Product schema for AI shopping, with copy-paste JSON-LD

Updated 2026-10-16 · 12 min read · By the ProductSeen team

Structured data is a small block of code that labels the facts on your product page: this is the name, this is the price, this is in stock, this is the barcode. Search engines have used it for years. AI shopping assistants use the same labels to read your products quickly and accurately.

What "Product schema" means

schema.org/Product is a shared vocabulary for describing products. You add it to a page as JSON-LD, a <script type="application/ld+json"> block that visitors don't see. A crawler that reads the page gets clean facts instead of guessing from your layout.

The fields that matter, in priority order

Copy-paste JSON-LD (plain HTML)

Replace the values with your own. Every value must match what's visible on the page.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Men's Merino Wool Crew Sock, Cushioned",
  "description": "Midweight merino wool sock with a cushioned sole. Machine washable. Fits US men's sizes 8-12.",
  "image": [
    "https://yourstore.com/images/sock-front.jpg",
    "https://yourstore.com/images/sock-side.jpg"
  ],
  "sku": "MW-CREW-GRY-L",
  "gtin13": "0123456789012",
  "brand": { "@type": "Brand", "name": "Your Brand" },
  "color": "Gray",
  "material": "Merino wool",
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.7",
    "reviewCount": "128"
  },
  "offers": {
    "@type": "Offer",
    "url": "https://yourstore.com/products/merino-crew-sock",
    "price": "24.00",
    "priceCurrency": "USD",
    "availability": "https://schema.org/InStock",
    "itemCondition": "https://schema.org/NewCondition",
    "shippingDetails": {
      "@type": "OfferShippingDetails",
      "shippingRate": { "@type": "MonetaryAmount", "value": "0", "currency": "USD" },
      "shippingDestination": { "@type": "DefinedRegion", "addressCountry": "US" },
      "deliveryTime": {
        "@type": "ShippingDeliveryTime",
        "handlingTime": { "@type": "QuantitativeValue", "minValue": 0, "maxValue": 1, "unitCode": "DAY" },
        "transitTime": { "@type": "QuantitativeValue", "minValue": 2, "maxValue": 5, "unitCode": "DAY" }
      }
    },
    "hasMerchantReturnPolicy": {
      "@type": "MerchantReturnPolicy",
      "applicableCountry": "US",
      "returnPolicyCategory": "https://schema.org/MerchantReturnFiniteReturnWindow",
      "merchantReturnDays": 30,
      "returnMethod": "https://schema.org/ReturnByMail",
      "returnFees": "https://schema.org/FreeReturn"
    }
  }
}
</script>

Only include aggregateRating if you display genuine customer reviews on the page.

Copy-paste JSON-LD for Shopify (Liquid)

First, check whether your theme already outputs Product schema (search your theme code for application/ld+json or structured_data). Many themes use Shopify's built-in {{ product | structured_data }} filter. If yours has nothing, or you want more fields, add a snippet like this to your product section or main-product template. Back up your theme first.

{%- assign v = product.selected_or_first_available_variant -%}
<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": {{ product.title | json }},
  "description": {{ product.description | strip_html | strip_newlines | truncate: 5000 | json }},
  "url": {{ request.origin | append: product.url | json }},
  "image": [{% for img in product.images limit: 5 %}{{ img | image_url: width: 1200 | prepend: "https:" | json }}{% unless forloop.last %},{% endunless %}{% endfor %}],
  "brand": { "@type": "Brand", "name": {{ product.vendor | json }} },
  {%- if v.sku != blank %}"sku": {{ v.sku | json }},{% endif %}
  {%- if v.barcode != blank %}"gtin": {{ v.barcode | json }},{% endif %}
  "offers": [
    {%- for variant in product.variants -%}
    {
      "@type": "Offer",
      "name": {{ variant.title | json }},
      {%- if variant.sku != blank %}"sku": {{ variant.sku | json }},{% endif %}
      {%- if variant.barcode != blank %}"gtin": {{ variant.barcode | json }},{% endif %}
      "price": {{ variant.price | divided_by: 100.0 | json }},
      "priceCurrency": {{ cart.currency.iso_code | json }},
      "availability": "https://schema.org/{% if variant.available %}InStock{% else %}OutOfStock{% endif %}",
      "url": {{ request.origin | append: variant.url | json }}
    }{% unless forloop.last %},{% endunless %}
    {%- endfor -%}
  ]
}
</script>

Notes on this snippet:

• gtin uses the variant's Barcode field, so fill those in. If your barcodes aren't real GTINs (for example, internal codes), use mpn instead or leave them out.
• If a review app already adds rating markup, keep that and don't duplicate it. If it adds its own complete Product block, use one or the other, not both.
• Shipping and return policy schema can be added in the same block or at the organization level. Make sure it matches your real policy.

Organization schema for your homepage

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Your Brand",
  "url": "https://yourstore.com",
  "logo": "https://yourstore.com/logo.png",
  "sameAs": [
    "https://www.instagram.com/yourbrand",
    "https://www.tiktok.com/@yourbrand"
  ],
  "contactPoint": { "@type": "ContactPoint", "contactType": "customer service", "email": "help@yourstore.com" }
}
</script>

How to test

1. Run a product URL through Google's Rich Results Test or the Schema Markup Validator to catch syntax errors.
2. Run a ProductSeen scan to see what share of your sampled products have price, availability, brand, GTIN and reviews.
3. View the page source (not the browser inspector) to confirm the block is in the raw HTML. Crawlers that don't run JavaScript won't see schema that's injected later.

Mistakes to avoid

• Prices or stock in the schema that don't match the page.
• Marking up reviews that aren't shown on the page or aren't from customers.
• Invalid JSON (a single missing comma breaks the whole block).
• Schema that only appears after JavaScript runs.

Next: give AI assistants a plain-text overview of your store with llms.txt.

More guides

• How to get your Shopify store into ChatGPT shopping
• robots.txt and AI crawlers, explained for store owners
• GTINs and why AI shopping agents need them
• llms.txt for online stores: what it is and a template
• Black Friday 2026 AI-shopping checklist