What Is the Google Merchant Center Product Title Character Limit? Requirements & Best Practices

Why the first words matter

On Google Shopping, the same search can show different amounts of title text on desktop and mobile. These examples show actual listings with shortened titles; the visible length depends on the layout and placement, not one fixed character count.

Desktop: product titles are shortened within the Shopping cards

Mobile: a longer title is visible in this layout, but it is still truncated.

Placing the brand, model and product type near the beginning helps shoppers recognise the product even when the title is shortened. This is also an important part of Google Shopping title optimization, as the most useful product information should appear as early as possible.

For example, “Nike Pegasus 41 Men’s Running Shoes – Black – Size 9” identifies the item sooner than “Premium Quality Men’s Running Shoes for Everyday Comfort – Nike Pegasus 41”.

What should a Google Merchant Center title include?

The most useful details depend on the product category. For electronics, model numbers, storage capacity or other specifications may help distinguish products. For clothing and footwear, style, colour and size can be important. Furniture titles may benefit from material or dimensions. Include only details that accurately describe the item.

For example: “Samsung Galaxy S25 Ultra – 256GB – Titanium Grey” is more specific than “Latest Premium Smartphone”. Only include details that are correct for the item being sold.

Can website product titles and Merchant Center titles differ?

Yes. A website title should be clear and easy to scan. A Merchant Center title can include additional accurate product details that help Google understand the item and match it to relevant searches. They do not have to be word-for-word identical, but they must describe the same product and variant.

Website: Sebo Automatic X7 Vacuum Cleaner

Merchant Center: Sebo 91501GB Automatic X7 ePower Bagged Upright Vacuum Cleaner – White

Using additional accurate attributes in the feed can support Google Shopping title optimization without making the website product title unnecessarily long.

What are the main title requirements?

Make sure the title matches the product and landing page. Do not add unverified features or variants. Promotional wording such as “50% Off”, “Free Shipping” or “Best Price” can lead to product disapprovals under Google’s product data requirements; use the appropriate promotion or shipping features instead. Also avoid keyword stuffing, unnecessary symbols and excessive capital letters.

At ShoppingIQ, we review product title wording alongside relevant search terms and product performance, while keeping the description accurate to the item being sold. Effective Google Shopping title optimization should improve relevance while still keeping each title clear, accurate and useful to shoppers.

A quick check before submitting

• Does the title identify the exact product and variant?

• Are the brand, model and specifications correct on the landing page?

• Are the most important details near the beginning?

• Have promotional claims, irrelevant keywords and repetition been removed?

• Is the title readable and no longer than the Google Merchant Center product title character limit of 150 characters?

A good product title is not necessarily the longest one. It is the one that makes the product easy to identify, gives Google accurate information and uses the available space well.

For more details, refer to Google’s official guidance on product title requirements.

FAQs

1. What is the Google Merchant Center product title character limit?

Google Merchant Center allows up to 150 characters for the standard product title [title] attribute. However, shoppers may see significantly less depending on the Google Shopping format, device and placement, so important product information should appear near the beginning.

2. How many characters of a Google Shopping title are visible?

There is no single visible character count for every Google Shopping placement. Google says users will usually notice the first 70 or fewer characters, depending on screen size, making it important to front-load details such as the brand, product type, model and key variant information. 

3. What should I include in a Google Shopping product title?

Include accurate attributes that help identify and distinguish the product, such as the brand, product type, model, colour, size, material or technical specification. The most useful attributes vary by product category. Google recommends placing distinctive product details near the beginning of the title. 

4. Can my Google Merchant Center title be different from my website product title?

Yes. Google states that Merchant Center titles do not always need to be identical to the landing-page title, but both must clearly refer to the same product and variant. This gives retailers some flexibility to optimize feed titles while keeping their website titles concise.

5. What should you avoid in Google Merchant Center product titles?

Avoid promotional wording such as free shipping, unnecessary capitalization, gimmicky characters and inaccurate product information. Titles should accurately describe the product shown on the landing page and distinguish variants where necessary.