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Merchant listing experiences

Merchant listing experiences are the ways Google Search can show a product from a page where shoppers can buy it from you, with price and shipping details.

How it works

A page becomes eligible through Product structured data with a nested Offer. Name, image, price and currency are required; shipping and returns are recommended. Only pages where a shopper can buy the product qualify, not pages that link to another seller. The page must also be about one product or its variants.

Google may verify the data before showing it in the shopping knowledge panel, Google Images, popular product results or product snippets. Google suggests using both the markup and a Merchant Center feed: some results combine data from the two. Our guide to product structured data covers which warnings to fix first.

Where you see it

  • Search Console, Merchant listings report: markup errors and warnings on pages where shoppers can buy. Other product pages, such as reviews, appear in the Product snippets report.
  • Search Console, Performance report: how often pages appear as a rich result and get clicks.

Example

Example store, not client data.

The tableware shop adds Product markup to its white dinner plate page: name, image and an Offer with price, currency and availability. It marks up its standard return policy once, under Organization. The plate page is now eligible to show as a merchant listing with price and return terms. A blog post reviewing the same plate offers no way to buy it, so it can only get a product snippet.

Not to be confused with

  • Review snippet — rating stars from review markup. On a page where people can’t buy, they appear in a product snippet, not a merchant listing.
  • Free listings — unpaid product listings from a Merchant Center feed. Merchant listing experiences can also come from page markup, and the free listings guidelines apply to both.

Right and wrong readings

  • Wrong: “Mark up the category page with Product so every plate shows with a price.” Right: Google supports product rich results only on pages about one product or its variants.
  • Wrong: “Our markup says 30-day returns, so Google shows 30 days.” Right: when policies are set in several places, page markup is the weakest source. Merchant Center feeds and settings, the Content API and Search Console settings all come first.

Sources