Google Enters Item-Tracker Market with $29 Pixel Tag

Google unveiled the Pixel Tag, a $29 item tracker for Android, and expanded Quick Share with NameDrop-like features, intensifying competition with Apple.

This article was drafted with AI assistance from multiple sources and was reviewed and approved by a human editor before publication.

Google today introduced the Pixel Tag, a $29 item tracker that marks the company's entry into the accessory market long dominated by Apple's AirTag. The device, presented alongside the Pixel 11 series and Pixel Watch 5, is an elongated pill-shaped tracker similar to Samsung's SmartTag 2, with dimensions of 1.8 by 1.1 by 0.2 inches (46.1 × 28 × 5.4 mm) and a weight of 11.8 grams including the battery, according to ComputerBase.

The Pixel Tag pairs with Android devices running Android 9 or later. For precise location tracking, it uses Ultra Wideband (UWB) to show exact distance and direction, guiding users over the last 50 meters to the tag. This feature requires an Android device with UWB support, such as Pixel Pro models or Samsung's Galaxy S and Z Fold lines. Additionally, Bluetooth Channel Sounding, which offers more accurate distance measurement, requires Android 16 and Bluetooth 6.0. The tag is rated IP67, meaning it is dust- and splash-resistant and can withstand submersion in 3.28 feet (1 meter) of water for up to 30 minutes. Its user-replaceable CR2032 coin cell battery lasts about a year, with ComputerBase reporting a lifespan of over a year.

The Pixel Tag is priced at $29 for a single unit or $99 for a bundle of four. Preorders begin today, with shipments starting August 20. The German report from ComputerBase did not list a price but expected it to be around Apple's AirTag (2) at 35 euros. To address privacy concerns, the tag includes anti-stalking measures such as warnings and tones, and these protections work across ecosystems with Apple, according to ComputerBase.

In a coordinated move to strengthen its ecosystem, Google also expanded Quick Share. Starting today, select devices can exchange contact information, photos, and videos by tapping devices together, a feature that works similarly to Apple's NameDrop from iOS 17. These new Quick Share features roll out today on Pixel 6 and newer devices, with Samsung's Galaxy Z Fold 8 Ultra, Fold 8, and Flip 8 receiving them "soon," and more Android devices getting them by the end of the year. This expansion follows Google's addition of AirDrop support to Quick Share in the Pixel 10 generation in late 2025, with more devices slated to receive that capability earlier this year.