Do I need review schema separately?

Aggregate Rating is built in here — it covers the overall star score. If you want individual reviews to show as rich snippets too, add separate Review objects. Most ecommerce sites use aggregate only.

My SKU has dashes/underscores — is that ok?

Yes. SKU accepts any string. Match exactly what's in your internal system — Google uses SKU as an identifier, not as a formatted value.

What's the difference from merchant feeds?

Product schema is inline JSON-LD on each product page. Merchant feeds are bulk XML/CSV files uploaded to Merchant Center. Both work; schema is easier to start with, feeds are required for Google Shopping ads.

Can I use this for services instead of physical products?

For services, use Service schema (a separate type). Product schema is specifically for items you sell — physical or digital. Using Product for services is technically invalid and often fails Google's rich result eligibility checks.

Technical SEO

Product Schema Generator

Build valid Product JSON-LD — with offers, availability, and aggregate ratings — to unlock rich snippets on product pages. Price, stars, and review count show up directly in Google's search results.

How to use this tool3 quick steps

Enter your product details
Name, price, and availability are the minimum fields required. Google uses them to show price and in-stock badges directly in search results.
Add ratings and identifiers
Aggregate rating (ratingValue + reviewCount) unlocks star rating display. SKU and MPN help Google match your product across the Shopping Graph.
Paste the schema into <head>
Copy the script block and paste it into your product page's <head>. Every product page needs its own schema — one per URL.

InputProduct details· Name, price, availability, and identifiers

Product name

Brand

Description

Image URL (absolute)

1200px minimum on longest edge for best rich-snippet display.

SKU

MPN

Price

Number only — no currency symbol.

Currency (ISO 4217)

Availability

Aggregate rating (0–5)

Review count

Product URL

Wrap in <script type="application/ld+json">

OutputProduct JSON-LD· Paste into your product page's <head>

Product JSON-LD

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Product"
}
</script>

Use this with

See all 5 tools

Schema Markup

JSON-LD for rich snippets

FAQ Schema Generator

FAQPage JSON-LD for rich results

Breadcrumb Schema

BreadcrumbList JSON-LD

Product Schema Guide

The schema that makes product pages irresistible in search

Product rich snippets are the single highest-CTR feature on e-commerce SERPs. Star ratings, prices, and stock availability pulled straight into the listing — everything a shopper needs to decide before they click. Without Product schema, your listings look like bare text next to competitors with stars.

Required: name + image

Google mandates name and a valid image URL. Image should be at least 1200px on the longest edge and hosted on a reliable CDN — Google re-fetches product images regularly.

Offers sub-object

Price and availability live in the offers object. Price is a number (no currency symbol), currency is ISO 4217 (USD, EUR, GBP). Availability uses schema.org values (InStock, OutOfStock, PreOrder, etc.).

Aggregate rating = stars

Providing ratingValue + reviewCount unlocks star display in the SERP. This alone can add 15–30% CTR. Ratings must reflect actual verified reviews — fake ratings are policy violations.

SKU and MPN

SKU identifies the product in your catalog; MPN is the manufacturer part number. Google uses these to merge product listings across sites, which helps in Google Shopping and AI results.

Brand object

Always include brand as an Organization or Brand object. Plain strings work but giving Google the richer type helps disambiguation (e.g., distinguishing Apple computers from Apple Records).

Price transparency

The price in your schema MUST match the price shown to users. Discounts, regional pricing, and login-gated prices are policy-sensitive — use priceValidUntil and priceRange for complex cases.

Pro Tips

Use Merchant Center

For Google Shopping and AI Overviews, also register your product in Google Merchant Center. Product schema alone gets you organic rich snippets; Merchant Center unlocks the full shopping ecosystem.

Review count threshold

Google generally shows stars when a product has 5+ reviews. Fewer than that, you may have valid schema but no rendered stars.

Never stack fake reviews

Inflating aggregate ratings triggers a manual action that suppresses rich snippets site-wide. The reward isn't worth the risk. Real reviews > fake stars.

Frequently Asked Questions

Do I need review schema separately?: Aggregate Rating is built in here — it covers the overall star score. If you want individual reviews to show as rich snippets too, add separate Review objects. Most ecommerce sites use aggregate only.
My SKU has dashes/underscores — is that ok?: Yes. SKU accepts any string. Match exactly what's in your internal system — Google uses SKU as an identifier, not as a formatted value.
What's the difference from merchant feeds?: Product schema is inline JSON-LD on each product page. Merchant feeds are bulk XML/CSV files uploaded to Merchant Center. Both work; schema is easier to start with, feeds are required for Google Shopping ads.
Can I use this for services instead of physical products?: For services, use Service schema (a separate type). Product schema is specifically for items you sell — physical or digital. Using Product for services is technically invalid and often fails Google's rich result eligibility checks.