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Google has expanded the eligibility for enhanced product experiences in Google Search through the use of Product structured data, which were previously only open to Merchant Center users. To help make the requirements easier to understand, they have also made significant updates to the Product structured data documentation.
The documentation changes include clarification on the different types of shopping experiences available and the result enhancements you can use to help your content to stand out in search results.
They also have expanded the examples to include:
The Product documentation includes the recommended property of gtin (Global Trade Identification Number) as an applicable global identifier. Google added the gtin12 property, which apparently had been supported previously, so this is a documentation change only. They also clarified that you can use the generic gtin property for all GTINs, but they recommend that you use the most specific one if possible.
The Product documentation includes the recommended property of gtin (Global Trade Identification Number) as an applicable global identifier. Google updated the documentation to clarify that the GTIN value must be in the numerical form, as they do not support the URL form for GTINs.
Google added quite a significant amount of new documentation for the Product search feature, clarifying how you can explicitly define the pros and cons of a product, which can then show up in the search results as an enhancement.
Currently only editorial product review pages are eligible for the pros and cons appearance in Search, not merchant product pages or customer product reviews.
Google updated their documentation for the Product rich result, to clarify that Product rich results are only supported for pages that focus on a single product - including product variants where each product variant has a distinct URL.
Google added a small note to the structured data type definitions for Product, to clarify how to markup a Car:
"Currently Car is not supported automatically as a subtype of Product. So for now, you will need to include both Car and Product types if you would like to attach ratings to it and be eligible for the Search feature."
When marking up Product data, as a recommended property you can include a nested Offer. One of the recommended properties for Offer is availability, which allows you to specify the current stock availability of the item. Google have now updated this property to allow BackOrder as an allowed value.
Google added the recommended property of gtin (Global Trade Identification Number) as an applicable global identifier. The gtin property generalizes the earlier gtin8, gtin13 and gtin14 properties (which are also still supported by Google).
Separately, the documentation was also updated to clarify that isbn is only a valid property on Book.
If you include a specific price (not a range) in your Product structured data, Google will now automatically calculate when a price has dropped (based on the running historical average of your product's pricing). In their example, Google show this as 'Price: $200 (typically $300)'.
Currently only available in the US, in English, on both desktop and mobile devices.
You can now add shipping costs and estimated delivery timeframes, which can appear in the Overview and Stores tabs for a specific product result. Currently only available in the US, in English, and on mobile devices.
Guidelines update to clarify that Product rich results are only supported for single product pages, rather than pages with a list of products (e.g. ecommerce category pages). Also made significant changes to the data type definitions, adding in Offer and AggregateOffer.
Added a note to clarify that Product markup does not make your products eligible for Google Shopping results, you need to provide a feed through Google Merchant Center for that.
In the Product structured data documentation, clarified that one of the following properties is required: review, aggregateRating, offers. Changed the expected type for brand to be Brand or Organization (Thing is still accepted).