GMC flags price mismatch on products (e.g., Provided £25.00 vs site £20.83), leading to “limited” status after disabling AI price import. The “value in your online shop” comes from the product landing page content and structured data (schema) Google reads.
Rich Results test only checks schema structure, not whether price/currency values match what GMC receives. A screenshot was shared but isn’t decisive.
Variants may complicate validation. ProductGroup schema can show 1 item in Product Snippets while Merchant Listings treat each variant separately. Showing only 1 item isn’t inherently wrong; the key is that the shown variant matches the product ID/SKU sent in the feed.
Include GTIN/MPN where applicable; mark custom products correctly.
If using multiple currencies, avoid IP geolocation; provide unique URLs per currency and ensure structured data currency/price match the landing page.
Verify structured data price and currency align with feed and visible variant.
No confirmed resolution yet. A free structured data audit was offered; next step is to compare feed vs landing page vs schema values and adjust markup/URLs.
Summarized with AI on December 15.
AI used: gpt-5.
where does GMC find the ‘value in your online shop’ data?
We noticed the other day that lots of our Google shopping ads were showing up with the incorrect price. So we turned off the AI that imports the price data from your website. But now I am seeing loads of my products with the ‘limited’ status. When I click on the products its showing this information.
Provided Value: £25.00
Value in your online shop: £20.83
Where is it pulling that value from? because as far as I can tell, we have not got that price for that product anywhere on the site - not even on any variants.
Showing 5 valid items, doesn’t mean anything, for all you know, everything is wrong inside. The tool does not check if the values are correct, the tool checks only for structure errors, it is you that need to check the values by comparing the data against the data submitted in Google Merchant Center.
Hi thanks! I watched the video and it looks quite complex for me.
We also have a lot of products and many of them have variants. So it sounds like we would need that other code that you mention.
I can also see that when I did the rich results test on a product with variants the ‘merchant’ listings is saying ‘1 valid item detected’ but there are 6 items if you count the variants on that page. So am I right in thinking that this might be the issue with our price mismatching? If it can only see 1 item of the 6 in that product page.
When Google validates the product feed, they are looking to see that your landing page, structured data and product feed all match. When dealing with price mismatching, the issue is usually that at least one of those things don’t match.
A few possible reasons for a price mismatch:
What product URL is your data feed using? Your data feed should be using the variant id urls and not the product-only ones.
Does your structured data show the correct currency and price for the landing page? Based on the price difference, I’d wager this is an issue.
Are you using the ProductGroup markup for structured data? This would show 1 item in Product Snippets, but multiple items in Merchant Listings as each variant becomes it’s own product in the structured data.
If it’s helpful, feel free to send me an email at support@ilanadavis.com with your URL and hopefully some detailed screenshots from Merchant Center and I’d be happy to do a free structured data audit for the store.
