When the price in your product data does not match the price Google sees on your landing page, Merchant Center can disapprove the product. The fix is rarely difficult — the hard part is finding where the two prices drift apart.
Why Google cares
Shoppers click an ad or listing because of the price they saw. If the page shows a different price, that is a poor and potentially misleading experience, so Google checks that the price and currency in your product data match the landing page and checkout.
Common causes
- The feed is out of date. You changed a price or ran a sale, but the feed was not refreshed.
- Variants. The feed points to a product URL whose default variant has a different price from the variant in the feed.
- Currency or country. The page shows a different currency depending on the visitor’s location, or prices including vs excluding tax are mixed up.
- Structured data disagrees with the visible price. The Product markup in the page’s HTML still has an old price, a price of 0, or a different currency.
- Prices that change after JavaScript loads, or apps that show a discount the checkout does not apply.
How to fix it
- Open the disapproved product’s link and note the price and currency a new visitor sees.
- Compare it with the
price(andsale_price) in your feed, and with the price in the page’s structured data. - If you use variants, make sure each feed item links to its own variant URL so the page loads that variant’s price.
- Fix the source of truth (usually your store admin), then refresh the feed.
- Consider allowing Merchant Center to update product information automatically, which can reduce temporary mismatches.
Check it automatically
Upload or link your feed when you start a MerchantLion scan: it compares feed prices with what the landing page and structured data show, and flags differences with the exact values found on each page.
Frequently asked questions
Does the price have to include tax?
It depends on the country. In the US and Canada prices are usually submitted without tax, while in most other countries they include VAT. Follow the requirements for your target country.
How quickly does the warning go away?
After you fix the data, Google needs to crawl the page and process the feed again. That can take some time; refreshing the feed helps.
Official sources
- Product data specification - Google Merchant Center Help
- Supported structured data attributes and values - Google Merchant Center Help
- Allow Merchant Center to update product information automatically
- Merchant listing (Product, Offer) structured data - Google Search Central
MerchantLion is independent and not affiliated with Google. Google’s documentation is the authoritative source; policies change, so check it before making decisions.
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