| 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.
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.
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.
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
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 |
Phase 4: Launch & Optimization
Pre-Launch Checklist
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
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.
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.
