Listing Character Counter
Every marketplace enforces different field limits, and the gap is wider than it looks. A title that fits comfortably on Amazon is more than double what eBay accepts. Writing to the largest limit and trimming later usually means rewriting rather than trimming, because the keywords you dropped were load-bearing.
Paste your text below and it is counted against all four marketplaces at once, with both the hard maximum and the figure each platform actually recommends. Everything runs locally — nothing you type leaves the page.
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The single highest-leverage field. Lead with the terms a buyer would actually type.
Against each marketplace
- Amazon130 left
70 / 200 · 80 recommended
- Walmart130 left
70 / 200 · 75 recommended
- EtsyOver 60 recommended
70 / 140 · 60 recommended
- eBay10 left
70 / 80 · 80 recommended
Limits vary by category. The figures here are the common defaults published by each marketplace, last updated . Amazon and Walmart both enforce shorter titles in some categories than their headline maximum suggests — check your category style guide before writing to the limit.
Method
How this is calculated
Counting is the easy part. Knowing which number to write to is the part that changes how a listing performs.
- 1
Characters are counted including spaces
Every marketplace on this list counts spaces and punctuation toward the limit. The counter uses the same rule, so what you see here is what the platform will see.
- 2
The maximum is not the target
Amazon allows 200 characters in a title but truncates display around 80 on mobile, where most traffic now lands. Walmart's own style guide asks for 50 to 75 and actively penalises keyword stuffing. Writing to the maximum is a reliable way to produce a title that ranks for nothing and reads badly.
- 3
The tightest limit sets your budget
eBay's 80-character title is the hard constraint if you sell across all four. Draft to that, then expand for the platforms with more room, rather than drafting long and cutting.
- 4
Bullets are counted individually
Amazon's 500-character bullet limit applies to each of the five bullets, not to all of them together. Paste one bullet at a time. Etsy and eBay have no bullet field at all — they use tags and item specifics instead, which is why those rows show no limit.
- 5
Front-load regardless of the limit
All four platforms weight early words more heavily, and every one of them truncates somewhere in the interface. Whatever your budget, the terms a buyer would actually type belong in the first few words.
Reference
The limits, side by side
| Marketplace | Title | Bullet | Description |
|---|---|---|---|
| Amazon | 20080 recommended | 500200 recommended | 2,000 |
| Walmart | 20075 recommended | 500200 recommended | 4,000 |
| Etsy | 14060 recommended | No limit | No limit |
| eBay | 8080 recommended | No limit | No limit |
The pattern worth noticing: the platforms with the most generous limits are not asking you to use them. Amazon and Walmart both publish maximums well above what they recommend, and both have tightened enforcement against keyword-stuffed titles. Etsy and eBay solve it differently, with a hard cap on the title and structured fields — tags and item specifics — carrying the rest.
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Working out the numbers is the easy half
Writing the listing is the part that takes the afternoon. ListIQ Pro generates the full field set your marketplace asks for, plus product images and video, from one photo. Free plan, no card.