Canonical Product & Offer Identity

What is being checked

Whether the product and the specific offer shown on the PDP are clearly and unambiguously identifiable, both for humans and machines. This includes: • the product identity (what the item actually is) • the offer identity (what exactly is being sold in this state)

The PDP must expose a stable, consistent identity layer that does not change depending on layout, interaction, or interpretation.

Why it matters

Users cannot confidently verify what exact product or configuration they are purchasing. This increases hesitation and reduces trust, especially for higher-value items. For machines and agents, the product cannot be reliably identified, compared, or matched with other offers. This limits discoverability, automation, and future agent-based commerce interactions.

Failure signals

• • Product name is generic or ambiguous (e.g. “Premium Hoodie”)
• • No brand or model reference visible
• • Multiple variants share the same unclear identity
• • Variant selection changes visuals but not identity (title/SKU unclear)
• • Structured data contains different product information than the visible PDP
• • Missing or inconsistent identifiers (SKU changes, not exposed, or mismatched)
• • Agent cannot determine if two PDPs represent the same product or not

How to verify

1. • Change variants and check:
2. ◦ Does the identity update clearly and consistently?
3. • Compare:
4. ◦ visible product name vs structured data
5. • Inspect:
6. ◦ Is there a stable identifier (SKU / variant ID)?
7. • Ask:
8. ◦ Could a third party reliably identify this exact product without guessing?

Recommended fix

• Add missing brand and model information to the PDP title or header • Ensure variant selection updates all identity-relevant fields • Align JSON-LD / structured data with visible product data • Introduce or expose stable identifiers (SKU, GTIN, etc.)