# Product Titles That Convert: Rules for Each Marketplace

URL: https://ecomchannels.com/insights/marketplace-product-titles-that-convert/
Category: AI listings & marketplace SEO
Updated: 2026-10-30

> How to write product titles that rank and convert on Amazon, eBay, TikTok Shop, Bunnings and Google, with character limits, formulas and common mistakes.

A product title that converts tells the shopper and the search engine exactly what the product is in the first few words: product type, brand and the one or two details buyers filter on, such as size, quantity, material or compatibility. Each marketplace has its own length limit and formatting rules, so the same product needs a slightly different title on Amazon, eBay, TikTok Shop, Bunnings and Google. Write for the reader first, keep the most important details at the front, and stay inside each channel's rules.

## Why titles carry so much weight

The title is usually the strongest relevance signal in marketplace search and the first thing a shopper reads on the results page. It affects both whether your listing appears and whether it gets clicked. eBay Australia tells sellers that titles of [60 to 80 characters are 2.1 times more likely to sell](https://www.ebay.com.au/sellercentre/private-selling/listing-an-item) and recommends including brand, colour, size, material and special details (eBay Australia).

Shoppers also scan. Google notes that users will usually notice only [the first 70 or fewer characters of a title](https://support.google.com/merchants/answer/6324415?hl=en), depending on screen size, and advises putting the most important details first (Google Merchant Center Help). On small screens, titles are often cut even shorter.

## Title rules by channel

| Channel | Length guidance | Notable rules |
|---|---|---|
| Amazon | Up to 200 characters for most categories | Certain special characters banned; no word more than twice (prepositions, articles and conjunctions excepted) |
| eBay | 80 characters | Use as many as you can; include brand, model, colour, style, model number |
| TikTok Shop (US guidance) | 40 to 150 characters | Avoid repeated words, variants in the title and subjective marketing terms |
| Google Shopping | Up to 150 characters | Important details first; AI-generated titles go in a separate structured title field |
| Bunnings Marketplace (via ChannelEngine guide) | Up to 128 characters | Suggested format: Brand, Size, Colour, Title, Product type |

Sources: [Amazon](https://sellercentral.amazon.co.uk/seller-forums/discussions/t/6dfa6a0c-a331-45cb-966e-1b2ac2973b0d) (2025), [eBay](https://www.ebay.co.uk/sellercentre/listings/create-listings), [TikTok Shop](https://seller-us.tiktok.com/university/essay?knowledge_id=1664446336747310&lang=en) (2026), [Google](https://support.google.com/merchants/answer/6324415?hl=en), [ChannelEngine](https://support.channelengine.com/hc/en-us/articles/14858406321437-Bunnings-marketplace-guide). Always check the current category-level rules in each seller portal, as limits vary by category and change over time.

Amazon's title policy, in force since 21 January 2025, also says titles that do not comply may need updating, and that title changes are checked against the new rules ([Amazon Seller Forums](https://sellercentral.amazon.co.uk/seller-forums/discussions/t/6dfa6a0c-a331-45cb-966e-1b2ac2973b0d), 2025).

## A simple title formula

Most strong titles follow the same order, adjusted per channel:

**Brand + product type + key differentiator + size/quantity + material or colour + compatibility or model**

Examples of the logic (not real products):

- Amazon: "Brand Stainless Steel Insulated Water Bottle 1L, Leak-Proof Lid, Keeps Drinks Cold 24 Hours, Black"
- eBay (80 characters): "Brand Insulated Water Bottle 1L Stainless Steel Leak Proof Black"
- Bunnings style: "Brand 1L Black Stainless Steel Insulated Water Bottle"

Notice what is missing: words like "best", "sale", "free shipping" or "hot". Many marketplaces discourage promotional language in titles, and TikTok Shop specifically warns against subjective marketing terms (TikTok Shop, 2026).

## Common title mistakes

- **Leading with the brand when nobody searches it.** If your brand is unknown, the product type should appear very early so the title is understood at a glance.
- **Keyword stuffing.** Amazon now limits repeated words, and its [seller guidance](https://sellercentral.amazon.co.za/welcome/learn/seller-blog/how-to-improve-amazon-listings) warns that excessive repetition harms readability and can depress click-through and conversion.
- **Putting variants in the title.** Sizes and colours often belong in variation attributes, not in a parent title.
- **One title everywhere.** An Amazon-length title will be truncated or rejected on eBay and Bunnings.
- **Missing the buyer's words.** Use the terms customers actually type. Our guide to [keyword research for marketplaces](https://ecomchannels.com/insights/keyword-research-for-marketplaces/) shows how to find them.

## How to test and improve titles

Change one element at a time and compare impressions, click-through rate and conversion over a comparable period. TikTok Shop reports that sellers adopting its recommended title keywords can see search exposure increase [within 7 days](https://seller-us.tiktok.com/university/essay?knowledge_id=1664446336747310&lang=en) (TikTok Shop, 2026). Amazon Brand Analytics and eBay's listing tools offer similar search data. See [measuring listing performance](https://ecomchannels.com/insights/measuring-listing-performance-ctr-conversion/) for the metrics to watch.

## Key figures

- eBay titles of 60 to 80 characters are [2.1 times more likely to sell](https://www.ebay.com.au/sellercentre/private-selling/listing-an-item) (eBay Australia).
- Users usually notice only [the first 70 or fewer characters](https://support.google.com/merchants/answer/6324415?hl=en) of a product title on Google (Google Merchant Center Help).
- Amazon titles are capped at [200 characters for most categories](https://sellercentral.amazon.co.uk/seller-forums/discussions/t/6dfa6a0c-a331-45cb-966e-1b2ac2973b0d), with no word used more than twice (Amazon, 2025).
- TikTok Shop recommends titles of [40 to 150 characters](https://seller-us.tiktok.com/university/essay?knowledge_id=1664446336747310&lang=en) (TikTok Shop, 2026).

## How eComChannels helps

Writing five versions of every title by hand is where listing work stalls. [eComChannels AI listing optimisation](https://ecomchannels.com/products/ai-listing-optimisation/) is already trained on each marketplace's title rules, including length limits, banned characters, repeated-word limits and preferred attribute order. From one master product record it drafts a title per channel: a full 200-character version for Amazon, a tight 80-character version for eBay, and Bunnings, Kogan, Woolworths Everyday Market, BIG W Market, TikTok Shop and Temu versions in their own formats.

Your team reviews and approves the drafts, then bulk updates push them live across channels. When a new search term starts trending or a marketplace changes its rules, you can update titles across the whole catalogue in one pass instead of editing listing by listing. Clearer, compliant titles mean more listings indexed for the right searches and more clicks from shoppers who know what they are getting.

[Book a demo or start a 30-day free trial](https://ecomchannels.com/book-a-demo/) to see titles generated for your products.

## FAQ

### Should I use the full character limit?

Use the space if it adds useful, searchable detail, but keep the first 60 to 70 characters self-explanatory because that is what most shoppers see. Never pad a title with repeated or irrelevant words.

### Should the brand come first?

The Bunnings format suggested in ChannelEngine's guide puts the brand first, and eBay recommends including it. If your brand is not well known, make sure the product type follows immediately.

### Can I use the same title on my own website?

You can start from the same core, but your storefront has more room for brand voice. Google Shopping has its own rules, so treat it as a separate channel.

## Sources
- Listing an Item, eBay Australia Seller Centre (2026): https://www.ebay.com.au/sellercentre/private-selling/listing-an-item
- Create great listings, eBay UK Seller Centre (2026): https://www.ebay.co.uk/sellercentre/listings/create-listings
- New product title requirements effective as of January 21, 2025, Amazon Seller Forums (2025): https://sellercentral.amazon.co.uk/seller-forums/discussions/t/6dfa6a0c-a331-45cb-966e-1b2ac2973b0d
- Title [title] attribute, Google Merchant Center Help (2026): https://support.google.com/merchants/answer/6324415?hl=en
- Optimizing Product Titles, TikTok Shop Seller University (2026): https://seller-us.tiktok.com/university/essay?knowledge_id=1664446336747310&lang=en
- How to Improve Your Amazon Listings Organically, Amazon Seller Central (Sell on Amazon) (2025): https://sellercentral.amazon.co.za/welcome/learn/seller-blog/how-to-improve-amazon-listings
- Bunnings: marketplace guide, ChannelEngine (2026): https://support.channelengine.com/hc/en-us/articles/14858406321437-Bunnings-marketplace-guide