eBay Listing SEO (Cassini): How eBay Search Ranking Works

eBay's search engine, often called Cassini, decides which listings appear when a buyer searches and in what order. eBay does not publish the full formula, but its own seller guidance and years of seller experience make the main factors clear. They fall into four groups: relevance, buyer behaviour, the offer itself, and the seller.

1. Relevance: does the listing match the search?

Before anything else, eBay needs to understand what you are selling.

Title. eBay titles have an 80-character limit. Use it for the words buyers search for:

Start with the most important words: brand, product type, model.
Add key details: size, colour, material, part number, compatibility.
Leave out filler words and symbols ("L@@K", "WOW", "great deal"). They waste characters and do not help.
Write naturally. Repeating the same word several times does not improve ranking.

A useful pattern is: Brand + Product type + Model or part number + Key feature + Size or colour + Condition (where relevant).

Category. Choose the most specific correct category. A listing in the wrong category may not show when buyers browse or filter.

Item specifics. These are the structured details (brand, size, colour, material, MPN, compatibility). They matter a lot because:

buyers use them as filters on the left of search results, and a listing without that specific is hidden when a filter is applied
eBay uses them to match listings to searches and to its product catalogue

Fill in every specific that applies, including recommended ones, not only the required ones.

Product identifiers. Where your product has a GTIN (UPC, EAN or ISBN) or MPN, add it. It helps eBay match your listing to the right product.

2. Buyer behaviour: do people engage and buy?

eBay wants to show listings that buyers are likely to purchase. Signals include clicks, watchers, add-to-baskets and, most of all, sales. A listing that converts the views it gets will tend to be shown more.

That is why the listing itself matters after the click:

Photos: clear, well-lit, showing the actual item from several angles. eBay allows many photos per listing; use them. For used items, show any flaws.
Description: easy to read on a phone, with the details buyers ask about. eBay does not allow active content such as scripts, and external links are restricted.
Variations: one multi-variation listing for sizes and colours collects sales history in one place rather than spreading it across many listings.

Long-running listings with steady sales build history. Ending and relisting items frequently resets that history, so use "Good 'Til Cancelled" listings and edit them rather than relisting.

3. The offer: price, postage and returns

Price: buyers compare prices, and so does eBay's ranking. You do not have to be the cheapest, but you need to be competitive for your condition and service.
Postage: competitive or free postage, and fast handling times, improve your appeal and can affect where you appear when buyers sort by delivery.
Returns: a clear returns policy builds trust. eBay favours listings with returns accepted in many categories.
Best Offer: lets you negotiate without lowering the public price.

4. The seller: performance and trust

eBay grades sellers on transaction defect rate, late shipment rate and cases closed without seller resolution. Below Standard sellers can see lower visibility and higher fees. Top Rated sellers with qualifying listings get a badge and other benefits.

To stay in good standing:

dispatch within your handling time and upload valid tracking
answer messages within a day
resolve problems before the buyer opens a case

See how to avoid eBay limits and restrictions for more.

5. Promoted Listings

Promoted Listings are paid ads, so they are separate from organic ranking, but they bring extra visibility and sales. Those sales can also help your listing's history. Use them selectively on items with enough margin. Our post on what an eBay agency does explains the campaign types.

Listing checklist

Before publishing, check:

Correct, most specific category
Title uses the main search words in a natural order, within 80 characters
All item specifics filled in, including recommended ones
GTIN or MPN added where it exists
Several clear photos on a clean background, plus close-ups
Accurate condition and description, readable on mobile
Competitive price and postage
Handling time you can always meet
Returns policy set
Variations combined into one listing where appropriate

How to find the right keywords

Type your product into eBay's search bar and note the suggestions.
Look at the titles and item specifics of sold listings for similar items (use the "Sold items" filter).
Use eBay's Terapeak product research in Seller Hub to see what sells and at what price.

Frequently asked questions

Does eBay use the description for search?

eBay's main relevance signals are the title, category and item specifics. The description matters for buyers and conversion, so write it for people.

Should I relist items that are not selling?

Usually it is better to improve the existing listing (photos, price, item specifics) than to end and relist, which loses its history.

Can Markify optimise our eBay listings?

Yes. Listing optimisation is part of our eBay account management service.

Work with Markify Ecommerce

Markify Ecommerce (listed on Google Maps as Markify Ecommerce - Unicored Technologies) is an ecommerce marketplace management agency in Bahria Orchard, Lahore. We manage Amazon, eBay, Walmart, Shopify, Etsy and TikTok Shop accounts, and we set up US LLCs and UK Ltd companies for Pakistani sellers.

Office: Central Block, Bahria Orchard, Raiwind Road, Lahore 55150, Punjab, Pakistan
Phone & WhatsApp: +92 321 3131641
Free account audit: Send us your store or account details and we will reply with the first fixes we would make.