Understanding the New MRP Attribute in Google Merchant Center

Google Merchant Center has introduced a new attribute: maximum retail price [mrp], starting in the Indian market and currently applicable only to free listings. This article will guide you through everything you need to know about implementing MRP correctly, including key pitfalls to avoid and how it impacts your product feed strategy.

🔍 What Is the MRP Attribute?

The MRP (Maximum Retail Price) is the price recommended by the manufacturer for a product. In India, displaying the MRP is often mandatory for compliance and transparency. Google now allows you to include this value using the mrp attribute in your product feed.

Official definition by Google: https://support.google.com/merchants/answer/15972291

“Use the maximum retail price attribute to tell users how much the manufacturer suggests you should charge for your product.”

Important Note: This attribute currently applies only to free listings (not Shopping ads) and only in India.

📦 Format & Implementation

The format of the mrp attribute is similar to price or sale_price, using the standard schema:

Value: number + currency
Example: 1299.00 INR

You must include the MRP:

• On the landing page
• On the checkout page (this is a strict requirement)

This can be challenging, as platforms like Shopify and WooCommerce do not display MRP by default at checkout. You may need a developer to ensure it appears clearly and consistently.

✅ Minimum Requirements

To comply with Google’s policy, you must meet the following:

• 🔗 Match across pages: The MRP must be identical on your product landing page and checkout page.
• 💱 Currency: Display the MRP in INR, even if your website uses another currency.
• 🌍 No geo-based variations: Do not change the MRP based on user location.
• 🔄 Keep it static: MRP should not fluctuate (e.g., no auction pricing or live FX rates).
• 🧾 No shipping or extra fees: Shipping costs should be added using Merchant Center shipping settings, not inside the MRP.
• 💡 Use two decimals only: Google rounds anything beyond two decimal places.
• 📵 Avoid US wireless pricing fields: These don’t apply to MRP and are irrelevant for India.

💡 Best Practices

1. Do not use MRP as your main price unless it’s the actual selling price.
2. If offering a discount:
   • Use price as your selling price.
   • Use sale_price only if you’ve sold the product at the original price in the last 60 days.
   • The MRP should always reflect the manufacturer’s suggested price, not the fluctuating market price.
3. Keep your data up to date. If your MRP changes, update your feed immediately.
4. Use local language and currency. For India, this means INR and ideally Hindi or English. Google doesn’t support mixed-language feeds or non-native currencies for this attribute.
5. Avoid non-INR targeting: Submitting INR as a secondary currency (e.g., if your site’s default is USD) significantly reduces traffic. Always match your site currency to your target country.

🌐 Advanced Note: Language & Regional Feeds

Google allows you to submit feeds in non-English languages if there is search demand. For instance, if German-speaking users search within France, you can submit a German-language feed targeting France. While not directly related to MRP, this is useful if you manage multi-language, multi-country feeds.

🧠 Final Thoughts

This new MRP attribute helps merchants in India align with local commerce laws and improves the clarity of free listings. However, you must carefully implement it—especially ensuring visibility at checkout, a non-trivial requirement on many platforms.

If you need help adjusting your product feed or auditing your compliance with this new attribute, contact me at FeedArmy for a tailored consultation.

🙋Questions or Need Help?
Do you have a question or need specialist support? Get in touch! I’m happy to help you optimize your Google Shopping listings for the best performance.