For a satisfying and fun experience on eBay, we're helping sellers list their items in the most effective ways possible. As general rules, sellers have to:
Select a category that matches the item for sale
Provide a clear, honest, and accurate description about the item
Avoid tactics like keyword spamming because they make it hard for people to find what they're looking for
In addition to our tips on creating effective listings, the detailed guidelines below provide more info on how you can create listings that follow the rules, and we've also described common things that you need to avoid in your listings.
It's against our policies to do anything that manipulates the search or browse experience on eBay. This applies to all parts of a listing, including the title, subtitle, product details, description, pictures, links, and meta tags (see also our HTML and JavaScript policy). If a seller uses tactics that can inappropriately divert bidders and buyers to a listing, we will take action.
Make sure your listing follows our guidelines. If it doesn't, it may be removed, and your buying and selling privileges could be restricted.
What are the guidelines
You can describe an item by its brand, designer, model, product, style name, or its celebrity endorsement in a listing, as long as the information directly matches what you're selling. Be careful not to make comparisons or say that it's like a certain product because this can be misleading (see also keyword spamming ). This kind of activity could also lead to trademark infringement.
Allowed
A brand name can be mentioned in a listing, as long as the item is officially branded with that brand or product name.
A celebrity name can be included in a listing, as long as the celebrity created, officially endorsed, owned, or signed the item.
For accessories that are compatible with certain brand-name products, make sure you:
Use the words "compatible with," "fits," or "for" before the brand name of the compatible product.
Spell out the word "for." Using the number 4 isn't allowed. Here's an example: "This battery is for Motorola Razr phones."
For homemade items, use the words "made with" to describe a brand name product that you used in creating your item. For example, if you are offering curtains made from Laura Ashley fabric, you can describe them as "homemade curtains made with Laura Ashley fabric".
Multiple brand names can be used, as long as there are items by each of those brands in the listing. You can specify various designer names only if you're selling more than one item (known as "lots") made by those designers in a single listing.
Multiple brand names in the title when they describe a product line of a company. For example, "Miu Miu by Prada" would be allowed.
Not allowed
Brand names, celebrities, or other product details can't be specified in a listing if you're not selling an item by those brands. For example, if you're selling a Coach handbag, you can't mention Gucci or other brand-name handbags.
A celebrity name in a listing if they didn't officially endorse, own, or sign the item.
Comparing the item you're selling to a popular product. For example, you can't say "the Zune MP3 player is just like the iPod."
Hiding unrelated brand names in a listing by using white-on-white text, tiny fonts, or special HTML or JavaScript code.
Misspelling brand names to try to circumvent the rules —for example, using a dollar sign "$" instead of the letter "S."
Promoting your other listings and naming brands in those listings. For example, you can't say things like "Check out my other listings for Adidas, New Balance, Nike, and Puma shoes."
Using a question mark "?" when you're not sure about the brand. For example, you can't describe an item as "McCoy? cookie jar."
Including multiple brand names in a title when they describe a subsidiary of a parent company. For example, you may not say "Old Navy by Gap" in your title.
Describing a compatible item as "comp".
Be sure to select a category that matches the item for sale so buyers can find your listing. If it's in the wrong or inappropriate category, the listing may be removed to avoid confusion.
Allowed
Select a category that matches the item for sale. For example, an iPod Nano should be listed in the MP3 Players category.
Select an applicable secondary category. For example, you can list a real diamond ring in the Fine Jewellery Ring category for Diamonds and for Wedding/Engagement
Select the Other category when there isn't one that exactly matches your item.
Not allowed
Brand new items can't be listed in categories for antique or vintage items.
Informational products can't be listed in a category for physical goods. For example, a user guide for Wii games can't be listed in the Systems category. It can only be listed in the Everything Else, Information Products category.
Selecting a category that doesn't match the item in order to include details for a different product isn't allowed. For example, if you sell a generic MP3 player, you can't list it in the Mobile Phones category just to add info about an iPhone.
Selecting a secondary category that doesn't match the item isn't allowed. For example, if you sell a case for the iPod Nano, you can't select the MP3 Players category.
Selecting a similar category that doesn't match the item—for example, listing a superhero comic book in a toy category—isn't allowed. (It should be listed in the Books category.)
You can't list an item outside of a fixed fee category when it actually belongs there (for example, listing a car in the Vehicle Parts and Accessories category instead of the appropriate car category on eBay Motors).
Providing clear and accurate details about your item helps people make informed buying decisions—and they'll know what to expect when they receive your product. So be truthful and provide complete details.
Allowed
Describe only the item you have in hand and are selling.
Not allowed
Selecting product details from our catalogue that aren’t an exact match with what you're listing isn't allowed. Here are a couple of examples:
If you sell a paperback book, don't provide info for the hardcover version.
If you sell a video game controller, don’t provide product details for a video game console.
Selecting product details that are similar to—but don’t exactly match—the item for sale isn't allowed. For example, if you list a BlackBerry Storm phone, don't include info about the iPhone.
Keyword spamming is when people use words or details (such as brands, item condition, model names, pop culture terms, product names, style, and type) that have nothing to do with their items so that their listings will show up in search results. Since this clutters eBay and makes buying and selling more difficult, we don't allow keyword spamming (see also brand names).
Allowed
All the words in your listing have to be completely true and refer only to the item for sale.
For lot listings, you can specify all the different items in the lot. For example, "This lot includes 2 pairs of shoes, 2 shirts, 1 pair of pants, 3 pairs of shorts, and a jacket."
You can use synonyms to describe an item. For example, you can call a handbag a purse.
References to "style" are allowed to refer to time periods such as Art Deco, Art Nouveau, Victorian, Edwardian, Retro, Retro Modern, Georgian or fashion styles such as emo, punk, goth, grunge, avante-garde or rockabilly.
Not allowed
Keywords in any part of a listing that aren't related to the item you're selling. Here are some examples:
If you're selling a shirt, the title can't say "Nike shirt size M – shoes, hat, shorts".
If you're selling a synthetic stone such as a cubic zirconia (CZ), the title can't include the word "diamond".
If you're selling an MP3 player, the listing description can't have keywords like "purse, shoes, baseball hat, DVD, toys, cell phone, etc."
Calling out similarities—for example, when selling a DVD, don't talk about Blu-ray discs.
Comparisons between products aren't allowed. For example, you can't say things like "shirt not pants" or "video not Nano."
Descriptions that promote items in other listings. For example, a listing for shoes can't say things like, "Check out my other listings for hats, shirts, pants, coats, gloves, and underwear."
Hiding unrelated keywords in a listing by using white-on-white text, tiny fonts, or HTML or JavaScript code.
Words with question marks (such as "carved wood dresser – antique?"). If you're not sure about a detail, don't call it out at all because doing so can be misleading.
Dropdown boxes in listings as these words interfere with search results. Alternatively, you can include dropdown boxes on your About Me pages.
Describing items that are used as "Like New" or "As New" in the title because using such terms can affect the search results for buyers looking for new items. If you want to make it clear in the listing title that your item is in excellent condition, you can use alternative workding such as "mint condition".
Including pictures in your listings helps buyers decide whether to purchase your item. Always provide clear and detailed pictures that truly represent your item so there's no confusion about what you're selling.
Including unrelated pictures to try to get people to look at the listing.
Picture of an item that isn't for sale. For example, selling a generic MP3 player but showing a picture of an iPod.
Pictures that don't represent your item.
When you create a listing, make sure all your text and other information are complete and consistent throughout. For example, you can't say one thing in the title and then describe it differently in the description.
Allowed
Be specific about your terms and conditions and make sure those details are consistent throughout your listing.
Provide clear, accurate, and consistent information throughout a listing.
Not allowed
Conflicting information – for example, the title says the item is "new," but the description says it "was used".
Inconsistent details throughout your listing (titles, descriptions, product details, shipping, payment information, and so on).
Inconsistent or unclear terms and conditions. For example, you can't select free postage and packaging when you list your item if the buyer has to meet conditions to make it free, such as "free postage and packaging applies only if you choose the Buy It Now option.
Incorrect or incomplete information.
Misrepresenting the item for sale.
Keep listing titles and subtitles clear and 100% accurate. Being honest about what you're selling helps buyers find exactly what they're looking for. Avoid giving false details just to attract people to your listing. Remember that inaccurate or misleading titles aren't allowed on eBay.
Allowed
If you list multiple, different items in a listing (known as a "lot"), you can describe each item in the title or subtitle.
To be clear to buyers, you may want to state:
the brand name associated with the item
the quantity of items for sale
the type of item for sale
whether the item is new or used
Not allowed
Confusing or unclear titles or subtitles.
Incorrect or inconsistent information, for example:
Saying "quantity 5" in the title, but saying 1 item is for sale in the listing description
Selling a book about yoga and dieting, but using the title "I lost 30 pounds in 3 months"
Misrepresenting an item in the title or subtitle. Here's some examples:
The title "Louis Vuitton Handbag, Cartier" is not allowed (even if a Cartier item is included as a bonus gift with purchase of the handbag) because it is unclear whether you are offering one or two items.
If you list an item simply as "Apple iPod", you must be selling an actual Apple iPod - not accessories to an Apple iPod, or items related to or unrelated to an Apple iPod.
Keywords describing bonus items cannot be included in the title.
Why does eBay have this policy?
It's our job to make your buying and selling experience on eBay easy and fun. Our guidelines help sellers create listings that won't break the rules or infringe upon other people's trademarks. When a listing has information that could mislead people or gives one seller an unfair advantage over others, we do take action. Be sure to follow our guidelines when you create your listings.
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