Zalando article naming guidelines

A product name is more than just a label. It's a unique identifier that captures your brand's essence and helps customers find your articles. To help customers search better, use personalised names (e.g. “Cassandra”) or collection IDs (e.g. “AIR MAX 20”) rather than general descriptions.

You'll learn about:

• Core naming principles and character limits.

• How your product names appear on the Product Detail Page (PDP).

• Prohibited terms to avoid penalties.

• Guidelines for describing licensed characters.

• Keep it short: Your article name must be 101 characters or fewer.

• Keep it global: Product names appear in all markets without being translated. Use English or names that are easy to recognise globally.

• Be consistent: Use the same name for all colour variants of the same model.

• Stay compliant: You're responsible for ensuring your product data follows EU regulations, such as the Unfair Commercial Practices Directive (2005/29/EC), the Consumer Rights Directive (2011/83/EU), and relevant market-specific regulations.

Here’s how we build the naming that customers see:

To avoid penalties, please check the specific rules regarding consumer protection, EU regulations and local regulations in your operating markets. We’ll remove article names that include sustainability claims, inappropriate terms, or material information.

When describing licensed characters, start with the brand property (e.g. Disney) and include the character name.

• Disney The Little Mermaid

• Disney Mickey Mouse

• Star Wars Darth Vader

• Disney Frozen Elsa

• DC Comics Batman

If you have questions about article naming, please contact our Partner Care team via our support form. 

• Topic: Article onboarding

• Request type: Content updates