Etsy tags are short keyword phrases that match your listing with the searches buyers make. You can add up to 13 tags to each listing, and each tag can be up to 20 characters long. The essence of good tagging is this: use all 13 slots, choose multi-word phrases buyers would actually type instead of single words, don't repeat the same phrase, and don't put information that is already in your category or attributes into your tags. That way every tag becomes a separate chance for your listing to appear in a different search.
Source note: The rules in this article are based on the "How to Use Tags to Get Found in Search" article in the Etsy Help Center and the "Keywords 101" article in Etsy's Seller Handbook.
Etsy tag rules: number, length and characters
- Number: You can add up to 13 tags to a listing. Etsy recommends using all 13 tags and varying your phrases.
- Length: Each tag can be up to 20 characters. Because of this limit, some phrases need to be shortened or split across two tags.
- Characters: Tags can contain letters, numbers and spaces. The apostrophe (') and hyphen (-) can be used inside a word or phrase, but a tag can't start with them. Other punctuation marks and symbols aren't accepted.
- Accented letters: Etsy's help page lists the accented letters it supports. The list includes ç, ö and ü, but not the Turkish letters ş, ğ and ı. If you write your tags in English for international buyers, this doesn't affect you.
How do tags work in search?
When a buyer searches, Etsy first finds the listings that match that search. For matching, it looks at the title, tags, category and attributes. Those listings are then ranked by factors such as relevancy, engagement, shop quality and shipping. Tags come into play in the first phase of this process: if the searched phrase doesn't appear anywhere in your listing, your listing can't even enter the ranking. We explain the whole process in how the Etsy algorithm works.
Three rules Etsy has shared about tags help you avoid wasting your tag slots:
- Categories and attributes act like tags. If your item is in the "Statement Ring" category, you don't need to add "statement ring" as a separate tag. If you've selected an attribute such as color, style or material, don't repeat the same phrase as a tag.
- You don't need separate tags for singular and plural. Etsy looks at the root words of the search phrase. In Etsy's example, a search for "diaries" also matches listings tagged "diary".
- Don't add intentionally misspelled tags. When a buyer searches with a common typo, Etsy redirects them to the correct results.
Step by step: how to write 13 tags
- Describe the product in one sentence. What is it, who is it for, what is its standout feature, and for what occasion is it bought? For example: "A minimalist line-art cat t-shirt bought as a gift for cat owners." Every part of that sentence is a tag candidate.
- Think like a buyer and make a list of phrases. Type your product's main keyword into the Etsy search bar and note the autocomplete suggestions. Look at the titles of shops selling similar products; for competitor research you can use our Etsy competitor analysis guide. Once your shop starts getting sales, the search terms in Shop Stats show which words buyers used to find you.
- Fill in the category and attributes first. Remove the phrases you selected there from your list. The remaining phrases go into your tags.
- Prioritize long-tail phrases. Etsy recommends targeting more specific phrases that describe what makes your product special, instead of very general, competitive searches like "t-shirt". Buyers who know what they want make longer, clearer searches; these phrases are searched less often but convert better.
- Fit every tag into 20 characters. If the phrase you want to target is longer than 20 characters, split it into meaningful parts. According to Etsy, using multiple tags that contain the words of that phrase can still help you match with that longer search.
- Vary your tags from different angles. Product type, style, subject or theme, who it's for (mom, teacher, cat owner), occasion (birthday, Christmas) and synonyms should each have their own tags. Writing small variations of the same phrase over and over reduces the variety Etsy recommends.
- Stay consistent with your title and description. Tags are the place to capture phrases that don't fit in your title, but the title and description should describe the same product. For titles and descriptions, see how to write an Etsy product description.
Example: 13 tags for a minimalist cat t-shirt
If you sell to buyers abroad, you write your tags in the language they search in, which is usually English. In the example below, the listing's category is set to t-shirt and the color attribute is selected, so the color isn't repeated in the tags. Every tag is under 20 characters:
- Product type and style: minimalist cat tee, line art cat shirt, cat outline shirt, kitten graphic tee
- Who it's for: cat mom shirt, cat dad t-shirt, cat lady gift, pet lover shirt
- Gift and occasion: cat lover gift, gift for cat owner, cat birthday gift
- Style and tone: cute cat tshirt, funny cat shirt
This list has no single-word tags, no phrase appears twice and each tag targets a different search intent. You can start your own product's tags by filling in the same four groups.
The most common tagging mistakes
- Single-word, generic tags: Tags like "shirt" or "gift" match very broad searches, and Etsy recommends using phrases instead of single words.
- Unused tag slots: Fewer than 13 tags reduces the number of searches your listing can match.
- Singular/plural and typo duplicates: Because Etsy matches root words and corrects typos, these tags waste your slots.
- Repeating categories and attributes: A phrase that appears in your category or attributes already acts as a tag.
- Brand and character names: Using brand, movie or character names that belong to others as tags can lead to intellectual property complaints. For details, see copyright and trademark infringement on Etsy.
- Irrelevant popular keywords: A trending word unrelated to the product shows your listing to the wrong buyers. Those buyers don't click or buy, and Etsy takes engagement into account in ranking.
When should you update your tags?
Etsy recommends refreshing the tags on listings that get little traffic and diversifying the phrases you use. To do this, check in Shop Stats which listings get few views and which search terms buyers used to find you. Instead of changing all your tags at once, changing a few and watching the effect makes it easier to understand what works. For seasonal products, adding phrases for an upcoming holiday is also a good habit. For shop settings beyond tags, see our Etsy SEO guide.
Preparing tags with Printmeet
Printmeet brings print on demand sellers' listing preparation into a single panel: AI design generation and background removal, automatic mockups, Etsy-ready SEO title and tag suggestions, and sending products directly to your shop through the Etsy integration. You can review the suggested tags against the rules in this article and adjust them to your product. Order and shipment tracking is handled in the same panel; production is carried out by production partners in the USA. You can see the steps of the process on the how it works page.
Frequently asked questions
How many tags can you add to an Etsy listing?
You can add up to 13 tags to a listing. Etsy recommends using all 13 tags and varying them with different phrases instead of repeating the same one.
How many characters can an Etsy tag have?
Each tag can be up to 20 characters. Letters, numbers and spaces are allowed; the apostrophe and hyphen can only be used inside a phrase, not at the start of a tag.
Which language should Etsy tags be written in?
Write your tags in the language your buyers search in. If you sell to buyers abroad, that is usually English. Also note that the accented letters Etsy supports don't include the Turkish letters ş, ğ and ı.
Should I add both singular and plural forms in Etsy tags?
No. Because Etsy looks at root words in search, a singular tag also matches a plural search. It's more efficient to use the remaining slot for a different phrase.