How do I encode a 100-night trial period in schema.org?

Use a MerchantReturnPolicy or the 'offers' block with 'hasMerchantReturnPolicy'. The most common approach is embedding return policy details in the Offer: { '@type': 'Offer', 'hasMerchantReturnPolicy': { '@type': 'MerchantReturnPolicy', 'name': '100-Night Sleep Trial', 'returnPolicyCategory': 'https://schema.org/MerchantReturnFiniteReturnWindow', 'merchantReturnDays': 100, 'returnMethod': 'https://schema.org/ReturnByMail', 'returnFees': 'https://schema.org/FreeReturn', 'description': '100-night sleep trial. Return for a full refund within 100 days of delivery. Free pickup — no need to return the mattress to a store. Refund issued within 5 business days of pickup confirmation.' } }. Also add the trial period as an additionalProperty for AI agent discoverability: { '@type': 'PropertyValue', 'name': 'Sleep Trial Period', 'value': '100 nights', 'description': '100-night home sleep trial. Full refund if not satisfied, no questions asked. Free return pickup scheduled.' }. Many buyers filter specifically for 'mattress with 100 night trial' or '365 night trial' — encoding both the return policy schema and the explicit additionalProperty ensures coverage in both structured-data queries and natural language semantic searches.

How should I encode mattress size variants in schema.org?

Use 'isVariantOf' with a ProductGroup that 'variesBy' size, and include explicit dimension data in each variant. For the ProductGroup: { '@type': 'ProductGroup', 'name': 'DreamCloud Premier Hybrid Mattress', 'variesBy': ['size'] }. For each Product variant: { '@type': 'Product', 'name': 'DreamCloud Premier Hybrid Mattress — Queen', 'isVariantOf': { '@id': '#dreamcloud-premier-productgroup' }, 'width': { '@type': 'QuantitativeValue', 'value': '60', 'unitCode': 'INH' }, 'depth': { '@type': 'QuantitativeValue', 'value': '80', 'unitCode': 'INH' }, 'height': { '@type': 'QuantitativeValue', 'value': '14', 'unitCode': 'INH' }, 'additionalProperty': [{ '@type': 'PropertyValue', 'name': 'Mattress Size', 'value': 'Queen' }, { '@type': 'PropertyValue', 'name': 'Height', 'value': '14', 'unitCode': 'INH', 'description': '14-inch profile. Profile height affects which sheet deep pocket depth is required: 14-inch mattress needs sheets rated for 15+ inch pockets to avoid slipping.' }] }. Explicitly encoding 'height' (profile) with unitCode INH is important because sheet compatibility is a direct purchase dependency — buyers actively search 'sheets for 14 inch mattress.'

How do I distinguish coil count from coil gauge and why does it matter for AI agents?

Coil count (the number of individual coils) and coil gauge (the steel wire thickness, where lower gauge = thicker = firmer) are different quality signals that should never be conflated. Coil count without gauge is a marketing figure — 3,000 coils at 17-gauge thin wire can be lower quality than 1,000 coils at 14-gauge thick wire. Encode separately: { '@type': 'PropertyValue', 'name': 'Coil Count (Queen)', 'value': '1,000', 'description': '1,000 individually wrapped pocket coils in a Queen. Each coil moves independently for motion isolation.' } and { '@type': 'PropertyValue', 'name': 'Coil Gauge', 'value': '14', 'description': 'Coil gauge 14 (lower number = thicker wire = firmer, more durable coil). Range: 12-gauge (extra-firm, hotel/commercial) to 17-gauge (soft, conforming).' } and { '@type': 'PropertyValue', 'name': 'Coil Type', 'value': 'Individually Wrapped Pocket Coils', 'description': 'Pocket coils move independently, providing motion isolation (less partner disturbance than Bonnell or offset coils). Also called pocketed coils or Marshall coils.' }. AI agents handling 'best mattress for couples with motion isolation' need the coil type signal to rank pocket coil vs open coil constructions.

Optimization Guide

Shopify Mattress & Sleep Schema — ILD Firmness, Motion Isolation, Trial Period, CertiPUR-US & OEKO-TEX Structured Data

Q: How do I encode mattress firmness in schema.org?

Use 'additionalProperty' with two separate PropertyValue entries: one for the firmness label and one for the ILD (Impression Load Deflection) value. ILD is the objective firmness standard — it measures the force in pounds required to compress a 4-inch foam sample by 25%. ILD 10–20 = Soft (1–3 on a 1–10 consumer scale); ILD 21–30 = Medium-Soft to Medium (4–5); ILD 31–39 = Medium-Firm (6–7); ILD 40+ = Firm to Extra Firm (8–10). Example: { '@type': 'PropertyValue', 'name': 'Firmness Label', 'value': 'Medium' } and { '@type': 'PropertyValue', 'name': 'ILD Firmness Rating', 'value': '28', 'description': 'ILD 28 — Impression Load Deflection 28 lbs/50 sq in. Equivalent consumer firmness: Medium (5/10 scale). Measured per ASTM D3574 Test B1 on 4-inch foam at 25% compression.' }. Always publish both — the label alone ('Medium') is subjective across brands; ILD is objective and comparable.

Q: What is the difference between CertiPUR-US and OEKO-TEX for mattresses?

CertiPUR-US certifies foam components specifically: it verifies the polyurethane foam was manufactured without ozone depleters, PBDE flame retardants, heavy metals (mercury, lead), formaldehyde, phthalates, and has low VOC emissions (less than 0.5 ppm). CertiPUR-US is foam-only — it does not cover fabric covers, wool fire barriers, latex layers, or steel coils. OEKO-TEX Standard 100 covers ALL components of the finished product, including the cover fabric, foam layers, latex, coils, and fire barriers — every component tested for harmful substances. OEKO-TEX 100 Product Class I (for products in contact with skin for babies) is the most stringent. For a complete health-claims stack in schema.org, you typically need both: CertiPUR-US for the foam and OEKO-TEX Standard 100 for the full product. GREENGUARD Gold adds indoor air quality certification (low chemical emissions), critical for bedrooms. GOLS (Global Organic Latex Standard) certifies natural latex specifically — the latex content must be ≥95% natural rubber from certified sustainable sources.

AI shopping agents handling queries like "medium-firm hybrid mattress for back pain under $1,200," "CertiPUR-US certified memory foam queen," "mattress with 365-night trial," or "latex mattress GOLS certified king" need machine-readable ILD firmness, mattress type, coil construction, certifications, and trial period data. Shopify's default JSON-LD for a mattress listing outputs nothing but name and price — the ILD rating, foam certifications, coil count, edge support score, and 100-night trial that drive every purchase decision are invisible to the AI agents now ranking and recommending sleep products.

TL;DR Use Product @type with additionalProperty for mattressType (Innerspring/Memory Foam/Hybrid/Latex/Airbed), ILD firmness rating (objective scale), firmness label (1–10 consumer scale), height INH (profile), coil count, coil gauge, coil type, comfort layers, motion transfer rating, edge support rating, cooling technology, and sleep trial period. Add hasCertification for CertiPUR-US (foam only), OEKO-TEX Standard 100 (whole product), GREENGUARD Gold (VOC emissions), and GOLS (latex only). Use hasMerchantReturnPolicy to encode the sleep trial window as structured data. Store values in a mattress.* metafield namespace.

Why Mattress Products Are Structurally Invisible to AI Agents

A mattress is a high-consideration, high-ticket purchase ($300–$5,000+) where the decision rests on a stack of technical specifications that Shopify's default schema cannot represent: construction type, objective firmness measurement, certifications verifying what's inside the foam, and the sleep trial that eliminates purchase risk. A shopper asking an AI agent "best mattress for hot sleepers with partner motion transfer issues, queen, under $1,500, CertiPUR-US certified" is specifying at least five structured filters — none of which are addressable by name + price alone.

The mattress category has a specific challenge: firmness is wildly inconsistent across brands. What Casper calls "Medium" (ILD 28) Saatva calls "Luxury Firm" and Purple calls "adaptable." This means firmness labels alone are useless for AI comparison shopping — only the underlying ILD (Impression Load Deflection) measurement makes cross-brand comparison meaningful. Brands that publish ILD values in structured data become machine-comparable; brands that publish only consumer labels become opaque to AI ranking.

The second major gap is certification stacking. CertiPUR-US is foam-only. OEKO-TEX Standard 100 covers the full finished product. GREENGUARD Gold addresses VOC emissions. GOLS certifies organic latex specifically. A mattress can legitimately hold all four — or only one. AI agents handling "non-toxic mattress for baby" queries need structured data that encodes each certification separately (with its issuing body and certification ID) rather than a single "certified" boolean.

What Shopify emits by default

Shopify's Dawn theme outputs a Product JSON-LD block with name, description, sku, image, and an Offer block with price and availability. For a queen hybrid mattress, this means an AI agent sees: a product name, a price, and stock status. ILD firmness, coil count and gauge, CertiPUR-US foam certification, OEKO-TEX cover fabric certification, cooling gel layer, 100-night trial — all absent. The structured data gap between a Shopify mattress listing and what an AI agent needs to rank by sleep quality, health safety, or return risk is nearly total.

Mattress Type Reference

Type	Key distinguishing attributes	Primary buyer signals
Innerspring	Open coil system, thin comfort layer, minimal foam	Coil count, gauge, coil type (Bonnell/offset/pocket), border wire edge support
Memory Foam	All-foam construction, viscoelastic top layer	ILD, foam density (lbs/cu ft), CertiPUR-US, cooling treatment, heat retention risk
Hybrid	Pocket coil support core + foam/latex comfort layers	Coil count+gauge, foam ILD, layer thickness stack, edge support type
Latex (Natural)	Talalay or Dunlop latex, no polyurethane foam	GOLS certified, latex type (Talalay=softer/breathable vs Dunlop=denser/firmer), ILD
Latex (Synthetic)	Synthetic rubber foam — not GOLS eligible	CertiPUR-US equivalent: OEKO-TEX, no organic claim possible
Airbed	Adjustable air chambers, remote firmness control	Firmness adjustment range, chamber count, dual-zone for couples, pump warranty

ILD Firmness Scale Reference

ILD Range	Consumer Label	1–10 Scale	Typical buyer
10–15	Plush / Ultra-Soft	1–2	Side sleepers, lightweight (<130 lbs), shoulder pressure relief priority
16–20	Soft	2–3	Side sleepers, lightweight to average weight, hip/shoulder pressure relief
21–25	Medium-Soft	4	Side-to-back combination sleepers, average weight (130–180 lbs)
26–30	Medium	5–6	Back and combination sleepers, average weight — the bestselling firmness band
31–36	Medium-Firm	6–7	Back sleepers, heavier (180–250 lbs), back pain with lumbar support priority
37–42	Firm	8	Stomach sleepers, heavier sleepers (>230 lbs), spinal alignment priority
43+	Extra-Firm	9–10	Stomach sleepers over 250 lbs, medical/rehabilitation use, floor mat style

ILD is measured per ASTM D3574 Test B1: a 50 sq in circular indentor compresses a 4-inch foam sample to 25% compression. The force in pounds equals the ILD. A higher ILD requires more force to compress — firmer. ILD can be measured on individual layers or on the full mattress stack; always publish which. AI agents can resolve "firm mattress for back pain" only when ILD values are present in structured data — firmness labels alone are cross-brand noise.

Complete Mattress Schema — Saatva Classic Hybrid Luxury Firm Queen

This example covers mattress type, ILD firmness, coil construction (two-layer coil system), foam comfort layers, height, certifications, trial period, and warranty as structured data.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Saatva Classic Innerspring Hybrid Mattress — Luxury Firm — Queen",
  "description": "Saatva Classic queen mattress in Luxury Firm (ILD 36). Dual-coil hybrid: 416 Bonnell support coils + 884 individually wrapped micro coils comfort layer. 14.5-inch profile. Euro pillow-top organic cotton cover. Certified: OEKO-TEX Standard 100, CertiPUR-US foam, GREENGUARD Gold. 365-night home trial. Lifetime warranty. Designed and assembled in the USA.",
  "sku": "SAATVA-CLASSIC-LF-QUEEN",
  "brand": { "@type": "Brand", "name": "Saatva" },
  "hasCertification": [
    {
      "@type": "Certification",
      "name": "CertiPUR-US Certified Foam",
      "issuedBy": {
        "@type": "Organization",
        "name": "CertiPUR-US",
        "url": "https://certipur.us"
      },
      "description": "All polyurethane foam components certified CertiPUR-US: no ozone depleters, no PBDE flame retardants, no mercury or lead, no formaldehyde, low VOC emissions (less than 0.5 ppm). Foam-layer certification only — does not cover coils, fabric cover, or fire barrier."
    },
    {
      "@type": "Certification",
      "name": "OEKO-TEX Standard 100 — Class I",
      "issuedBy": {
        "@type": "Organization",
        "name": "OEKO-TEX Association",
        "url": "https://www.oeko-tex.com"
      },
      "certificationIdentification": "OEKO-TEX-XXXX",
      "description": "OEKO-TEX Standard 100 Product Class I — most stringent classification (contact with baby skin). Covers ALL components: cotton cover, foam layers, fire barrier, and coils. Tests for heavy metals, pesticides, formaldehyde, allergenic dyes, phthalates, and other harmful substances."
    },
    {
      "@type": "Certification",
      "name": "GREENGUARD Gold Certified",
      "issuedBy": {
        "@type": "Organization",
        "name": "UL GREENGUARD",
        "url": "https://www.ul.com/resources/ul-greenguard-certification-program"
      },
      "description": "GREENGUARD Gold (formerly GREENGUARD Children and Schools). Certifies low chemical emissions — VOC levels safe for children's bedrooms and schools. More stringent than standard GREENGUARD. Critical for buyers with chemical sensitivities."
    }
  ],
  "additionalProperty": [
    { "@type": "PropertyValue", "name": "Mattress Type", "value": "Innerspring Hybrid" },
    { "@type": "PropertyValue", "name": "Firmness Label", "value": "Luxury Firm" },
    {
      "@type": "PropertyValue",
      "name": "ILD Firmness Rating",
      "value": "36",
      "description": "ILD 36 — Impression Load Deflection. Measured ASTM D3574 Test B1. Consumer equivalent: Firm (7/10 scale). Recommended for: back sleepers, combination sleepers with back pain, average to heavy weight (160–250 lbs)."
    },
    {
      "@type": "PropertyValue",
      "name": "Mattress Height (Profile)",
      "value": "14.5",
      "unitCode": "INH",
      "description": "14.5-inch profile. Requires deep-pocket sheets rated 15+ inches. Standard sheets will not fit without slipping."
    },
    {
      "@type": "PropertyValue",
      "name": "Support Core — Coil Count (Queen)",
      "value": "416",
      "description": "416 tempered steel Bonnell coils in the base support layer. Bonnell coil: hourglass-shaped, open coil system with border wire edge reinforcement. Provides firm, responsive support with strong edge support."
    },
    {
      "@type": "PropertyValue",
      "name": "Comfort Layer — Micro Coil Count (Queen)",
      "value": "884",
      "description": "884 individually wrapped micro pocket coils in the upper comfort layer. Micro coils add contouring and motion isolation above the Bonnell base. Dual-coil system is a distinguishing feature of Saatva Classic."
    },
    {
      "@type": "PropertyValue",
      "name": "Support Coil Gauge",
      "value": "13.75",
      "description": "13.75-gauge tempered steel support coils. Lower gauge = thicker wire = firmer, more durable coil. Hotel/commercial grade: 12-gauge. Residential standard: 14–15 gauge. Saatva Classic uses tempered steel for durability."
    },
    {
      "@type": "PropertyValue",
      "name": "Cover Material",
      "value": "Organic Cotton Euro Pillow-Top",
      "description": "Organic cotton cover with 1-inch Euro pillow-top. Euro pillow-top is stitched to the mattress surface (flush sides) vs standard pillow-top which can slip. Organic cotton fiber is naturally temperature-regulating."
    },
    {
      "@type": "PropertyValue",
      "name": "Fire Barrier",
      "value": "Natural thistle-derived fiber",
      "description": "Chemical-free fire barrier using thistle natural fiber. No chemical flame retardants — meets flammability standard 16 CFR Part 1633 (mattress flammability open flame) without PBDE or other chemical treatments."
    },
    {
      "@type": "PropertyValue",
      "name": "Edge Support",
      "value": "Dual-perimeter — foam encasement + Bonnell border wire",
      "description": "Perimeter foam encasement around base Bonnell coils plus the Bonnell open-coil border wire system provides firm sitting edge and full sleeping surface to mattress border — no roll-off sensation."
    },
    {
      "@type": "PropertyValue",
      "name": "Motion Transfer Isolation",
      "value": "Moderate",
      "description": "Moderate motion isolation — better than pure Bonnell innerspring, less isolation than all-foam or pocket coil only. Upper micro-coil layer absorbs some partner motion. Couples with significant motion sensitivity should consider full pocket coil hybrid."
    },
    {
      "@type": "PropertyValue",
      "name": "Sleep Trial Period",
      "value": "365 nights",
      "description": "365-night home sleep trial. Full refund if returned within 365 days. Saatva schedules white-glove pickup — no need to package or ship. Minimum 30-night break-in period before return eligibility."
    },
    {
      "@type": "PropertyValue",
      "name": "Country of Assembly",
      "value": "United States",
      "description": "Designed and assembled in the USA at one of 18 regional Saatva production facilities. Assembled close to delivery location — reduces transit time and handling."
    }
  ],
  "width": { "@type": "QuantitativeValue", "value": "60", "unitCode": "INH" },
  "depth": { "@type": "QuantitativeValue", "value": "80", "unitCode": "INH" },
  "height": { "@type": "QuantitativeValue", "value": "14.5", "unitCode": "INH" },
  "offers": {
    "@type": "Offer",
    "price": "1695.00",
    "priceCurrency": "USD",
    "availability": "https://schema.org/InStock",
    "hasMerchantReturnPolicy": {
      "@type": "MerchantReturnPolicy",
      "name": "365-Night Sleep Trial",
      "returnPolicyCategory": "https://schema.org/MerchantReturnFiniteReturnWindow",
      "merchantReturnDays": 365,
      "returnMethod": "https://schema.org/ReturnByMail",
      "returnFees": "https://schema.org/FreeReturn",
      "description": "365-night sleep trial. Return for a full refund within 365 days of delivery. White-glove pickup included — no packaging or shipping required. Minimum 30 nights before return eligibility."
    },
    "warranty": {
      "@type": "WarrantyPromise",
      "durationOfWarranty": {
        "@type": "QuantitativeValue",
        "value": "Lifetime",
        "description": "Lifetime warranty covering manufacturing defects including sagging greater than 1 inch, broken coils, and cover manufacturing defects. Excludes damage from improper use or unsupported foundation."
      }
    }
  }
}
</script>

Certification Stack by Mattress Type

Certification	What it covers	Applicable to	Issuing body
CertiPUR-US	Polyurethane foam components only: no ozone depleters, PBDE, heavy metals, formaldehyde; low VOC (<0.5 ppm)	Memory foam, hybrid foam layers, polyurethane in any type	CertiPUR-US (nonprofit)
OEKO-TEX Standard 100	Every component of the finished product (cover, foam, coils, fire barrier) — 100+ substances tested	Any mattress type	OEKO-TEX Association (independent lab)
GREENGUARD Gold	VOC emissions for indoor air quality — children's bedroom safe standard	Any mattress type (foam heavy benefit)	UL GREENGUARD
GOLS	Global Organic Latex Standard — latex must be ≥95% natural rubber from certified sustainable sources	Natural latex mattresses and layers only	Control Union / ICEA
GOTS	Global Organic Textile Standard — organic cotton cover and fiber components	Organic cotton cover, wool fire barrier	Control Union / ICEA
USDA Organic	Agricultural components (cotton, wool) are grown without synthetic pesticides	Organic cotton cover, wool	USDA National Organic Program

A mattress can legitimately hold CertiPUR-US, OEKO-TEX, GREENGUARD Gold, and GOTS simultaneously on different components. Encode each as a separate hasCertification entry. AI agents handling "safest mattress for baby crib" or "chemical-free queen mattress" need to distinguish certification scope — foam-only vs whole-product — to rank accurately.

Mattress Metafield Namespace Reference

Metafield key	Type	Notes
`mattress.type`	single_line_text	Innerspring / Memory Foam / Hybrid / Latex Natural / Latex Synthetic / Airbed
`mattress.firmness_label`	single_line_text	Soft / Medium-Soft / Medium / Medium-Firm / Firm / Extra-Firm
`mattress.firmness_ild`	number_integer	ILD value (10–50 range)
`mattress.firmness_scale`	number_integer	1–10 consumer scale
`mattress.height_inches`	number_decimal	Profile height for sheet compatibility
`mattress.coil_count`	number_integer	Per Queen size as reference
`mattress.coil_gauge`	number_decimal	Steel wire gauge (lower = thicker = firmer)
`mattress.coil_type`	single_line_text	Bonnell / Offset / Pocket / Continuous / Micro-coil
`mattress.certifications`	list.single_line_text	CertiPUR-US / OEKO-TEX / GREENGUARD Gold / GOLS / GOTS / USDA Organic
`mattress.trial_nights`	number_integer	Sleep trial period in nights (30–365)
`mattress.cooling_technology`	single_line_text	Gel-infused foam / Phase-change cover / Open-cell foam / Copper-infused / Air channels
`mattress.motion_isolation`	single_line_text	Excellent / Good / Moderate / Poor (for partner disturbance)
`mattress.edge_support`	single_line_text	Excellent / Good / Moderate — perimeter firmness for sitting/sleeping edge
`mattress.warranty_type`	single_line_text	Lifetime / 25-year / 10-year — non-prorated vs prorated distinction
`mattress.latex_type`	single_line_text	Talalay / Dunlop / Synthetic (null if no latex)

5 Critical Mattress Schema Mistakes

Publishing firmness label without ILD. "Medium" means different firmness at every brand. ILD is the only cross-brand objective value. Publish both.
Claiming CertiPUR-US for the full mattress. CertiPUR-US certifies foam components only — not fabric cover, not latex layers, not steel coils. Claiming it covers the whole product is a false health claim.
Omitting profile height in structured data. Sheet pocket depth compatibility (standard 12-inch vs deep-pocket 15-inch vs extra-deep 21-inch) is a direct purchase dependency. A 16-inch mattress that ships with no height in its schema generates support tickets about sheets.
Listing coil count without coil gauge and type. 3,000 thin-gauge open coils is a weaker construction than 1,000 thick-gauge pocket coils. Coil count alone as a quality signal is misleading without gauge and type context.
Encoding the sleep trial as only text in the description. "365-night trial" buried in a description field is invisible to structured-data queries filtering by return window. Use hasMerchantReturnPolicy with merchantReturnDays to make the trial machine-readable.

Frequently Asked Questions

How do I encode mattress firmness in schema.org?

Use two additionalProperty entries: one for the firmness label (consumer-facing) and one for ILD (objective). ILD 10–20 = Soft, ILD 21–30 = Medium-Soft to Medium, ILD 31–39 = Medium-Firm, ILD 40+ = Firm to Extra-Firm. Always publish both — labels are subjective across brands, ILD is cross-brand comparable.

What is the difference between CertiPUR-US and OEKO-TEX for mattresses?

CertiPUR-US certifies foam components only. OEKO-TEX Standard 100 covers every component of the finished product (cover, foam, coils, fire barrier). A mattress marketed as "certified" that only holds CertiPUR-US has uncertified fabric and coils. GREENGUARD Gold adds VOC emissions certification. GOLS certifies natural latex specifically.

How do I encode a 100-night sleep trial in schema.org?

Use hasMerchantReturnPolicy inside the Offer block with merchantReturnDays: 100, returnFees: https://schema.org/FreeReturn, and the return method. Also add the trial as an additionalProperty for natural language discoverability in AI agents.

How should I encode mattress size variants?

Use a ProductGroup with variesBy: ['size'], then each size as a separate Product with isVariantOf pointing to the group. Each variant should include explicit width, depth, and height QuantitativeValues with unitCode INH — height (profile) is critical for sheet compatibility.

How do I distinguish coil count from coil gauge in schema.org?

Encode as separate additionalProperty entries: one for coil count (per queen size as reference), one for coil gauge (lower number = thicker wire = firmer), and one for coil type (Bonnell/pocket/continuous). Never publish coil count alone — 3,000 thin-gauge open coils is a weaker build than 1,000 thick-gauge pocket coils.

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