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Title guidelines

The product title is the main gateway into a product's catalog entry—titles are crawled by search engines and listed in their search results. Because of this, titles must be tight, accurate, and intriguing so they capture the attention of the buyer looking for your specific product.

Title requirements

The general title requirements are listed here, and the requirements related to the wording of your titles are listed in the section that follows:

  • Titles should describe the product's top features while being as short as possible.
  • Titles should not exceed 80 characters in length. The catalog displays only the first 80 characters of a title, and search engines will not pick up any the extra characters that are not displayed in the title.
  • Titles should be unique; your title for a catalog entry should not match the titles of any other catalog entries.
  • Titles should be concise, well written, and easy to read.
  • Titles should not contain any misspelled words.
  • Titles should not include any tokens or characters that are not needed to accurately describe the product.
  • Titles must not contain false or misleading information.
  • Titles must not contain any descriptive language that might bring into question the legality of the product by either governmental or eBay standards.
  • Titles must not contain prohibited, banned, illegal, outlawed, or restricted words used in an attempt to market or advertise the product.

Content requirements for titles

The following guidelines address the wording and phrasing of your catalog entry titles:

  • Title should not include a plus sign (+), unless it is part of the official product name. Do not use a plus sign to replace the word “and.”
  • Titles should not include special, foreign, or gimmicky characters, unless the symbol is a part of the factual data for the product. For example, do not use exclamation points (!), trademark symbols (™), commas, parentheses, or other special characters (such as (*, ^, $, @, #) in your titles, unless the symbol is a part of the actual product title as described by the brand or manufacturer.
  • Titles should not include superlative adjectives (for example, "Excellent," "Amazing," and "Best"). Such adjectives can be used only if they are considered as awards and the product did in fact win the award. For example, "Best Seller".
  • Titles should not include promotional text, conditions, prices, shipping options, or irrelevant search keywords.
  • Titles should not include special formatting such as all-caps text, bullets, bold, and so on. You may use all-caps text if appropriate (for example, acronyms of countries, like USA, and brand names such as HP), but otherwise special formatting should be avoided so that your titles are consistent with the other titles in the catalog.
  • Titles should not include phone numbers, hyphenated cut-offs, or extra white spaces.
  • Titles should not contain abbreviations used to condense text. For example you cannot use "w/" instead of "with," "w/o" instead of "without," "blk" instead of "black," and so on.
  • Titles must not contain duplicate tokens, multiple synonyms, or fitment information (only one variation can be indicated in the title).
  • Titles should not contain plurals, except in cases where the product comes in pairs, such as skis, boots, shoes, gloves and so on.
  • Titles should not contain foreign language words unless they are common and well understood, or are a part of the product name (based on the targeted country). For example, “Versace Pour Homme” can be used since this is the actual product name.
  • Titles must not include HTML such as HTML links, website addresses, and email addresses.
  • Titles must not contain profane or obscene language.
  • Titles should include only the brand name that the manufacturer (or brand) uses to identify the specific product being referenced.

Additional title requirements

Additional guidelines are defined below for bundles and multi-packs. For more information on these types of products, see About bundles and multi-packs

Important! When creating new entries for the product catalog, only create entries for the multi-packs and bundles produced by a brand manufacturer.

You should not create catalog entries for bundles or multi-packs that contain items that are not produced by the same manufacturer that produces the bundle or multi-pack. Also, you should not create catalog entries for bundles or multi-packs that are modified versions of any bundle or multi-pack produced by a manufacturer.

Bundle requirements

Bundles are packages that contain a base product plus additional items or accessories. Here are the guidelines for creating bundle entries:

  • The title for a bundled product should list the base product in the bundle.
  • The title for a bundled product should list all the main items in the bundle that are in addition to the base product; that is, the title should list the items in the bundle that constitute the material difference(s) from the base product provided by the manufacturer.
  • The title for a bundled product should not include non-essential accessories that come with the bundle.

Multi-pack requirements

Multi-packs combine multiples of the same product into a single package. Here are the guidelines for creating multi-pack entries:

  • The title for a multi-pack should include information about the pack size, which is the number of units in each manufacturer-created pack.
  • The title for a multi-pack should describe the volume, length, and other differentiating information about the product (if applicable).
  • The title for a multi-pack should not include information about the lot size (i.e., the number of packs in the manufacturer-created multi-pack), or the number of multi-packs for sale.

Best practices for creating titles

These best practices are provided to help you create effective product titles for your catalog entries:

  • The product title should describe the product in an easy-to-understand vocabulary.
  • Titles should clearly differentiate the product from other similar products via distinguishing product attributes added to the title.
  • Titles should be easy-to-read and coherent, rather than appearing as a string of keywords.
  • Titles should be made up of capitalized words, with the exception of brand or product names that begin with lower-case words (such as iPad, iRobot, and iHome).
  • Titles can include a minus sign ("-") when it is part of the brand or product name, or if you are specifying a product feature that differentiates this product from other very similar products. In the latter case, minus signs are normally located at the end of the title, where a special aspect of the product is appended to the title to differentiate it from other very similar products. For example:
    • Canon PowerShot SD1400 IS 14.1 MP Digital Camera - Black Body
    • Canon PowerShot SD1400 IS 14.1 MP Digital Camera - Metallic Body
  • As much as possible, titles should exclude conjunctions and articles such as "the," "to," "in," "for," "of," "a," "an," "with," and "from."

Example titles

This table shows examples of good and bad titles, with comments on what was done to turn each bad title into a good one. The objectionable sections in the original titles are underlined:

Examples of good and bad product titles
Poor Title Good Title Comments

Lego Star Wars Death Star Final Duel 75093 Darth Vader Minifig Min Figure No Box

LEGO 75093 Star Wars Death Star Final Duel Set

Item condition, token duplication, and irrelevant information were removed from the original title to produce the good title.

disney infinity toys r us crystal clear lightning mcqueen figure rare

Disney Infinity Figure—Lightning McQueen from Cars

The good version of the title capitalizes token values, and removes information describing the item condition and the store or site name.

Intel BOXNUC5I5RYH NUC5I5RYH i5-5250U DDR3L SODIMM NUC With AC Power Cord

Intel Nuc Kit NUC5I5RYH with Intel Core i5-5250U Mini PC

The good version removes duplicated token names and irrelevant or confusing information. The title is also restructured to make it easier to quickly comprehend the product.

Nikon D5600 camera with 18-140mm VR Lens + Battery + Charger + Strap + Body Cap

Nikon D5600 camera with 18-140mm VR Lens

The good version includes only the base product and removes all details on the included accessories.

Example bundle and multi-pack titles

The titles in the tables below stay within the 80-character title limit.

Example Bundle Titles

HP PhotoSmart 435 3.1 MP Digital Camera - Silver (Photosmart 7660 Printer Bundle)

Samsung NX3300 Bundle 20.3MP Digital Camera - Black (with 20-50mm and 50-200mm)

Sony PlayStation Vita Madden NFL 13 Bundle - Black

Sony PlayStation Vita Resistance: Burning Skies Bundle - Crystal Black

Nintendo DS Lite Final Fantasy XII Revenant Wings Sky Pirate Edition - White

 

Example Multi-pack Titles

Long Life Lamp Company GU10 50 Watt Halogen Lamp Light Bulbs - Pack of 10

Marvis Toothpaste 25ml - Flavour Selection Gift Set (Pack of 7)

Gala Sponge Wipes Super Absorbent - Pack of 5

Bic Disposable Razor Shavers Normal Single Blade - Pack of 6

Black Short Curled Haarnadeln. 4.5cm Different colors - Pack of 36