Product Title Optimization: The Perfect Length Guide

Product titles are the single most important content element in e-commerce. They determine search visibility, influence click-through rates, and set buyer expectations before any other content is seen. Yet most sellers either use manufacturer-provided titles without optimisation or stuff every possible keyword into the available space. Both approaches leave performance on the table. The optimal title length varies significantly by platform, category, and device, and getting it right requires understanding how each marketplace uses title text.

This guide provides data-backed recommendations for title length on every major platform, explains the mechanics behind why length matters, and gives you practical formulas for writing titles that maximise both search visibility and click-through rates.

Why Title Length Matters for Search and Clicks

Search algorithms on every major marketplace index title text as a primary ranking signal. Longer titles can include more keywords, potentially matching more search queries. But there are diminishing returns -- and active penalties -- for titles that are too long. Amazon's algorithm may suppress listings with titles that exceed category-specific length limits. Google Shopping truncates titles in search results, meaning keywords placed at the end of a long title are never seen by buyers.

Mobile display is the deciding factor for most categories. Over 70% of marketplace browsing now happens on mobile devices, where title display space is severely limited. Amazon shows approximately 80 characters on mobile, eBay shows about 55, and Google Shopping shows roughly 70 before truncation. Any information placed beyond these thresholds is effectively invisible to the majority of your potential buyers.

Click-through rate data consistently shows that titles with a clear, readable structure outperform keyword-stuffed alternatives. A title that communicates the product identity within the first 60 characters and adds differentiating details in the remaining space earns more clicks than a longer title that reads like a keyword list. Buyers make click decisions in seconds, and readability trumps keyword density every time.

Platform-Specific Length Recommendations

Amazon: Amazon allows up to 200 characters in most categories but recommends 80 characters or fewer. Our analysis of top-performing listings shows that titles between 80 and 120 characters hit the sweet spot -- long enough to include essential keywords and differentiators, short enough to display completely on most mobile devices. The recommended formula: Brand + Product Line + Key Feature + Product Type + Size/Colour.

eBay: eBay enforces a strict 80-character limit. With less space to work with, every character must earn its place. Focus on the highest-search-volume terms for your product and include the most distinguishing attributes. Model numbers and compatibility information are particularly valuable in eBay titles because buyers often search for specific models. Skip articles (a, the, an) and common filler words to maximise keyword density within the limit.

Google Shopping: Google allows up to 150 characters but displays only 70 in standard search results and even less in Shopping ads. Front-load the most important product information within the first 70 characters. Google's algorithm values title accuracy highly -- the title should precisely describe the product shown in the image. Misleading or keyword-stuffed titles trigger quality score penalties that reduce ad visibility.

Shopify and Own Webshop

On your own store, title length is constrained primarily by SEO considerations rather than platform rules. Google search results display approximately 60 characters of a page title. Your product title should communicate the product identity within this limit, with the brand name either leading or trailing depending on your brand recognition level. Well-known brands benefit from leading with the brand name; lesser-known brands should lead with the product type and descriptors.

The Front-Loading Principle

Regardless of platform, the most important information belongs at the beginning of the title. This is the front-loading principle: assume that only the first 55-70 characters will be seen by most buyers, and ensure those characters communicate the essential product identity. Brand, product type, and the single most distinguishing feature should all appear within this zone.

After the front-loaded essentials, secondary information follows in order of importance: size, colour, material, quantity, and compatibility. This ordering ensures that if the title is truncated at any point, the most valuable information has already been communicated. A buyer who sees "Sony WH-1000XM5 Wireless Noise-Cancelling Headphones" on a truncated mobile display has enough information to click. The full title might add "- Over-Ear, 30-Hour Battery, Black" for desktop viewers, but the core identity is already clear.

Avoid starting titles with generic or low-information words. "New 2025 Model" or "High Quality" at the beginning of a title wastes the most valuable character positions. If the year or quality claim is important, position it after the product identity: "Logitech MX Anywhere 3S Compact Wireless Mouse - 2025 Model."

Testing and Iteration

Title optimisation is not a one-time task. Search trends shift seasonally, marketplace algorithms update their weighting factors, and competitor title strategies evolve. Establish a regular cadence of title performance review -- monthly for your top 100 products, quarterly for the full catalog.

Use marketplace analytics to identify which titles are underperforming relative to their category. Low impression counts suggest search visibility issues (keyword selection), while low click-through rates with adequate impressions suggest readability or relevance issues (title structure and clarity). These two metrics point to different types of title improvements.

A/B testing titles is possible on most platforms, though the methodology varies. Amazon experiments are the most structured, allowing controlled tests within Seller Central. On other platforms, you can test sequentially: run one title variant for two weeks, switch to another, and compare performance data. Always test one variable at a time to produce actionable insights.