Marketplace titles · 6 limits

Marketplace title limits, side by side

Amazon now caps titles at 75 characters, Google Shopping shows shoppers about 70, eBay allows 80 and Etsy 140. Here is every limit, where it comes from, and a checker for each.

Check all 6 at once

Last reviewed · How we measure

Marketplace titles: every limit
ScreenLimitWhen it’s too longWhere the number comes fromReviewed
Amazon product titleAmazon75 charactersAmazon updates titles over 75 characters to its own AI suggestion; brand owners get 14 days to review it first.Official limit · source
Amazon Item HighlightsAmazon125 charactersAmazon hasn’t said what happens to longer text, so stay within 125 characters.Official limit · source
Google Shopping titleGoogle Merchant Center150 charactersGoogle’s product data spec allows 150 characters at most.Official limit · source
Google Shopping title (what shoppers see)Google Shopping70 charactersCut on screen with “…”Official limit · source
eBay listing titleeBay80 characterseBay titles can’t be longer than 80 characters.Official limit · source
Etsy listing titleEtsy140 charactersEtsy titles can’t be longer than 140 characters.Official limit · source

Marketplaces enforce title limits in two ways. Some replace a long title: since 27 July 2026 Amazon has been swapping titles over 75 characters for its own AI suggestion. Others accept it but cut it on screen, like Google Shopping, where Google says shoppers usually notice only the first 70 or fewer characters.

The safe pattern is the same everywhere: brand, product type and the one attribute that sells it come first. Materials, sizes and use cases go later. On Amazon they go into the 125-character Item Highlights field, which is searchable too.

Selling on several marketplaces? Check one title against all of them at once, or fix a whole catalog file in one upload.

Other channels

How long can Google titles and descriptions be?How much of your subject line each inbox showsHow much of a push notification people actually seeSMS character limits and segments, explainedAd character limits for Google Ads and MetaSocial media character limits: what counts and what showsApp Store and Google Play text limits

FAQ

Marketplace titles: questions

Which marketplace has the strictest title limit?

Amazon, at 75 characters in every category except media. Google Shopping accepts 150 in the feed, but shoppers usually see about 70.

Do spaces count?

Yes. Every marketplace here counts spaces and punctuation as characters.

Can I fix a whole catalog at once?

Yes. Upload a CSV or Excel file and Truncly fits every title, keeps the brand (and flags titles that don’t start with it), removes characters Amazon doesn’t allow and, for Amazon, moves what doesn’t fit into Item Highlights.