Listing character limits on Etsy, eBay, Amazon Handmade, Walmart, Shopify and Depop
Published title caps, shortest to longest: Shopify 70, Amazon Handmade 75, eBay 80, Etsy 140, Walmart 150 characters. Depop publishes no title length at all.
Below: every listing field with a published limit on the six marketplaces Sellura writes for, each with the date it was last checked against the platform's own documentation and a link to that document. The caps are the platforms'. The writing targets further down are ours, and this page keeps the two apart — a target repeated as a rule is how one tool's opinion ends up quoted as Etsy policy.
Five places the cap alone gives the wrong answer
The Amazon title cap moved from 200 to 75 in July 2026
Amazon cut the product title cap to 75 characters on 27 July 2026 and introduced a second field, Item Highlights, capped at 125. Both are search inputs and Amazon's own forum answer says neither is prioritised over the other.
Our registry itself carried the old 200 for five weeks after the change, with a recommended length of 80 sitting above a cap of 75 — a target larger than the limit it was meant to respect. It held because nothing checked the registry's own internal consistency; a test does now.
If a guide still prints 200, it predates the change or copied something that did.
Etsy does not publish a penalty for long titles
Etsy's handbook recommends short, readable titles. It does not say that titles written to the older keyword-stuffing advice rank worse, in either direction, and we could find no such statement in the handbook or in archived copies of it.
The widely repeated claim that Etsy penalises long legacy titles traces to eRank, a third-party tool, not to Etsy. We treat long titles with a taper because we think it is right, not because Etsy told us to.
One more trap for anyone dating the source: the revision stamp on that handbook article is a last-revised date, not a publication date.
Depop publishes no length limit at all
Depop's help centre describes how to list and how to describe an item without stating a character count for the title line anywhere we could find, and the help centre returns 403 to automated fetches, so a scripted check will report nothing rather than report honestly.
The 65-character figure Sellura works to is our budget, derived from where the first line stops being readable in the feed. It is not a Depop rule, and we would rather say so than let our own number circulate as one.
Walmart's field is 150 but its own guide asks for 50–75
Walmart Marketplace accepts a product name up to 150 characters, while Walmart's Listing Quality Optimization guide recommends 50–75. The two documents are both Walmart's.
Walmart also constrains the shape, not just the length: the brand goes first, the long description is a single paragraph of at least 150 words, and promotional wording, ALL CAPS and special characters are prohibited in the name.
Shopify's 70 is the SEO title, not the product title
Shopify's 70-character figure applies to the search-engine listing title — the one written into the page's <title> tag — which is a separate field from the product name shown on the storefront.
Shopify also allows far more tags than a listing needs: 250 per product at 255 characters each. Sellura writes to 20, because tags past that point are inventory organisation, not search.
How this page is kept true
Every number above is the one the product runs on. The same registry drives the generator's prompt, the validator that rejects an over-length title, the scorer and the CSV export, so a figure on this page cannot be stale in a way the product is not.
Each marketplace entry records the date a human last opened the platform's own document and which documents those were. Both are printed beside the numbers rather than kept in the repository, so "has anyone checked since?" is answerable without asking us.
Caps are re-checked when a platform announces a change, when a listing we generate is rejected for a reason the registry did not predict, and otherwise on the schedule that produced the dates shown. A date that has not moved means nothing has changed, not that nobody looked — but it does mean the check is as old as it says.
The same data is available as JSON at /listing-limits.json, free to quote or cite with attribution. Sellura is not affiliated with any of the marketplaces named on this page.