How to write product titles: put the words shoppers search first (usually brand + product type), then the one or two attributes they filter by (size, color, material, quantity), and stop. Stay under each platform's limit: about 200 characters on Amazon, 140 on Etsy, 80 on eBay. Aim for 60–80 characters so the title isn't cut off on phones.
A product title has two jobs: get found in search and get clicked in a grid of similar products. Both reward the same thing, a clear title that says exactly what the item is in the buyer's words. This guide gives a formula for each major platform, the current character limits, keyword order, before-and-after examples and the things that should never go in a title.
- Formula: Brand + Product type + Key attribute(s) + Size/quantity. Adjust the order per platform.
- Front-load: the first 60–80 characters are what most shoppers see on mobile, so the product type must be in there.
- Limits: Amazon about 200 characters (lower in some categories), Etsy 140, eBay 80, Shopify SEO title about 60–70.
- Leave out: prices, “free shipping”, “best seller”, emojis, ALL CAPS and repeated keywords.
- Write for people first: keyword-stuffed titles are now discouraged or restricted on Amazon and Etsy.
What is the best formula for a product title?
The safest general formula is Brand + Product type + Key feature + Variant (size, color or quantity). Each part answers a question a shopper has when scanning results: who made it, what is it, why this one, and which version.
| Part | Example | Why it's there |
|---|---|---|
| Brand | Trailmate | Brand searches and trust |
| Product type | Insulated Water Bottle | The main search term; never leave it out |
| Key feature | Leak-Proof Lid, Stainless Steel | What sets it apart or what people filter by |
| Variant | 750 ml, Forest Green | Stops wrong-size purchases and returns |
Put together: Trailmate Insulated Water Bottle, Leak-Proof Lid, Stainless Steel, 750 ml, Forest Green (87 characters). It reads naturally, it's under every platform's limit, and the first 40 characters already tell a shopper what it is.
Product title character limits by platform
Each marketplace sets its own limit, and several have tightened rules recently. Here are the numbers to work with.
| Platform | Maximum length | Practical target | Notes |
|---|---|---|---|
| Amazon | 200 characters incl. spaces (most categories) | 80–120 | Some apparel categories are lower; no word more than twice |
| Etsy | 140 characters | Under about 15 words | Etsy's 2025 guidance favors short, clear titles; tags carry extra keywords |
| eBay | 80 characters | Use most of the 80 | Every character counts; subtitle is a paid extra |
| Shopify product title | Long titles allowed | Under 70 | Shows on the product page and collection grids |
| Shopify SEO page title | 70 characters | About 60 | Set under “Search engine listing” |
| Google search result | Cut by pixel width | About 60 | Longer titles get truncated with “…” |
Amazon, Etsy, eBay and Shopify title limits were checked in October 2026. Marketplaces change their rules, so confirm the current requirements in your seller dashboard before you upload a large batch.
How to write Amazon product titles
On Amazon, use Brand + Product type + Key feature + Material or model + Size + Color + Quantity, in plain words, under 200 characters. Amazon's title rules, updated in January 2025, cap most titles at 200 characters including spaces, ban special characters such as ! $ ? _ { } ^ unless they're part of the brand name, and stop the same word appearing more than twice (articles and prepositions aside). Amazon also recommends shorter titles because long ones get cut off on mobile.
- Before: BEST Water Bottle!!! Insulated Water Bottle Stainless Water Bottle Gym Bottle Free Shipping
- After: Trailmate Insulated Water Bottle with Leak-Proof Lid, Double-Wall Stainless Steel, 750 ml, Forest Green
Search terms you can't fit go in the backend keywords field and the bullet points, not the title. If a title gets suppressed or edited by Amazon, check it against the rules in Seller Central first.
How to write Etsy titles
On Etsy, start with the plain name of the item, add the one or two details that matter most, and keep it short. Etsy still allows 140 characters, but its 2025 guidance moved away from long, keyword-packed titles toward clear, readable ones, with tags (up to 13) doing the work of extra search phrases.
- Before: Candle, Soy Candle, Gift for Her, Birthday Gift, Housewarming Gift, Mint Candle, Grass Candle, Spring Decor, Mom Gift
- After: Cut Grass and Wild Mint Soy Candle, 8 oz Hand-Poured Candle in Amber Jar
Gift occasions and recipient words (“gift for her”) belong in your tags and description rather than repeated in the title.
How to write eBay titles
On eBay, pack the 80 characters with searchable facts: Brand + Model + Product type + Key spec + Size + Condition detail. eBay buyers search very specifically, often by model number, so those belong in the title.
- Before: Nice camera works great L@@K
- After: Canon EOS 250D DSLR Camera Body Black 24MP, 4K Video, Low Shutter Count (71 characters)
Skip words like “L@@K”, “wow” and “rare” unless the item really is rare and buyers search for it that way. Put condition in the item specifics, and add a short condition word to the title only if it's a selling point, such as “New Sealed”.
How to write Shopify product titles
On your own store, keep the product title short and human, under about 70 characters, because it shows large on the product page and in collection grids. Then write a separate SEO title for Google under “Search engine listing” in the product's admin page.
| Field | Example |
|---|---|
| Product title | Insulated Water Bottle, 750 ml |
| SEO page title (about 60 characters) | Insulated Water Bottle 750 ml, Leak-Proof Steel | Trailmate |
| Variant options | Color: Forest Green, Sand, Black |
Colors and sizes should usually be variants, not separate words in the title. Our Shopify product description template covers the meta description and the rest of the page.
Give AiArter the product details and get title, bullet and description drafts to edit for Amazon, Etsy, eBay or your own store.
Write listing copy7 days free · 50 credits · No credit cardWhat order should keywords go in a product title?
Most important first. Shoppers and search algorithms both pay most attention to the start of a title, and mobile screens may show only the first 60–80 characters.
- Find the main search term. Type your product into the marketplace search bar and note the autocomplete suggestions. Those are real searches.
- Put the product type in the first five words. “Soy Candle”, “Laptop Stand”, “Dog Bed”.
- Add the attribute people filter by. Size for clothing, capacity for bottles, compatibility for accessories.
- Add a differentiator. Material, scent, finish or a feature competitors lack.
- Add the variant if it isn't handled by a variant selector.
- Read it aloud. If it sounds like a list of tags, cut words until it sounds like a name.
Don't name three products in one title to catch more searches (“mug, cup, tumbler”). It confuses buyers, breaks rules on some marketplaces, and the platform already matches synonyms.
What should you not put in a product title?
Anything that isn't a fact about the product. These are either banned outright on major marketplaces or simply waste characters.
- Prices and offers: “$19.99”, “50% off”, “free shipping”, “sale”.
- Subjective claims: “best”, “top rated”, “#1”, “amazing”.
- Repeated keywords and long strings of synonyms.
- ALL CAPS, emojis and decorative symbols (except when part of a brand name).
- Other brands' names unless your product is a genuine compatible accessory, and then only in the form “for iPhone 16”.
- Seller information: your shop name (unless it's the brand), phone numbers or web addresses.
Product title examples by category
| Category | Example title |
|---|---|
| Apparel | Ridgeline Merino Wool Crew Socks, Cushioned Hiking Socks, Men's Large, 3 Pairs |
| Beauty | Daybreak Hydrating Face Mist with Rosewater, Fragrance-Free, 100 ml |
| Home | Linden Washed Linen Pillow Cover, 45 x 45 cm, Sage |
| Jewelry | Sterling Silver Small Hoop Earrings, 15 mm Hinged Hoops |
| Electronics | VoltPak 10000mAh Power Bank, 20W USB-C Fast Charging, Slim |
| Pets | Burrow Calming Dog Bed with Raised Rim, Medium, Washable Cover |
| Handmade | Personalized Wooden Name Puzzle for Kids, Up to 8 Letters |
A strong title gets the click; the description and photos close the sale. See our product description examples for the next step, and check that the main image is as clear as the title with our Amazon product image requirements or Etsy listing photo size guides.
To draft titles and descriptions together, AiArter's listing copy writer writes titles, bullet points and descriptions from your details, and the product description generator writes two description options per marketplace for about 5 credits. Both use only the facts you provide; check the character count and the marketplace's rules before you publish.
Frequently asked questions
How long should a product title be?
Within each platform's limit, aim for about 60 to 80 characters so the title isn't cut off on phones. The limits are about 200 characters on Amazon (lower in some categories), 140 on Etsy and 80 on eBay.
What is the Amazon title character limit?
Amazon's title policy, updated in January 2025, caps most product titles at 200 characters including spaces, with lower limits in some categories. It also bans certain special characters and stops a word appearing more than twice. Check your category in Seller Central.
What is the Etsy title character limit?
Etsy titles can be up to 140 characters. Etsy's recent guidance recommends shorter, clear titles, with extra search phrases placed in your 13 tags instead.
How many characters can an eBay title have?
An eBay listing title can have up to 80 characters, including spaces. Use them for searchable facts such as brand, model, size and key specs.
Should I put my brand name in the product title?
Yes on Amazon and eBay, where shoppers search by brand, usually as the first word. On Etsy and your own store, lead with the product type unless your brand is well known.
What words should I avoid in product titles?
Avoid prices, offers like free shipping, subjective claims such as best or top rated, repeated keywords, ALL CAPS and emojis. Many marketplaces restrict these, and they make a title harder to read.
Enter the product details once and get listing copy to edit for the marketplace you sell on.
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