Product title
A product title is the name a product is listed under in a shop, a feed or a marketplace, ideally built from its brand, type and key attributes.
- Product name
- Listing title
What it means
The product title is the line a shopper reads first and the text a search matches against. Good titles are assembled rather than written: the brand where shoppers search for it, then the product type, then the attributes they choose by, such as size, colour or quantity.
Each channel sets its own limit. Google takes 1 to 150 characters, but “Users will usually notice only the first 70 or fewer characters”.1 eBay UK allows 80,2 and Amazon UK 75 in every category except media from 27 July 2026.3 Build the long title once, then shorten it from the end.
Google also rules out what supplier titles are full of: “all caps, symbols, HTML tags and promotional text”, along with prices and delivery details.1
Think of it like this
A product title does the job of a newspaper headline. Most people read only the start, so the words that say what it is, and which one it is, go first.
For example
A supplier’s title reads “NEW!! PRO XLR MIC LEAD 3M BLK M-F BEST PRICE”. Built from the row’s own values, it becomes “XLR microphone cable, 3 m, male to female, black”, with no capitals, no sales talk, and every word traceable to a column.
Why it matters
The title decides which searches a product is matched to and whether anyone clicks. A title in capitals or padded with sales talk breaks Google’s minimum requirements, which a product must meet or be disapproved,1 and three sizes sharing one title leave shoppers unable to tell them apart.
Not to be confused with
A product title is not the meta title. The meta title is the page title shown in search results and browser tabs; on Shopify, a blank SEO title falls back to the product title.4
Sources
- Google Merchant Center Help. Title [title] and structured title [structured_title].
- eBay UK Seller Centre. Create great listings.
- Amazon Seller Central UK. Updates to improve your product titles begin on July 27.
- Shopify Help Center. Using CSV files to import and export products.