Product Schema Generator

Google reads Product markup for two kinds of result, and each has its own required properties. Product snippets are the rating, price and stock details under an ordinary result; they apply to any page about a product, including review pages. Merchant listings are the richer shopping results, and they apply only to pages where a shopper can buy the product from you.

A store page that meets the merchant listing rules almost always meets the snippet rules too, so build to the stricter set. As of October 2026 both result types are live, and the Rich Results Test reports them as two separate items for the same Product.

The generator builds one Product. Name, description, SKU, GTIN, MPN and images map straight across, and blank fields are left out rather than printed empty. Brand becomes a Brand item with a name. Images become a list, one URL per line.

The offer has rules. It is printed only when Price and Currency are both filled in and the price is a plain number. Fill in one without the other, or type a price the generator can’t read as a number, and the whole offer disappears from the output with no error message. The currency is converted to capitals. Availability and condition are written as full schema.org URLs, such as https://schema.org/InStock, the form Google’s examples use. The Product URL goes on the offer as its url.

The rating has rules too. It is printed only when both Rating value and Review count are filled in, the rating is above 0 and no higher than 5, and the count is at least 1. A fractional count is rounded down. Outside those limits, aggregateRating is left out.

The GTIN goes in the general gtin property, which takes 8, 12, 13 or 14 digit codes. The generator doesn’t check the digits, so paste the code exactly as it appears on the packaging or in your supplier’s data.

If your output has no offers block, check the price first. The generator needs a number it can read. A currency symbol, a thousands separator or a comma as the decimal mark all make the price unreadable, and the offer is dropped. Google’s rule matches: a plain number with a dot for decimals, and the currency in its own property.

The price must also match the price on the page. If the product is on sale, mark up the sale price the shopper pays. The currency is a three-letter ISO 4217 code such as USD, EUR, GBP, CAD or AUD. A symbol like $ is shared by several currencies, which is why the field takes a code.

Availability is the field that goes stale. A template that prints InStock for every product keeps telling Google an item is available after it sells out, and shoppers who click land on an out-of-stock page. If you write markup by hand, update it when stock changes. Better, don’t write it by hand: let your store print availability from its stock data.

The generator offers InStock, OutOfStock, PreOrder, BackOrder, Discontinued and LimitedAvailability. Use PreOrder for items you take orders for before release, and BackOrder for items you sell now but ship later. Schema.org defines a few more values, such as SoldOut and InStoreOnly, which you can type in by hand.

Condition defaults to NewCondition. Change it for used, refurbished or damaged stock. Google recommends itemCondition for merchant listings, and Merchant Center uses it as well.

Price valid until is optional, and easy to get wrong. Google may not show your product snippet when priceValidUntil is a date in the past. Set it only for a price that really ends, such as a sale with an end date, and remove it or move it forward when the sale is over.

Google’s review snippet rules allow aggregateRating on a product page when the ratings come from your customers and the visitor can see them on that page: the average, the count, and the reviews or a link to them. Marking up ratings that aren’t visible, that come from another site, or that nobody gave is structured data spam and can lead to a manual action.

The generator assumes a five-point scale. If your reviews use a ten-point scale, it drops a rating like 8.4, so either convert the average to five points or write the block by hand with bestRating 10. reviewCount is the number of reviews; ratingCount, which you can add yourself, counts every rating, including those without a written review.

Individual reviews go in review, as Review items with an author, a reviewRating and a datePublished. The generator doesn’t build them. Sites that review products rather than sell them can also add positiveNotes and negativeNotes for the pros and cons of an editorial review.

Check for a reviews app before adding a rating at all. Many review plugins and apps print their own aggregateRating for the product, and a second rating in your block, with a different count, contradicts it.

None of these is required for a valid result, but each one is something Google documents for products. Add the ones that apply to your page.

If you sell online, start with shipping and returns, since those details can appear in merchant listings. Google accepts them per offer or once for the organization, and the organization route saves repeating the same policy on every product.

If your product pages run on WooCommerce, they already have Product markup. WooCommerce core prints it on every single product page that has a price or reviews, from the product’s own data: name, description, image, SKU, URL, an offer with price, currency and stock status, a seller, and the rating and reviews when reviews are on. A variable product whose variations cost different amounts gets an AggregateOffer with the lowest and highest price.

Recent versions also have a GTIN, UPC, EAN or ISBN field on the product’s Inventory tab, printed as gtin when the value is a valid 8, 12, 13 or 14 digit code. WooCommerce fills priceValidUntil on its own: the sale end date when a scheduled sale is running, otherwise a date at the end of the following year.

So don’t paste this generator’s block on a WooCommerce product page. You would get two Product items, and when the price or stock changes, WooCommerce updates its own and yours goes stale. Fix the gaps at the source instead.

The output is for product pages nothing else marks up: a single-product landing page built in a page builder, a product sold through a hosted checkout link or an external cart, a page reviewing a product you don’t sell, or a store built on something other than WooCommerce.

On those pages, paste the block into a Custom HTML block on the product page, or print it in that page’s head with a code snippets plugin. Rank Math’s Schema tab and SEOPress PRO’s Structured Data Types metabox both offer a Product type you can fill in per page instead, which keeps the data in fields an editor can update without touching code.

Whichever route you take, the markup is now a copy of facts that change. Put the page on a list and update the block whenever the price, stock or rating changes. A hand-written block with last month’s price tells Google something your page no longer says.

An illustrative case. A small brand sells one cast-iron skillet from a landing page built in a page builder. Checkout runs through a hosted payment link, so there is no WooCommerce and no Product markup. The page shows a price of $89, an In stock label, and a 4.8 average from 37 reviews.

The first attempt copied the price as displayed, $89, and the output had no offers block. With 89.00 in the Price field and USD as the currency, the offer appears. The reviews are visible on the page, so a rating is allowed, but the source shows the reviews app already prints an aggregateRating, so the rating fields are left blank to avoid a second one.

The Rich Results Test then reports a valid product snippet and a merchant listing with warnings for the missing shipping and return details. The brand added its flat shipping rate and 30-day return policy to the offer by hand, because those details can show in merchant listings.

Test the live URL in the Rich Results Test. A page about a product should show a Product snippet item, and a page that sells it should also show a Merchant listing item. Errors stop that result type; warnings list recommended properties you left out.

After Google recrawls, Search Console’s Product snippets and Merchant listings reports group your product URLs by issue. A template mistake shows up as the same issue on many URLs at once. Fix it, then use Validate fix in the report so Google rechecks those pages.

If you also use Google Merchant Center, it can update the price, availability and condition of your products from this markup. That only helps when the markup and your feed agree, which is one more reason to print the markup from live store data rather than by hand.

Start from what the generator or the Rich Results Test shows. Most product markup faults are a missing value, a duplicate source or a value that went stale.