diff --git a/src/pretix/presale/templates/pretixpresale/event/fragment_product_list.html b/src/pretix/presale/templates/pretixpresale/event/fragment_product_list.html
index 3b033417d..89a815006 100644
--- a/src/pretix/presale/templates/pretixpresale/event/fragment_product_list.html
+++ b/src/pretix/presale/templates/pretixpresale/event/fragment_product_list.html
@@ -15,6 +15,7 @@
         {% endif %}
         {% for item in tup.1 %}
             {% if item.has_variations %}
+                <article>
                 <details class="item-with-variations" {% if event.settings.show_variations_expanded %}open{% endif %}
                         id="item-{{ item.id }}">
                     <summary class="row-fluid product-row headline">
@@ -74,7 +75,7 @@
                     </summary>
                     <div class="variations {% if not event.settings.show_variations_expanded %}variations-collapsed{% endif %}">
                         {% for var in item.available_variations %}
-                            <div class="row-fluid product-row variation">
+                            <article class="row-fluid product-row variation">
                                 <div class="col-md-8 col-xs-12">
                                     <h5>
                                         <label for="variation_{{ item.pk }}_{{ var.pk }}">
@@ -167,12 +168,13 @@
                                     {% include "pretixpresale/event/fragment_availability.html" with price=var.display_price.gross avail=var.cached_availability.0 event=event item=item var=var %}
                                 {% endif %}
                                 <div class="clearfix"></div>
-                            </div>
+                            </article>
                         {% endfor %}
                     </div>
                 </details>
+                </article>
             {% else %}
-                <div class="row-fluid product-row simple" id="item-{{ item.id }}">
+                <article class="row-fluid product-row simple" id="item-{{ item.id }}">
                     <div class="col-md-8 col-xs-12">
                         {% if item.picture %}
                             <a href="{{ item.picture.url }}" class="productpicture"
@@ -280,7 +282,7 @@
                         {% include "pretixpresale/event/fragment_availability.html" with price=item.display_price.gross avail=item.cached_availability.0 event=event item=item var=0 %}
                     {% endif %}
                     <div class="clearfix"></div>
-                </div>
+                </article>
             {% endif %}
         {% endfor %}
     </section>