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Google Adds Product Variants to Its Structured Data

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Cover image: Google announced the addition of a new property called "product variants" to its structured data.

Google has added a new property to its structured product data, Product Variant. Learn what it means and how to add it here.

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Key Takeaways
  • Google has released a new property to display product variants in structured data.

  • Product variants can be added to identify specific product variants within a single product page.

  • Users must perform a grouping to add variants to the parent product.

  • Google has also added 3 new properties to support product variant grouping for webmasters.


On February 20, 2024, Google announced the addition of a new property called "product variants" to its structured data. This property allows sellers to display different variations of their products, such as colors, sizes, and models.

Product Variant for Product Structured Data

According to an official statement from Google, the main purpose of adding this structured data is to improve the online shopping experience for Google users.

With more complete information about the various product variations available, it is hoped that it will be easier for consumers to find and select the appropriate product for their needs.

Adding Product Variants to Structured Data

To make use of this feature, webmasters or online store owners will need to add structured data about the product variants under the main product, or what is known as the parent product.

This step of adding properties is a bit complicated because the page types are different. To help webmasters with this grouping, Google has also added several new properties that can be used:

  • hasVariant: This property organizes product variants under a ProductGroup to establish a relationship between the variant and the parent product.
  • variesBy: This property is used to list the properties of the variant identifier. This allows webmasters to determine the characteristics or attributes that differentiate one variant from another.
  • productGroupID: This property represents the ID or "parent sku" of the ProductGroup which serves as a unique identifier for the variant group.

For a more complete guide and examples of the resulting code, please visit the page Product Variants Structured Data Guide.

Benefits for Webmasters

The main benefit of the Product Variants property is for sellers who have products with many variants, such as clothing, shoes, or electronics. By providing more detailed information about each variant of a product, sellers will likely be able to attract more consumers and increase their sales through rich snippets.

In addition, Google is providing the ability to monitor the performance of web pages that use Product Variant Structured Data through Google Search Console.

This reporting page allows online store owners to track how effective the use of structured data is in increasing the visibility and sales of their products.

With the addition of the Product Variants feature, Google continues to strive to provide users with a better and more informative online shopping experience. This is also in line with the trend of increasing demand from online consumers for more detailed and transparent product 


As a dedicated news provider, we are committed to accuracy and reliability. We have attached credible sources to support the data and information we present.

  1. Google Search Central: https://developers.google.com/search/docs/appearance/structured-data/product-variants
  2. Product Variant Structured Data Guide: https://developers.google.com/search/docs/appearance/structured-data/product-variants#guidelines

Disclaimer: All news published by cmlabs has undergone a strict verification and data processing process based on the cmlabs News Publication Guidelines. However, the data or core news we write may undergo changes, reductions, or additions. Consequently, cmlabs assumes no liability for any losses or damages that may arise from the use of this information. We encourage readers to conduct additional verification before making decisions based on the information written on this page.

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Risca

Risca Fadillah

As an SEO Content Writer, I always try to staying updated on the latest SEO trends & best practices and bring strategic approach to every project. I'm especially passionate about writing SEO-friendly content that not only resonates with readers but also ranks high on search engine results. Whether I'm writing for a niche industry or a broad audience, I strive to strike the perfect balance between readability and optimization.

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