Product schema markup
Product schema markup is structured data, usually JSON-LD using the schema.org Product type, that states a product's facts in a machine-readable way: name, brand, image, description, GTIN or SKU, and an Offer with price and availability, plus reviews and ratings where they exist.
Why it matters for CPG brands
Search engines and AI systems don't have to guess what a page sells when the facts are stated explicitly. Google uses Product structured data for product snippets and merchant listing experiences, and Merchant Center feeds use a similar set of attributes. Consistent facts across your site, feeds and marketplaces make the product easier to understand and recommend.
Example
A product page for a 12-pack of sparkling water adds a JSON-LD block with @type Product, the brand, GTIN, image, a description that states the flavour and sugar content, and an Offer with price, currency and availability. Google's Rich Results Test then confirms the page is eligible for product results.
Read more
- The AI-Ready Product Listing Checklist: 30 Checks for Titles, Attributes, Images, Schema and Feeds
- How Does ChatGPT Choose Which Products to Recommend? A Guide for Brands
Related XENA products
- SearchPanel: SKU-level AI visibility tracking and fixes
Related terms
Sources
- schema.org: Product
- Google Search Central: Product structured data
- Google Merchant Center: Product data specification
Third-party facts are from the linked pages, checked Oct 27, 2026. Examples are illustrative unless they link to a published XENA case study.