eBay title tips and item specifics for UK sellers

When buyers search on eBay, your title and item specifics help decide whether your listing appears. Use up to 80 characters for the words buyers type, starting with the brand and model. Then fill in every item specific that applies, using eBay's suggested values.

Use the 80-character title limit

An eBay title can be up to 80 characters long. eBay's Seller Centre advises using all 80 characters and focusing on relevant keywords.

Every word should help a buyer find or choose your item. If you have space left, add useful details such as size, colour, capacity or what is included.

Put the brand, model and key details first

Start with the words that identify the item. That is usually the brand, then the model, then the most important detail.

Long titles may be cut short on small screens, so put the most important words at the start.

Here are two example titles. They are examples written for this guide, not real listings:

Canon EOS 600D 18MP Digital SLR Camera Body Only Black with Battery and Charger
LEGO Star Wars 75192 Millennium Falcon UCS Complete with Instructions

Compare these with a title such as "WOW L@@K Great Camera *** Bargain". It uses space on words that do not describe the item, and it leaves out the brand and model.

Use the words buyers actually type

eBay advises including the keywords that buyers are likely to search for in your title and description. Describe the item the way a buyer would search for it.

Start typing the item's name in the eBay search box and look at the suggestions that appear.
Look at the titles of sold listings for the same item.
Include the model number or set number if the item has one.
Check your spelling. eBay's Best Match advice asks for a clear title with correct spelling.

Details that do not fit in the title can go in the item specifics and the description.

Leave out filler, symbols and unrelated keywords

Words such as "L@@K", "WOW" and "bargain", and symbols such as "***", take up space without describing the item. Leave them out.

Do not fill the title with extra keywords. eBay's search manipulation policy says using keywords that are not directly related to the item is not allowed.

The policy also does not allow listings that make comparisons with other products. For example, do not add another brand's name to your title to say your item is similar.

Use each important word once. Repeating a word takes up space without telling the buyer anything new.

Put the condition in the condition field

eBay has a separate field for the item's condition. The options depend on the category, and buyers can filter search results by condition.

This means you do not need to use title space on a word like "used". Choose the correct condition, then describe any marks or faults in the listing and show them in close-up photos.

A word such as "sealed" or "boxed" can still be worth a place in the title if buyers search for it.

Fill in every item specific that applies

Item specifics are details in their own fields, such as brand, model, size, colour, type and style. eBay says the more of this information you give, the better it can match your item to what a buyer is looking for.

Buyers also use item specifics in the filters on the left of the search results. If a buyer filters by brand or size and your listing does not have that item specific, your listing may not appear in their results.

For example, for the camera title above, you would fill in the brand, model, type and colour. You would also fill in any other fields that eBay shows for that category and that apply to your camera.

Required item specifics. You must fill these in. eBay says new or revised listings without them will be blocked.
Recommended item specifics. eBay strongly recommends filling in as many as you can.
Suggested values. Choose from eBay's list where you can, rather than typing your own. For example, pick "Black" from the list instead of typing "jet black".
True details only. Leave a field empty rather than guess. If you are not sure, check the label, the model number or the maker's website.

If eBay offers a catalogue product that exactly matches your item, use it. eBay's Best Match advice says to use product details from the eBay catalogue wherever you can.

Choose the right category

Pick the category that is most relevant to your item. eBay suggests categories when you start a listing, and its Seller Centre advises using them.

The category decides which condition options you can choose. It also affects which item specifics eBay asks you to fill in, so check the category before you fill in the rest of the listing.

Add clear photos

eBay lets you add up to 24 photos to a listing, and you must add at least one. eBay's Best Match looks at the quality of your listing, including photos.

Make the main photo show the whole item, face-on.
Take photos from several angles.
Show any flaws, scratches or marks in clear close-ups.
Avoid glare from a flash or overhead lights. A white background generally works best, but a darker one can suit shiny items.
Use photos of at least 500 x 500 pixels. eBay recommends about 1600 x 1600.
Do not add logos, badges or watermarks. If your item is used, you cannot use a stock photo.

What eBay's Best Match search looks at

Best Match is the default order of eBay's search results. To get more views on eBay UK, your listing needs to appear near the top of those results. eBay says Best Match considers:

how closely the listing matches the buyer's search terms
how popular the item is
the price of the item
the quality of the listing, such as the description and photos
how complete the listing is
your terms, such as your returns policy and dispatch time (the Best Match page calls this handling time)
your track record as a seller

eBay's tips for Best Match include a clear title, item specifics and good photos. eBay also says that competitive prices, reasonable postage and good customer service help your ranking.

eBay says that becoming a Top-rated Seller can also improve how visible your listings are in search results.

Free returns and fast dispatch

eBay's Seller Centre advises offering free or competitively priced postage, fast dispatch and a generous returns policy.

Buyers can filter search results to show only items with free postage, or only listings that offer free returns or accept returns. If you do not offer these, your listing will not appear when a buyer uses those filters.

Set a dispatch time you can always meet. eBay's Best Match advice also says to make sure items reach buyers on time, and to use tracking where possible.

Promoted listings

Promoted Listings are paid ads that can show your listing in more prominent places on eBay. With the general strategy, you pay a percentage of the sale only if the item sells within 30 days of a click on your ad. With the priority strategy, you pay for each click.

Quick checklist

The title uses up to 80 characters, with the brand and model first.
The title uses words buyers search for, spelled correctly.
There are no filler words, symbols, repeated words or unrelated brands.
The condition is set in the condition field, with any faults described and photographed.
Every item specific that applies is filled in, using eBay's suggested values.
The category is the most relevant one for the item.
There are several clear photos, with the whole item face-on in the main photo.
The price is competitive and the postage is reasonable.
The returns policy is clear, and the dispatch time is one you can meet.

Listing Magpie writes eBay UK listings from your photos, including the title, category, item specifics and condition, and gives each one a search score out of 100 based on what eBay says Best Match looks at. It is not open to everyone yet, but you can join the waiting list.

How to write eBay titles and item specifics that buyers find