Product Schema

Generate Product JSON-LD for shopping rich results. Price, availability, brand, SKU, GTIN, rating. Free tool, no sign-up needed.

About the tool

What is the SBMM Product Schema Generator?

The SBMM Product Schema Generator is a free online tool that builds Product JSON-LD for any product page. Fill in the product name, image, description, brand, SKU, GTIN, price, currency, availability, and rating; get back a clean schema.org-compliant Product block ready to paste into the head of your page. The output is eligible for the Google Shopping rich result, the Merchant Listing rich result, and product-citation surfaces in AI shopping assistants.

Product schema is required for e-commerce visibility in 2026. Google's Merchant Listing rich result, the shopping carousel in Search, the Google Shopping tab, and the AI Overviews shopping section all depend on valid Product schema as the source of truth for price, availability, brand, and reviews. Without it, a product page can rank organically but never enters the rich-result and shopping surfaces where most commercial intent traffic now lives.

AI shopping assistants (ChatGPT shopping, Perplexity Shopping, Google AI Overviews) read Product schema as their primary signal for what a product is, how much it costs, whether it is in stock, and what reviewers think. A complete Product schema block with all recommended fields filled is one of the highest-leverage e-commerce SEO investments per hour of work.

Step by step

How to use this tool in 3 steps

  1. Step 01

    Enter the product details

    Fill in the product name, image URL, description, brand, SKU, GTIN (or MPN if no GTIN), price, currency, availability (InStock / OutOfStock / PreOrder), and an optional aggregateRating with rating value and review count.

  2. Step 02

    We build clean Product JSON-LD

    The generator wraps your fields in a Product JSON-LD block with correctly typed Offers child for price and availability, Brand child for manufacturer attribution, AggregateRating child for review summary, and a mainEntityOfPage link to the canonical product URL.

  3. Step 03

    Paste into your product page head

    Copy the generated JSON-LD and paste it inside a script type application ld json tag in the product page head. Validate with Google's Rich Results Test, then republish. The product becomes eligible for Merchant Listing and shopping rich results.

Why this tool

Why use this tool

  • Full Product schema fields

    Name, image, description, brand, SKU, GTIN / MPN / ISBN identifiers, price with currency, availability (InStock / OutOfStock / PreOrder / Discontinued), price-valid-until, and shipping-included flags all supported in the form.

  • AggregateRating + Review child

    Optional AggregateRating node with ratingValue, reviewCount, bestRating, and worstRating. Individual Review nodes also supported when you want to surface specific reviews. Required for the star-rating rich-result treatment.

  • Multiple Offer support

    Add multiple Offer nodes for products with multiple sellers or pricing tiers. AggregateOffer wrapping is generated automatically when more than one Offer is present so Google reads the price range correctly.

  • Merchant Listing rich-result eligible

    Output passes Google's Merchant Listing rich-result rules out of the box. Required fields (name, image, price, availability, brand) are all present in the default output so the page becomes shopping-surface-eligible immediately.

  • AI shopping assistant friendly

    ChatGPT shopping, Perplexity Shopping, and Google AI Overviews shopping sections all use Product schema as their primary data source. A complete Product block is the difference between being cited as a buying option or being skipped entirely.

  • Free, no sign-up, no cap

    Unlimited Product schema generation across every product on your store. SBMM Pro adds bulk generation from a Shopify or WooCommerce export, automated re-generation when prices change, and a multi-currency variant for international product catalogues.

FAQ

Frequently asked questions

What is Product schema?

Product schema is a structured-data block in JSON-LD format that identifies a page as a product and declares the name, image, brand, SKU, GTIN, price, availability, and reviews to search engines. Google, Bing, and AI shopping assistants use it as the source of truth for what is being sold and on what terms.

Do I need Product schema to rank product pages?

You can rank organically without it, but you cannot enter the Google Merchant Listing rich result, the shopping carousel in Search, the Google Shopping tab, or AI Overviews shopping sections without valid Product schema. Most commercial intent traffic now flows through those rich surfaces, so missing schema is a major visibility gap.

What is the difference between GTIN, SKU, and MPN?

GTIN (Global Trade Item Number) is the worldwide product identifier published by GS1, including UPC and EAN barcodes. SKU (Stock Keeping Unit) is your internal product ID. MPN (Manufacturer Part Number) is the part number set by the brand. Google prefers GTIN; SKU and MPN are accepted when GTIN is unavailable.

How do I declare a sale price?

Use the Offer.price field for the current selling price (including any active discount). For a strikethrough effect in the rich result, add a priceSpecification with the original list price and the validFrom and validThrough dates of the sale. Google renders both prices when both are present.

Does Product schema work for digital products and services?

Product schema works for digital downloads (eBooks, software, courses) and for physical goods. For pure services (consulting, subscriptions, agency work) use Service schema instead because the rich-result rules are different. Software products use SoftwareApplication schema for app-store-style rich results, and native mobile apps use MobileApplication schema.

Are reviews required for the rich result?

Reviews are not required for the basic Product rich result, but the AggregateRating field is what triggers the star-rating display under the SERP listing. Pages without AggregateRating still get a rich result, just without the visual star count. Reviews are also a strong ranking and CTR signal.

Can I include fake or generic reviews to trigger the rich result?

No. Google's structured-data spam policy explicitly prohibits fake aggregate ratings. Manual actions wipe rich-result eligibility for the entire site when fake ratings are detected. Use real review data from a verified review platform (Trustpilot, Yotpo, Google Reviews) or omit AggregateRating entirely.

How often should I update Product schema?

Update it any time the price, availability, or rating changes. Most CMS platforms auto-update the schema when the product field changes; if yours does not, regenerate the schema block after each price update or stock change. Stale schema (showing in-stock when out-of-stock) violates Google's policy.