Use the price [price]
attribute to tell users how much you're charging for your product. This information is shown to users.

When to use
Required for each product
If the cost per unit is important to your price information, also consider submitting unit_pricing_measure [unit_pricing_measure]
and unit_pricing_base_measure [unit_pricing_base_measure]
.
Format
Follow these formatting guidelines to make sure that we understand the data that you're submitting.
File format |
Example entry |
Text feeds |
15.00 GBP |
XML feeds |
<g:price>15.00 GBP</g:price> |
Guidelines
Follow these guidelines to make sure that you submit high-quality data for your products.
Minimum requirements
These are the requirements that you'll need to meet to show your product. If you don't follow these requirements, we'll disapprove your product and let you know on the Diagnostics page of 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 country of sale
- Include any additional fees that are added during the checkout process as part of the delivery costs for the product.
- Include the price in the currency of your country of sale 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.
- Display the submitted product and price prominently on your landing page. If you have multiple variants on your landing page, make sure that the submitted product and corresponding price are the most prominent.
- Charge the submitted price to all users in the country of sale unless regional pricing is available in your country of sale. Learn more about regional availability and pricing
- Make sure that any user in the country of sale can buy the product for the submitted price without paying for a membership. We do not support membership prices.
- Include any minimum order value in your delivery settings. Learn more about how to add a minimum order value
- Don't submit products with a price that constantly changes, such as auctions and prices based on a live currency exchange. If your product's price changes often, you'll need to let us know about all such price updates to be able to show your product.
- Don't include delivery costs in your price. Instead, use Merchant Center delivery services 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. Learn more about export charges
- Submit a price that's greater than 0. Only mobile phones or tablets that are sold with a monthly instalment payment and/or subscription plan can have a price of 0 if there is no up-front payment. This does not apply to Latin America, where the full cost of the product is included in the price. Learn more about requirements for advertising wireless products and services
- Don't provide more than two digits after the decimal point. If you include more than two digits after the decimal point, they'll automatically be 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 [price]
attribute for mobile devices and tablets sold in the US. Wireless subscription plans are not supported for Shopping ads 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 optimise your product data for performance.
- Submit a price that can be represented in the currency of your country of sale (according to ISO 4217). For example, instead of 1.0012 GBP, submit 1.01 GBP. If your price can't be represented in the currency of your country of sale, we'll round it to a value that can.
- Enable automatic item updates for
price [price]
. Automatic item updates use the Schema.org microdata on your landing page to help keep your data fresh. Bear in mind that these updates only happen when Google crawls your landing page, and you still need to resubmit your product data regularly. Learn more about enabling automatic item updates
- 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 be shown as the current price for your product. If your original and sale prices meet certain requirements, your original price may be shown along with the sale price, allowing people to see the difference between the two.
- Use currency conversion as an easy way to target a country that uses a different currency to 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'll 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 whether the requirements apply to your country or product. If you don't follow requirements that apply to you, we'll disapprove your product and let you know in Diagnostics in your Merchant Center account.
Business-to-business (B2B) focused retailers
- Submit a price that includes value-added tax (VAT) if required for your country of sale. While B2B retailers can participate in Shopping ads, free listings and other features, if you're required to submit VAT in the price, make sure that the same price including VAT is visible on your landing page and at checkout. Learn more about B2B advertising
Minimum order value
- Specify any minimum order value that you require in your delivery settings. For example, if your product costs GBP 10 and you require users to spend at least GBP 50 to place an order, that would be a minimum order value. Specify a minimum order value of GBP 50 for the affected delivery service. Learn more about how to add a minimum order value
Merchant-defined bundles and multipacks
Products sold in bulk
- Submit the price for the minimum number of products that you require a user to purchase. Don't submit the price for just 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, submit the price for 50 pens.
Product samples
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 basket for final price' and show the MAP value crossed out or greyed out. The MAP price in your product data must be displayed 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 as well.
Mobile phone or tablet sold with instalment payments and/or a subscription plan
- Submit the price as the total up-front payment (including activation fees and device down payment). The price can be as low as 0 if the price of your mobile phone or tablet is subsidised and bundled with instalment payments or a subscription plan. This only applies if instalment payments or subscription plans for mobile devices are allowed in the country of sale. This is not 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 instalment payments and/or a subscription plan: Australia
- Submit the price as the total cost of the device and/or instalment 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 instalment and wireless service plan payments (if applicable). Learn more about requirements for advertising wireless products and services
Tax: Canada and the United States
Tax: Argentina, Australia, Austria, Belgium, Brazil, Chile, Colombia, Czechia, Denmark, France, Germany, Hong Kong, India, Indonesia, Ireland, Israel, Italy, Malaysia, Mexico, the Netherlands, New Zealand, 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
Tax: Japan
- Don't use the
tax
[tax] attribute.
- Include only value-added tax (VAT) by adding it to the
price
.
- Display tax on your landing page in 1 of 3 ways:
- Display the total price including any VAT.
- Display the net price without VAT, and explain that taxes are excluded from the displayed price.
- Display the net price without VAT and list VAT separately.
Learn more about landing page requirements.
Software subscriptions
- Submit the price for the full length of the software subscription, with a minimum of one year (12 months). If the prepaid subscription comes with any subsidised 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. 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 one year (12 months). If the prepaid subscription comes with any subsidised 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. If you like, you can instead 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 once the prepaid duration has ended.
- Submit delivery cost as 0 (if delivery cost is required for your target country). For example, 0.00 USD, 0.00 EUR, 0.00 GBP. You can submit delivery costs through the shipping [shipping] attribute or through your account delivery 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 that users are aware of these costs before they place the order. Don't submit import or export-related costs as part of the tax or price attributes. Learn more about what to do when you deliver across borders
- Understand which country's price and tax requirements you need to meet. If you choose to show a currency that is not the currency of the country of sale, you must follow the price and tax requirements for the country that your currency is native to.
Examples
Variants
If your product comes in multiple colours or sizes, you might also have different prices for each of these variants. For example:

Product |
Google t-shirt |
title [title] |
Google t-shirt – Green – Small |
price [price] |
10.99 GBP |
color [colour] |
green |
size [size] |
S |
id [id] |
9876-S-GRN |
item_group_id [item_group_id] |
9876 |
Product |
Google t-shirt |
title [title] |
Google t-shirt – Blue – Small |
price [price] |
8.99 GBP |
color [colour] |
blue |
size [size] |
S |
id [id] |
9876-S-BLU |
item_group_id [item_group_id] |
9876 |
Product |
Google t-shirt |
title [title] |
Google t-shirt – Yellow – Small |
price [price] |
10.50 GBP |
color [colour] |
yellow |
size [size] |
S |
id [id] |
9876-S-YELLOW |
item_group_id [item_group_id] |
9876 |
Phone or tablet with instalment payments (US)

Product |
Google Pixel 3 |
title [title] |
Google Pixel 3 – 32 GB – Midnight Blue with 12 monthly payments |
price [price] |
0.00 USD |
instalment |
12:29:95 USD |
google_product_category [google_product_category] |
Electronics > Communications > Telephony > Mobile phones |
For more examples, please see best practices for advertising wireless products and services.
Phone or tablet with instalment payments (Australia)
Product |
Google Pixel XL |
title [title] |
Google Pixel XL – 32 GB – Midnight Blue (with 12 month contract and 12 instalment payments) |
price [price] |
1250 AUD (instalment cost for 12 months + cost of subscription for 12 months) |
google_product_category [google_product_category] |
Electronics > Communications > Telephony > Mobile phones |
For more examples, please see best practices for advertising wireless products and services.
Merchant-defined multipacks and bundles
Product |
3 Google t-shirts |
title [title] |
Google t-shirt – 3-pack – Green – Small |
price [price] |
41.50 GBP |
brand [brand] |
Google |
gtin [gtin] |
121314151617 |
multipack [multipack] |
3 |
Product |
Google 25.3 MP digital SLR camera and accessories |
title [title] |
Google 25.3 MP digital SLR camera body + 35 mm lens + blue camera bag |
price [price] |
432.50 GBP |
brand [brand] |
Google |
gtin [gtin] |
123456789011 |
is_bundle [is_bundle] |
yes |
Products with a minimum order value requirement
If you require a minimum order value, set it in your delivery settings. For example, if you require customers to order products for at least GBP 30 on your website, add a corresponding minimum order value to your delivery settings. Learn more about how to add a minimum order value
Product |
Organic Whole Milk |
title [title] |
1L Organic Whole Milk |
price [price] |
3.50 GBP |
google_product_category [google_product_category] |
Food, Beverages & Tobacco > Beverages |
Delivery settings |
Minimum order value: EUR 30.00 |
Products sold in bulk
Product |
Flat-head screws |
title [title] |
Flat-head sheet metal screws (Pkg. 1,000) |
price [price] |
7.50 GBP |
Unit pricing
Product |
Eau de Parfum |
title [title] |
Eau de Parfum – 30 ml |
price [price] |
43.95 GBP |
unit_pricing_measure [unit_pricing_measure] |
30 ml |
unit_pricing_base_measure [unit_pricing_base_measure] |
100 ml |
Software subscription
Product |
Google Security Software Basic Edition (1-year subscription) |
title [title] |
Google Security Software Basic Edition (1-year subscription) |
price [price] |
USD 29.90 |
google_product_category [google_product_category] |
Software > Computer Software > Antivirus & Security Software |
brand [brand] |
Google |
mpn [mpn] |
123GOOGLE432 |
gtin [gtin] |
1234567890123 |
shipping [delivery] |
0.00 USD |
image_link [image_link] |
https://www.example.com/image1.jpg |