What is schema.org/Product structured data?

Schema.org/Product is a standardised vocabulary that tells search engines — Google, Bing, and AI crawlers — exactly what a web page is selling: the item name, price, availability, ratings, and more. Adding it as JSON-LD in the page head enables Google to show rich results (price, star ratings, availability badges) directly in search, which consistently improves click-through rate.

What is the difference between gtin8, gtin12, gtin13 and gtin14?

All four are sub-types of the GTIN (Global Trade Item Number) barcode family. gtin8 is the EAN-8 short barcode. gtin12 is the UPC-A barcode used widely in North America. gtin13 is the EAN-13 barcode found on most European retail products. gtin14 is the ITF-14 case-level barcode. This tool inspects the digit count of whatever you enter and automatically picks the correct schema.org property — you never need to choose manually.

Do I need a rating to get rich results?

No. An Offer alone (price plus availability) qualifies your product page for price and availability rich results. Aggregate ratings are optional but they unlock the gold star display which tends to lift CTR by 15-30% in A/B tests. Individual reviews added to the schema can further improve trust signals but must reflect real user reviews — Google penalises fabricated review schema.

What is priceValidUntil and why does it matter?

priceValidUntil is an ISO 8601 date (e.g. 2026-12-31) that tells Google how long the stated price is accurate. Without it, Google may suppress your rich result if it suspects the price has changed. For sale prices, set it to the sale end date. For always-on pricing, set it 6-12 months ahead and update it periodically.

How do I handle size or colour variants?

Switch the Offer mode to "Multiple offers (variants)". Each variant gets its own name, price, availability, condition, SKU and URL. Google renders the cheapest available variant price in search results by default. If every variant has the same price, a single offer is simpler and equally valid.

Does this schema work with Shopify, WooCommerce or other platforms?

Yes. Paste the generated JSON-LD into a custom HTML block, theme template or a dedicated schema plugin. Most platforms already emit basic Product schema, so place the generated snippet in a separate script tag rather than replacing the platform output — Google merges multiple JSON-LD blocks on the same page. If your platform offers a schema override field, paste the raw JSON object (without the outer script tag) there instead.

Product Schema Generator

The Product Schema Generator builds complete, valid schema.org/Product JSON-LD structured data that you can paste directly into any product page to unlock Google’s rich result features — price badges, star ratings, availability labels and shopping-panel entries — without writing a single line of code by hand.

Why product structured data matters

Search engines have moved well beyond keyword matching. Google’s product understanding pipeline consumes structured data to power:

Shopping panel entries — your product appears in the right-hand knowledge panel for branded searches.
Rich snippets — price, availability and star ratings shown directly in the blue-link results, increasing click-through rate.
Google Merchant Center auto-sync — correctly formatted schema is one of the fastest paths to free product listings.
AI-powered discovery — ChatGPT Shopping, Perplexity Commerce and similar agents crawl schema.org data to surface products in conversational results. A product with complete structured data is orders of magnitude more likely to appear than one without.

A typical well-structured product page with accurate offers schema sees a 15-30% lift in organic CTR versus an equivalent page with no structured data, according to multiple published case studies.

How it works

The generator constructs a schema.org/Product object following the Google guidelines for Product rich results.

Core fields (name, description, image, url) establish the product identity. Identifiers (sku, mpn, GTIN) resolve the product to a known catalogue entry — GTIN in particular links your listing to the global product database and is used heavily by Merchant Center. The tool inspects the digit count of the GTIN you enter and automatically emits the correct sub-property: gtin8 (EAN-8, 8 digits), gtin12 (UPC-A, 12 digits), gtin13 (EAN-13, 13 digits) or gtin14 (ITF-14, 14 digits).

Offers are the core of any product schema. A single-offer product emits one schema.org/Offer node. Switching to multi-offer mode generates an array of Offer nodes — useful for size/colour/capacity variants with different prices. Each offer carries price, priceCurrency, availability (e.g. schema.org/InStock) and itemCondition (e.g. schema.org/NewCondition) — all mapped to their fully-qualified schema.org URIs as Google requires.

Aggregate ratings are expressed as an AggregateRating node with ratingValue, reviewCount (written reviews), ratingCount (all ratings), bestRating and worstRating. Google uses this to render gold star rich results. Individual reviews are expressed as Review nodes each with their own Rating, author, body text and publication date.

Shipping details, when provided, generate an OfferShippingDetails block with MonetaryAmount, DefinedRegion and ShippingDeliveryTime. Return policy generates a MerchantReturnPolicy node. Warranty generates a WarrantyPromise node.

Worked example

A Sony WH-1000XM5 headphone listing at £279 generates:

{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Sony WH-1000XM5 Wireless Headphones",
  "brand": { "@type": "Brand", "name": "Sony" },
  "sku": "WH1000XM5B",
  "gtin13": "4548736132399",
  "offers": {
    "@type": "Offer",
    "price": "279.00",
    "priceCurrency": "GBP",
    "availability": "https://schema.org/InStock",
    "itemCondition": "https://schema.org/NewCondition",
    "priceValidUntil": "2026-12-31"
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": 4.7,
    "reviewCount": 2841,
    "bestRating": 5,
    "worstRating": 1
  }
}

Paste this inside a <script type="application/ld+json"> tag in the <head> of the product page. Use the “Wrap in script tag” toggle to have the tool do this automatically.

Formula note

The aggregateRating formula is: ratingValue = sum(all_ratings) / count(all_ratings). Google requires ratingValue to fall between worstRating and bestRating. The reviewCount field specifically counts written reviews while ratingCount counts all star-only ratings — provide both when you have them for maximum signal fidelity.