site:developers.google.com/search/docs/appearance/structured data/product OR site:developers.google.com/search/docs/appearance/structured data/product snippet OR site:developers.google.com/search/docs/appearance/structured data/merchant listing OR site:developers.google.com/searc

Google’s official documentation separates product structured data into product snippets, merchant listings, and product variants. For ecommerce product pages, use Product JSON-LD with an Offer, validate it with the Rich Results Test, and keep it consistent with visible page content and Merchant Center data.

• Product snippets: Intended for pages where users cannot necessarily purchase directly. Product information may appear with price, availability, ratings, and reviews in Search.
• Merchant listings: Intended for pages where customers can purchase the product. Add all applicable required properties and fix critical errors reported by the Rich Results Test.
• Core markup: Typically includes Product.name plus offers, review, or aggregateRating, depending on the eligible result and information available. Exact requirements differ between product snippets and merchant listings.
• Offers: Supply accurate values such as price, currency, availability, URL, and product identifiers where applicable. The structured data must describe the product shown on that landing page.
• Shipping and returns: Add OfferShippingDetails and MerchantReturnPolicy when applicable. These can enhance merchant-listing information but are not universal prerequisites for every product result.
• Variants: Model variants consistently using product-group relationships and distinct identifiers, URLs, or offers for each selectable variant. Do not treat unrelated products as variants.
• Merchant Center: Structured data helps Google retrieve current product and offer details, but supported values must correspond to Merchant Center’s product-data specifications.
• Validation: Passing the Rich Results Test confirms technical eligibility—not that Google will display a rich result. Fix critical errors first; warnings generally indicate recommended or feature-enhancing properties.

For strongest coverage, use both on-page structured data and a Merchant Center feed, ensuring price, availability, identifiers, shipping, and returns agree across the page, markup, and feed.