diff --git a/backend/app/services/orchestrator/steps.py b/backend/app/services/orchestrator/steps.py
index f8bd1c9..8cad5fb 100644
--- a/backend/app/services/orchestrator/steps.py
+++ b/backend/app/services/orchestrator/steps.py
@@ -23,6 +23,7 @@ from app.services.email import get_email_backend
 from app.services.orchestrator.alerts import send_admin_alert
 from app.services.planner.generate import generate_meal_plan
 from app.services.scraper_service import ScraperService
+from app.utils.units import convert_qty
 
 from app.services.feedback_analyzer import FeedbackAnalyzer
 from app.services.recipe_discovery import RecipeDiscoveryService
@@ -254,7 +255,16 @@ def step_email(run: "WeeklyRun", db: "Session") -> None:
                     .first()
                 )
                 if match and match.grocery_item and match.grocery_item.current_price:
-                    est_cost_total += float(match.grocery_item.current_price)
+                    qty = ing.get("qty", 1.0)
+                    unit = ing.get("unit", "")
+                    gunit = match.grocery_item.unit or ""
+                    converted = convert_qty(
+                        qty,
+                        unit,
+                        gunit,
+                        ingredient_name_lower=ing_name,
+                    )
+                    est_cost_total += float(match.grocery_item.current_price) * float(converted)
 
             recipe_servings = (item.recipe.servings or 4) if item.recipe else 4
             est_cost_per_serving = est_cost_total / recipe_servings
@@ -408,10 +418,20 @@ def step_finalize(run: "WeeklyRun", db: "Session") -> None:
                     .first()
                 )
                 if match and match.grocery_item:
-                    lucky_name = html.escape(match.grocery_item.name or "")
-                    price = float(match.grocery_item.current_price or 0)
-                    total_cost += price
-                    price_str = f"${price:.2f}"
+                    g_item = match.grocery_item
+                    lucky_name = html.escape(g_item.name or "")
+                    price = float(g_item.current_price or 0)
+                    qty = ing.get("qty", 1.0)
+                    unit = ing.get("unit", "")
+                    gunit = g_item.unit or ""
+                    converted = convert_qty(
+                        qty,
+                        unit,
+                        gunit,
+                        ingredient_name_lower=ing_name,
+                    )
+                    total_cost += price * float(converted)
+                    price_str = f"${price * float(converted):.2f}"
                 else:
                     lucky_name = "—"
                     price_str = "—"
diff --git a/backend/app/services/planner/cost.py b/backend/app/services/planner/cost.py
index 4b3da4e..9f62c05 100644
--- a/backend/app/services/planner/cost.py
+++ b/backend/app/services/planner/cost.py
@@ -4,27 +4,24 @@ Inputs:
     ingredients: list[dict] from recipe.ingredients JSONB
     match_index: dict[ingredient_id, list[match_dict]] — pre-fetched, sorted by confidence DESC
     pantry_ingredient_ids: set of ingredient_ids in home_pantry
+    ingredient_name_index: optional dict[ingredient_id, name_lower] for unit conversion
 
 Strategy:
     For each ingredient in the recipe, take the top-confidence match
-    (or skip if none). Cost = current_price * qty (best-effort scaling
-    that ignores unit conversion — see Limitations below).
-    Savings = max(regular - current, 0) * qty.
-
-Limitations:
-    Unit conversion (lb vs oz, cup vs ml) is NOT implemented in this
-    pass. The qty multiplier is treated as dimensionless. This produces
-    a biased-but-monotonic ranking signal: recipes that use more of an
-    expensive ingredient still rank as more expensive, which is what
-    the planner needs. Real dollar accuracy can come later.
+    (or skip if none). Cost = current_price × converted_qty.
+    Unit conversion is attempted via app.utils.units.convert_qty; if
+    the units are incommensurable, falls back to dimensionless qty to
+    preserve the monotonic ranking signal.
+    Savings = max(regular - current, 0) × converted_qty.
 """
 from __future__ import annotations
 
 from decimal import Decimal
-from typing import Dict, Iterable, List, Set
+from typing import Dict, Iterable, List, Optional, Set
 from uuid import UUID
 
 from app.services.planner.types import IngredientCost, RecipeCost
+from app.utils.units import convert_qty
 
 
 def _decimal(v) -> Decimal:
@@ -87,8 +84,16 @@ def compute_recipe_cost(
         current = _decimal(best.get("current_price"))
         regular = _decimal(best.get("regular_price"))
         is_on_sale = bool(best.get("is_on_sale"))
-        line_cost = _scale(current, qty)
-        line_savings = _scale(max(regular - current, Decimal("0")), qty)
+        converted_qty = float(
+            convert_qty(
+                qty,
+                unit,
+                best.get("grocery_unit"),
+                ingredient_name_lower=best.get("ingredient_name"),
+            )
+        )
+        line_cost = _scale(current, converted_qty)
+        line_savings = _scale(max(regular - current, Decimal("0")), converted_qty)
 
         matched_count += 1
         if is_on_sale:
diff --git a/backend/app/services/planner/generate.py b/backend/app/services/planner/generate.py
index dcb779e..75050b6 100644
--- a/backend/app/services/planner/generate.py
+++ b/backend/app/services/planner/generate.py
@@ -12,6 +12,7 @@ from app.models import (
     FamilyProfile,
     GroceryItem,
     HomePantry,
+    Ingredient,
     IngredientGroceryMatch,
     MealPlan,
     MealPlanItem,
@@ -32,13 +33,14 @@ from app.services.planner.types import GenerationResult
 def _load_match_index(db: Session) -> Dict[UUID, List[dict]]:
     """ingredient_id → list of match dicts ordered by confidence DESC."""
     rows = (
-        db.query(IngredientGroceryMatch, GroceryItem)
+        db.query(IngredientGroceryMatch, GroceryItem, Ingredient)
         .join(GroceryItem, GroceryItem.id == IngredientGroceryMatch.grocery_item_id)
+        .join(Ingredient, Ingredient.id == IngredientGroceryMatch.ingredient_id)
         .order_by(IngredientGroceryMatch.confidence.desc())
         .all()
     )
     index: Dict[UUID, List[dict]] = {}
-    for match, grocery in rows:
+    for match, grocery, ingredient in rows:
         index.setdefault(match.ingredient_id, []).append(
             {
                 "grocery_item_id": grocery.id,
@@ -47,6 +49,8 @@ def _load_match_index(db: Session) -> Dict[UUID, List[dict]]:
                 "regular_price": grocery.regular_price,
                 "is_on_sale": bool(grocery.is_on_sale),
                 "confidence": match.confidence,
+                "ingredient_name": ingredient.name.lower(),
+                "grocery_unit": grocery.unit,
             }
         )
     return index
diff --git a/backend/app/utils/units.py b/backend/app/utils/units.py
new file mode 100644
index 0000000..98a92c4
--- /dev/null
+++ b/backend/app/utils/units.py
@@ -0,0 +1,273 @@
+"""Unit conversion between recipe quantities and grocery store prices.
+
+Handles:
+1. Unit normalization (synonyms → canonical)
+2. Within-family linear conversion (lb ↔ oz, cup ↔ tbsp, etc.)
+3. Cross-family conversion via ingredient density lookups
+4. Fallback to dimensionless qty if conversion is impossible
+"""
+from __future__ import annotations
+
+from decimal import Decimal
+from typing import Dict, Optional
+
+# ---------------------------------------------------------------------------
+# Normalization
+# ---------------------------------------------------------------------------
+_NORMALIZE: Dict[str, str] = {
+    # Weight
+    "pound": "lb",
+    "pounds": "lb",
+    "lbs": "lb",
+    "ounce": "oz",
+    "ounces": "oz",
+    "gram": "g",
+    "grams": "g",
+    "kg": "g",
+    "kilogram": "g",
+    "kilograms": "g",
+    # Volume
+    "cups": "cup",
+    "tablespoon": "tbsp",
+    "tablespoons": "tbsp",
+    "tbs": "tbsp",
+    "teaspoon": "tsp",
+    "teaspoons": "tsp",
+    "gallon": "gal",
+    "gallons": "gal",
+    "pint": "pt",
+    "pints": "pt",
+    "quart": "qt",
+    "quarts": "qt",
+    "fluid ounce": "fl oz",
+    "fluid ounces": "fl oz",
+    "fl oz": "fl oz",
+    "milliliter": "ml",
+    "milliliters": "ml",
+    "liter": "l",
+    "liters": "l",
+    # Count / discrete
+    "each": "ea",
+    "piece": "ea",
+    "pieces": "ea",
+    "item": "ea",
+    "items": "ea",
+    "doz": "dozen",
+    "dozen": "dozen",
+    # Container / pack
+    "jar": "jar",
+    "pack": "pack",
+    "container": "container",
+    "carton": "carton",
+    "bag": "bag",
+    "loaf": "loaf",
+    "head": "head",
+    "bunch": "bunch",
+    "stalk": "stalk",
+    "clove": "clove",
+    "can": "can",
+    # Leave these alone
+    "lb": "lb",
+    "oz": "oz",
+    "g": "g",
+    "cup": "cup",
+    "tbsp": "tbsp",
+    "tsp": "tsp",
+    "ea": "ea",
+    "dozen": "dozen",
+    "gal": "gal",
+    "pt": "pt",
+    "qt": "qt",
+    "ml": "ml",
+    "l": "l",
+    "fl oz": "fl oz",
+}
+
+# ---------------------------------------------------------------------------
+# Linear conversion tables (canonical unit → factor to base unit in family)
+# ---------------------------------------------------------------------------
+_WEIGHT = {"lb": Decimal("1"), "oz": Decimal("0.0625"), "g": Decimal("0.00220462")}
+_VOLUME = {
+    "cup": Decimal("1"),
+    "tbsp": Decimal("0.0625"),
+    "tsp": Decimal("0.0208333"),
+    "gal": Decimal("16"),
+    "qt": Decimal("4"),
+    "pt": Decimal("2"),
+    "fl oz": Decimal("0.125"),
+    "ml": Decimal("0.00422675"),
+    "l": Decimal("4.22675"),
+}
+_COUNT = {"ea": Decimal("1"), "dozen": Decimal("12")}
+
+# ---------------------------------------------------------------------------
+# Ingredient density table  (grams per canonical unit used in recipes)
+# ---------------------------------------------------------------------------
+_DENSITY_G_PER_UNIT: Dict[str, Dict[str, Decimal]] = {
+    # ingredient_name_lower → {canonical_unit: grams_per_unit}
+    "olive oil": {"tbsp": Decimal("13.5"), "cup": Decimal("216")},
+    "butter, unsalted": {"tbsp": Decimal("14.2"), "cup": Decimal("227")},
+    "greek yogurt, plain": {"cup": Decimal("227")},
+    "milk, whole": {"cup": Decimal("244")},
+    "sour cream": {"cup": Decimal("230")},
+    "chicken broth": {"cup": Decimal("240")},
+    "rice, long-grain white": {"cup": Decimal("185")},
+    "pasta, penne": {"lb": Decimal("454"), "cup": Decimal("100")},  # dry
+    "pasta, spaghetti": {"lb": Decimal("454"), "cup": Decimal("100")},  # dry
+    "salt, kosher": {"tsp": Decimal("6"), "tbsp": Decimal("18")},
+    "black pepper": {"tsp": Decimal("2.3")},
+    "cumin, ground": {"tsp": Decimal("2.1")},
+    "italian seasoning": {"tsp": Decimal("1.5")},
+    "curry powder": {"tsp": Decimal("2.4")},
+    "paprika, smoked": {"tsp": Decimal("2.3")},
+    "soy sauce": {"tbsp": Decimal("16"), "cup": Decimal("256")},
+    "salsa, jarred": {"tbsp": Decimal("16")},
+    "cheddar cheese, sharp": {"oz": Decimal("28.35")},
+    "mozzarella, shredded": {"oz": Decimal("28.35")},
+    "parmesan, grated": {"tbsp": Decimal("5")},
+    "coconut milk, canned": {"can": Decimal("400"), "cup": Decimal("240")},
+    "black beans, canned": {"can": Decimal("439"), "cup": Decimal("240")},
+    "chickpeas, canned": {"can": Decimal("439"), "cup": Decimal("240")},
+    "diced tomatoes, canned": {"can": Decimal("411"), "cup": Decimal("240")},
+}
+
+# Fallbacks: when an ingredient isn't in density table, but we know typical
+# pack sizes from seed data (makes approximate cross-unit possible)
+_SEED_SIZE_G: Dict[str, Decimal] = {
+    "eggs, large": Decimal("50"),
+    "avocado": Decimal("170"),
+    "lemon": Decimal("58"),
+    "lime": Decimal("44"),
+    "tomato, roma": Decimal("62"),
+    "yellow onion": Decimal("110"),
+    "red bell pepper": Decimal("119"),
+    "green bell pepper": Decimal("109"),
+    "sweet potato": Decimal("114"),
+    "zucchini": Decimal("196"),
+    "carrot": Decimal("61"),
+    "broccoli": Decimal("454"),
+    "spinach, fresh": Decimal("28.35"),  # per oz
+    "cilantro": Decimal("15"),
+    "parsley, italian": Decimal("15"),
+}
+
+
+class UnitConverter:
+    """Convert recipe qty+unit to a store price unit (dimensionless fallback)."""
+
+    def __init__(self) -> None:
+        # Build fast lookup: alias → density row
+        self._density: Dict[str, Dict[str, Decimal]] = {}
+        for name, dmap in _DENSITY_G_PER_UNIT.items():
+            entry: Dict[str, Decimal] = dict(dmap)
+            # Standard weight units are always grams-per-weight-unit
+            entry.setdefault("lb", Decimal("453.592"))
+            entry.setdefault("oz", Decimal("28.3495"))
+            entry.setdefault("g", Decimal("1"))
+            self._density[name] = entry
+            for alias in name.split(", "):
+                self._density.setdefault(alias, entry)
+        for name, grams in _SEED_SIZE_G.items():
+            entry = self._density.setdefault(name, {})
+            entry.setdefault("ea", grams)
+            entry.setdefault("lb", Decimal("453.592"))
+            entry.setdefault("oz", Decimal("28.3495"))
+            entry.setdefault("g", Decimal("1"))
+            for alias in name.split(", "):
+                self._density.setdefault(alias, entry)
+
+    # -- public API ---------------------------------------------------------
+
+    def normalize(self, unit: Optional[str]) -> str:
+        """Return canonical unit string or 'unknown'."""
+        if not unit:
+            return "unknown"
+        s = unit.strip().lower()
+        # Exact match first
+        canon = _NORMALIZE.get(s)
+        if canon:
+            return canon
+        # De-pluralize fallback
+        return _NORMALIZE.get(s.rstrip("s"), s)
+
+    def convert(
+        self,
+        qty: float,
+        from_unit: Optional[str],
+        to_unit: Optional[str],
+        ingredient_name_lower: Optional[str] = None,
+    ) -> Decimal:
+        """Return a dimensionless scalar to multiply store price by.
+
+        If conversion is impossible, returns the original qty unchanged
+        (preserves the old monotonic ranking signal).
+        """
+        if not from_unit or not to_unit:
+            return Decimal(str(qty))
+
+        fu = self.normalize(from_unit)
+        tu = self.normalize(to_unit)
+
+        if fu == tu:
+            return Decimal(str(qty))
+
+        # 1. Same family → linear ratio
+        ratio = self._same_family_ratio(fu, tu)
+        if ratio is not None:
+            return (Decimal(str(qty)) * ratio).quantize(Decimal("0.0001"))
+
+        # 2. Cross-family with density
+        if ingredient_name_lower:
+            ratio = self._density_ratio(fu, tu, ingredient_name_lower)
+            if ratio is not None:
+                return (Decimal(str(qty)) * ratio).quantize(Decimal("0.0001"))
+
+        # 3. Fallback: treat as dimensionless
+        return Decimal(str(qty))
+
+    # -- helpers -----------------------------------------------------------
+
+    def _same_family_ratio(self, fu: str, tu: str) -> Optional[Decimal]:
+        for family in (_WEIGHT, _VOLUME, _COUNT):
+            if fu in family and tu in family:
+                base_fu = family[fu]
+                base_tu = family[tu]
+                # fu →* base, tu →* base  →  qty_fu × (base_fu / base_tu) = qty_tu
+                return base_fu / base_tu
+        return None
+
+    def _density_ratio(
+        self,
+        fu: str,
+        tu: str,
+        ing_name: str,
+    ) -> Optional[Decimal]:
+        dmap = self._density.get(ing_name.lower())
+        if not dmap:
+            return None
+        g_fu = dmap.get(fu)
+        g_tu = dmap.get(tu)
+        if g_fu is None or g_tu is None:
+            return None
+        # qty_fu × g_fu grams = qty_tu × g_tu grams
+        # → qty_tu = qty_fu × g_fu / g_tu
+        return g_fu / g_tu
+
+
+# Module-level singleton for convenience
+_DEFAULT_CONVERTER = UnitConverter()
+
+
+# Convenience free functions so callers don't need an instance
+
+def normalize_unit(unit: Optional[str]) -> str:
+    return _DEFAULT_CONVERTER.normalize(unit)
+
+
+def convert_qty(
+    qty: float,
+    from_unit: Optional[str],
+    to_unit: Optional[str],
+    ingredient_name_lower: Optional[str] = None,
+) -> Decimal:
+    return _DEFAULT_CONVERTER.convert(qty, from_unit, to_unit, ingredient_name_lower)
diff --git a/backend/tests/test_planner_cost.py b/backend/tests/test_planner_cost.py
index c5163a7..81e1879 100644
--- a/backend/tests/test_planner_cost.py
+++ b/backend/tests/test_planner_cost.py
@@ -15,10 +15,12 @@ def _match(grocery_id, name, current, regular, is_on_sale, confidence=0.9):
     return {
         "grocery_item_id": grocery_id,
         "grocery_item_name": name,
+        "ingredient_name": name.lower(),
         "current_price": Decimal(str(current)),
         "regular_price": Decimal(str(regular)),
         "is_on_sale": is_on_sale,
         "confidence": Decimal(str(confidence)),
+        "grocery_unit": None,
     }
 
 
diff --git a/backend/tests/test_units.py b/backend/tests/test_units.py
new file mode 100644
index 0000000..d91ce44
--- /dev/null
+++ b/backend/tests/test_units.py
@@ -0,0 +1,105 @@
+"""Tests for app.utils.units."""
+from decimal import Decimal
+
+import pytest
+
+from app.utils.units import UnitConverter, convert_qty, normalize_unit
+
+
+class TestNormalizeUnit:
+    def test_synonyms(self):
+        assert normalize_unit("pounds") == "lb"
+        assert normalize_unit("OUNCE") == "oz"
+        assert normalize_unit("Cups") == "cup"
+        assert normalize_unit("TBS") == "tbsp"
+        assert normalize_unit("each") == "ea"
+        assert normalize_unit("doz") == "dozen"
+
+    def test_already_canonical(self):
+        assert normalize_unit("lb") == "lb"
+        assert normalize_unit("cup") == "cup"
+        assert normalize_unit("ea") == "ea"
+
+    def test_unknown_passthrough(self):
+        assert normalize_unit("bunch") == "bunch"
+        assert normalize_unit("can") == "can"
+
+    def test_none(self):
+        assert normalize_unit(None) == "unknown"
+        assert normalize_unit("") == "unknown"
+
+
+class TestWithinFamilyConversion:
+    def test_weight_lb_to_oz(self):
+        assert convert_qty(2.0, "lb", "oz") == Decimal("32")
+
+    def test_weight_oz_to_lb(self):
+        result = convert_qty(16.0, "oz", "lb")
+        assert result == Decimal("1.0000")
+
+    def test_volume_cup_to_tbsp(self):
+        result = convert_qty(1.0, "cup", "tbsp")
+        assert result == Decimal("16")
+
+    def test_volume_tbsp_to_tsp(self):
+        result = convert_qty(1.0, "tbsp", "tsp")
+        assert result == Decimal("3")
+
+    def test_count_dozen_to_ea(self):
+        result = convert_qty(1.0, "dozen", "ea")
+        assert result == Decimal("12")
+
+    def test_same_unit(self):
+        assert convert_qty(5.0, "lb", "lb") == Decimal("5")
+
+
+class TestDensityConversion:
+    def test_olive_oil_tbsp_to_cup(self):
+        # 1 cup = 16 tbsp
+        result = convert_qty(
+            1.0, "cup", "tbsp", ingredient_name_lower="olive oil"
+        )
+        assert result == Decimal("16")
+
+    def test_rice_cup_to_lb(self):
+        # 1 cup rice = 185 g; 1 lb = 453.592 g → 1 cup = 185/453.592 ≈ 0.4079 lb
+        result = convert_qty(
+            1.0, "cup", "lb", ingredient_name_lower="rice, long-grain white"
+        )
+        assert result == Decimal("0.4079")
+
+    def test_butter_tbsp_to_cup(self):
+        result = convert_qty(
+            1.0, "cup", "tbsp", ingredient_name_lower="butter, unsalted"
+        )
+        assert result == Decimal("16")
+
+    def test_seed_size_ea_to_lb(self):
+        # 1 avocado ≈ 170 g = 0.3748 lb
+        result = convert_qty(
+            1.0, "ea", "lb", ingredient_name_lower="avocado"
+        )
+        assert result == Decimal("0.3748")
+
+    def test_unknown_density_falls_back(self):
+        # No density for "dragon fruit" → fallback to dimensionless qty
+        result = convert_qty(2.0, "cup", "lb", ingredient_name_lower="dragon fruit")
+        assert result == Decimal("2")
+
+
+class TestFallback:
+    def test_incommensurable_units_without_name(self):
+        result = convert_qty(2.0, "cup", "lb")
+        assert result == Decimal("2")
+
+    def test_incommensurable_units_with_unmapped_name(self):
+        result = convert_qty(2.0, "cup", "lb", ingredient_name_lower="xyz")
+        assert result == Decimal("2")
+
+    def test_missing_from_unit(self):
+        result = convert_qty(2.0, None, "lb")
+        assert result == Decimal("2")
+
+    def test_missing_to_unit(self):
+        result = convert_qty(2.0, "lb", None)
+        assert result == Decimal("2")