How do I submit a subscription price in Google Shopping?
Direct answerSubmit period, period length, and amount in the subscription cost attribute. Google’s subscription cost page, reviewed November 2, 2026, uses that attribute for a phone or tablet service contract in listed countries, and for a physical-goods subscription in the United States. The wrong country or category disapproves the product.
Physical goods
Google says the attribute is required for each subscription-based physical product, and only for Shopping ads. Those subscriptions display on Google Search. The country list on this page is the United States. The supported categories are Personal Care (2915), Health Care (491), Home & Garden (536), Pet Supplies (2), Toys (1253), Prepared Foods (5814), Apparel & Accessories (166), Coffee (1868), Alcoholic Beverages (499676), and Medicine & Drugs (518). Using the attribute on another category disapproves the product.
Google’s shampoo row is the pattern. Price is 0.00 USD. Subscription cost is month:1:35.00 USD even when the first month is discounted to 25 USD, because the amount is the non-discounted periodic payment, including required fees. In the US and Canada, tax and other government fees stay out of that amount. Elsewhere, include VAT where it is required. The landing page has to show the subscription price, the currency, and the length of one period, matching those two fields. If several subscription options are on the page, each one shows its own price and period, and a promotional period is separated from the non-discounted price. The description should say the product is a subscription. The sale price is ignored.
The ordinary price rules still apply to products that are not this kind of subscription. A membership discount that is not a goods subscription is the loyalty program attribute.
A phone or tablet with a service contract
For mobile products the attribute is optional, and only in the countries and categories on the page. The categories are Watches (201), Mobile Phones (267), Tablet Computers (4745), Mobile Phone Prepaid Cards & SIM Cards (6030), and GPS Tracking Devices (6544). The countries are South Africa; Hong Kong, India, Japan, Malaysia, New Zealand, Singapore, South Korea, Taiwan, and Thailand; Austria, Belgium, Czechia, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Norway, Poland, Portugal, Romania, Slovakia, Spain, Sweden, Switzerland, Turkey, and the United Kingdom; Israel, Saudi Arabia, and the United Arab Emirates; and Canada. An unlisted country disapproves the product.
Australia is called out separately. Do not use this attribute for a wireless phone or tablet there. Submit the minimum total cost of the device, the installment payments, and the wireless plan in the price attribute, and say in the title that the device is payable in installments and whether a wireless plan is included.
The price attribute is the total due at checkout, and it can be 0. Google’s example is a phone with a 12-month contract at 35 EUR a month and 649 EUR due at checkout: price 649.00 EUR, installment left empty, subscription cost month:12:35.00 EUR, and a title that says “with contract.” The plan on the landing page has to be easy to find. Other plans may also be on the page. The submitted plan cannot require a loyalty card. If the payment rises later, submit the higher amount.
A handset that is also paid in installments uses both attributes. Google’s second example puts 700 EUR in price, 12:60.00 EUR:0.00 EUR in installment, and month:12:30.00 EUR in subscription cost. The down payment sub-attribute of installment includes the amount due at checkout. Best practice on this page: use the same currency, and the same number of months. If the months differ and Google has to combine the figures for space, it uses the higher month count. The example given is a 12-month installment beside a 24-month contract, displayed as 24 months.
What this attribute will not carry
- Software subscriptions. Google says they must be prepaid, with the yearly prepaid cost in the price attribute.
- A billing period other than one week, one month, or one year. Week is physical goods only.
- More than one target country, or cross-border trade.
- Display ads. Google says Display does not show offers that include installment or subscription cost.
The amount has to match the site exactly. Google may round the displayed figure up to a whole unit of local currency to save space. That rounding does not change what you are required to submit. This page says a product that misses the minimum requirements is disapproved. It does not print a 7-day suspension warning.
Sources
Reviewed November 2, 2026. Policies change. This is not legal advice.
Frequently asked questions
The first month is 25 USD and then it is 35 USD. Which amount do I submit?
35 USD. Google’s shampoo example says the amount is the non-discounted periodic payment. If the price rises after a period, the amount sub-attribute has to be the highest payment. A first-month discount does not replace that figure.
Can I bill every three months?
Not as the period. Google says the period is one week, one month, or one year. Variable periods such as a 3-month or 6-month recurring plan are not supported. Period length is how many of those periods the buyer must pay. Cancel anytime uses a period length of 1. Week is only for physical goods, not for mobile products.
Why is the price 0 on a shampoo subscription?
For physical goods, Google requires the price attribute to be 0 and says that value is ignored and not shown. A sale price, if you send one, is also ignored. The shopper-facing amount is the subscription cost. Software subscriptions do not use this attribute. Google says those are prepaid, and the yearly prepaid cost goes in the price attribute.
Check the subscription price on the page
LaunchGuarding can scan the landing page for a recurring price the feed amount does not match.