material

material · Recommended by Google

Appears in

Product

What is it?

The material or material combination a product is made from. This text field communicates composition to search engines and shoppers, covering everything from "Leather" for shoes to "Cotton/Polyester" for blended fabrics.

Why this matters for AEO

When a shopper asks an AI assistant "Is the Allbirds Tree Runner made from wool?", the engine checks material values in Product markup to confirm or deny the claim. Structured material data lets AI assistants give definitive answers about product composition instead of hedging with "according to the product page."

What the specs say

Schema.org: Product, Text, URL. A material that something is made from, e.g. leather, wool, cotton, paper. View on schema.org

Google: Recommended. "The material or material combination the product is made from, such as 'Leather' or 'Cotton/Polyester'." View Google docs

How to find your value

• Product page — Materials/composition section, spec table
• Product tags/labels — Care labels, material composition tags
• Supplier data feed — Material column in product CSV/XML
• Manufacturer spec sheet — Bill of materials, product specifications

Use the same material names your customers see. For blends, separate materials with a slash: "Cotton/Polyester."

Format and code

Expected type: Text

The value is a plain string. Use common material names customers recognize.

{
  "@context": "https://schema.org/",
  "@type": "Product",
  "name": "Wool Winter Coat",
  "material": "wool"
}

For blended materials:

{
  "@context": "https://schema.org/",
  "@type": "Product",
  "name": "Performance Running Shirt",
  "material": "Cotton/Polyester"
}

For product groups where material is the shared attribute:

{
  "@context": "https://schema.org/",
  "@type": "ProductGroup",
  "name": "Wool Winter Coat",
  "material": "wool",
  "variesBy": ["https://schema.org/size", "https://schema.org/color"],
  "hasVariant": [
    {
      "@type": "Product",
      "name": "Small Green Wool Coat",
      "color": "Green",
      "size": "small"
    }
  ]
}

Source: Google Product Variants documentation

Webflow implementation

Static pages

Add material in the JSON-LD block in Page Settings > Custom Code (Head):

<script type="application/ld+json">
{
  "@context": "https://schema.org/",
  "@type": "Product",
  "name": "Leather Messenger Bag",
  "material": "Full-grain leather"
}
</script>

CMS template pages

Map a Webflow CMS text field (e.g., "Product Material") to the material property:

<script type="application/ld+json">
{
  "@context": "https://schema.org/",
  "@type": "Product",
  "name": "{{wf {"path":"name","type":"PlainText"} }}",
  "material": "{{wf {"path":"product-material","type":"PlainText"} }}"
}
</script>

In Schema HQ

The material field reads from Webflow CMS material field and maps it into the Product JSON-LD. For static pages, enter the material in the Schema HQ editor and publish.

Real examples

From Google's product variant documentation, a ProductGroup with shared material:

{
  "@context": "https://schema.org/",
  "@type": "ProductGroup",
  "name": "Wool winter coat",
  "description": "Wool coat, new for the coming winter season",
  "url": "https://www.example.com/coat",
  "brand": {
    "@type": "Brand",
    "name": "Good brand"
  },
  "material": "wool",
  "variesBy": [
    "https://schema.org/size",
    "https://schema.org/color"
  ],
  "hasVariant": [
    {
      "@type": "Product",
      "sku": "44E01-M11000",
      "name": "Small green coat",
      "color": "Green",
      "size": "small",
      "offers": {
        "@type": "Offer",
        "price": 39.99,
        "priceCurrency": "USD"
      }
    }
  ]
}

Source: Google Product Variants documentation

Related fields

• color · the product color
• name · the product title
• brand · the brand behind the product
• sku · merchant-specific product identifier
• offers · pricing and availability

FAQ

Should I list exact percentages in the material field?

No. The material field expects plain text names, not detailed composition breakdowns. Use "Cotton/Polyester" rather than "60% Cotton, 40% Polyester." Detailed composition belongs in the product description or a custom property.

Can I use material for non-fabric products?

Yes. material applies to any product: "Stainless Steel" for cookware, "Recycled Plastic" for phone cases, "Oak" for furniture. Use the same terminology your customers expect.