1. The eBay title — 80 characters, every one counts
eBay gives you exactly 80 characters for your product title. This title is the single biggest factor in Cassini (eBay's search algorithm) deciding whether to show your listing.
The formula that works: [Product Name] [Brand] [Model/Size/Colour] [Key Attribute] [Condition if used]
Example: Sony WH-1000XM4 Wireless Noise Cancelling Headphones Black Excellent Condition
What to include: • Exact product name buyers search for • Brand name — always, it's a major search term • Model number if applicable • Key attributes (colour, size, compatibility) • Condition for used/refurbished items
What to avoid: • Filler words: "Amazing", "L@@K", "WOW", "!!!", "Bargain" • Punctuation other than hyphens • Repeating the same word twice • Your username or store name
2. Item Specifics — the hidden ranking factor
Item Specifics are the structured fields eBay asks you to fill in (Brand, Type, Colour, Size, MPN, etc.). Most sellers ignore them or fill them in lazily. That's a mistake.
eBay's Cassini algorithm heavily weights Item Specifics for search relevance. A listing with complete Item Specifics consistently outranks one with a better title but incomplete specifics.
Always fill in: • Brand (even "Does Not Apply" for generic items is better than blank) • MPN (Manufacturer Part Number) — critical for electronics and parts • Colour, Size, Material • Compatible With / Fits — especially for accessories, parts, cases • Condition description — eBay's official condition plus your added notes
For used items, honest condition specifics directly reduce disputes and negative feedback. Transparent beats optimistic every time.
3. Writing the description that converts
eBay descriptions have less SEO impact than titles and item specifics — Cassini doesn't index description text heavily. But the description is where buyers make their final purchase decision.
Structure that works: 1. Opening — what it is, condition, main benefit 2. Product details — bullet list of key specs and features 3. Condition notes — honest, specific wear description for used items 4. Postage and returns — your actual policies, no invented claims 5. Closing line — builds trust and encourages questions
For used items especially: describe any flaws before the buyer asks. Sellers who disclose minor issues upfront consistently get better feedback scores and fewer returns than sellers who hide them.
4. Condition: the most important trust signal
eBay buyers are acutely attuned to condition. A listing that oversells condition and gets a "not as described" return is one of the fastest ways to damage your seller rating.
eBay's condition options: • New — genuinely unused, in original packaging • New other — new but without original packaging, or opened-unused • Refurbished — professionally restored, usually with warranty • Used Excellent — very minor signs of use, no functional issues • Used Good — some wear visible, fully functional • Used Acceptable — significant wear or minor issues, works correctly
Always add a condition note beyond eBay's dropdown. "Screen has no scratches. Case has a small dent on the bottom corner. Fully tested and working." This specificity builds trust and reduces post-sale disputes.
5. Postage, returns, and pricing strategy
These three factors affect both your Cassini ranking and conversion rate:
Postage: Listings with free postage rank higher in Cassini and convert better. If you can't offer free postage, at least offer tracked shipping — buyers are wary of untracked parcels for any item over £10.
Returns: 30-day returns are the eBay standard most buyers expect. Sellers with 30-day returns rank higher and convert better. If you're confident in what you're selling, it's almost always worth offering.
Pricing: eBay's Best Offer feature is worth enabling on most listings — it increases engagement and converts browsers who wouldn't buy at full price. Set a minimum auto-decline threshold to avoid time-wasting low offers.