Category: Etsy SEO

Short answer: Upload photos at least 2000 pixels on each side, keep files under about 1 MB, and make your first photo landscape or square with the product centered and space around it, so it crops cleanly into Etsy’s different thumbnail shapes.

Etsy’s photo numbers

Spec	Etsy guidance
Recommended size	At least 2000 px width and height
First photo minimum	635 x 635 px, or it may rank lower in search
File size	Images over 1 MB may not finish uploading
Formats	.jpg, .gif, .png, .svg, .heic (no animated .gif or transparent .png)
Shape	First photo landscape or square; Etsy found square images led to more purchases in its 2023 Shop Home test

Thumbnail checklist

1. Product centered with space on all sides, so square, portrait and landscape crops all work.
2. Shoot wider than you think. You can crop in later; you cannot add missing edges.
3. Product fills the frame enough to read at thumbnail size on a phone.
4. One clear subject. Props should support, not compete.
5. Show scale or use in a later photo: earrings on an ear, a print on a wall, a mug in a hand.
6. Keep later photos the same shape as the first one.

A quick test

Open your shop on your phone and search for your main keyword. Can you spot your item in one second? Can you tell what it is without reading the title? If not, start with the first photo.

FAQ

What size should Etsy listing photos be?

Etsy recommends at least 2000 pixels for width and height, with files kept under about 1 MB.

What is the minimum size for the first Etsy photo?

635 x 635 pixels. Smaller first photos may rank lower in search.

Should Etsy photos be square?

The first photo should be landscape or square. In a 2023 test Etsy found square images led to more purchases on Shop Home, so frame your product so a square crop works.

Not sure what to fix first? Send us your shop link for a free mini audit. We email you the top issues in priority order. No password needed.

Sources

• Etsy Help: Requirements and Best Practices for Images
• Etsy Community: Updates to size and ratio for listing images

Handmade Coach is an independent consultancy and is not affiliated with Etsy, Inc. Etsy updates its guidance often; check the linked Etsy pages for the latest version.

Short answer: Use all 13 tags. Each tag can be up to 20 characters, so write short multi-word phrases buyers actually type (“fern wall art”, not “art”). Do not repeat your category or attributes as tags, because Etsy already treats them like tags.

The rules

Rule	Detail
Number of tags	Up to 13 per listing
Length	Up to 20 characters per tag
Allowed characters	Letters, numbers and spaces; apostrophes and hyphens allowed inside a tag
Attributes and categories	Already act like tags, so do not duplicate them
Plurals	Search matches root words, so you do not need both “mug” and “mugs”

How to fill 13 tags

1. Start with what the item is, in 2-3 word phrases: “stoneware mug”, “ceramic coffee cup”.
2. Add style and material: “speckled pottery”, “rustic mug”.
3. Add uses and occasions that are true for the item: “housewarming gift”.
4. Use long-tail phrases: specific phrases with fewer competing listings.
5. Check every tag is accurate. Misleading tags break Etsy rules and waste views.

Common tag mistakes

• Single words like “art”, “gift”, “handmade”
• Repeating the category (“Mugs”) or attributes like color
• Misspelling words on purpose
• Adding the same keyword in several languages
• Never revisiting tags on listings with low views

Example: before and after

Before	After
art, print, wall, decor	fern wall art, botanical print, line art print, printable decor

Illustrative example, not a client result.

When to refresh tags

Etsy suggests checking Shop Stats and updating tags on listings that get little traffic. Change a few tags at a time so you can see what helped.

FAQ

How many tags can I use on Etsy?

Up to 13 tags per listing.

How long can an Etsy tag be?

Up to 20 characters.

Should my tags repeat my category or attributes?

No. Etsy says categories and attributes already act like tags, so repeating them wastes space.

Not sure what to fix first? Send us your shop link for a free mini audit. We email you the top issues in priority order. No password needed.

Sources

• Etsy Help: How to Use Tags to Get Found in Search
• Etsy Seller Handbook: Keywords 101

Handmade Coach is an independent consultancy and is not affiliated with Etsy, Inc. Etsy updates its guidance often; check the linked Etsy pages for the latest version.

Short answer: Etsy recommends short, clear titles, generally under 15 words, that name the item first, list its key traits (color, material, size) and avoid repeating words. Move subjective words like “beautiful” into the description, and leave price and shipping details out of the title.

Many handmade shops still use long, keyword-stuffed titles from older Etsy advice. In August 2025 Etsy published updated guidance that points the other way. Here is what it says and how to apply it.

Etsy’s title guidance in one list

• Keep it short. Etsy suggests using “less than 15 words” when you include the traits that make your item special.
• Say what the item is. “Mug”, “dress”, “print” should be easy to spot.
• Lead with the most important traits. Color, material, size, style.
• Try not to repeat words. Repeating “mug” three times does not help buyers read the title.
• Use occasions and recipients only when essential. “Wedding guest book” needs “wedding”; a regular mug does not need “gift for her”.
• Move subjective words to the description. “Perfect”, “beautiful”, “unique”.
• Skip price, shipping and sale details. Etsy already badges these in search.

Does word order still matter?

Etsy says the position of a keyword in the title does not change ranking. Order still matters for people: buyers see the start of the title first, especially on mobile, where it gets cut off. So put the words a buyer needs to recognize the item at the front.

Before and after examples

Before	After	What changed
Handmade mug	Speckled Ceramic Coffee Mug, Handmade Stoneware, 12 oz	Item named, material and size added
Beautiful earrings for her	Chunky Gold Hoop Earrings, Lightweight Everyday Huggies	Subjective and recipient words removed
Art print	Fern Line Art Print, Minimalist Botanical Wall Decor, 8×10 Printable	Subject, style and size added

These are illustrative examples, not client results.

A 5-minute title check

1. Count the words. Over 15? Cut filler.
2. Can a stranger tell what the item is from the first three words?
3. Is any word repeated? Remove the repeat.
4. Is there a subjective word? Move it to the description.
5. Is every descriptor accurate? Etsy requires listings to describe items correctly.

Where do the extra keywords go?

Into your 13 tags and the first sentences of your description. Etsy search reads both. See our guide to Etsy tags.

FAQ

How many words should an Etsy title have?

Etsy suggests fewer than 15 words that describe the item and its key traits.

Should I repeat keywords in my Etsy title?

No. Etsy advises trying not to repeat words in titles. Use tags for related search phrases.

Does keyword position in the title affect Etsy ranking?

Etsy says position does not change ranking, but buyers see the first words first, so lead with what the item is.

Not sure what to fix first? Send us your shop link for a free mini audit. We email you the top issues in priority order. No password needed.

Sources

• Etsy Seller Handbook: Keywords 101
• Value Added Resource: Etsy guidance on listing titles (21.08.2025)

Handmade Coach is an independent consultancy and is not affiliated with Etsy, Inc. Etsy updates its guidance often; check the linked Etsy pages for the latest version.