Google officially entered the Bluetooth tracker market at this year’s Made by Google event. The company announced the Pixel Tag, a new hardware device priced at $29 meant to compete directly with Apple’s AirTag. This small, oval-shaped tracker helps users locate misplaced items like keys or bags by tapping into the broad Google Find Hub network.
Functionality matches many existing market standards. The Pixel Tag uses both Bluetooth and Ultra Wideband technology to provide precision location tracking. Users can trigger a ringtone from the device using their smartphone or their Pixel Watch. It carries an IP67 rating for water and dust resistance, ensuring it survives accidental spills or outdoor use in bad weather.
Hardware design sets the device apart from its primary competitor. While Apple opted for a circular shape, Google created an elongated, slim profile measuring 1.1 inches wide and 1.8 inches high. It is 0.2 inches thick, making it slightly thinner than the AirTag. Both devices weigh roughly the same, coming in at about 0.4 ounces including the battery.
The Pixel Tag runs on a standard, user-replaceable CR2032 coin cell battery. Google estimates this battery lasts for approximately one year before needing a replacement. The setup does not include NFC, though it prioritizes the same long-term usability found in other trackers currently on the market.
Google will begin selling the Pixel Tag on November 11, 2026. A single unit costs $29, while a four-pack is priced at $99. This release coincides with the launch of the new Pixel 11 smartphone series, giving Android users a native tracking accessory that integrates into their existing ecosystem.