Brand Name is the brand shown above the product title on a Macy's product page and the value shoppers filter by in category and search results. Macy's requires it on every listing. It is set once per style group, so every color and size of a style carries the same brand.
The field is plain text with a ceiling of 254 characters, and a brand name is far shorter than that. The work is in consistency: Macy's groups your products under the brand string you send, so a name that drifts between "Northline", "Northline Apparel" and "NORTHLINE" splits one brand into three.
Rules
| Rule | Requirement |
|---|---|
| Required | Yes, on every listing |
| Level | Style group; shared by all colors and sizes |
| Length | Up to 254 characters |
| Content | The brand name only, in its own capitalization |
| Not allowed | HTML, emojis, special characters, promotional text |
Write the name as the brand itself writes it, so "adidas" stays lowercase and "Levi's" keeps its apostrophe. Do not append a product line, a season or a descriptor unless the sub-brand is what Macy's should show, and if it is, use the same sub-brand string on every one of its products.
Examples
| Value | Verdict | Reason |
|---|---|---|
| "Northline" | Good | The brand as it appears on the label |
| "Northline Kids" | Good, if consistent | A sub-brand is fine when every kids product uses the same string |
| "NORTHLINE" | Weak | All caps changes how the brand displays and splits it from "Northline" |
| "Northline - Free shipping" | Weak | Promotional text is not part of the brand |
| "Northline Women's Cotton Tee" | Weak | Product words belong in the title |
| "By Northline" | Weak | Filler in front of the name |
Common mistakes
- Sending your store name when you resell another brand. The field is the product's brand, which Macy's shows to the shopper.
- Letting the value vary across products because the source data was typed by hand. One spelling, one capitalization, everywhere.
- Adding a trademark symbol or other special character; the field is plain text.
- Leaving it blank on a configurable product because each variant lists the brand. It is a style-level value.
How Osello fills this field
Osello treats Brand Name as a required, parent-level text field set once per style group. It fills the value from the source product's brand data (for a Shopify catalog, the product's vendor), keeps the source capitalization and strips any markup. When the source has no brand, the field is left blank for you to fill rather than guessed, and the listing stays incomplete until it has one. See required fields and listing readiness and what gets filled in automatically, or the Macy's field directory for the other required fields.
Frequently asked questions
Is Brand Name required on Macy's?
Yes. Every listing needs one, and Osello will not mark a listing ready for submission without it.
Should I use my store name or the product's brand?
The product's brand, the one on the label. If you make the product under your own brand, that is your brand name; if you resell other brands, each product carries its own.
Can I include the product line in the brand name?
Only when the sub-brand is what Macy's should display and filter by, and only if every product in that line uses exactly the same string. Otherwise keep the parent brand and put the line name in the title.
Does the brand change per color or size?
No. It is set on the style group and shared by every variant.