Definition
Product Schema is a Schema.org markup type that allows describing a product in a structured way for search engines. It includes name, description, images, SKU, brand, and the Offer subtype which specifies price, currency, availability (InStock, OutOfStock, PreOrder, Discontinued), and seller. The AggregateRating/Review subtype allows integrating the average rating and number of customer reviews. This markup generates rich snippets in SERPs (stars, price, availability) that significantly increase CTR. Google requires that marked-up data be identical to the data visible on the page.
Key Points
- Product Schema generates rich snippets (stars, price, availability) in SERPs
- Offer Schema is required to display price and availability
- Marked-up data must exactly match visible content
Practical Examples
Complete rich snippet
An e-commerce site marks up its product pages with Product Schema including price (Offer), availability (Availability), average rating (AggregateRating 4.5/5 with 230 reviews). In the SERPs, stars and price are displayed, increasing CTR by 35%.
Structured product reviews
A cosmetics site integrates Review Schema for each individual customer review and AggregateRating for the overall score. Google displays stars and 'Rating: 4.7/5 - 145 reviews' in search results.
Frequently Asked Questions
No, it is not mandatory but strongly recommended. Without this markup, your products will not display price, stars, or availability in SERPs, depriving you of a significant CTR advantage over competitors who use it. It is a high-ROI technical investment.
The main types are: InStock (in stock), OutOfStock (out of stock), PreOrder (pre-order), BackOrder (back order), Discontinued, LimitedAvailability, and SoldOut. Each status informs Google and users of the product's actual availability.
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Last updated: 2026-02-07