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
- Start with what the item is, in 2-3 word phrases: “stoneware mug”, “ceramic coffee cup”.
- Add style and material: “speckled pottery”, “rustic mug”.
- Add uses and occasions that are true for the item: “housewarming gift”.
- Use long-tail phrases: specific phrases with fewer competing listings.
- 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.
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Sources
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.