What structured data do AI agents need to read your products?

Why agents depend on it

A product page shows many numbers: a list price, a sale price, a price per unit, a finance offer, a delivery charge. A person works out which is which from the layout. An agent reading the HTML has to guess, and a wrong guess means a wrong recommendation. Structured data states the facts in a fixed vocabulary, and it is in the HTML, so reader agents that never run JavaScript still get it.

The fields that matter

An example

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "M8 x 40 mm Hex Bolt, A2 Stainless, Box of 100",
  "sku": "HB-M8-40-A2-100",
  "gtin13": "5012345678900",
  "brand": { "@type": "Brand", "name": "Example Fasteners" },
  "description": "DIN 933 fully threaded hex bolt in A2 stainless steel. Sold in boxes of 100.",
  "offers": {
    "@type": "Offer",
    "url": "https://www.example.com/products/hb-m8-40-a2-100",
    "price": "12.40",
    "priceCurrency": "GBP",
    "availability": "https://schema.org/InStock",
    "priceValidUntil": "2026-12-31",
    "eligibleQuantity": { "@type": "QuantitativeValue", "minValue": 1, "unitText": "box" },
    "itemCondition": "https://schema.org/NewCondition"
  }
}
</script>

Rules that keep it trustworthy

• It must match the page. The same price, currency and stock a person sees. A mismatch is worse than no markup, because the agent will quote the wrong figure.
• Render it on the server. Markup added by a tag manager after load is invisible to agents that do not run scripts.
• State the unit. "12.40 per box of 100" in the name or description, so a per-box price is not compared with a per-item price.
• Keep availability current. Generate it from the same stock data as the page.
• One product per page, or use ProductGroup with variants, so the agent knows which price belongs to which variant.
• Do not add ratings or reviews you cannot show on the page.

Beyond products

Organization on the home page tells agents who you are. FAQPage gives direct answers to quote. BreadcrumbList shows where a page sits. For services, Service with an Offer plays the role Product plays for goods. Google documents the fields it uses for product results, and the full vocabulary is at schema.org.

Structured data and feeds

A product feed lists the same facts for the whole catalog in one file, and is what shopping surfaces and several agentic commerce programmes ingest. Markup serves agents that arrive at a page. A feed serves platforms that want everything at once. Generate both from one source so they cannot disagree. See agentic commerce protocols.

How to check it

Use Google’s Rich Results Test or the Schema Markup Validator on a product URL, then compare the values with the visible page by eye. In an Axidort scan, product data quality, pricing visibility and stock availability together make up 40% of the score, and each checks that an agent could read the fact without a browser.

Frequently asked questions