Product schema is structured data that tells Google exactly what product a page is selling - including its price, availability, star rating, and reviews. When implemented correctly, it produces rich results: star rating displays, price annotations, and availability badges in organic search results. These visual enhancements increase click-through rate by an average of 25% compared to standard listings for equivalent ranking positions. Product schema also feeds AI shopping citations - when AI systems answer "best products for X" queries, they reference structured product data to populate their comparison tables.
The minimum viable implementation for star ratings requires four properties: name, brand, aggregateRating, and offers. Without all four, Google will typically not display rich results. The AggregateRating block requires both a ratingValue AND a reviewCount - a rating with no review count doesn't satisfy the eligibility criteria for star display.
+25%
Avg CTR uplift from star ratings
vs. listings without stars (Semrush 2025)
~40%
Product pages with rich result eligible schema
of analyzed e-commerce pages (BrightEdge)
+38%
AI shopping cite improvement with full schema
Product schema vs none (BrightEdge 2025)
Product Schema: Three Implementation Patterns
Product schema varies by what you're selling - physical products, services, and SaaS/software each have slightly different optimal implementations. Switch between patterns to see the full JSON-LD for each use case.
Basic (rich results eligible)
{
"@context": "https://schema.org",
"@type": "Product",
"name": "SEO Analytics Pro",
"description": "AI-powered SEO and AEO analytics platform for enterprise teams.",
"brand": { "@type": "Brand", "name": "Acme Corp" },
"offers": {
"@type": "Offer",
"price": "99.00",
"priceCurrency": "USD",
"availability": "https://schema.org/InStock",
"url": "https://acmecorp.com/products/seo-analytics-pro"
},
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4.7",
"reviewCount": "348",
"bestRating": "5"
}
}Product Schema Property Reference
Requirements vary by goal. ✓ = strong signal, △ = moderate signal, ○ = weak or no direct signal for this column.