While there may be no hard evidence or actual cases that prove the shopping engines don’t like excessive capitalization, we do know it definitely degrades the shoppers experience to a degree. Google Merchant Center’s Program Policies state “Use Standard Spelling and Grammar. Avoid any repeated and unnecessary use of punctuation, capitalization or symbols.” We’ve seen merchants delivering product feeds to the shopping engines that have products in all capital letters.

Observe- The result from Amazon is listing a remote control Ferrari and the whole title is in caps. This is not a good idea. First, your listing stands out like a sore thumb in the results page.  I know that the words red and Ferarri may elicit extreme excitement and enthusiasm, but there is no need for all the characters to be capitalized.

There are exceptions where capitalization makes sense, like when dealing with model numbers, brands w/ all caps names, and other abbreviations or shorthand.  In this case, a search for “Kingston 1gb ddr2 ram” returns the following snippet of results. You can see that it makes sense to include capitalization on the GB, DDR2, RAM, and also the model numbers.  Pay attention that RitzCamera fails to capitalize their model number ktm28652g in the product title. When viewing all the results for this product search, you’ll see that the other merchants (like Geeks.com) use full capitalization for their model number.

In short, DON’T USE ALL  CAPS, and don’t use all lowercase either. Be sure to use proper spelling too!
A quick tip- In Microsoft Office Excel, you can use the formula “proper” to correct any text that needs fixing.