Mark up merchant listings completely, with validity dates for sale prices

Google's merchant listing guide has explained validity dates for sale prices in a Sale duration section since July 2026 (its updates log calls this a clarification). Said at Search Central Live: with the dates in place, merchants need not rush to remove a sale price for fear it shows wrongly in snippets. The template must still switch back to the regular price when the sale ends: Google warns that a listing may not display if priceValidUntil is in the past. Product markup should also show current availability. The product name is required, and unlike product snippets, merchant listing experiences require a price greater than zero; an empty name and a price of zero were among the problems the Rich Results Test flagged in a community demo at the event.

Product with a non-empty name, image, description, sku or gtin and brand; Offer with a price above zero, priceCurrency, availability and itemCondition. For a sale, put the sale price in price, the regular price in a StrikethroughPrice UnitPriceSpecification, and bound it with validFrom and priceValidUntil (or validThrough) in ISO 8601. When the sale ends, render the regular price in price and drop the StrikethroughPrice. Keep values and dates identical to the Merchant Center feed.

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