What changed—and why it matters now
Etsy just updated its guidance for how to write listing titles and rolled out an optional tool to help sellers revise titles in bulk.
The big idea is simple.
Write titles people can scan in seconds, not keyword salad.
Search on Etsy now takes a more holistic view of your listing, so your title doesn’t need to carry all the SEO weight.
In practice, that means: state the item clearly, lead with the most important traits (color, size, material, distinctive feature), keep it succinct, and move subjective hype or gifting phrases to other fields.
Etsy framed this as updated guidance plus a helper tool—so it’s not a punitive “policy” with penalties—but listings that follow it should be easier for buyers to understand and easier for search to match with relevant queries.
For the official overview and examples, see Etsy’s announcement article and note the emphasis on clarity, scannability, and moving non-essential words out of the title.
The two most important facts (so you don’t overcorrect)
- Character limit: Etsy still allows up to 140 characters for listing titles. The new guidance suggests aiming for under 15 words for clarity—not a new hard cap.
- Search is holistic: Etsy considers signals across your title, tags, categories, attributes, descriptions, lead photo, and even reviews. Your title matters, but it’s one piece of the puzzle.
New guidance vs old habits (quick reference table)
| Title element | Keep in title? | What to do instead / Where it should go |
|---|---|---|
| Main noun (what the item is) | Yes | State it clearly once: “mug,” “linen dress,” “oak coffee table.” |
| Top descriptors (color, size, material, a defining feature) | Yes | Lead with the 2–3 that truly help a buyer decide. |
| Gifting phrases (“gift for him,” “birthday present”) | No (unless essential to what it is) | Move to tags or description; only include if the item is a “birthday candle” or “Halloween costume.” |
| Subjective words (“perfect,” “beautiful”) | No | Move to description. |
| Sales info (“on sale,” “free shipping”) | No | Omit. Etsy badges cover sales and shipping. |
| Repetition / keyword stuffing | No | Use synonyms across tags, attributes, and description instead of repeating in the title. |
These points reflect Etsy’s latest guidance and example transformations they shared.
Before/after transformations across categories
| Category | Old, keyword-stuffed title | Aligned, buyer-friendly title | Why this works |
|---|---|---|---|
| Apparel | Dad T-Shirt Father Shirt Personalized Father’s Day Gift Custom Dad Shirt Cotton S-XL | Personalized 100% Cotton Dad T-Shirt: Custom Kids’ Names, S–XL | States the item and key traits up front (material, personalization, size range) without repeats. |
| Jewelry | Moonstone Ring Mini Ring Solid Gold Perfect Women’s Wedding Engagement Band | Celestial Blue Moonstone Ring: 9k Solid Gold Band | Removes subjective words and clarifies stone color and metal. |
| Pets | ON SALE! Birthday Bandana Cat Dog Happy Birthday Gift Present Pet Scarf | Birthday Bones Cotton Dog Bandana: Slip-On Collar | Eliminates sales hype and focuses on material and use (slip-on). |
| Home & Living | Farmhouse Rustic Coffee Table Reclaimed Wood Large Wood Coffee Table Living Room | Reclaimed Wood Coffee Table: Large, Rustic Farmhouse Style | Makes the noun and core traits unmistakable, then style. |
| Digital downloads | Printable Wedding Invitation Template Editable Invite Set Modern Minimalist | Editable Wedding Invitation Template (Printable): Modern Minimal | Sets the format first, then the style. |
| Bath & Beauty | Natural Soap Bar Handmade Soap Moisturizing Soap Gift for Her Vegan Soap | Handmade Vegan Soap Bar: Moisturizing, Natural Ingredients | States the product, then the differentiators (vegan, moisturizing). |
17 quick fixes to align with Etsy’s title guidance
- Inventory first: Sort listings by views or revenue so you update proven sellers first.
- Back up your data: Download a CSV of your listings before any bulk or sweeping edits.
- Open your Search Visibility dashboard: Filter to titles that need attention and batch work from there.
- Try the new title suggestion tool: Use it to generate options, then edit to match your brand voice and category nuance.
- Lead with the noun: Start every title with the clear product type once—no variations of the noun.
- Front-load the top 2–3 traits: Color, size, material, or standout feature that helps a buyer choose.
- Keep it tight: Use fewer than 15 words while staying specific; you still have up to 140 characters if needed for clarity.
- Move fluff out: “Perfect,” “beautiful,” “for him” belong in the description or tags unless they define what the item is.
- De-duplicate words: If a word is in your noun or a key descriptor, don’t repeat it again later.
- Use separators sparingly: Prefer a colon or comma over long strings of pipes, dashes, or slashes.
- Align tags with the title (without clones): Use close variations and synonyms for coverage across title and tags.
- Leverage attributes: If Etsy offers an attribute for a trait (size, color, material), select it rather than repeating it in the title.
- Reflect the first photo: Your thumbnail should visually match the core promise of the title.
- Mirror the description intro: Start your description with the same core noun + top traits to reinforce relevance.
- Standardize by category: Adopt repeatable formulas so your shop looks consistent and updates become easy.
- Localize when needed: Pick the spelling (color/colour), units (inch/cm), or terminology your buyers expect.
- QA pass: Read every new title as if you’re a skimming shopper on mobile. If you can’t “get it” in two seconds, rewrite.
Copy-ready title formulas (plug in your details)
Use these fill-in-the-blank patterns to standardize across your shop.
Jewelry
[Stone / Style] [Item Noun]: [Metal], [Size/Finish]
Examples:
Celestial Blue Moonstone Ring: 9k Solid Gold, US 7
Hammered Silver Hoop Earrings: Lightweight, 30 mm
Apparel
[Material] [Garment Noun]: [Fit/Length], [Key Feature], [Size Range]
Examples:
Organic Cotton T-Shirt: Relaxed Fit, Graphic Print, S–XXL
Linen Midi Dress: Pockets, Adjustable Straps, XS–XL
Home & Living
[Material or Style] [Item Noun]: [Size], [Key Feature/Use]
Examples:
Reclaimed Oak Coffee Table: 48", Rustic Farmhouse
Stoneware Mug: 12 oz, Matte Speckle Glaze
Weddings & Parties
[Format] [Item Noun] (Printable): [Style], [Set/Count]
Examples:
Editable Wedding Invitation (Printable): Modern Minimal, 3-Piece Suite
Place Card Template (Printable): Calligraphy, Table Numbers 1–30
Baby & Kids
[Material/Feature] [Item Noun]: [Age/Size], [Safety/Comfort Trait]
Examples:
Organic Cotton Baby Blanket: 30" x 40", Hypoallergenic
Toddler Sun Hat: UPF 50+, Adjustable Chin Strap
Vintage
[Era/Decade] [Item Noun]: [Material/Color], [Condition/Size]
Examples:
1970s Denim Jacket: Faded Indigo, M
Mid-Century Teak Side Table: Compact, Restored
Art & Collectibles
[Medium] [Subject] [Item Noun]: [Dimensions], [Edition/Finish]
Examples:
Giclée Art Print, Coastal Landscape: 11" x 14", Unframed
Original Acrylic Painting: Abstract, 24" x 36", Signed
Bath & Beauty
[Ingredient/Benefit] [Item Noun]: [Scent/Variant], [Size]
Examples:
Shea Butter Body Balm: Unscented, 2 oz
Lavender Soy Candle: Clean Burn, 8 oz
How to distribute keywords now (without stuffing)
Think in layers.
- Title: Clear noun + 2–3 decisive traits.
- Tags: Synonyms, use-cases, recipient, season, and adjacent phrases you didn’t include in the title.
- Categories & attributes: Always fill these; they’re major query-matching signals and remove the need to restate basics in the title.
- Description intro: Repeat the noun and the same top traits in natural language within the first 1–2 sentences.
- Photos: The first photo should visually confirm the top traits the title promises.
Etsy explicitly notes that search uses inputs beyond the title, including tags, categories, attributes, descriptions, lead photo, and reviews, so shift your keyword strategy accordingly.
Batch-edit workflow (10–30 minutes)
- Export a CSV: Download your listings CSV so you can reference old titles and reuse strong phrases in tags and descriptions.
- Open Search Visibility: In Shop Manager → Listings, filter by “search visibility issues” to surface titles Etsy flags.
- Use the title tool: From your Search Visibility dashboard, test the title recommendations on a small batch. Edit them to match your brand voice before accepting.
- Lock a shop-wide formula: Pick a consistent pattern per category (see templates above) so updates are 80% faster.
- Ship the updates: Save changes. Etsy notes it can take up to a day for search visibility insights to clear or reflect edits.
- Monitor impact: Watch views, visits, and conversion in Shop Stats and check if Search Visibility notices disappear within ~24 hours.
Title anatomy checklist (9 points)
- Does the first word clearly state the item?
- Are the 2–3 most important traits front-loaded?
- Is the title under ~15 words but still specific?
- Did you avoid repeating words?
- Are subjective words moved to the description?
- Are sales/shipping mentions removed?
- Does the thumbnail visually match the title’s promise?
- Are tags, attributes, and the description aligned (but not clones)?
- Would a skimming mobile shopper “get it” in two seconds?
Category-specific playbooks
Jewelry
- Lead trait: metal or gemstone.
- Secondary traits: size (mm, ring size), finish (matte, hammered), style (minimal, boho).
- What to move out: “Perfect gift,” “anniversary” → tags/description.
- Example titles: “9k Gold Moonstone Ring: Celestial Blue, US 7” / “Sterling Silver Stacking Ring: Hammered, 1.5 mm.”
Apparel
- Lead trait: fabric and garment type.
- Secondary traits: fit, print/graphic, size range.
- What to move out: occasion unless the product is tied to it (e.g., “Halloween costume”).
- Example titles: “Organic Cotton Tee: Relaxed Fit Graphic, S–XXL” / “Linen Midi Dress: Pockets, Adjustable Straps.”
Home & Living
- Lead trait: material or function.
- Secondary traits: size, style (rustic, mid-century), standout feature (stackable, dishwasher-safe).
- Example titles: “Reclaimed Oak Coffee Table: 48", Rustic Farmhouse” / “Stoneware Mug: 12 oz, Matte Speckle.”
Digital Templates
- Lead trait: format + noun (Editable/Printable + Template).
- Secondary traits: style (modern, minimalist), pieces included (suite, bundle), size (A4, US letter).
- Example titles: “Editable Wedding Invitation (Printable): Modern Minimal, 3-Piece Suite.”
Weddings & Parties
- Lead trait: noun + role (bridesmaid proposal box, ring bearer sign).
- Secondary traits: material, personalization type, dimensions.
- Example titles: “Personalized Bridesmaid Proposal Box: Kraft, Satin Ribbon, Name Printed.”
Baby & Kids
- Lead trait: material or safety feature.
- Secondary traits: size/age, pattern/theme.
- Example titles: “Organic Cotton Baby Blanket: 30" x 40", Hypoallergenic.”
Vintage
- Lead trait: era/decade.
- Secondary traits: material, color, condition, size.
- Example titles: “1970s Denim Jacket: Faded Indigo, M” / “Mid-Century Teak Side Table: Compact, Restored.”
How many listings should you update—and in what order?
Prioritize in this order:
- High-traffic listings that confuse skimming buyers (longest, most repetitive titles).
- Highly seasonal listings where clarity could lift conversion quickly.
- New listings so they launch aligned with the guidance.
- Evergreen bestsellers (careful edits; A/B test changes to avoid hurting hero SKUs).
Smart keyword distribution (without cannibalization)
Instead of packing everything into titles, distribute complementary phrases across tags and description:
- If the title uses “linen dress,” put “summer dress,” “breathable dress,” “natural fiber dress,” “midi sundress” into tags and description.
- If the title includes “9k gold,” use “yellow gold,” “dainty gold ring,” “stacking ring,” “June birthstone” in other fields.
- Use attributes to lock color/material/size so filters and facets catch you without repeating.
A/B testing your titles (simple and safe)
- Duplicate the listing privately to test variants without losing your original.
- Change only one variable at a time: noun order, descriptor order, or separator choice.
- Run for at least a few days and watch conversion (not just impressions).
- Adopt the clearer title and move the losing variant’s words into tags/description if they’re valuable.
Quality signals outside the title that now matter more
- Conversion drivers: crisp photos, accurate description intros, competitive shipping and processing times.
- Customer experience: fast response, on-time shipping, and great reviews feed back into visibility.
Common mistakes to avoid under the new guidance
- Over-shrinking titles: Short is good, but not vague. “Mug” alone won’t convert. Add key traits.
- Deleting powerful phrases entirely: If “boho” or “minimalist” matters, keep the strongest one in the title and move the rest to tags/description.
- Leaving attributes empty: Don’t repeat “cotton” in the title and forget the “Material” attribute—use both.
- Inconsistency across listings: Lock a format per category so buyers instantly understand your catalog.
- Changing everything at once: Start with a subset and measure impact.
Title rewrite clinic: category mini-sets (ready to steal)
| Category | Weak, vague, or stuffed | Aligned rewrite |
|---|---|---|
| Stickers | Planner Stickers Set Cute Gift for Students Teachers Stationery | Planner Sticker Set: Cute Icons, Matte, 3 Sheets |
| Wall art | Digital Download Art Print Modern Boho Gallery Wall Printable | Modern Boho Art Print (Digital Download): 11" x 14" |
| Kitchen | Personalized Cutting Board Gift for Couple Wedding Anniversary | Personalized Cutting Board: Walnut, Couples’ Monogram, 12" x 18" |
| Stationery | Thank You Cards Set Small Business Packaging Inserts | Thank-You Card Pack: Minimal, 50 Inserts for Small Business Orders |
| Tech accessories | Phone Case iPhone 14 iPhone 13 Cute Case Gift for Her | iPhone 14/13 Case: Shock-Absorbent, Floral, MagSafe Compatible |
Frequently asked questions
Do I have to rewrite every title?
No.
Start with listings that are confusing, repetitive, or long without adding clarity.
Prioritize your top traffic items and recent launches, then expand to the rest as you see results.
Will shorter titles hurt keyword coverage?
Not if you use tags, attributes, categories, and your description intro wisely.
Distribute terms across those fields instead of repeating them in the title.
How long should my titles be now?
You can still write up to 140 characters if needed.
Etsy suggests keeping titles under roughly 15 words for clarity and scannability.
Where do I find the new title tool?
It’s available from your Search Visibility dashboard (on web or the Etsy Seller app for eligible listings). Etsy says it uses your current title, first photo, and description to recommend clearer titles you can accept or edit.
How quickly will search reflect my changes?
Etsy notes that visibility insights generally clear within about a day after improvements, and search changes can take up to one day to reflect.
Copy-and-paste templates you can deploy today
Mug / Drinkware
[Material] [Mug/Cup/Tumbler]: [Ounces], [Finish/Feature]
Stoneware Mug: 12 oz, Matte Speckle Glaze
Tote / Bag
[Material] [Bag Noun]: [Capacity/Size], [Key Feature]
Canvas Tote Bag: Large, Inner Pocket
Candle
[Wax Type] [Candle Noun]: [Scent], [Burn Time]
Soy Candle: Lavender, 40-Hour Burn
Poster / Print
[Style/Subject] [Print Noun]: [Dimensions], [Finish/Framing]
Coastal Landscape Art Print: 11" x 14", Unframed
Greeting Cards
[Occasion/Style] [Card Noun]: [Pack Size], [Finish]
Minimal Thank-You Cards: 20 Pack, Matte
Phone Case
[Model] [Case Noun]: [Protection Level], [Design]
iPhone 14 Case: Shock-Absorbent, Floral
Rings
[Stone/Style] Ring: [Metal], [Ring Size]
Moonstone Ring: 9k Solid Gold, US 7
Earrings
[Metal/Style] Earrings: [Closure/Size]
Sterling Silver Hoop Earrings: Leverback, 30 mm
Throw Pillow
[Material] Pillow Cover: [Dimensions], [Closure]
Linen Pillow Cover: 18" x 18", Hidden Zipper
Cutting Board
[Wood Type] Cutting Board: [Dimensions], [Feature]
Walnut Cutting Board: 12" x 18", Juice Groove
Baby Blanket
[Material] Baby Blanket: [Dimensions], [Trait]
Organic Cotton Baby Blanket: 30" x 40", Hypoallergenic
Wedding Template
[Format] [Template Noun] (Printable): [Style], [Set/Count]
Editable Wedding Invitation (Printable): Modern Minimal, 3-Piece Set
Your 20-minute sprint plan (step-by-step)
- Pick 10 listings with the longest or most repetitive titles.
- Export CSV so nothing is lost and you can reuse good keywords elsewhere.
- Open Search Visibility and filter for title issues.
- Use the tool to generate suggested titles, then tweak.
- Standardize each category using the formulas above.
- QA each title with the 9-point checklist.
- Publish and note the date/time.
- Recheck tomorrow whether visibility notices cleared and whether visits/conversions moved.
Edge cases (and when to bend the rules)
- Highly seasonal items: If the item is the occasion (e.g., “Halloween costume,” “birthday candle”), the occasion belongs in the title.
- Minimalist products: If descriptors are inherently sparse, add one more decisive trait (size, finish, or material) so shoppers can choose confidently.
- Model-specific accessories: For tech and appliances, lead with compatibility (model) then key feature.
- Multi-variant bundles: Use the core noun + the most popular variant names; put the full menu in the description.
Sample rewrites from real problem patterns
Pattern: repeating the noun.
Before: “Unisex Adult Poncho, Unisex Cotton Poncho, Poncho Cape”
After: “Cotton Poncho: Adult Unisex, Lightweight Cape”
Pattern: stuffing with gifting words.
Before: “Gift for Her, Gift for Wife, Anniversary Gift Necklace”
After: “Dainty Gold Necklace: 14k Filled, Adjustable 16–18"”
Pattern: sales hype.
Before: “ON SALE! FREE SHIPPING Boho Wall Art”
After: “Boho Wall Art Print: Set of 3, 8" x 10"”
Title QA worksheet (print-friendly)
| Check | Yes/No | Notes |
|---|---|---|
| Noun appears first and only once | ||
| Two to three decisive traits front-loaded | ||
| No subjective or sales words | ||
| No repeated words | ||
| Under ~15 words (if possible) and scannable | ||
| Tags/attributes carry remaining keywords | ||
| Description intro mirrors the title nouns/traits | ||
| Thumbnail visually matches the title promise |
Recap
- Titles should lead with the item and its top traits, then stop.
- Move gifting and adjectives to tags and descriptions.
- Search now weighs more than just the title, so distribute keywords across all listing fields.
- Use the Search Visibility page and the new title tool to fix issues quickly and at scale.
- You still have up to 140 characters, but aim for clarity with fewer words.