Use the price [price] attribute to tell users how much you’re charging for your product. This information is shown to users.
In this article
When to use
Required for each product
If the cost per unit is important to your price information, also consider submitting the
unit pricing measure [unit_pricing_measure] and
unit pricing base measure [unit_pricing_base_measure]attributes.
Format
Follow these formatting guidelines to make sure Google understands the data you submit.
Learn when and how to submit your product data in English.
| File format |
Example entry |
| Text feeds |
15.00 USD |
| XML feeds |
<g:price>15.00 USD</g:price> |
To format your data for Content API, go to the Content API for Shopping resource
Note: To ensure that this product data attribute gets recognized by our system correctly, remember to submit your data source file in a
format that we support.
Minimum requirements
These are the requirements you need to meet to show your product. If you don't follow these requirements, we disapprove your product and let you know in your Merchant Center account.
- Make sure that the price in your product data meets both the landing page and checkout requirements. Learn more About landing page requirements.
- Submit an amount and currency that match the price on your landing page and the checkout pages. Learn more currency requirements for your target country.
- Submit all additional charges at the checkout that you charge as a merchant and that are not government-imposed with the shipping cost in the shipping
[shipping] attribute, or using the Merchant Center shipping settings. For example, service, processing, activation, and handling charges. Don’t submit this information as part of the tax [tax] or price [price] attributes unless they are included in the price you charge on the landing page.
- Show the price in the currency of your target country prominently on your landing page and checkout pages.
- Don’t change the price of your product on your landing page based on a user’s location. Ensure that users can purchase the product online for the price that you submit, regardless of their location.
- Display variants and prices in a straightforward way on your landing page.
- Charge the submitted price to all users in the target country unless regional pricing is available in your target country.
- Make sure that any user in the target country can buy the product for the submitted price. Membership, discount, or coupon prices are allowed in the price
[price] attribute for ads or listings only if the following conditions are met:
- There's no cost to sign up and membership, discount, or coupon prices are available to everyone with no exceptions.
- The signup process is straightforward and can be completed on the landing page or during checkout.
- As part of free membership signup, Merchants may verify the new account information via an activation code sent by email or by SMS.
- The price with membership, discount, coupons, or vouchers is displayed clearly on the landing page.
- If you're using the Promotions add-on feature, discounts must not be reflected on the product landing page for any product displaying a Promotion. Learn more about Promotion criteria.
- Note: You are able to add member prices for both paid and free programs via the loyalty program
[loyalty_program] attribute in selected countries. Learn more about loyalty programs.
- Include any minimum order value in your shipping settings.
- Don’t submit products with a price that constantly changes, such as auctions and prices based on a live currency exchange.
- Keep your prices up to date. If the price changes, make sure to provide the latest price value.
- Don’t include shipping costs in your price. Instead, use Merchant Center shipping settings or the shipping
[shipping] attribute in the feed.
- Don’t include any import- or export-related costs in your price. Instead, clearly indicate relevant charges on your website.
- Don't provide more than 2 digits after the decimal point. If you include more than 2 digits after the decimal point, they are automatically rounded to the nearest acceptable value. For example, 1.0234 will be rounded to 1.02 and 29.8999 will be rounded to 29.90.
- Don’t include activation fees for wireless plans in the price that you submit for mobile devices and tablets sold in the US. Wireless subscription plans aren't supported for Shopping ads and free listings in the US.
- Comply with local laws when submitting price information.
Best practices
These best practices can help you go beyond the basic requirements to optimize your product data for performance.
- Submit a price that can be represented in the currency of your target country according to ISO 4217. For example, instead of 1.0012 USD, submit 1.01 USD. If your price can’t be represented in the currency of your target country, then we round it to a value that can.
- Enable automatic item updates for price. Automatic item updates use the Schema.org microdata on your landing page to help keep your data fresh. Keep in mind that these updates only happen when Google crawls your landing page, and you still need to resubmit your product data regularly.
- Highlight sales that promote your products. Use the sale price
[sale_price] attribute to tell users how much you’re charging for your product during a sale. During the period that you specify, your sale price will show as the current price for your product. If your original and sale prices meet certain requirements, your original price may show along with the sale price, allowing people to see the difference between the two prices.
- Feature member prices to promote your loyalty programs. Add member prices via the loyalty program
[loyalty_program] attribute for both free and paid programs. You can set up your loyalty program to show your member price alongside the regular price [price]. Learn more about Loyalty program.
- Use currency conversion as an easy way to target a country that uses a different currency than the one on your website and in your product data. If you use currency conversion, the prices on your landing page, checkout pages, and in your product data must still match. We display the converted price in your ad or free listing, but the converted price doesn't need to appear on your landing page or at checkout. Learn more About currency conversion.
Additional guidelines
Review each section closely to determine if the requirements apply to your country or product. If you don't follow requirements that apply to you, we disapprove your product and let you know in your Merchant Center account.
- United States: Price should be the actual price for which any consumer can purchase the advertised vehicle, excluding only required government charges and fees.
Business-to-business (B2B) focused retailers
- Submit a price that includes value-added tax (VAT) if necessary for your target country. If you’re required to submit VAT in the price, then make sure that the same price including VAT is visible on your landing page and at checkout. Learn more about B2B advertising
- Specify any minimum order value that you require in your shipping settings. For example, if your product costs 10 USD, and you require that users spend at least 50 USD to place an order, then that would be a minimum order value. Specify a minimum order value of 50 USD for the affected shipping service. This feature is only available in the classic Merchant Center experience.
Merchant-defined bundles and multipacks
- Submit the price for the minimum number of products that you require a user to purchase. Don't submit the price for only one product if a user can't purchase only one product. For example, if you sell pens, and users must purchase at least 50 pens to place an order, then submit the price for 50 pens.
Note: If you require a minimum total number of products (either multiples of the same product or a combination of different products) in order for a customer to complete a purchase, declare the total minimum number of products as the minimum order value.
If the product you want to show is sold only in bulk quantities, but you also allow people to purchase samples individually, you can show the sample instead of the bulk quantity. To do so, submit the price of the sample in the feed, and begin the title with "sample."
Products with minimum advertised pricing agreements
- Submit the minimum advertised pricing (MAP) value as the "price" in your product data if you sell the product for less than the price allowed by third-party agreements.
- Show the MAP price on your product landing page. You can show that you charge a lower price at checkout by adding clarifying text to your product pages. For example, you could display a note such as “Add to cart for final price” and show the MAP value crossed out or dimmed. The MAP price in your product data must show on the landing page. Learn more About requirements for landing pages
- If you use microdata annotations on your website, include the MAP as the price there also.
Mobile phone or tablet sold with installment payments and/or a subscription plan
- Submit the price as the total up-front payment, including activation fees and device down payment. This guideline only applies if installment payments or subscription plans for mobile devices are allowed in the target country. This guideline isn't applicable to Latin America where the price is not an up-front payment, but is always the full price of the product. Learn more about requirements for advertising wireless products and services
Mobile phone or tablet prepaid up-front or sold with installment payments and/or a subscription plan: Australia
- Submit the price as the total cost of the device and/or installment and/or wireless service payments, including activation fees. The price must be the total minimum cost that the customer must pay for the duration of the contract for the device plus installment and wireless service plan payments, if applicable. Learn more about requirements for advertising wireless products and services
Mobile phone or tablet prepaid up-front or sold with installment payments and/or a subscription plan: United States
- Submit the price as the total up-front payment, including device down payment. Don’t include activation fees for wireless plans. Wireless subscription plans are not supported for Shopping ads and free listings in the US. Learn more about requirements for advertising wireless products and services
Tax: Canada and the United States
- Don't include any taxes, such as a Goods and Services Tax (GST), value-added tax (VAT), sales tax, or import tax, in the price
[price] attribute.
Note: For the state of Colorado, don’t include any retail delivery fee in your product feed. Therefore, a retail delivery fee shouldn’t be included in shipping
[shipping], price
[price], tax
[tax], or any other attribute. Learn more about
Colorado retail delivery fee.
Tax: Australia, Argentina, Austria, Belgium, Brazil, Chile, Colombia, Czechia, Denmark, France, Germany, Hong Kong, India, Indonesia, Ireland, Israel, Italy, Japan, Malaysia, Mexico, New Zealand, Netherlands, Norway, the Philippines, Poland, Portugal, Russia, Saudi Arabia, Singapore, South Africa, South Korea, Spain, Sweden, Switzerland, Taiwan, Thailand, Turkey, Ukraine, United Arab Emirates, United Kingdom, Vietnam
- Provide the product price, including any value-added tax (VAT) or Goods and Services Tax (GST), in the price
[price] attribute, and ensure that the landing page price matches the price in your product data. Don’t use the tax [tax] attribute.
- Submit the price for the full length of the software subscription, with a minimum of 1 year (12 months). If the prepaid subscription comes with any subsidized or free periods, then include those periods in the total price. If your subscription costs more (or less) for the first year than for the following years, submit the prepaid price for the first year. If you like, you can instead submit the prepaid price for multiple years. Learn more about submitting software subscriptions
Magazine and newspaper subscriptions
- Submit the price for the full length of the magazine or newspaper subscription, with a minimum of 1 year (12 months). If the prepaid subscription comes with any subsidized or free periods, then include those in the total price. If your subscription costs more (or less) for the first year than for the following years, submit the prepaid price for the first year. You can submit the prepaid price for multiple years.
- Clearly state in your renewal and cancellation terms whether the subscription is for a fixed term or is automatically renewed. Also explain the cancellation options and under which conditions the auto-renewal occurs after the prepaid duration has ended.
- Submit shipping cost as 0 (if shipping cost is required for your target country). For example, 0.00 USD, 0.00 EUR, 0.00 GBP. You can submit shipping costs through the shipping
[shipping] attribute or through your account shipping settings.
Export and cross-border trade
- Prominently state on your website if import-related charges apply. For example, add information on your landing page or during checkout so users are aware of these costs before they place the order. Don’t submit import- or export-related costs as part of the tax
[tax] or price [price] attributes.
- Understand for which country or region you must meet price and tax requirements. If you choose to show a currency that isn't the currency of the target country or region, you must follow the price and tax requirements for the country or region that your currency is local to.
Examples
If your product comes in multiple colors or sizes, you might also have different prices for each of these variants. For example:
| Product data for a small Google t-shirt priced at 10.99 USD |
| Attribute |
Value |
Title [title] |
Google T-Shirt - Green - Small |
Price [price] |
10.99 USD |
Color [color] |
Green |
Size [size] |
S |
ID [id] |
9876-S-GRN |
Item group ID [item_group_id] |
9876 |
| Product data for a small blue Google t-shirt priced at 8.99 USD |
| Attribute |
Value |
Title [title] |
Google T-Shirt - Blue - Small |
Price [price] |
8.99 USD |
Color [color] |
Blue |
Size [size] |
S |
ID [id] |
9876-S-BLU |
Item group ID [item_group_id] |
9876 |
| Product data for a small yellow Google t-shirt priced at 10.50 USD |
| Attribute |
Value |
Title [title] |
Google T-Shirt - Yellow - Small |
Price [price] |
10.50 USD |
Color [color] |
Yellow |
Size [size] |
S |
ID [id] |
9876-S-YELLOW |
Item group ID [item_group_id] |
9876 |
| Product data for a new, Very Silver, 32 GB Google Pixel 5 priced at a 700 USD full payment at checkout or an alternative installment payment option of 12 monthly payments of 60 USD, each with zero downpayment |
| Attribute |
Value |
Title [title] |
Google Pixel 5 32 GB Very Silver (with 12 monthly payments) |
Price [price] |
700.00 USD |
Installment [installment] |
12:60.00 USD: 0.00 USD |
Google product category [google_product_category] |
Electronics > Communications > Telephony > Mobile Phones |
For more examples, go to best practices for advertising wireless products and services.
Phone or tablet with installment payments (Australia)
The installment plan includes the product cost for 12 months plus the cost of the subscription for 12 months.
| Product data for a midnight blue Google Pixel XL phone priced at 1,250.00 USD |
| Attribute |
Value |
Title [title] |
Google Pixel XL - 32 GB - Midnight Blue (with 12 month contract and 12 installment payments) |
Price [price] |
1250 AUD |
Google product category [google_product_category] |
Electronics > Communications > Telephony > Mobile Phones |
For more examples, go to best practices for advertising wireless products and services.
Merchant-defined multipacks and bundles
| Product data for 3 green Google t-shirts in a multipack priced at 41.50 USD |
| Attribute |
Value |
Title [title] |
Google T-Shirt - 3-Pack - Green - Small |
Price [price] |
41.50 USD |
Brand [brand] |
Google |
GTIN [gtin] |
121314151617 |
Multipack [multipack] |
3 |
| Product data for a 25.3 MP Google digital SLR camera, with 35mm lens for 432.50 USD, includes a blue camera bag priced at 10.99 USD |
| Attribute |
Value |
Title [title] |
Google 25.3 MP Digital SLR Camera Body + 35mm Lens + blue camera bag |
Price [price] |
432.50 USD |
Brand [brand] |
Google |
GTIN [gtin] |
123456789011 |
Bundle [is_bundle] |
yes |
Products with a minimum order value requirement
If you require a minimum order value, set it in your shipping settings. For example, if you require that customers order products for at least 30 EUR on your website, add a corresponding minimum order value to your shipping settings. Note that this feature is only available in the classic Merchant Center experience.
| Product data for a package of 1,000 flat head sheet metal screws priced at 7.50 USD |
| Attribute |
Value |
Title [title] |
Flat Head Sheet Metal Screws (Pkg. 1000) |
Price [price] |
7.50 USD |
For some products sold in bulk, you may require a customer to meet a minimum order value (MOV) to complete a purchase. For example, if you sell coffee capsules that cost 2 EUR each and come in a sleeve of 10, you might require an MOV of 5 sleeves. Note that the MOV is calculated in Merchant Center using price rather than quantity, so you need to submit the price for 5 sleeves (100 EUR) as the MOV, rather than the number of sleeves.
Here’s how to submit your product data:
| Product data for 5 sleeves of coffee capsules, priced at 20 EUR per sleeve with an MOV of 100 EUR |
| Attribute |
Value |
Title [title] |
Coffee Capsules (5 sleeves of 10 capsules) |
Price [price] |
20.00 EUR (1 sleeve) |
Unit pricing measure [unit_pricing_measure] |
10 ct (Optional) |
Unit pricing base measure [unit_pricing_base_measure] |
1 ct (Optional) |
| Shipping settings |
Minimum order value: 100.00 EUR |
| Product data for a 30 ml Eau de Parfum priced at 43.95 EUR |
| Attribute |
Value |
Title [title] |
Eau de Parfum - 30 ml |
Price [price] |
43.95 USD |
Unit pricing measure [unit_pricing_measure] |
30 ml |
Unit pricing base measure [unit_pricing_base_measure] |
100 ml |
| Product data for a 1-year subscription to a Google Security Software Basic Edition priced at 29.90 USD |
| Attribute |
Value |
Title [title] |
Google Security Software Basic Edition (1-year subscription) |
Price [price] |
29.90 USD |
Google product category [google_product_category] |
Software > Computer Software > Antivirus & Security Software |
Brand [brand] |
Google |
MPN [mpn] |
123GOOGLE432 |
GTIN [gtin] |
1234567890123 |
Shipping [shipping] |
0.00 USD |
Image link [image_link] |
https://www.example.com/image1.jpg |