eBay Subtitle Character Limit: 55-Char Strategy (2026)

eBay subtitles give you 55 extra characters to convince shoppers to click—but they cost $1.50-$6.00 depending on your listing format and item price. That fee adds up fast across hundreds of listings, making subtitles a strategic choice rather than a default setting. Here's how to decide when they're worth it and what to write when you use them.

What Is an eBay Subtitle?

A subtitle is an optional second line of text that appears directly below your title in eBay search results. While your title maxes out at 80 characters and determines search ranking, the subtitle provides additional space for messaging that buyers see before clicking.

Example search result:

Nike Air Max 90 Running Shoes Mens Size 10 White Athletic Sneakers
Authentic Nike • Free Shipping • 30-Day Returns Accepted

The first line is your title (80 characters, indexed by Cassini). The second line is your subtitle (55 characters, not indexed, but visible to buyers).

eBay Subtitle Character Limit: 55 Characters

Your subtitle must fit within 55 characters, including spaces and punctuation. That's roughly 8-10 words—enough for one compelling statement or two to three short phrases.

What Counts Toward the Limit

Every character counts:

• Letters and numbers
• Spaces between words
• Punctuation (periods, commas, hyphens, bullets)
• Special characters and symbols

Character Count Examples

If you exceed 55 characters, eBay rejects the subtitle when you try to save the listing.

How Much Do eBay Subtitles Cost?

Subtitles are a paid listing upgrade with fees based on listing format and item price:

Important: For Good 'Til Cancelled listings, you pay the subtitle fee every 30 days when your listing automatically renews. A $2.00 subtitle costs $24/year per listing if it stays active for 12 months.

Subtitle Cost Math

For a fixed price listing under $150 that takes 3 months to sell:

• Subtitle fee: $2.00 × 3 renewals = $6.00
• If your profit margin is $10, the subtitle costs 60% of your profit

For an auction listing under $150 that sells in the first week:

• Subtitle fee: $1.50 (one-time)
• Much easier to justify if it helped secure that quick sale

Do Subtitles Affect eBay Search Ranking?

No. eBay has explicitly stated that subtitle text is not indexed by the Cassini search algorithm.

What This Means

• Keywords in your subtitle won't help your listing appear in search results
• Adding "vintage" to your subtitle won't help you rank for "vintage" searches
• Repeating title keywords in the subtitle has zero SEO benefit

What Subtitles Actually Do

Subtitles affect buyer behavior, not search placement. They can:

• Increase click-through rate (more buyers clicking your listing)
• Build trust before buyers enter your listing
• Highlight promotions or differentiators
• Answer common buyer questions preemptively

Your subtitle is a conversion tool, not a ranking tool. Write it for humans, not algorithms.

For a complete breakdown of how eBay's search actually works, see our eBay Cassini algorithm guide.

When eBay Subtitles Are Worth the Fee

Subtitles make financial sense in specific scenarios. Here's when to invest:

1. High-Margin Items

If your profit margin is $30+ per item, a $1.50 fee is negligible. Even a small increase in click-through rate justifies the cost.

Good candidates:

• Designer clothing and accessories ($100+ items)
• Electronics with healthy margins
• Collectibles and antiques
• Jewelry and watches

2. Competitive Categories

When dozens of similar listings compete for the same buyers, your subtitle can be the differentiator that earns the click.

Scenario: A buyer searches "vintage leather jacket mens" and sees 50 results. Most have similar titles and prices. Your subtitle says "100% Cowhide • Made in USA • Ships Today." That extra context could be what tips them toward your listing.

3. Trust-Dependent Purchases

For items where authenticity or condition matters, subtitles can address buyer hesitation.

Effective trust signals:

• "100% Authentic - Money Back Guarantee"
• "Certified Pre-Owned - Inspected"
• "Authorized Dealer - Full Warranty"
• "Original Packaging - Never Opened"

4. Items with Unique Selling Points

If your listing has something competitors don't, the subtitle is where to say it.

Examples:

• "Rare Color - Only 500 Made"
• "Signed by Artist - Certificate Included"
• "Complete Set - All 12 Pieces"

5. Slow-Moving Inventory

If a listing has been sitting for months with low views, a subtitle might provide the visibility boost it needs. The $1.50 experiment is cheaper than reducing your price by $20.

When to Skip the Subtitle

Not every listing benefits from a subtitle. Save your money in these situations:

1. Low-Margin Items

If you're making $5-10 per item, a $1.50 recurring fee significantly impacts profitability. For low-margin, high-volume sellers, subtitle fees can destroy your bottom line.

Skip subtitles for:

• Items under $20
• Commodity products with thin margins
• Bulk lots where individual profit is minimal

2. Unique Items with Little Competition

If you're selling something unique—a specific vintage item, one-of-a-kind art, or an unusual collectible—buyers searching for that exact item will click regardless. The subtitle adds cost without adding value.

3. Items Already Ranking Well

If your listing appears in the top 5 results for its main keywords, it's already getting visibility. A subtitle won't improve your position, and your click-through rate may already be strong.

4. Auction Listings

Auctions naturally attract attention through ending times and bidding activity. The subtitle's "convince them to click" value is lower when urgency is built into the format.

5. Price-Sensitive Buyers

In some categories, buyers sort by "Price + Shipping: lowest first" rather than Best Match. These buyers care about price, not your subtitle. The fee is wasted.

Good vs. Bad Subtitle Examples

Effective Subtitles

These subtitles add value by providing information or trust signals:

Ineffective Subtitles

These subtitles waste characters or repeat information:

The Formula for Strong Subtitles

Structure: [Trust Signal] + [Benefit/Differentiator] + [Action Driver]

Examples:

• "Authentic + Warranty" + "Free Shipping" + "Ships Today"
• "Brand New" + "Factory Sealed" + "30-Day Returns"
• "Certified Refurbished" + "90-Day Warranty" + "Fast Free Ship"

Subtitle Strategy by Category

Different categories benefit from different subtitle approaches:

Electronics

Focus on: Condition, warranty, authenticity, compatibility

• "Factory Refurbished • 90-Day Warranty • Free Ship"
• "Unlocked for All Carriers • Excellent Condition"
• "Includes Original Box & Accessories"

Clothing & Apparel

Focus on: Authenticity, condition, sizing, promotions

• "100% Authentic • New with Tags • Free Returns"
• "Designer Original • Certificate Included"
• "True to Size • Ships Same Day"

Collectibles & Antiques

Focus on: Rarity, provenance, condition grading

• "PSA 9 Mint • Authenticated • Free Shipping"
• "Estate Sale Find • 1920s Original"
• "Limited Edition #247 of 500"

Auto Parts

Focus on: Fitment, OEM status, warranty

• "OEM Quality • Fits 2018-2024 Models"
• "Direct Fit Replacement • 1-Year Warranty"
• "New in Box • Fast Free Shipping"

How to Add a Subtitle on eBay

Adding a subtitle is straightforward but requires the fee:

1. Create or edit your listing in Seller Hub
2. Scroll to the title section where you entered your 80-character title
3. Click "Add subtitle" below the title field
4. Enter your 55-character subtitle
5. Review the fee shown before saving
6. Save the listing — the subtitle fee is charged immediately

For bulk listings, you can add subtitles via File Exchange by including the "Subtitle" column in your upload file.

Subtitle Optimization Checklist

Before paying for a subtitle, run through this checklist:

Financial Check:

• Item sells for $50+ or has healthy margins
• Subtitle fee is less than 10% of expected profit
• You've calculated the cost if it takes months to sell

Strategic Check:

• Category has strong competition where differentiation matters
• Subtitle contains information NOT in your title
• Content builds trust or highlights a genuine advantage
• No spam language (L@@K, WOW, AMAZING, !!!)

Content Check:

• Under 55 characters (verify before saving)
• Addresses a real buyer concern or question
• Uses specific details, not vague claims
• Readable and professional

Frequently Asked Questions

How many characters can an eBay subtitle have?

eBay subtitles are limited to 55 characters, including spaces and punctuation. If you exceed this limit, eBay won't let you save the listing.

Do eBay subtitles help with search ranking?

No. eBay has confirmed that subtitle content is not indexed by the Cassini search algorithm. Subtitles can improve click-through rate by giving buyers more information, but they won't help your listing rank higher in search results.

How much does an eBay subtitle cost?

Subtitle fees depend on listing format and item price. Auction listings cost $1.50 (under $150) or $3.00 (over $150). Fixed price/GTC listings cost $2.00 (under $150) or $6.00 (over $150). For Good 'Til Cancelled listings, this fee recurs every 30 days when your listing renews.

Can I change my subtitle after listing?

Yes. You can edit your subtitle at any time by revising your listing. However, if you're adding a subtitle to an existing listing that didn't have one, you'll be charged the fee at that point.

Should I use subtitles on all my listings?

No. Subtitles make sense for high-margin items in competitive categories where click-through rate improvements justify the cost. For low-margin items or unique products with little competition, the fee often isn't worth it.

What happens if my subtitle is too long?

eBay displays an error and prevents you from saving the listing until you shorten the subtitle to 55 characters or fewer.

Title vs. Subtitle: Where to Put Keywords

Understanding the difference between title and subtitle is crucial for optimization:

Rule: Put keywords in your title. Put conversion drivers in your subtitle.

For title optimization strategies, see our eBay title optimization guide.

Making the Subtitle Decision

The subtitle question comes down to simple math and strategy:

1. Calculate your margin. If a $1.50 recurring fee significantly impacts your profit, skip it.
2. Assess competition. If you're one of many similar listings, a good subtitle helps differentiate.
3. Consider the buyer. Does your product require trust-building (authenticity, condition)? A subtitle helps.
4. Test before committing. Try subtitles on a few listings and track whether click-through rate improves.

Most sellers find subtitles worth the fee for 10-20% of their inventory—high-margin items in competitive categories where that extra line of text genuinely influences buyer decisions.

For everything else, keep the $1.50 and invest in better photos or more competitive pricing instead.

Related Guides

• eBay Title Optimization: 80-Character Guide — Maximize your free 80 characters
• eBay Cassini Algorithm Explained — How eBay actually ranks listings
• eBay Character Limits Reference — Every field limit in one place
• eBay Fee Calculator — Know your costs before listing

Sources

• eBay: "Optional listing upgrades" — https://www.ebay.com/help/selling/listings/optional-listing-upgrades?id=4140
• eBay: "Listing tips to improve search results" — https://www.ebay.com/sellercenter/listing/listing-tips
• eBay: "Fees for optional listing upgrades" — https://www.ebay.com/help/selling/fees-credits-invoices/selling-fees?id=4822