Feed attribute
price
Product price
The price attribute is the item's full price before any discount, submitted as a number followed by an ISO 4217 currency code. It must match what a shopper sees on the landing page in that market, including whether tax is included, which is why multi-market Shopify stores so often trip the price mismatch disapproval.
Specification
- Attribute
- price
- Data type
- Price (number and currency)
- Format
- A number and a currency code separated by a space, using a full stop as the decimal separator and no thousands separator, for example "15.00 GBP". The currency must match the market the feed targets. Whether the figure includes tax depends on the destination country's convention, not on a setting in the feed.
- Examples
-
15.00 GBP199.99 USD24.90 EUR
Support by channel
How each channel treats price.
| Channel | Requirement | Field name | Notes |
|---|---|---|---|
| Google Shopping | Required | price | Crawled from the landing page and compared. Must be the pre-discount price. |
| Meta | Required | price | |
| Microsoft Advertising | Required | price | |
| Required | price | ||
| OpenAI | Required | price | A single string of amount, space, uppercase ISO 4217 code, so "79.99 USD" rather than an amount and a currency in separate fields. |
Frequently asked questions
Should the price attribute include tax?
It depends on the destination country's convention. Markets that display tax-inclusive pricing to consumers expect the feed to match, and markets that display tax separately expect the pre-tax figure. The rule that matters is that the feed and the landing page agree for that market.
Should price be the discounted price or the full price?
price is the full, pre-discount price. A discount goes in sale_price, which lets the channel display a strikethrough and show the item as reduced. Putting the discounted figure in price loses that treatment and misstates the reference price.
Why does Google say my price does not match my website?
The most common causes on Shopify are a stale feed that has not regenerated since a price change, a link pointing at the primary domain instead of the market storefront so the crawler sees a different currency, and a tax convention mismatch between the feed and the displayed price.
Errors involving this attribute
Related attributes
- sale_price The sale_price attribute is the temporarily reduced price of an item, submitted alongside the full price so a channel can show the reduction rather than simply a lower number. On Shopify the reliable source is the variant's compare-at price relationship, and discounts applied by code or automatic rule are not visible in the product record at all.
- link The link attribute is the URL a shopper is sent to after clicking a listing, and the page the channel crawls to verify that the feed is telling the truth about price and availability. On a multi-market Shopify store it must point at the market-specific storefront URL, not the primary domain.
Related concepts
Primary sources
Channel specifications change. These are the official documents this page is based on.