Can Google Merchant Center disapprove products with frequent price changes?

Changing a price twice in a day is not the problem by itself. Letting the website and Merchant Center disagree is where a sensible pricing decision can become a paid traffic problem. Google's warning is confirmed, but the reported revision date is not. Calling this a new enforcement rollout would go further than the official documentation supports.

Automatic updates are useful protection, but I do not want a promotion depending on Google catching up after the price has changed. The warning specifically concerns frequent price or availability changes, and disapproval is conditional on detecting a mismatch. That distinction matters for retailers repricing throughout the day. Restricting every product to one daily change would solve the wrong problem if the actual issue is product data arriving late. Separately, Google says excessive detected mismatches can cause updates to stop, which makes relying on that protection alone even less comfortable.

Google recommends Merchant API for frequently changing data, rather than relying on automations to replace regular submissions. The existing controls are worth understanding too. Open Products & store, then Products, then Automations, choose an automation and select View details to review its update toggle. Price, availability and condition updates are enabled by default. These are account settings, with subaccounts able to specify their own. Switching them off is not an escape route, because mismatched items are not shown when updates are disabled.

If Shopping volume drops around a promotion, product eligibility belongs in the investigation before anyone loosens a bidding target to chase the missing sales. I'd compare the timing of website changes, product data submissions and mismatch issues, then follow the affected products through analytics tools. Losing eligible products could change the mix of traffic and make an account level CPA comparison misleading. A bidding change cannot fix a product that cannot serve. Keep the commercial freedom to change prices, but make sure the data process can keep up.