Why aren't my eBay items selling? A checklist

You listed it a month ago. It's had a few watchers, maybe an offer that never came back, and no sale. Meanwhile someone else's listing for the same thing has "12 sold" next to it.

The frustrating part is that eBay doesn't send you a note saying what's wrong. But it does publish what its default sort, Best Match, looks at, and Seller Hub shows enough data to narrow it down. This checklist starts with a quick diagnosis, then works through the fixes in order.

Step 0: is it a views problem or a sales problem?

These need different fixes, so check first. In Seller Hub, the Performance section has a traffic report that shows impressions (how often your listings appeared in search), click-through rate and page views for each listing.

• Few impressions: buyers aren't finding the listing. Look at the title, item specifics and category first (checks 3 to 5).
• Plenty of impressions, few clicks: buyers see the listing in results and scroll past. That's usually the first photo, the price or the title (checks 1, 3 and 6).
• Clicks and watchers, but no sales: buyers look and leave. Price, postage, returns and the description are the usual reasons (checks 1, 2 and 7).

How Best Match decides what shows first

eBay lists these factors for Best Match (eBay help: optimising for Best Match):

• How closely the listing matches the buyer's search terms
• How popular the item is
• The price of the item
• The quality of your listing, such as description and photos
• How complete the listing is
• Your terms, such as return policy and handling time
• Your track record as a seller

eBay also says plainly that there's no secret to it. Sellers who follow good listing and selling practices see their items appear higher. The checklist below follows that list.

1. Compare your price with what actually sold

Active listings tell you what sellers hope to get. Sold listings tell you what buyers paid. Search for your item, then turn on the Sold items filter to see recent sold prices.

For more depth, Product Research in Seller Hub (formerly Terapeak) is free for sellers and shows up to three years of sold data, including average sold price, price range, postage and sell-through rate (eBay Seller Centre: Product Research).

If similar items in the same condition sell for $80 to $95 and yours is $129, that's likely your answer. If you can't lower the price, the listing needs to show why yours is worth more: better condition, included accessories, original box. Our guide to pricing with competitor research goes through this step by step.

2. Check postage, handling time and returns

Buyers compare the total cost, not just the item price. Best Match also counts your terms of service, such as return policy and handling time.

• Postage: is it in line with what similar listings charge? A high postage cost on a cheap item is a common reason for watchers who never buy.
• Handling time: a shorter handling time is easier for buyers to say yes to.
• Returns: eBay's Best Match advice includes making your return policy clear, and buyers can filter search results to show only listings that accept returns.

3. Write the title buyers would type

eBay titles can be up to 80 characters, and eBay asks for a clear, concise title with correct spelling. Use the words a buyer would search: brand, model, key feature, size and condition, in roughly that order. Skip words like "L@@K", "wow" or "rare" unless the item genuinely is rare, because nobody searches them.

A title like "Nice watch great condition must see" matches almost nothing. "Ostrava Field Watch 38mm Automatic, Steel Case, Green Dial, Leather Strap" matches the searches a buyer actually types.

Our eBay title guide covers the rules and order in more detail.

4. Fill in every item specific you can

Item specifics are the fields like brand, model, size, colour and material. eBay marks some as required and some as recommended. The recommended ones are based on frequently searched terms.

This matters more than many sellers think. eBay's own seller guide says your listings will only appear in filtered search results if you've included the relevant item specifics (eBay Seller Growth Guide, PDF). If a buyer filters watches by "Movement: Automatic" and you left that field empty, your listing isn't in their results.

5. Make sure the category is right

Pick the category that's most relevant to your item. eBay also lets you list in a second category if your item fits two. A listing in the wrong category may not show up for buyers who browse or filter by category, and it shows the wrong item specifics to fill in.

6. Improve the photos, especially the first

eBay's Best Match advice on photos (eBay help: optimising for Best Match):

• Use high-quality photos taken from every angle. You can include up to 24 for free.
• Show scratches, flaws and anything else a buyer would want to see.
• Don't add borders or text to your photos.
• Don't use the stock photo as your main picture when using the eBay catalog if your item isn't brand new.

The first photo is the one that shows in search results, so it does most of the work. Use good light, a plain background and a shot that shows the whole item clearly.

7. Describe the item honestly, condition first

When buyers click and leave, they often had a question the listing didn't answer. A good description covers:

• Condition, in plain words, with any flaws pointed out (and shown in the photos).
• What's included, and what isn't.
• Measurements or size, where it matters.
• Anything that makes this one different from the other listings.

Honest condition notes help after the sale too. Items described accurately get fewer returns and "not as described" complaints, which protects your seller record. For more, see our guide to writing product descriptions.

8. Choose the right format

eBay suggests auction-style when you're not sure of the item's value and want to sell quickly, or the item is unique or hard to find. Fixed price works better when you know what you want for it, have several to sell, or want the listing up for more than 10 days.

If an auction ended with no bids, the starting price may have been above what buyers were willing to pay. If a fixed price listing gets watchers but no sales, try turning on Best Offer so buyers can make an offer instead of leaving.

9. Check your seller performance

Your track record is part of Best Match. eBay rates sellers as Top Rated, Above Standard or Below Standard, and Below Standard sellers can see lower visibility in search. Check your seller level in Seller Hub, under Performance.

For newer sellers, the basics are what count: ship on time, upload tracking, answer messages and avoid cancelling sales because something was out of stock.

What about Promoted Listings?

Promoted Listings are eBay's paid ads, and they can put a listing in front of more buyers. They cost a fee, so they're worth trying only after the checks above. A promoted listing with a high price or a weak photo just pays for the same result. Check eBay's current fees and options in Seller Hub under Advertising before you start.

A worked example

This is a made-up listing to show the process. "Ostrava" isn't a real watch brand, and the numbers are illustrative.

A seller listed a pre-owned automatic field watch at $129 with free postage. After 30 days: 2,400 impressions, 0.6% click-through, 15 views, 2 watchers, no sales.

• Diagnosis: decent impressions, low click-through. Buyers saw it and scrolled past.
• Sold listings: similar watches in the same condition sold for $85 to $105.
• Title: "Mens Ostrava Watch Good Condition", with no size, movement or dial colour.
• Item specifics: case size, movement and band material were empty.
• First photo: taken on a patterned tablecloth.

The fixes: price to $99, the full title above, every recommended item specific filled in, and a new first photo on a plain background. The price change is the one that costs money. Everything else is free.

If rewriting listings is the part you keep putting off

The checks above are free. The slow part is rewriting titles, item specifics and descriptions across dozens of listings.

YelloShelf is a paid tool that drafts that part. It doesn't have a free plan or trial. You buy a credit pack, starting at $10, and your first purchase comes with a money-back guarantee. You upload your product photos, and it checks what's already selling on eBay, then writes an 80-character title, suggested item specifics and a description. We're helping you remove the manual, tedious, time-consuming work. You still read it, edit it and paste it in yourself.

Quick checklist

• Traffic report checked: views problem or sales problem?
• Price compared with sold listings, not just active ones.
• Postage, handling time and returns in line with similar listings.
• Title uses the words buyers search, up to 80 characters.
• Every required and recommended item specific filled in.
• Most relevant category chosen.
• Clear first photo, all angles, flaws shown, no borders or text.
• Description leads with condition and what's included.
• Seller level checked in Seller Hub.