Quick Takeaway
A good marketplace listing puts the brand and what the product is first, adds the facts that change a buying decision (material, size, color, model), and follows each marketplace’s own rules: about 80 characters for eBay titles, short readable titles plus 13 tags on Etsy, and a strict title style, five bullet points and a pure white main image on Amazon. Never invent details you can’t prove.
Key takeaways
- Write a separate listing for each marketplace: the fields, limits and style differ.
- Titles lead with brand and product type, then the attributes buyers filter by.
- Item specifics (eBay), tags (Etsy) and bullet points (Amazon) carry as much weight as the title.
- Photos sell the click: Amazon’s main image needs a pure white background; used items need photos of the actual item.
- Invented facts, promotional words and hidden flaws cause returns and suppressed listings.
If you sell on more than one marketplace, it’s tempting to paste the same listing everywhere. It rarely works: each marketplace has its own title limit, its own fields and its own idea of a good listing.
This guide compares the three and shows how to write each part. Our free marketplace listing generator builds all three from one product, checks them against each marketplace’s rules and prepares your photos.
- Product listing
- A product listing is the page a marketplace shows for your item: its title, photos, price, attributes and description. Marketplaces use it to decide when to show your item, and buyers use it to decide whether to buy.
eBay vs Etsy vs Amazon Listings
| Aspect | eBay | Etsy | Amazon |
|---|---|---|---|
| Title | Up to 80 characters, keyword-rich | Up to 140, but short and readable is recommended | Strict style; about 75 characters for many non-media products |
| Extra search fields | Item specifics | 13 tags, up to 20 characters each | Backend search terms (under 250 bytes) |
| Key selling points | Description and item specifics | Description | Five bullet points and item highlights |
| Main photo | Clean background recommended | Styled photos welcome | Pure white background required |
| Who can sell | Anyone (new, used, collectible) | Makers, designers, vintage and supplies | New, renewed and some used; brand and GTIN usually required |
How to Write a Product Title
Step 1: Lead with brand and product type
“Hollow Oak Leather Crossbody Bag” tells the buyer and the search engine what it is in the first few words.
Step 2: Add the attributes buyers filter by
Material, size, color, model, compatibility, department. Pick the ones that change the buying decision.
Step 3: Fit the marketplace’s style
eBay rewards specific keywords; Etsy wants readable phrases; Amazon wants a clean, structured title with no promotional words.
Step 4: Cut everything that isn’t a fact
No “best”, “sale”, “free shipping”, ALL CAPS or repeated words.
Writing an eBay Listing
eBay buyers filter search results by item specifics (brand, size, color, material, model), so fill in every one you know and leave the rest blank rather than guessing. For anything not new, write an honest condition description: every scratch, missing part and sign of wear. Keep the description short and mobile-friendly, with headings and bullet points.
Writing an Etsy Listing
Etsy recommends titles that simply say what the item is. The rest of the search words go in your 13 tags, each up to 20 characters. Use them for different buyer intents: the product, its style, its material, who it’s for and the occasion. Don’t repeat the same phrase in several tags. See our Etsy tags guide for a full 13-tag example.
Be accurate about who made it
Etsy’s Creativity Standards allow items you made or designed, vintage items (20+ years old) and craft supplies. Mass-produced items listed as handmade can be removed, and production partners must be disclosed.
Writing an Amazon Listing
Amazon listings are structured. The title follows the category style guide and length limit; bullet points each carry one idea (material, main feature, use, size and compatibility, what’s included); the description adds detail; and backend search terms hold synonyms that aren’t already in the title. Amazon usually requires a brand and a UPC, EAN or GTIN unless you have an exemption. Never invent an identifier.
Product Photos That Follow the Rules
- Amazon main image: pure white background, the product filling about 85% of the frame, no text, logos or badges.
- eBay: no borders, added text or watermarks; used items need photos of the actual item.
- Etsy: the first photo becomes a 4:3 thumbnail; styled photos are fine if they show the item accurately.
- All marketplaces: at least 1,000–1,600px on the longest side so buyers can zoom.
- Never edit the product’s color, shape or condition, only the framing and light.
Our listing generator’s Image Studio resizes photos to each marketplace’s preset, removes backgrounds in your browser and checks each image before you download it. Step-by-step tips: how to remove the background from product photos.
Common Listing Mistakes
| Mistake | What happens |
|---|---|
| Guessing materials or sizes | “Not as described” returns and negative feedback |
| Keyword stuffing | Unreadable titles; can break marketplace title rules |
| Promotional words and prices in the title | Policy warnings or suppressed listings |
| Claims you can’t prove (organic, FDA approved) | Listing removal and possible legal risk |
| Hiding flaws on used items | Returns, disputes and lost seller standing |
| One listing copied everywhere | Titles too long for Amazon, too keyword-heavy for Etsy |
Pricing matters as much as the words: work out your real profit after marketplace fees, shipping and ads before you publish (see how to price products to sell online). The generator has a profit calculator for that, and our AI automation ROI calculator shows what automating your listing work could save. For stores listing at scale, we build e-commerce automations for product data and listings.
How long can an eBay title be?
80 characters. Put the brand, product and key attributes first.
How many tags can you use on Etsy?
13 tags, each up to 20 characters. Use all of them, for different buyer intents.
How long can an Amazon title be?
It depends on the category. Amazon’s current guidance limits many non-media product titles to about 75 characters; check your category style guide.
Can I use the same listing on eBay, Etsy and Amazon?
You can reuse the facts, but not the listing. Each marketplace has different fields, limits and style rules. Our marketplace listing generator builds a separate listing for each from one set of product details.
What background should product photos have?
Amazon requires pure white for the main image. eBay recommends a clean background. Etsy welcomes styled photos that show the item accurately.
Can a tool guarantee my listing ranks first?
No. Marketplace search algorithms are private. A complete, accurate, rule-following listing with good photos is what you can control.