E-commerce and payments
What is Product schema?
Product schema is structured data describing an item for sale — name, image, description, SKU, brand, and an Offer with price, currency and availability. It is the highest-yield markup in e-commerce and the easiest to get flagged for.
Also called: Product structured data · offer markup
The absolute rule
The price, currency and availability in your markup must match what a human sees on the page, at all times. A mismatch — usually caused by caching, a currency switcher or a stale feed — is the most common cause of a structured data manual action in retail.
What to include
- Product with name, image, description, sku and brand
- Offer with price, priceCurrency, availability and priceValidUntil where relevant
- AggregateRating only where real, visible reviews exist on that page
- BreadcrumbList matching the visible trail
- ItemList rather than Product on category pages
What not to do
Do not add review markup because a competitor has stars in the results. Self-authored review markup is explicitly disallowed and is the most commonly penalised structured-data violation there is.
Where this is covered in depth
A definition can only go so far. The e-commerce SEO checklist, in the order the checks actually matter covers this properly — 3 minutes, free, no email required.
Who wrote this
Anas Bin Masud builds e-commerce sites and does technical SEO for businesses in the UK, Canada and Pakistan. These definitions come from client work rather than from a content brief — where an entry describes a mistake, it is usually one found on a real site. More about how I work.