Product Titles and Descriptions: Best Practices

Well-written titles and descriptions increase your product's visibility in search and help buyers make confident purchase decisions.

Writing Great Product Titles

Your title is the first thing buyers and search engines see. A good title is descriptive, accurate, and includes the key terms buyers search for.

Title Formula

[Product Type] + [Key Feature or Material] + [Size/Variant if relevant]

Examples:

• Merino Wool Crew Neck Jumper, Navy, S-XXL
• Handmade Beeswax Candle, Lavender Scent, 200g
• Stainless Steel Insulated Water Bottle, 750ml

Title Rules

• 10 to 120 characters
• No store name, no promotional words, no ALL CAPS, no emojis
• Use sentence case (capitalise the first word and proper nouns only)

Writing Effective DescriptionsYour description should answer the buyer's questions before they have to ask them:

• What is the product made of?
• What does it do / who is it for?
• What sizes, colours, or variants are available?
• How should it be cared for?
• What is included in the box?

Minimum 50 characters. Aim for 150 to 400 characters for most products. Longer descriptions are fine for complex or technical products.

Key Features (Bullet Points)Use the Key Features field for your top selling points. Up to 7 features per product. Each feature should be a single, scannable phrase:

• 100% merino wool, ethically sourced in New Zealand
• Machine washable, warm wash, gentle cycle
• Available in 8 colours and sizes S through to 3XL

What Not to Write

• Do not make claims you cannot back up
• Do not copy descriptions from other websites
• Do not include pricing, discount information, or contact details in descriptions
• Do not use keyword stuffing (repeating keywords unnaturally)

Tip: Listings with complete titles, full descriptions, and 7 key features consistently outperform incomplete listings in search results and conversion rates.

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