Invalid Price
The price value in your product feed is formatted incorrectly, missing the currency, is zero, is negative, or exceeds Google's accepted price range. Unlike a price mismatch (where the price is real but inconsistent), an invalid price means Google cannot parse the value at all — so the product is disappeared from all surfaces until it's fixed.
Invalid value [price]Impact: Products with an invalid price are immediately disapproved and cannot serve in Shopping ads or free listings until the price value is corrected and the feed is re-fetched.
Root Causes
- 1Price is missing the ISO 4217 currency code. Google requires the format '29.99 USD' or '29.99 GBP' — not '$29.99' or just '29.99'.
- 2Price is submitted as 0 or 0.00. Free products must use the value 0.00 plus a free_shipping attribute if applicable; most products priced at zero are rejected.
- 3Price includes commas as thousand-separators ('1,299.99') — Google expects decimal notation without thousand separators ('1299.99 USD').
- 4Price is submitted as a range ('25–50') or contains text ('from $25') — Google only accepts a single numeric value per product.
- 5Tax is included in the price value for a country where Google expects tax-exclusive prices, causing the value to fail a sanity check against your structured data.
Fix by Platform
- 1Shopify's native Google & YouTube channel formats prices correctly (e.g., '29.99 USD') automatically based on your store's currency setting. If you're seeing invalid price errors, check that your store currency is set in Shopify Admin → Settings → Store details → Store currency.
- 2If you use a third-party feed app: go to the feed template and verify the price column is mapped to 'Price' (not 'Compare at Price') and the currency is appended correctly.
- 3Never enter text or symbols in the price field (no '$', no 'USD' manually typed — the app should append currency automatically).
- 4For sale prices: use the 'Compare at Price' field for the original price and the 'Price' field for the sale price. Map these to Google's 'price' and 'sale_price' attributes in your feed app.
{{ product.price | money_without_trailing_zeros | remove: '$' }} {{ shop.currency }}When This Doesn't Apply
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Frequently Asked Questions
My products are free — what price should I submit?+
Submit 0.00 [CURRENCY] as the price (e.g., '0.00 USD'). Google accepts free products in certain categories. However, truly free products are rare in Google Shopping — if your product has an associated cost elsewhere (shipping, membership), ensure that's reflected correctly.
Google says my price is invalid, but the price looks correct in my feed file. What gives?+
Download your feed file and open it in a plain text editor (not Excel — Excel reformats numbers). Look for hidden characters, thousand separators, currency symbols inline, or extra whitespace around the price value. These invisible formatting issues are the most common cause of 'Invalid Price' when the price looks correct at a glance.
What's the difference between Invalid Price and Price Mismatch?+
Invalid Price means Google can't parse your price value at all — wrong format, zero, or non-numeric. Price Mismatch means your price is valid and parseable, but the value doesn't match what Google sees on your landing page. Invalid Price is a feed data problem; Price Mismatch is a sync or structured-data problem.
Do I need to include tax in my feed prices?+
It depends on the target country. For the US: submit tax-exclusive prices. For Australia and most of the EU: submit tax-inclusive prices (what customers see). Google Merchant Center has a 'Tax Settings' section where you define your tax treatment per country — this must align with how your prices are formatted in the feed.