Google Merchant Center title length: 150 characters, but shoppers see about 70
Merchant Center allows product titles of 1 to 150 characters. Longer titles are truncated, and Google issues a warning. But the number that matters more is smaller: Google says shoppers typically see only the first 70 or so characters, depending on screen size.
The rules
| Guidance | |
|---|---|
| Allowed length | 1–150 characters (longer titles are truncated, with a warning) |
| What shoppers usually see | About the first 70 characters |
| Put first | The most important details that define the product |
What to include
Google recommends a specific title that names the product, with:
- the brand, where it helps distinguish the product;
- variant details such as size or color;
- design details that don’t have their own attribute — for example flavor.
Google’s example: Google Organic Cotton Men's T-Shirt - Blue - M
What to leave out
Google’s title guidance says to leave out price, sale information, shipping or delivery details, time-limited information and your company name, and to avoid (or use very sparingly) symbols, ALL CAPS for emphasis, HTML tags and promotional text.
Those details have their own attributes — sale price, shipping, promotions — and putting them in the title can get products flagged. “SALE 50% OFF … FREE SHIPPING” is exactly what not to do.
Keep the title in your product data consistent with the product on your landing page — same product, same variant. Shoppers who click expect to land on exactly what the title described.
Our free Merchant Center disapproval checker counts title length and flags promotional wording and all caps. For other reasons a product isn’t showing, see Merchant Center product status.