How to Write Listings That Sell: Complete Guide 2026
The difference between a listing that sells in 24 hours and one that sits for months often comes down to words. Not more words—the right words. Learning how to write eBay listings that convert browsers into buyers is the single most impactful skill a reseller can develop. Your sourcing might be perfect and your pricing competitive, but if your listing descriptions don’t sell, your inventory becomes dead weight.
This guide covers everything you need to create listing descriptions that sell: title optimization within eBay’s 80-character limit, keyword research methods, proven description templates, and why item specifics are non-negotiable in 2026. Whether you’re writing your first listing or your ten-thousandth, these strategies will increase your sell-through rate and average sale price.
Why Listing Quality Matters More Than Ever
The Algorithm Reality
eBay’s search algorithm in 2026 weighs listing quality heavily. Titles stuffed with keywords but missing structure get buried. Descriptions without proper formatting signal low effort. Missing item specifics mean missing search results. The algorithm rewards complete, well-structured listings with better visibility.
Buyer Behavior Has Changed
Today’s buyers scan listings in seconds. They’ve been trained by Amazon’s clean layouts and consistent information architecture. A wall of text with no structure? Skip. Missing measurements? Skip. Generic photos with no context? Skip. Your listing competes not just with other eBay sellers but with buyer expectations shaped by professional e-commerce.
Competition Is Fierce
More sellers than ever are competing for attention. The reselling boom means your Nike Dunk listing competes with hundreds of others. Your vintage Pyrex faces dozens of similar offerings. Listing quality is how you differentiate when products are identical.
Title Optimization: Your 80 Characters That Matter Most
Understanding eBay’s 80-Character Limit
Your title is the most valuable real estate in your listing. eBay gives you exactly 80 characters—not 81, not 79. Every character must earn its place. Wasted space means missed keywords. Keyword stuffing means poor readability. The balance is critical.
Use our Listing Title Optimizer to craft titles that maximize both search visibility and buyer appeal.
The Title Formula That Works
Structure: Brand + Model + Key Attributes + Size/Variation + Condition Keywords
Example Breakdown:
Nike Air Force 1 Low White Leather Mens Size 10 NEW With Box Athletic Shoes
|___|________________|_______________|________|______________|_____________|
Brand Model Attributes Size Condition Category
This 78-character title hits every essential element while remaining readable.
Title Optimization Rules
DO Include:
- Brand name (always first for brand searches)
- Model name/number (exact matches matter)
- Color and material (top filter attributes)
- Size with format buyers search (Mens Size 10, not M10)
- Condition indicators (NEW, NWT, NWOT, Vintage, Excellent)
- Category keywords for broader searches
DON’T Include:
- Filler words (nice, great, beautiful, amazing)
- Punctuation that wastes characters (!!! …)
- All caps for entire title (looks spammy)
- Your store name (wastes valuable space)
- Words like “LOOK” or “L@@K” (screams amateur)
- Special characters (★ ♥ ●) that don’t render in all searches
Keyword Placement Strategy
Front-load your most important keywords. eBay’s algorithm and buyers both scan from left to right. Your brand and model should appear first. Secondary keywords follow.
Weak Title:
Beautiful Vintage Coach Bag Excellent Condition Brown Leather Purse Handbag
Optimized Title:
Coach Vintage Court Bag 9870 Brown Leather Crossbody Purse USA Made Excellent
The optimized version leads with searchable terms (Coach, Vintage, model number) and includes specifics buyers filter for (Brown, Leather, Crossbody, USA Made).
Category-Specific Title Templates
Electronics:
[Brand] [Model] [Storage/Size] [Color] [Condition] [Accessories Included]
Apple iPhone 13 Pro 256GB Sierra Blue Unlocked Excellent With Original Box
Clothing:
[Brand] [Item Type] [Style/Model] [Size] [Color] [Material] [Condition]
Patagonia Better Sweater Fleece Jacket Mens XL Navy Blue Full Zip NEW
Shoes:
[Brand] [Model] [Colorway] [Gender] Size [Number] [Condition] [Box Status]
Nike Dunk Low Panda Black White Mens Size 11 NEW With Box DS
Vintage/Collectibles:
[Era] [Brand] [Item] [Identifying Details] [Condition] [Size/Measurements]
Vintage 1970s Pyrex Butterfly Gold Casserole Dish Set 473 With Lid Excellent
Home Goods:
[Brand] [Product Type] [Model/Collection] [Size/Capacity] [Color] [Condition]
KitchenAid Artisan Stand Mixer KSM150PS 5-Quart Empire Red Excellent
Keyword Research for eBay Listings
Finding What Buyers Actually Search
Effective keyword research means discovering the exact terms buyers type into search. Your assumptions about what people search often differ from reality.
eBay’s Search Bar Autocomplete
The simplest research method: start typing in eBay’s search bar and watch the autocomplete suggestions. These represent actual high-volume searches.
Process:
- Type your product category (e.g., “vintage pyrex”)
- Note the autocomplete suggestions
- Add modifiers and note new suggestions
- Compile a list of proven search terms
eBay Terapeak Research
If you have an eBay Store, Terapeak provides search demand data. You can see:
- Search volume for specific terms
- Seasonal search trends
- Related searches buyers also try
- Conversion rates by keyword
Competitor Title Analysis
Study sold listings for items like yours:
- Search your product on eBay
- Filter to “Sold Items”
- Analyze titles of highest-priced sales
- Note common keywords and structures
Google Keyword Planner (Free with Ads Account)
Google’s keyword tool reveals search patterns that often mirror eBay:
- Enter your product terms
- Review related keywords and volume
- Note variations you hadn’t considered
Long-Tail Keywords Win
Specific searches convert better than broad ones. “Nike shoes” might get more searches, but “Nike Dunk Low Panda Mens Size 11” indicates a buyer ready to purchase.
Broad (High Competition, Low Conversion):
- vintage jacket
- designer purse
- gaming console
Long-Tail (Lower Competition, Higher Conversion):
- vintage carhartt detroit jacket xl brown
- coach court bag 9870 brown leather
- nintendo switch oled white excellent with games
Writing Descriptions That Sell
The Psychology of Listing Descriptions
Buyers reading your description have already shown interest through your title and photos. The description’s job is to eliminate objections and build confidence. Every sentence should move them toward “Buy It Now.”
The Proven Description Structure
1. Opening Hook (2-3 sentences) Confirm what the item is and why it’s desirable. Address the buyer’s primary motivation.
2. Detailed Specifications (bullet points) Every measurable fact about the item. Dimensions, materials, model numbers, compatibility.
3. Condition Details (paragraph or bullets) Honest assessment of wear, defects, and functionality. Specific is better than vague.
4. What’s Included (bullet list) Every item in the package. Accessories, original packaging, documentation.
5. Shipping and Handling (1-2 sentences) Set expectations for packaging quality and timeline.
6. Call to Action (1 sentence) Prompt the purchase decision.
Description Template: Electronics
**[Brand Model] - [Key Feature/Condition Summary]**
This [Brand Model] is in [condition] condition and fully tested. [One sentence about functionality or standout feature].
**Specifications:**
• Model: [exact model number]
• Storage/Memory: [specs]
• Color: [color]
• Carrier/Compatibility: [if applicable]
• Battery Health: [percentage or status]
• Screen Condition: [specific assessment]
**Condition Details:**
[Honest paragraph describing any wear. Be specific: "Light scratches on back visible in certain lighting" not "some wear."]
**What's Included:**
• [Item itself]
• [Charger/cables]
• [Original box - if applicable]
• [Accessories]
Ships within 1 business day in protective packaging. Message with any questions before purchasing.
Description Template: Clothing/Apparel
**[Brand Item Type] - [Style Name/Notable Feature]**
Authentic [Brand] [item] in [condition]. [One sentence about style, fit, or notable features].
**Details:**
• Brand: [brand]
• Size: [tagged size]
• Color: [color]
• Material: [from tag or description]
• Style/Model: [if known]
• Made in: [country - important for some brands]
**Measurements (laid flat):**
• Pit to Pit: [X]"
• Length: [X]"
• Sleeve: [X]"
• Shoulder to Shoulder: [X]"
**Condition:**
[Specific description of condition. Note any wear, stains, repairs, or modifications. Include location of any flaws.]
**What's Included:**
• [Garment]
• [Tags - if present]
• [Original packaging - if applicable]
Ships folded within 1 business day. Combined shipping available on multiple items.
Description Template: Shoes/Footwear
**[Brand Model Colorway] - [Size and Condition Summary]**
[Brand] [Model] in [Colorway] colorway. Size [X] [Mens/Womens/GS]. [Condition statement].
**Details:**
• Brand: [brand]
• Model: [model name]
• Colorway: [official colorway name]
• Style Code: [SKU/style code]
• Size: [size with gender]
• Width: [if applicable]
• Release Date: [if relevant]
**Condition Assessment:**
• Upper: [condition description]
• Midsole: [condition - yellowing, creasing]
• Outsole: [wear percentage estimate]
• Insole: [condition]
• Overall: [X/10 rating if you use scales]
[Paragraph noting any specific wear, flaws, or noteworthy features]
**What's Included:**
• Shoes (left and right)
• [Original box - with or without lid]
• [Extra laces - if present]
• [Hang tags - if present]
Authenticated by [if applicable]. Ships double-boxed within 1 business day.
Description Template: Vintage/Collectibles
**[Era] [Brand] [Item Type] - [Identifying Pattern/Feature]**
Vintage [Brand] [item] from approximately [decade/era]. [One sentence about significance, pattern name, or collectibility].
**Details:**
• Brand/Maker: [brand with any maker's marks]
• Pattern/Design: [official name if known]
• Era: [approximate date range]
• Material: [glass, ceramic, metal, etc.]
• Color(s): [colors present]
**Measurements:**
• Height: [X]"
• Width/Diameter: [X]"
• Depth: [X]"
• Weight: [if notable]
• Capacity: [if applicable]
**Condition (Vintage Standards):**
[Detailed condition noting any chips, cracks, crazing, fading, repairs, or wear consistent with age. Vintage items have wear—describe it honestly.]
**Markings:**
[Description of any stamps, labels, or identifying marks. Note location and condition of marks.]
**What's Included:**
• [Item(s)]
• [Lid/accessories if present]
Carefully packed in bubble wrap and boxed for safe shipping. From a smoke-free home.
Item Specifics: The Non-Negotiable Element
Why Item Specifics Are Critical in 2026
Item specifics aren’t optional—they’re how eBay’s search engine categorizes and surfaces your listing. Missing item specifics means missing from filtered searches. In 2026, over 70% of eBay searches use at least one filter. If you haven’t filled in “Brand” as an item specific, your Nike shoes won’t appear when someone filters for Nike.
Required vs. Recommended Item Specifics
Required: eBay mandates certain specifics by category. You cannot list without them. Fill these completely and accurately.
Recommended: eBay suggests additional specifics. Fill every single one that applies. Each completed field is another search filter where your listing can appear.
Item Specifics Best Practices
Use eBay’s Suggested Values When Possible When eBay provides dropdown options, use them. Custom values might not match how buyers filter. “Blue” matches filters; “Ocean Blue” might not.
Be Precise with Sizes “Medium” is less searchable than “M” in some categories. Check how filters display sizes in your category and match that format.
Don’t Leave Blanks If a field applies to your item, fill it. If it truly doesn’t apply, select “Not Applicable” or “Does Not Apply” rather than leaving blank.
Update Specifics Regularly eBay adds new item specifics fields over time. Revisit older listings to add newly available fields.
Category-Specific Item Specifics That Matter
Clothing:
- Size Type (Regular, Petite, Plus)
- Size
- Brand
- Color
- Material
- Pattern
- Season
- Style
- Neckline/Sleeve Length
Electronics:
- Brand
- Model
- Storage Capacity
- Color
- Connectivity
- Operating System
- Screen Size
Shoes:
- Brand
- US Shoe Size
- Width
- Color
- Upper Material
- Style
- Performance/Activity
Advanced Listing Optimization
Mobile-First Formatting
Over 60% of eBay browsing happens on mobile. Your description must be readable on a phone screen.
Mobile Optimization Rules:
- Short paragraphs (2-3 sentences max)
- Bullet points for specifications
- Bold headers to break up sections
- No full-width tables (break on mobile)
- Test how your listing appears on phone
Strategic Keyword Placement in Descriptions
While descriptions aren’t weighted as heavily as titles for search, keywords still matter. Naturally incorporate relevant keywords:
- In your opening sentence
- In specifications and details
- In condition descriptions
- Avoid repetitive keyword stuffing
The Psychology of Pricing in Descriptions
Never apologize for your price or explain why you’re charging what you charge. Confident listings project value. If you need to justify, do it by emphasizing quality, authenticity, or included extras.
Weak: “Priced to sell! Way below what I paid!”
Strong: “Ships with original box, dust bag, and authentication card.”
Building Trust Through Transparency
Honest descriptions build seller reputation and reduce returns:
- Photograph every flaw you describe
- Describe flaws in their location on the item
- Include measurements even when they seem obvious
- Note if you’re the original owner
- Mention how the item was stored
Common Listing Mistakes to Avoid
Mistake 1: Vague Condition Descriptions
Wrong: “Good condition with some wear” Right: “Light scuffing on toe box, minor heel drag on right shoe, insole shows wear pattern consistent with regular use”
Mistake 2: Missing or Estimated Measurements
Wrong: “Fits like a medium” Right: “Tagged Medium. Pit to pit: 21”, Length: 28", Sleeve: 25""
Mistake 3: Title Keyword Stuffing
Wrong: “NIKE SHOES SNEAKERS BASKETBALL ATHLETIC SPORTS MENS SHOES SIZE 10 BLACK” Right: “Nike Air Max 270 Black Anthracite Mens Size 10 Running Shoes Excellent”
Mistake 4: Wall-of-Text Descriptions
Wrong: One long paragraph covering everything Right: Sections with headers, bullet points, and white space
Mistake 5: Ignoring Item Specifics
Leaving item specifics blank or incomplete removes your listing from filtered searches. Fill every applicable field.
Mistake 6: Copy-Pasting Product Descriptions
Manufacturer descriptions are generic and duplicate content. Write original descriptions tailored to your specific item’s condition and features.
Mistake 7: Overpromising Condition
Describing items as better than they are leads to returns, negative feedback, and damaged seller metrics. When in doubt, grade conservatively.
Templates You Can Copy and Customize
Quick List Template (For Fast-Moving Items)
[Brand] [Item] in [condition] condition.
• Size: [X]
• Color: [X]
• Measurements: [if applicable]
[One sentence on condition specifics]
Ships within 1 business day. Message with questions.
Premium Item Template (For Higher-Value Sales)
**Authentic [Brand] [Model] - [Condition Grade]**
[2-3 sentence description of item, its significance or desirability, and overall condition summary]
---
**SPECIFICATIONS**
• Brand: [X]
• Model: [X]
• Size/Dimensions: [X]
• Color: [X]
• Material: [X]
• [Additional specs as relevant]
---
**CONDITION ASSESSMENT**
[Detailed paragraph describing condition. Include specific locations of any wear, their severity, and any impact on functionality or appearance. Note what has been tested or verified.]
---
**WHAT'S INCLUDED**
• [Primary item]
• [Accessories]
• [Box/packaging]
• [Documentation]
---
**SHIPPING & HANDLING**
Ships within 1 business day via [carrier]. [Special packaging notes if relevant - double boxed, signature required, etc.]
Questions? Message anytime. Check my other listings for similar items.
Measuring Listing Performance
Key Metrics to Track
- Impressions: How often your listing appears in search
- Click-through rate: Percentage of impressions that become views
- Conversion rate: Percentage of views that become sales
- Average selling price: What your items actually sell for
- Days to sell: Time from listing to sale
Optimizing Underperforming Listings
If a listing isn’t selling:
- Check impressions - Low impressions mean search visibility issues (title, item specifics)
- Check click-through - Low clicks mean title or main photo issues
- Check conversion - Views but no sales mean pricing, description, or photo issues
A/B Testing Your Listings
Test different approaches:
- Vary title structures between similar items
- Try different description formats
- Test pricing strategies (auction vs fixed, round numbers vs odd pricing)
- Compare photo styles
Track what sells faster and at higher prices, then apply lessons to future listings.
FAQ
How long should my eBay listing description be?
Long enough to answer every question a buyer might have, short enough to scan quickly. For most items, 150-300 words is ideal. Premium or complex items warrant more detail. Commodity items can be shorter.
Should I use HTML formatting in descriptions?
Basic HTML (bold, bullets, headers) improves readability. Avoid complex tables, colored backgrounds, or custom fonts—they display inconsistently and look outdated.
How often should I revise underperforming listings?
Give listings at least 2 weeks before revising. When you do revise, change one element at a time (title, price, photos) so you can identify what works.
Do keywords in descriptions help search ranking?
Yes, but less than titles and item specifics. Include relevant keywords naturally in your description, but prioritize writing for buyers over algorithms.
Should I include my return policy in the description?
Your return policy displays automatically on the listing. You don’t need to repeat it in the description unless you want to emphasize generous terms.
How do I handle items with flaws?
Photograph and describe every flaw specifically. “Light scratch on back, 1 inch, visible in photo 4” is better than “minor cosmetic wear.” Honest descriptions reduce returns and build trust.
Bottom Line
Learning how to write eBay listings that convert requires attention to every element: titles optimized for search and readability, descriptions structured for scanning and confidence-building, and item specifics filled completely for maximum visibility. The templates and strategies in this guide work because they’re built on buyer psychology and platform mechanics.
Start with your titles—use our Listing Title Optimizer to craft 80-character titles that maximize every word. Then apply the description templates to your categories, customizing for each item’s specific details. Fill every item specific without exception.
The resellers who write listing descriptions that sell aren’t necessarily better writers—they’re more systematic. They use proven structures, include the details buyers need, and optimize for how people actually search and shop. Apply these principles consistently, and you’ll see higher sell-through rates, better prices, and fewer returns.
Your inventory deserves listings that do it justice. Take the time to write them well.