Google has introduced new structured data features to better support product variants for online retailers. This update includes detailed technical guidance on implementing the new structured data, as well as enhancements to Search Console and rich result testing tools to validate the markup. This type of markup is now referred to as product variant structured data.

In addition, Google provided clarification on when to use FreeReturn or ReturnShippingFees as values for returnFees in product structured data documentation.

Details about product variants. According to Google, e-commerce websites with variant products are inherently more complex than those offering single products, which makes the associated structured data more intricate. A key challenge is that variants must be grouped under a single “parent” product. To address this, Google introduced support for the Schema.org ProductGroup type along with three new properties:

• hasVariant (to organize Product variants under their parent ProductGroup),
• variesBy (to outline the properties that distinguish each variant), and
• productGroupID (a unique identifier, also known as the "parent SKU," for the ProductGroup).

Additionally, a new isVariantOf property was added to the product structured data documentation. Google emphasized that they support product variants with unique URLs.

Validation improvements. Alongside the updated documentation, Google enhanced Search Console to support validation and error tracking for this new structured data format. The company stated: “New validations for variants have been integrated into the Product snippets and Merchant listings reports in Search Console and the Rich Results Test.”

Here's what the report interface looks like:

Clarifications on returns. Separately, Google clarified the appropriate usage of FreeReturn versus ReturnShippingFees as values for returnFees related to product returns in structured data.

Why this matters. If your e-commerce site sells products with multiple variants—such as different sizes, colors, materials, patterns, memory capacities, screen sizes, or processors—you should explore this new structured data functionality.

Make use of the updated documentation and testing tools, and monitor any performance improvements in search results after implementation.

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