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Product Title Character Counter
Six marketplaces at once, and we tell you where each number came from
On 27 July 2026 Amazon cut the product title to 75 characters and moved the rest into a new Item Highlights field. Plenty of counters still say 200. Paste a title below and you will see where it really stands on Amazon, eBay, Etsy, Walmart, Shopify and Google Shopping, all at the same time.
- Free to use
- No account needed
- Emoji counted properly
- Runs in your browser
Other fields: Item Highlights, backend search terms, subtitles, tags, descriptions
Each of these holds different text from your title, so they sit empty until you fill them in rather than being marked against the title and showing red for no reason. One thing to watch: backend search terms are measured in bytes here, because bytes are what Amazon measures them in.
Variation parent and children
A parent title can sit comfortably inside the limit and still push every single child over it, because each child carries the parent plus its own suffix. Sellers raised this on Amazon's own announcement thread and nobody answered them. The arithmetic is not complicated, so here it is.
Many titles at once
Paste one title per line, or drop in a CSV that has a title column. Nothing is uploaded, so the only ceiling on how many rows you can check is how much memory your own machine has.
Where each of these numbers came from
We went looking for all sixteen of these limits in writing. It took far longer than we expected, and what came back was messier than we wanted it to be.
Seven of them came straight from the marketplace, and those have a link in the table below that you can go and read for yourself. Six we could not find stated anywhere official, no matter how we went at it, so they sit here marked as unconfirmed and you should treat them as a well-travelled guess rather than a rule. The remaining three had sources flatly contradicting one another. Rather than quietly pick a winner, we have put every competing number in front of you and left the choice where it belongs.
That tally is most of the reason this page exists. A number with nothing behind it cannot be questioned and cannot be corrected, which is roughly how half the counters on the web are still telling sellers that an Amazon title can run to 200 characters, months after that stopped being true.
Here is the whole accounting, field by field.
| Marketplace | Field | Limit | How well we know | Source |
|---|
How we checked. Every limit was looked for in the marketplace's own documentation first, then in its seller help centre, then in its developer API reference. Only a page published by the marketplace itself counts as official on this page. Anything we could find only in blog posts, agency guides or other people's tools is marked unconfirmed, even in the cases where all of them happen to agree with each other. If you have a link we missed, that is easily the most useful thing you could send us. toolssupport@apexautomationteam.com
Why most title counters give you the wrong number
Drop a single family emoji into almost any character counter on the web and watch it tell you that you have just spent eleven characters.
You spent one. What the counter actually did was ask JavaScript how long the string is, and JavaScript answers that question in UTF-16 code units, of which that particular emoji happens to be built from eleven. The same bug turns up in quieter places too. An accented e, written as a plain e with a combining accent sitting behind it, gets counted twice. A Japanese title sails straight past a byte limit it is three times over.
None of this is exotic.
Sellers put emoji in titles every day of the week, brand names carry accents, and anyone listing into a Japanese or Korean marketplace runs into the byte problem on their first afternoon.
So this counter does the sum three separate ways. Characters are worked out with the browser's own text segmentation, which breaks text roughly where a reader would. Backend search terms get counted in UTF-8 bytes, since bytes are what Amazon is measuring there. And when those three numbers come apart, which is more common than you would guess, the tool says so on screen instead of choosing one behind your back.
The same text, three answers
| Text | Characters | Code units | UTF-8 bytes |
|---|
That middle column is the number a counter built on string length will hand you. The first column is what a person actually sees on the page, and the last is what a byte limit is really measuring.
Common questions about title limits
What is Amazon's product title character limit?
75 characters, spaces included, in every category except media. Enforcement started on 27 July 2026. The 125 characters that used to sit inside the title were moved into a separate Item Highlights field, which is still searchable and still appears next to the title, so the amount of searchable text you get did not really shrink. A counter still showing 200 has not been touched since July. One showing 75 and nothing else is ignoring where the other 125 went.
Is the Amazon title limit 75 or 200?
75 for the title field. The 200 was right for anything written before 27 July 2026 and wrong afterwards. Amazon staff have described the old 200 as having been split in two: 75 into the Item name, 125 into Item Highlights.
What is eBay's title character limit?
80 characters. This is one of the few numbers here we could lift straight out of a marketplace's own API reference instead of taking somebody's word for it. Spaces count. The subtitle, which is a paid upgrade, is 55.
What is Etsy's title character limit?
Etsy does not publish one, as far as we could find, and we did look. The 140 that every other tool shows you comes from third parties, so it is labelled that way here rather than dressed up as official. What Etsy does publish is which characters a title may contain, and that rule is checked: letters, numbers, punctuation, maths symbols and spaces, with %, :, & and + each allowed only once.
Do emoji count as one character?
A reader sees one. Most counters report eleven, because they are measuring UTF-16 code units rather than what is on the screen. That same family emoji is also twenty-five UTF-8 bytes, and the byte figure is the one that decides whether your backend search terms fit. All three are shown here.
Why is my backend search terms string over the limit when it looks short?
Because that particular limit is set in bytes rather than characters. An accent costs two bytes, a Japanese or Chinese character three, an emoji four or more. A Japanese string of 100 characters is 300 bytes, which is well over the line while looking like barely a third of it.
Does any of this work for variation parents and children?
It does, and that is the one question Amazon's own announcement thread left hanging. Open the variation family tab, paste in the parent and the suffixes, and the tool checks every child against the limit and tells you how many characters the parent needs to give up if they do not all fit.
Is my data sent anywhere?
No. All of it happens inside this browser tab. Nothing is uploaded, there is no account, and there is no server on the other end to send it to. An unlaunched product title is commercially sensitive, which makes that worth more than it sounds.
Tell us what would make this better
If a limit on this page is wrong, or it has moved since we last looked, tell us. We will check it, fix it and push the date on the table forward. toolssupport@apexautomationteam.com
- A limit that has gone stale, especially if you can point at an official page
- A marketplace you would like us to add
- Anything in the tool that is broken, or just quietly annoying
- A version of this wired into your own platform or workflow
- Something else altogether, built to your spec
Email our team See what we build
Corrections jump the queue. A wrong number sitting on this page does more damage than a missing feature ever will.