://example.com/images/jumper-1x1.jpg",
    "https://example.com/images/jumper-4x3.jpg",
    "https://example.com/images/jumper-16x9.jpg"
  ],
  "description": "A lightweight merino wool jumper, crew neck cut.",
  "sku": "JMP-MER-NVY-M",
  "mpn": "884729103",
  "gtin13": "5012345678900",
  "brand": { "@type": "Brand", "name": "Example Clothing" },
  "offers": {
    "@type": "Offer",
    "url": "https://example.com/products/merino-crew-jumper",
    "price": "89.00",
    "priceCurrency": "GBP",
    "priceValidUntil": "2026-12-31",
    "availability": "https://schema.org/InStock",
    "itemCondition": "https://schema.org/NewCondition",
    "shippingDetails": {
      "@type": "OfferShippingDetails",
      "shippingRate": {
        "@type": "MonetaryAmount",
        "value": "0",
        "currency": "GBP"
      },
      "shippingDestination": {
        "@type": "DefinedRegion",
        "addressCountry": "GB"
      }
    },
    "hasMerchantReturnPolicy": {
      "@type": "MerchantReturnPolicy",
      "applicableCountry": "GB",
      "returnPolicyCategory":
        "https://schema.org/MerchantReturnFiniteReturnWindow",
      "merchantReturnDays": 30,
      "returnMethod": "https://schema.org/ReturnByMail",
      "returnFees": "https://schema.org/FreeReturn"
    }
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.6",
    "reviewCount": "214"
  }
}

Product Variants

If you sell the same product in several sizes or colours, ProductGroup describes the family and hasVariant links the individual products.

{
  "@context": "https://schema.org",
  "@type": "ProductGroup",
  "name": "Merino Wool Crew Neck Jumper",
  "productGroupID": "JMP-MER",
  "variesBy": [
    "https://schema.org/size",
    "https://schema.org/color"
  ],
  "hasVariant": [
    {
      "@type": "Product",
      "sku": "JMP-MER-NVY-M",
      "color": "Navy",
      "size": "M",
      "offers": {
        "@type": "Offer",
        "price": "89.00",
        "priceCurrency": "GBP",
        "availability": "https://schema.org/InStock"
      }
    }
  ]
}

Reviews — What Is and Is Not Allowed

Star ratings are the most visually valuable part of a product result, and the rules around them are stricter than most people realise.

Common Mistakes to Avoid

Quick Reference