Feed attribute
title
Product title
The title attribute is the product name a channel shows in a listing and matches against search queries, which makes it the single highest-leverage field in a product feed. On Shopify it usually needs building from the product title plus the variant's options, because the raw product title alone does not describe an individual variant.
Specification
- Attribute
- title
- Data type
- Text
- Limit
- 150 characters
- Format
- Plain text only, no HTML, no promotional wording such as "free shipping" or "sale", and no block capitals. Channels truncate well before the limit in most placements, so the distinguishing words belong in the first 60 to 70 characters.
- Examples
-
Northwind Merino Crew Neck Jumper, Navy, MediumAcme Cast Iron Skillet 26cm
Support by channel
How each channel treats title.
| Channel | Requirement | Field name | Notes |
|---|---|---|---|
| Google Shopping | Required | title | Matched against search queries. Promotional text causes disapproval. |
| Meta | Required | title | Limit is shorter in practice for Shops surfaces. |
| Microsoft Advertising | Required | title | |
| Required | title | ||
| OpenAI | Required | title | Capped at 150 characters of plain text. |
Frequently asked questions
How long should a product feed title be?
The specification allows up to 150 characters, but listings truncate far earlier, so the words that distinguish the product should appear within the first 60 to 70 characters. A common structure is brand, then product name, then the attributes that define the variant.
Why does my Shopify title not include the size and colour?
Shopify stores the product title once and the options separately on each variant. A feed that maps the product title directly gives every variant the same name, so the size and colour have to be appended from the variant's option values.
Can I put "free shipping" or "sale" in the title?
No. Channels treat promotional text in the title as a policy violation and disapprove the item. Promotions belong in dedicated attributes such as sale_price or a promotion identifier.
Related attributes
- description The description attribute is the prose a channel uses to understand and display what a product is. On Shopify it maps from body_html, which is rich text, so it needs its HTML stripped and its entities decoded before it can be submitted.
- brand The brand attribute is the name of the brand a product belongs to, and it is what makes a manufacturer part number meaningful and a listing eligible for brand-based matching. On Shopify it maps most often from the vendor field, which is unreliable because merchants commonly use vendor to record a supplier or distributor rather than the consumer-facing brand.
Related concepts
Primary sources
Channel specifications change. These are the official documents this page is based on.