Wayfair product names have a maximum limit of 150 characters and must use sentence case formatting. Unlike other marketplaces where sellers write full titles, Wayfair constructs product names automatically from supplier-provided data fields. With over 22 million active customers and 33.4% market share in the furniture category, optimizing your Wayfair listings is essential for home goods suppliers.

This guide covers Wayfair’s character limits, image requirements, and seller portal guidelines for 2026.

Wayfair Listing Requirements Quick Reference

How Wayfair Product Names Work

Automatic Title Construction

Wayfair operates differently from Amazon or eBay. Instead of writing a complete product title, suppliers provide structured data fields that Wayfair’s system combines into the final product name.

Data fields Wayfair uses to build titles:

• Product type/category
• Brand name
• Key attributes (material, color, size)
• Collection name (if applicable)
• Distinguishing features

Example of how Wayfair constructs a title:

Supplier provides:

• Product type: Sofa
• Brand: ModernHome
• Material: Velvet
• Color: Navy Blue
• Size: 84"

Wayfair generates: “ModernHome 84” Navy Blue Velvet Sofa"

Why This Matters for Sellers

Understanding Wayfair’s title construction system helps you:

• Provide accurate, keyword-rich data in each field
• Avoid redundant information across fields
• Ensure the generated title remains under 150 characters
• Include searchable terms buyers actually use

Sentence Case Requirement

Wayfair enforces sentence case for all product names. This differs from platforms like Amazon that allow title case.

Correct (sentence case): “Solid wood dining table with extension leaf”

Incorrect (title case): “Solid Wood Dining Table With Extension Leaf”

Incorrect (all caps): “SOLID WOOD DINING TABLE WITH EXTENSION LEAF”

Feature Bullet Requirements

Minimum Content Standards

Wayfair requires either:

• A minimum of 3 feature bullets, OR
• Marketing copy (product description)

Most successful listings include both. Feature bullets appear prominently on product pages and directly impact purchase decisions.

Writing Effective Feature Bullets

Best practices for Wayfair bullets:

• Lead with the benefit, then the feature
• Include specific measurements and materials
• Address common customer questions
• Keep each bullet scannable (aim for 100-150 characters)

Example bullets for a dining table:

• Seats 6 comfortably with 72" length; extends to 90" with included leaf for larger gatherings
• Solid acacia wood construction with protective lacquer finish resists scratches and stains
• Assembly required; detailed instructions and all hardware included; typically takes 30-45 minutes
• Pairs with ModernHome dining chairs (sold separately) for a coordinated look

What to Include in Feature Bullets

Essential information:

• Dimensions (height, width, depth, weight)
• Materials and finishes
• Assembly requirements
• Care instructions
• What’s included in the box
• Compatibility with other products

Avoid in feature bullets:

• Promotional language (“Best seller,” “Limited time”)
• Competitor comparisons
• Pricing information
• Shipping details (Wayfair handles this)

Image Specifications

Technical Requirements

Wayfair has strict image standards to maintain catalog quality across millions of products.

Minimum requirements:

• 1000×1000 pixels minimum resolution
• Square aspect ratio (1:1)
• White or transparent background
• JPEG, PNG, or TIFF format

Recommended specifications:

• 2000×2000 pixels for optimal zoom functionality
• sRGB color space
• 72 DPI for web display

Primary Image Guidelines

The primary (main) image is your most important visual asset. It appears in search results, category pages, and at the top of your product listing.

Primary image requirements:

• Product only (no props, lifestyle elements, or accessories not included)
• Centered in frame with minimal padding
• Product should fill 85-90% of the image area
• No text, logos, or watermarks
• No borders or artificial shadows

Secondary Images

Wayfair allows multiple secondary images to showcase your product from different angles and contexts.

Effective secondary image strategy:

• Image 2: Different angle (back, side, or top view)
• Image 3: Detail shot (texture, hardware, craftsmanship)
• Image 4: Lifestyle/room scene showing scale
• Image 5: Dimensions diagram or size comparison
• Image 6+: Color/variant options, packaging contents

Image Quality Issues to Avoid

Common rejection reasons:

• Blurry or pixelated images
• Incorrect aspect ratio
• Colored or patterned backgrounds
• Watermarks or promotional text
• Multiple products shown when selling single item
• Poor lighting or color accuracy

Category-Specific Guidelines

Furniture

Furniture is Wayfair’s largest category. Optimize accordingly.

Key attributes for furniture:

• Exact dimensions (overall and seated height for chairs)
• Weight capacity where applicable
• Material composition (e.g., “solid pine frame, MDF top”)
• Assembly level (fully assembled, partial, or full assembly required)
• Indoor/outdoor use specification

Bedding and Linens

Critical information:

• Thread count for sheets
• Fill material and weight for comforters
• Size compatibility (fits mattresses up to X inches deep)
• Care instructions (machine washable, dry clean only)
• Certifications (OEKO-TEX, organic)

Lighting

Required specifications:

• Bulb type and wattage
• Whether bulbs are included
• Hardwired vs. plug-in
• Dimmer compatibility
• UL/ETL certification

Rugs

Essential details:

• Exact dimensions (not rounded)
• Pile height
• Material composition
• Construction method (hand-knotted, machine-made)
• Backing type
• Indoor/outdoor rating

Optimizing for Wayfair Search

How Wayfair Search Works

Wayfair’s search algorithm considers:

• Product data field accuracy
• Category classification
• Customer search behavior
• Conversion rates and reviews
• Price competitiveness

Keyword Strategy

Since Wayfair constructs titles from your data fields, keyword optimization happens at the attribute level.

Where to place keywords:

• Product type field (primary search term)
• Material attributes
• Style descriptors
• Color names
• Collection/series names

Research keywords by:

• Browsing Wayfair’s category pages
• Using Wayfair’s search autocomplete
• Analyzing competitor listings
• Reviewing customer reviews for terminology

Common Search Optimization Mistakes

Avoid these errors:

• Keyword stuffing in description fields
• Inaccurate category selection
• Missing key attributes
• Inconsistent naming across variants

Wayfair Supplier Portal Best Practices

Account Setup

The Wayfair Supplier Portal (sell.wayfair.com) is your central hub for managing listings, inventory, and orders.

Initial setup checklist:

• Complete business verification
• Set up payment information
• Configure shipping settings
• Upload brand assets
• Review and accept supplier agreement

Listing Management

Efficient listing workflow:

1. Use Wayfair’s bulk upload templates
2. Prepare all images before starting
3. Complete all required fields first
4. Add optional fields for competitive advantage
5. Review generated titles before publishing

Inventory and Pricing

Maintain listing health:

• Update inventory levels daily
• Set competitive pricing (Wayfair monitors market rates)
• Configure accurate lead times
• Set up automated inventory feeds if possible

Common Wayfair Listing Mistakes

Incomplete Product Data

Problem: Missing attributes leave gaps in search visibility and customer information.

Solution: Complete every applicable field, even optional ones. More data helps Wayfair’s algorithm match your products to relevant searches.

Poor Image Quality

Problem: Low-resolution or improperly formatted images hurt conversion rates and may be rejected.

Solution: Invest in professional product photography. Images at 2000×2000px future-proof your listings for high-resolution displays.

Inaccurate Dimensions

Problem: Wrong measurements lead to returns, negative reviews, and increased costs.

Solution: Measure products yourself rather than relying on manufacturer specs. Include packaging dimensions for large items.

Ignoring Category Requirements

Problem: Each category has specific required fields. Missing these causes listing errors.

Solution: Review Wayfair’s category-specific guidelines in the supplier portal before uploading products.

Inconsistent Variant Data

Problem: Size, color, or material variants with mismatched descriptions confuse customers.

Solution: Use consistent naming conventions and ensure all variants share accurate parent product information.

Frequently Asked Questions

What is the character limit for Wayfair product titles?

Wayfair product names have a 150-character maximum. Unlike other marketplaces, Wayfair automatically constructs product names from your data fields rather than accepting a manually written title.

Does Wayfair require minimum feature bullets?

Yes, Wayfair requires either a minimum of 3 feature bullets or marketing copy for each product. Most successful listings include both to maximize conversion.

What image size does Wayfair require?

The minimum image size is 1000×1000 pixels, but Wayfair recommends 2000×2000 pixels for optimal zoom functionality and display quality.

Why does Wayfair use sentence case for product names?

Wayfair enforces sentence case to maintain a consistent, clean appearance across their catalog. This is a strict requirement—titles in all caps or title case will be reformatted.

How do I optimize my Wayfair listings for search?

Focus on accurate, complete data in all attribute fields. Include relevant keywords in product type, material, and style fields. Ensure correct category classification and maintain competitive pricing.

What’s Wayfair’s market share in furniture?

Wayfair holds approximately 33.4% of the US online furniture market and serves over 22 million active customers, making it a critical sales channel for home goods suppliers.

Key Takeaways

• Product names max at 150 characters and must use sentence case
• Wayfair constructs product names from your data fields automatically
• Minimum 3 feature bullets OR marketing copy required for each listing
• Images require 1000×1000px minimum; 2000×2000px recommended
• Wayfair serves 22M+ customers with 33.4% furniture market share
• Complete all data fields for better search visibility and conversions

Conclusion

Success on Wayfair starts with understanding how the platform differs from other marketplaces. Since Wayfair constructs product names from your structured data, optimizing individual attribute fields matters more than writing traditional titles. Meet the 150-character limit, use sentence case, provide at least 3 feature bullets, and upload high-quality images at 2000×2000px for best results. Complete, accurate product data drives both search visibility and customer confidence. Try our free letter counter → to verify your Wayfair product descriptions and feature bullets stay within optimal limits before uploading to the supplier portal.