Google has introduced new updates to the price attribute policy for Merchant Center users, clarifying how pricing—especially discounted or promotional pricing—should be presented in product data feeds and on landing pages. The new policy is to improve the user experience by ensuring pricing consistency across ads and websites and simplifying policy compliance for merchants.
Key Changes to the Price Attribute Policy
1. Discounts and Coupon Prices Are Now Allowed
Google now permits discounted or coupon-based pricing in the price attribute if the following conditions are met:
- The discounted price is available to all users, not limited to specific segments or users.
- After applying the coupon, the final price is clearly visible on the product landing page.
💡 Tip: Use the Promotions feature for promotions that are applied at checkout and not visible upfront.
This change is significant for merchants running site-wide or product-specific promotions. However, you must ensure that the price in your feed matches the visible price on your landing page—including any automatic coupons applied.
2. Price Consistency Across Data Sources Is Crucial
To remain compliant, your product price must match across all of the following:
- Your data feed
- The landing page
- Structured data (schema.org markup)
- The checkout (if applicable)
If the discount is shown on the landing page through an auto-applied coupon, that discounted price should be submitted to your feed.
3. Do No Use Member-Only Prices in the Price Attribute
You may no longer include member-only prices (e.g., exclusive offers for loyalty members or subscribers) in the price or sale_price attributes. Instead, use the loyalty_program attribute, which supports free and paid programs, where available.
4. Variant Pricing Must Be Clear and Accurate
When advertising variant products (e.g., different sizes or colors), ensure the following:
- The correct variant (as advertised) is pre-selected on the landing page.
- The price for that specific variant is visible and matches the feed.
Example: If your Shopping ad links to a medium-sized t-shirt, the medium size must be selected by default, and the price must match.
5. Tax Attribute No Longer Required for the US
Google has removed the requirement to submit tax attributes for products sold in the United States. Instead, all applicable charges must be displayed at checkout, and the price on your landing page should match your feed excluding tax.
This change simplifies compliance for merchants with complex tax structures across US states.
6. Include Minimum Order Values in Shipping Settings
While not new, Google now emphasizes that minimum order values (if applicable) must be included in your shipping settings. This ensures users are aware of any restrictions before reaching checkout.