eBay listing optimisation

Diagnose before changing

Titles

eBay UK's best-practice guidance says you have 80 characters and should use as many as you can, including the brand, model or type, colour, style and even the model number, and avoiding special characters or irrelevant words. Write titles in the words buyers search with, put the most important identifying words first and leave out filler such as 'look' or 'wow'. Title optimisation is covered in more depth on its own page.

Item specifics and identifiers

eBay UK says you'll be prompted to add required information such as size, colour, brand and style, but advises not to stop there, and to add product identifiers to help items show up in more search results. Buyers use specifics to filter, so a missing size or brand can keep a listing out of a filtered search. Fill specifics accurately from the item, not from what you hope buyers will search for.

Photos against eBay UK's guidance

Example: a listing with views but no sales

Condition and description

eBay UK suggests descriptions include brand name, style, model numbers and any unique qualities, and that more photos highlighting all angles and imperfections help buyers feel confident. For used items, describe every flaw and say what was tested. A description that answers the questions buyers keep asking can turn views into sales without any other change.

Price and postage

Buyers compare the total cost, not just the item price. Check recently sold comparable items in similar condition, and check that postage is reasonable for the item's size and weight. A well-written listing at a price well above comparable sold items may still not sell.

Measuring results

Change one or two things at a time on a listing and compare views, sales and questions over a few weeks, allowing for season. eBay UK says Seller Hub shows sales and buyer traffic, which gives a basis for comparison. Keep a note of what changed and when.

Listings versus Shop structure

This page covers individual listings. Shop categories, business policies and stock handling are part of store operations.

Catalogue matches

eBay UK says you can enter a UPC, ISBN, part number or product name to use details and stock photos from its catalogue, but that any selection must be an exact match and you don't have to use it if there isn't one. It also says catalogue or stock photos can't be used for items listed as used. A wrong catalogue match brings wrong details into the listing, so check matches carefully during optimisation.