Product schema markup: example, required fields and WordPress setup

JSON-LD example

Copy this into a <script type="application/ld+json"> tag and replace the values with your own.

{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Trailhead 28L Daypack",
  "image": [
    "https://example.com/images/trailhead-28-front.jpg",
    "https://example.com/images/trailhead-28-side.jpg"
  ],
  "description": "A 28-liter hiking daypack with a ventilated back panel, hip belt pockets and a hydration sleeve.",
  "sku": "TH28-OLV",
  "gtin13": "0123456789012",
  "brand": {
    "@type": "Brand",
    "name": "Northfold"
  },
  "offers": {
    "@type": "Offer",
    "url": "https://example.com/products/trailhead-28",
    "price": 129,
    "priceCurrency": "USD",
    "availability": "https://schema.org/InStock",
    "itemCondition": "https://schema.org/NewCondition"
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": 4.6,
    "reviewCount": 212
  },
  "review": [
    {
      "@type": "Review",
      "author": {
        "@type": "Person",
        "name": "Dana Ortiz"
      },
      "reviewRating": {
        "@type": "Rating",
        "ratingValue": 5,
        "bestRating": 5
      },
      "reviewBody": "Carried it on a 14-mile loop and my back stayed dry. The hip pockets fit a phone."
    }
  ]
}

Properties

Offers vs aggregateRating vs review

These three properties do different jobs, and mixing them up is the most common Product problem.

• offers describes what you sell it for: price, currency, availability, condition. Use it on pages where the product can be bought. For a product sold in variants at different prices, use an AggregateOffer with lowPrice and highPrice, or mark up each variant.
• aggregateRating is the summary: average score and how many ratings it is based on. It must come from reviews actually shown on the page, not from a third-party site you are quoting.
• review holds individual reviews, each with an author and a rating. An editorial review site can use a single review from its own writer.

A review blog with no checkout should not invent an Offer to look like a store. It qualifies for product snippets through review alone. See review snippet schema for the rules on ratings.

Add it in WordPress

By hand. For a handful of products you can print JSON-LD in wp_head, but price and stock change, and hand-written markup drifts out of sync fast. A mismatch between the structured price and the visible price is a frequent validation problem.

With Hydrogen SEO. Choose Product in a page's SEO Settings sheet and fill the name, description, price, currency and availability fields; smart tags (type @) can pull values such as the post title. Keep the structured price identical to the visible price. If WooCommerce or another store plugin already prints Product markup, check the page source for duplicate Product blocks and keep one.

One-off markup. The free schema generator in the Hydrogen SEO app at /seo/schema-generator builds Product JSON-LD with an offer, brand and rating from a short form. Replace the sample values with your real data, and change availability if the item is not in stock, before publishing.

Common mistakes

• Ratings with no visible reviews. aggregateRating must reflect reviews users can see on the page.
• Price mismatch. The offer price must match what the page shows, including sale prices.
• Free-text availability. Use schema.org URLs like https://schema.org/InStock, not "Yes" or "Ships soon".
• Price as a formatted string. Use 129.00 with priceCurrency USD, not "$129".
• Product markup on category pages. Google's Product features are for a page about one product, not a listing of many.
• Missing image on a store page. Merchant listings require an image.

More fixes: invalid structured data.

Test it

Check Product markup twice. Before publishing, run it through the JSON-LD checker; after, test the live page with Google's Rich Results Test and the Schema Markup Validator. The Rich Results Test reports product snippets and merchant listings as separate items, so a page can pass one and fail the other. In Search Console, the product snippet and merchant listing reports show errors across the whole catalog as Google crawls it.