The marketplace rules we check

From each marketplace's own seller documentation, checked Oct 16, 2026. Marketplaces change these, and many categories add their own rules, so treat this as the baseline. Spotted something out of date? Email support@paperchore.com.

Etsy

• Title up to 140 characters; Etsy suggests fewer than 15 words, the item first, no repeated or subjective words, no price, shipping or sale info.
• Up to 13 tags, each up to 20 characters; letters, numbers and spaces, with ' and - inside words but not at the start. We aim for all 13 and keep other brands' names out.
• No CSV import for new listings, so we give you copy buttons instead.

Amazon

• Titles 75 characters or fewer including spaces (all categories except media, since July 27, 2026), plus up to 125 characters of Item highlights.
• Titles can't use ! $ ? _ { } ^ ¬ ¦, promotional phrases, or the same word more than twice (prepositions, articles and conjunctions excepted).
• At least 3 bullet points; length limits vary by product type. Sentence fragments, no end punctuation, no special characters or emojis, no "eco-friendly", "anti-microbial", bamboo or soy claims, no guarantees, links or contact info.
• Search terms (Generic keyword) under 250 bytes; no brand names (yours or others'), ASINs, temporary words like "new" or "on sale", or subjective claims like "best".

Shopify

• SEO page title up to 70 characters; Shopify suggests 60 or fewer. Meta description: 160 characters recommended.
• CSV import uses the official columns Handle, Title, Body (HTML), Tags, SEO Title and SEO Description.

eBay

• Title up to 80 characters; eBay suggests using most of it with real search words. Optional subtitle (a paid upgrade) up to 55 characters.
• Item specifics such as brand, type, material and size; required ones depend on the category. We fill only what you told us and mark the rest [FILL IN].

Walmart Marketplace

• Product name up to 150 characters; no all caps, ~ ! * $, promotional claims, retailer names, URLs, or years (unless your product type calls for one).
• 3 to 10 key features, each 80 characters or fewer.
• Description: one paragraph, no bullets, lists, HTML or URLs; Walmart asks for 150+ words (varies by category). We never pad it with invented detail; if it's short, we tell you.
• Walmart's policy says AI-generated content must be truthful and the seller must review and substantiate it before publishing.

TikTok Shop

• Product title 25 to 200 characters (40 to 150 suggested); no symbols like ~ ! * $ ? # < > |, no promotional or inventory claims, no references to TikTok.
• Description: TikTok recommends 500+ characters. No links or contact details.

Everywhere

• No invented materials, measurements, certifications, safety or performance claims, origin claims, ratings or reviews. Fake reviews and testimonials are banned by the FTC's rule (16 CFR Part 465).
• Other companies' brands only to state real compatibility ("fits ..."), never as keywords.

Sources

Etsy
Etsy Help: How to Create a Listing (title up to 140 characters; under 15 words suggested)
Etsy Help: Using Tags to Get Found in Search (13 tags, 20 characters, allowed characters)
Etsy Seller Handbook: New guidance for listing titles
Etsy Help: Can I create or edit multiple listings at once? (no CSV import)

Amazon
Amazon Seller Central: Product title requirements and guidelines (75 characters, Item highlights)
Amazon Seller Forums (official): Updates to improve your product titles begin on July 27, 2026
Amazon Seller Central: Bullet points
Amazon Seller Central: Use search terms effectively (under 250 bytes, prohibited terms)

Shopify
Shopify Help: Adding keywords for SEO (page title 70, aim 60; meta description 160)
Shopify Help: Using CSV files to import and export products

eBay
eBay: Optimising your listings for Best Match (title up to 80 characters, item specifics)
eBay Seller Center: Item specifics
eBay Seller Growth Guide (AU, 2024): use 65+ of the 80 title characters
eBay Help: Subtitle (up to 55 characters)
eBay guide to uploadable templates (category-specific bulk upload)

Walmart Marketplace
Walmart Marketplace Learn: Product detail page policy (title 150, 3-10 key features at 80, description 150+ words)

TikTok Shop
TikTok Shop Academy: Product Listing: What You Need to Know (title 25-200, description 500+ characters)
TikTok Shop Academy: Optimizing Product Titles (40-150 characters suggested)