eBay has over 130 million active buyers. But most of them never see your listing — because most eBay listings are written without any understanding of how eBay search actually works.
eBay uses its own search engine called Cassini. Cassini does not work like Google. It ranks listings based on relevance, seller performance, price competitiveness, and buyer experience signals — not domain authority or backlinks.
This guide covers exactly what Cassini looks for, how to structure an eBay description that ranks and converts, and the mistakes that are quietly killing your visibility right now.
How eBay Cassini Search Works
Cassini is eBay's internal search algorithm, introduced to shift focus from raw listing volume to buyer experience. It ranks listings that are most likely to result in a sale — not just the ones that match a keyword.
Cassini weighs several factors when ranking your listing:
- Item title — the single most important text field for Cassini relevance
- Item Specifics — structured data fields (brand, size, colour, condition, material, etc.) that Cassini uses to match buyer filters
- Seller feedback score and recent transaction history
- Price competitiveness relative to similar listings
- Shipping speed and free shipping availability
- Returns policy — listings with a 30-day return policy rank higher
- Listing completeness — filled-out Item Specifics improve rank significantly
Crucially: your item description text has less direct ranking weight than your title and Item Specifics. But it is the primary factor in converting a buyer who clicks through to your listing.
How to Write an eBay Item Title That Ranks
Your eBay item title gets 80 characters. Use every single one.
Cassini reads your title to understand what you are selling and match it to buyer searches. The more relevant search terms you include naturally, the more searches your listing appears in.
What to include in your title:
- The product name (what buyers search for, not your brand name)
- Brand name (buyers search by brand)
- Key attributes: size, colour, model number, material, condition
- Relevant modifiers: "vintage," "lot of 3," "new with tags," "rare," etc.
Strong title example:
"Levi's 501 Original Straight Jeans Men's W32 L32 Dark Blue Denim New With Tags"
Weak title example:
"Cool Jeans Great Condition Must See!!" — vague, wastes character limit, targets no real search query
Do not use punctuation, ALL CAPS, or symbols in titles. eBay advises against them and they make titles harder to read. Use the characters for actual search terms instead.
Item Specifics: The Most Underused eBay SEO Tool
Item Specifics are the structured data fields eBay provides for each category — brand, size, colour, material, condition, model number, and dozens of others.
Most sellers fill in the minimum required fields and leave the rest blank. This is a major mistake.
Cassini uses Item Specifics to match listings to buyers who use the filter sidebar (condition, size, brand, price range). If your Item Specifics are incomplete, your listing is invisible to every buyer who filters their search.
Fill in every Item Specific eBay offers for your category — not just the required ones. This one change alone can significantly increase your listing's search impressions without changing anything else.
How to Write an eBay Description That Converts
The description section of an eBay listing does not carry heavy Cassini ranking weight — but it is what a buyer reads when they are deciding whether to purchase. A strong description removes doubt and closes the sale.
eBay supports plain text and basic HTML in descriptions. Keep it clean — eBay has warned against complex HTML, JavaScript, and external image hosting in descriptions, as these can break on mobile (where the majority of eBay traffic comes from).
What every eBay description should include:
- Condition details — be specific about any wear, marks, or defects for used items. Surprises cause returns and damage your feedback score.
- Exact measurements and dimensions — do not assume buyers can tell from photos
- What is included — box, accessories, cables, documentation, etc.
- Brand and model information if not already in the title
- A clear statement of your returns policy and shipping timeframe
Format for readability:
Use a section-based format — plain text, no HTML. Open with 1-2 sentences introducing the product and its main benefit. Then write one section per key feature: a short heading on its own line, followed by 2-3 sentences explaining the benefit to the buyer. Simple products need 3-4 sections; complex products need 5-8. End with a condition note if the item is used or refurbished. Avoid repeating information already in Item Specifics — focus on features, use cases, and benefits buyers actually care about.
Seller Performance Factors That Affect Your Rankings
Cassini is not just about your listing text. Your seller account health directly affects where your listings appear in search.
- Feedback score — maintain above 98% positive. Even a few negative reviews can suppress your search ranking.
- Defect rate — late shipments, item not as described cases, and cancellations all raise your defect rate and lower your Cassini ranking
- Returns policy — offering a 30-day returns policy ranks you higher than sellers with no returns or shorter windows
- Free shipping — listings with free shipping are favoured by Cassini, particularly in competitive categories
- Shipping speed — same-day or next-day dispatch improves your rank. eBay tracks your actual handling time.
- Top Rated Seller status — qualifying for TRS gives your listings a badge and a ranking boost in search
How AI Speeds Up eBay Listing Creation
Writing clear, accurate eBay descriptions at scale is time-consuming — especially if you are listing many items across different categories.
AI tools like Vendly generate complete eBay-ready listing descriptions in seconds. You input your product details — condition, brand, model, key attributes — and Vendly produces a structured description that covers everything a buyer needs to know, in plain, readable language.
The output is fully editable, so you can add specific condition notes or personal details before publishing. For sellers listing dozens of items weekly, this process reduces description writing from 10 to 15 minutes per item to under 2.
Frequently Asked Questions
Does the eBay description text help with Cassini search ranking?
Your item title and Item Specifics carry far more Cassini ranking weight than your description text. The description primarily affects conversion rate — how many buyers who click through actually purchase. That said, keeping your description relevant and accurate reduces returns and negative feedback, which does affect Cassini ranking indirectly.
Should I use HTML in my eBay descriptions?
Basic HTML (bold, line breaks, simple bullet formatting) is fine and improves readability. Avoid complex HTML, JavaScript, or externally hosted images in your description — eBay has flagged these as problematic for mobile rendering, and the majority of eBay shoppers browse on mobile devices.
How do I get my eBay listing to show up in search?
Three things have the biggest impact: (1) use all 80 characters of your item title with relevant search terms, (2) fill in every Item Specific eBay provides for your category — not just the required ones, and (3) maintain strong seller performance metrics (feedback score above 98%, low defect rate, free shipping where possible).
Final Thoughts
Most eBay sellers compete on price because they have not optimised anything else.
Sellers who take the time to write keyword-rich titles, fill in every Item Specific, and maintain strong account metrics rank higher — and often at higher prices — because buyers trust their listings more.
The description is your last chance to close the sale. Make it clear, accurate, and complete.
If writing eBay descriptions at scale is slowing you down, Vendly generates accurate, structured listing copy in seconds. Try 3 free listings — no credit card required.