Short answer. price is the product’s regular price as a number and an ISO 4217 currency (15.00 EUR), matching the price on the landing page and at checkout; zero is allowed only for physical-goods subscriptions. In the United States and Canada the price excludes tax; in most other countries it includes VAT or GST; and one feed carries one currency, the target country’s.
| Attribute | price |
|---|---|
| Requirement | Required for each product. |
| Format |
|
Google’s rules for price
- Match the price on your landing page and the checkout pages.
- US and Canada: do not include sales tax, GST, VAT or import tax. Most other countries: include VAT or GST.
- Submit 0 only for physical-goods subscriptions, with the cost in the subscription attribute.
- For a sale, keep the full price here and put the reduced price in sale_price.
Common mistakes, and the error each one becomes
- Empty prices on variable products exported at the parent level. → Missing value [price]
- A price of 0 on placeholders. → Missing value [price]
- A page that shows a different price from the feed. → Mismatched value (page crawl) [availability]
- Two currencies in one feed.
Where the value comes from on a connected store
| Shopify | The variant’s price in the store’s currency; compare-at price becomes the regular price with the current price as sale_price. |
|---|---|
| WooCommerce | The variation’s price including tax, as the shop displays it; an active sale price goes to sale_price with the regular price here. |
The free feed check reads this attribute from any feed file and reports the defects above; every check is listed.
Questions merchants ask
Should I include VAT?
Depends on the country. Google’s price page lists the rule: excluded in the US and Canada, included in most other countries. Send what your product page shows for that market.
What if I sell in several currencies?
One feed per market, each in that market’s currency. Google does not convert.
How precise can the price be?
Two decimals. Google’s sale price page says not to provide more than two digits after the decimal, and the same applies here.
Sources
- Price [price] — Google Merchant Center Help
- Product data specification — Google Merchant Center Help