# 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.

- **Canonical URL:** https://www.feedlab.io/knowledge/attributes/price
- **Last reviewed:** 16 September 2026
- **Source:** feedlab knowledge base
- **Licence:** free to quote and cite with attribution to feedlab


## Specification

| Property | Value |
| --- | --- |
| Attribute | `price` |
| Plain name | Product 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. |


### Example values

- `15.00 GBP`
- `199.99 USD`
- `24.90 EUR`



### Support by channel

| 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` |  |
| Pinterest | 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.




## Primary sources

- [Google: price attribute specification](https://support.google.com/merchants/answer/6324371)