Check a listing title against every marketplace limit
Paste one product title and see how it fares on Amazon, eBay, Etsy, Walmart and Google Shopping at the same time. Each platform reports its own count, its own remaining characters, and a version truncated at a word boundary rather than mid-word. Nothing is sent anywhere.
Possible policy problems
These are the patterns marketplaces most often suppress or rewrite titles for. It is a lint, not a verdict.
Why one title cannot work everywhere
The limits differ by a factor of three, and the two have nothing to do with each other: Amazon shortened its title in 2026 while Google Shopping, which shows the fewest characters of any of them, still accepts 150. Writing to the shortest limit wastes space on every other channel; writing to the longest means the title gets cut on the shortest, and you do not get to choose where.
| Platform | Field | Limit | Roughly visible to a shopper |
|---|---|---|---|
| Amazon | Item name (title) | 75 | 45–90 on mobile |
| Amazon | Item Highlights | 125 | with the title |
| eBay | Title | 80 | almost all |
| Etsy | Title | 140 | about 50 in results |
| Walmart | Title | 150 | truncated in listings |
| Google Shopping | Feed title | 150 | about 70 |
| Shopify / own site | Product title field | 255 | about 60 in search |
Limits verified September 2026 against seller-facing documentation and reporting. Amazon's figures changed on 27 July 2026 — see below. Marketplaces revise these; the checker states what it is comparing against so you can spot a stale number.
What changed on Amazon in July 2026
Amazon cut the product title from 200 characters to 75 for every category except media, effective 27 July 2026, and added a second field called Item Highlights with a 125-character limit. The two together are the old 200-character budget, split in two, and Amazon says both fields are used for search.
Two consequences that catch sellers out. First, listings still over 75 characters are being rewritten by Amazon's own AI; Brand Registry owners get a 14-day review window, everyone else finds out afterwards. Second, the division of labour is now explicit: brand, product type, the differentiating attribute and variation details belong in the title, while materials, secondary features and recommended use belong in Item Highlights.
Most blog posts and even some seller tools still quote 200 characters. If a checker tells you a 190-character title is fine on Amazon, it has not been updated since July 2026.
Why truncation at a word boundary matters
When a title is too long, platforms do not all cut it the same way, and a character-limit cut lands mid-word often enough to look broken: …Stainless Steel Kitchen Kn. Truncating at the last complete word inside the limit reads as intentional: …Stainless Steel Kitchen. The truncated versions this tool shows you are cut on a word boundary, and the trailing punctuation is cleaned up, so what you see is what a shopper would see if the platform cut it the same way.
One exception worth knowing: if the first word of your title is itself longer than the limit, there is no word boundary to use and the cut has to happen inside the word. There is no better answer at that point — the title is the problem, not the truncation.
What the checker flags
- Promotional language — "free shipping", "best seller", "hot item", "money back", "100% guaranteed" and the rest. Amazon's guidelines name these explicitly and search does not match on them anyway.
- All-caps words — four letters or more in full caps. Amazon's title style is capitalising the first letter of each word, not shouting one of them.
- Emoji and decorative symbols — stars, hearts, arrows, bullets. Marketplaces remove them, and they consume characters that could carry a keyword.
- Contact details — an email address, a URL or a phone number in the title. This is one of the faster routes to a suppressed listing.
- Characters some marketplaces reject — the angled brackets, braces, backslash, caret, tilde and pipe characters.
- Repeated words — the same word twice in a row, and any single word used four or more times, which is the usual shape of keyword stuffing.
- Repeated punctuation — doubled exclamation or question marks, and comma runs.
Frequently asked
How does it count characters?
By characters, not bytes, which is how marketplace field counters work — so a space counts as one and so does an emoji. If your title uses Chinese, Japanese, Korean or emoji, the count may be optimistic: some marketplace validation counts those as more than one, so the tool also reports a display width where they count double. Stay clear of the limit rather than exactly on it if that applies to you.
Is my title uploaded or logged?
No. The counting, truncation and checks all run in the page, and nothing is transmitted. The page makes no request with your text in it.
Does a title under the limit still get rejected?
Yes. Length is one rule among many, and the ones that get listings suppressed are mostly about content, not size. That is why the checker lints for promotional phrases, contact details and disallowed characters as well as counting.
Are these limits up to date?
The limits in this tool were last checked in September 2026 and each row shows which platform and field it refers to so you can audit it. Amazon's 75-character title limit dates from 27 July 2026. If you see a discrepancy against your seller dashboard, the dashboard wins — the tool states its values openly so a disagreement is visible rather than silent.
Can I use the truncated version as-is?
Use it as a starting point. A mechanical cut at a word boundary is readable but it is not optimised: it may drop the distinguishing attribute or the pack count, which is exactly the information a shopper compares on. Move that information forward in the full title so the truncation falls on the least important words.