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Merchant listing markup is Product structured data extended with the commerce properties Google needs to show a page in shopping experiences — including free product listings — without requiring a Merchant Center feed. It is the difference between a product page that can rank and a product page that can appear as a purchasable listing.

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What it adds beyond basic Product schema

Shipping and returns data materially affect whether a listing is shown and how it compares — buyers filter on both.

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GTINs matter more than they look

The GTIN is how Google matches your listing to the same product sold elsewhere. Without it:
  • Your product may not be matched to the right catalogue entry
  • It may be excluded from comparison surfaces
  • Rich result eligibility can be lost
Use the manufacturer’s GTIN — gtin13 for EAN, gtin12 for UPC. Do not invent one, and do not reuse a GTIN across different products. For genuinely custom or handmade products with no GTIN, supply mpn and brand instead.

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Shipping and returns example

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Rules

  • Values must match your actual policies. Marking up free returns you do not offer is a violation.
  • Shipping data must reflect real rates for the destination in question.
  • Keep prices current. priceValidUntil in the past can suppress the listing.
  • Markup and Merchant Center feed data must not contradict each other where both exist.

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Validate

Use the Rich Results Test and Search Console’s Merchant listings report, which surfaces catalogue-wide errors.

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What Ryze does

Ryze audits merchant listing completeness across the catalogue, flags missing GTINs and category errors, and ships feed and markup corrections with approval.

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Primary reference