Google's first tracker, Pixel Tag, goes on sale 11 November for $29.99, for Android phones only

Most of us know the small panic of patting every pocket for keys that are not there. For years, iPhone owners have had Apple’s AirTag for that moment. Android users have had trackers from Samsung, Motorola and others, but nothing made by Google itself.

That changes on Wednesday 11 November 2026. The Google Pixel Tag, the company’s first own-brand finder tag, goes on sale on the Google Store for $29.99, or $99.99 for a pack of four. It works with Android phones only.

Some headlines on 10 November said the tag was “now available”. Google’s own post says sales start on 11 November, and 9to5Google checked that neither the Google Store nor retailers were taking orders on the 10th.

Google’s announcement of the Pixel Tag sale date and price, from its November Pixel Drop post of 10 November. Image: Google

What the Google Pixel Tag does for $29.99

The tag is a slim, oval piece of stainless steel, rated IP67 against dust and water. It is for keys, wallets, bags and luggage. To set it up, pull the battery tab and hold it near a phone running Android 9 or newer; it pairs through Fast Pair.

Nearby, your phone can make the tag play a sound. TechCrunch says there are three loudness levels, up to about 80 decibels. On phones with an Ultra-Wideband (UWB) chip, the Find Hub app shows the distance and direction to the tag. Phones with Bluetooth 6.0 Channel Sounding show the distance only, The Verge reports. It also works the other way: press the tag’s button twice and your phone rings.

When the tag is out of range, Google’s Find Hub network takes over. It has more than a billion Android devices, and Google says the location information is end-to-end encrypted. The coin battery lasts up to a year, says Google, and you can swap it yourself. You can share one tag with up to 10 people.

Outside the US, Google’s store lists £29.99 in the UK, A$49 in Australia and ₹3,799 in India for a single tag (checked 10 November 2026).

▶

A thinner design, a surprise chip and one missing hole

The Verge notes the tag has no hole for a keyring, so you will need a holder or case. Bellroy is selling keychain cases on the Google Store. And according to TechCrunch, the tag has NFC, a short-range tap chip that Google did not mention in August. Tapping it opens the tag’s settings, rather than a page for whoever finds your lost item.

The bigger open question is the network. A tag is only as good as the phones around it. Reviewers are cautiously positive; 9to5Google says the tag does not “magically” make Find Hub a perfect network. How often it finds a bag left on a far-off train, only weeks of real use will show.

Before you order, check your phone and your country

Every Android 9 or newer phone gets the map, the ringing and the network search. The precise on-screen arrows need UWB or Bluetooth 6.0, so check your phone’s specifications before you count on them. Google lists no iPhone support, so for anyone searching “Pixel Tag iPhone”, the answer today is no.

Google’s store has pages for the US, the UK, Australia and India, but we could not find a full list of countries for day one. If you live elsewhere, your local Google Store page is the place to check.

Google says a Pixel Watch can find and ring the tag too. For more Google device news, see the first big Googlebook update.

A fair price and real safeguards, with one clear limit

There is a lot to like. The Verge notes the price is close to Apple’s AirTag 2, so on Pixel Tag vs AirTag, cost is not the difference; the phone you own is. The battery is one you can buy almost anywhere. Most importantly, Google has built in safety from the start. Your phone alerts you if an unknown tag is travelling with you and tells you how to ring it. Left Behind alerts, which you can turn on, warn you before you walk away from your things.

The limit is just as clear. This is for Android only, and the best finding features depend on newer phones. And Google’s network still has to prove it can find things far away as reliably as rivals.

On balance, this looks like a careful first tracker rather than a bold one. For most Android users who have wanted a simple, safe, Google-made tag, it is worth a closer look.

What to watch once sales open

Watch three things after 11 November: which countries can buy it, how Find Hub performs in long-term reviews, and whether Google adds a finder page to that NFC tap.