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; Google allows a price of 0 only for mobile devices sold with a contract and for physical goods subscriptions (US only, certain categories). In the United States and Canada the price excludes tax; in most other countries it includes VAT or GST.
| 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.
- Google allows a price of 0 only for mobile devices sold with a contract and for physical goods subscriptions (US only, certain categories). For physical goods subscriptions, submit the subscription cost in the subscription_cost 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, reported as “Invalid value for category [price]” or “Invalid product price”.
- A page that shows a different price from the 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, without tax in US and Canadian dollars and with tax in other currencies; 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?
Send the price in the currency your landing page and checkout show. Google’s price page describes currency conversion: for a country whose currency differs from the one on your site and in your product data, Google can show the converted price in the ad or free listing, and the prices on the landing page, at checkout and in the product data must still match; the converted price does not have to appear on the landing page or at checkout.
How precise can the price be?
At most two digits after the decimal point. Google’s price page says more are rounded to the nearest acceptable value, so 1.0234 becomes 1.02.
Sources
- Price [price] — Google Merchant Center Help
- Product data specification — Google Merchant Center Help
- How to fix: Invalid value for category [price] — Google Merchant Center Help
- How to fix: Invalid product price — Google Merchant Center Help