marketplace-listing

name	marketplace-listing
description	Optimizes marketplace listings for Etsy, Amazon, eBay with platform-specific SEO, pricing, and imagery guidelines.
allowed-tools	Read Write Glob
metadata	{"author":"matthewhitcham","version":"1.0"}

Marketplace Listing

When to Use This Skill

Use this skill when you need to:

• Create or optimize product listings for Etsy, Amazon, or eBay
• Write platform-specific titles, descriptions, and bullet points for search visibility
• Develop pricing strategies that account for fees and competition
• Build imagery guidelines that maximize click-through and conversion rates

DO NOT use this skill for your own website product pages, social media product posts, or wholesale catalog entries. This is for third-party marketplace listings only.

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Core Principle

EACH MARKETPLACE HAS ITS OWN SEARCH ALGORITHM, BUYER BEHAVIOR, AND LISTING FORMAT — A GREAT AMAZON LISTING WILL FAIL ON ETSY IF YOU COPY-PASTE IT.

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Phase 1: Listing Brief

Required Inputs

Input	What to Ask	Default
Platform	"Which marketplace — Etsy, Amazon, or eBay?"	No default — must be provided
Product	"Describe the product, materials, dimensions, and key features."	No default — must be provided
Target keywords	"What terms do buyers search for this product?"	Research during Phase 2
Price range	"What price are you targeting?"	Competitive analysis in Phase 2
Competitors	"Share 2-3 competitor listing URLs if available."	None — will benchmark manually

GATE: Confirm platform and product details before writing listing copy.

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Phase 2: Platform-Specific Optimization

Etsy Listings

Title (140 chars max):

• Front-load primary keyword
• Include material, use case, and gift occasion
• Use natural phrases separated by commas or pipes
• Example: "Personalized Leather Journal | Custom Engraved Notebook | Anniversary Gift for Him"

Tags (13 tags max):

• Use all 13 tag slots — mix broad and long-tail keywords
• Include material, occasion, style, recipient, and use case tags

Description:

• First 160 characters appear in search — lead with benefits and keywords
• Tell the product story — materials, process, inspiration
• Include dimensions, care instructions, and shipping details
• Add a shop policies summary at the bottom

Amazon Listings

Title (200 chars max):

• Format: Brand + Product + Key Feature + Material + Size/Quantity
• Example: "CraftCo Personalized Leather Journal — Hand-Engraved Notebook, 240 Pages, A5 Size, Brown"

Bullet Points (5 bullets):

• Lead each bullet with a CAPITALIZED benefit phrase
• Follow with supporting details and specifics
• Include keywords naturally — do not stuff

Description / A+ Content:

• Expand on bullet points with use cases and social proof
• Break into short paragraphs with bold headers
• Include comparison charts if selling multiple variants

eBay Listings

Title (80 chars max):

• Include brand, product type, key specs, and condition
• Use common search abbreviations buyers expect
• Example: "Personalized Leather Journal Custom Engraved A5 Notebook 240pg Brown NEW"

Item Specifics:

• Fill every available field — eBay's algorithm heavily weights item specifics
• Use exact category-specific values where provided

Description:

• Professional HTML template with product photos embedded
• Specs table at the top, story/benefits below
• Clear return policy and shipping information

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Phase 3: Pricing & Imagery

Pricing Strategy

Calculate pricing with platform fees included:

## Pricing Worksheet

**Product cost:** $8.00
**Shipping cost (if absorbed):** $4.50
**Platform fees:** [Etsy: 6.5% + $0.20 | Amazon: 15% referral | eBay: 13.25%]
**Target margin:** 50%+

**Etsy price:** $28.99 (fee: ~$2.08) → margin: $14.41 (49.7%)
**Amazon price:** $29.99 (fee: ~$4.50) → margin: $13.49 (45.0%)
**eBay price:** $27.99 (fee: ~$3.71) → margin: $11.78 (42.1%)

Imagery Guidelines

Image Slot	Purpose	Specs
Main image	Product on white background (Amazon requires it)	1500x1500px min, no text overlay
Image 2	Lifestyle / in-use shot	Show scale, context, and environment
Image 3	Close-up of details, texture, or quality	Highlight craftsmanship or unique features
Image 4	Size reference or dimensions graphic	Include measurements overlay
Image 5	Packaging or unboxing shot	Shows the experience the buyer receives
Image 6-7	Variations, back view, or comparison	Cover remaining visual questions

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Phase 4: Launch & Optimization

Pre-Launch Checklist

• All keyword research completed and integrated into title, tags, and description
• Pricing accounts for platform fees with target margin met
• All image slots filled with high-quality photos
• Shipping settings configured correctly
• Return policy clearly stated
• Category and item specifics fully completed

Post-Launch Optimization

• Week 1-2: Monitor impressions, clicks, and conversion rate
• Week 3-4: A/B test title keywords based on search term reports
• Monthly: Review competitor pricing and adjust if needed
• Ongoing: Respond to questions within 24 hours — engagement signals boost ranking

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Anti-Patterns

• Copy-pasting across platforms — each marketplace has different algorithms, character limits, and buyer expectations.
• Keyword stuffing titles — unreadable titles reduce click-through rates even if they rank.
• Ignoring fees in pricing — a product that looks profitable at $25 may lose money after 15% Amazon referral fees.
• One product photo — listings with 5+ images convert 2-3x higher than single-image listings.
• Generic descriptions — "High quality product, great gift" tells buyers nothing. Use specifics.
• Skipping item specifics on eBay — empty fields mean lower search visibility.

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Recovery

• No keyword ideas: Use marketplace search bars for autocomplete suggestions. Search your product category and note the top-selling listings' titles and tags.
• Low-quality photos: Use a smartphone with natural lighting and a white poster board. Focus on sharp, well-lit images over professional setups.
• Listing not getting views: Revise title keywords, check category placement, and ensure all tags/item specifics are filled.
• Views but no sales: Review pricing against competitors, improve main image, and add social proof or reviews.
• Platform suspension risk: Review marketplace policies before publishing — avoid prohibited claims, trademark issues, or restricted categories.