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.

---

## 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

- [ ] 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

---

## 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.