If your eBay sales aren’t where you want them to be, chances are your listings aren’t getting the visibility they need. After spending 26 years selling on eBay, I’ve learned a lot about how its algorithm works—and how to make it work for you.

Most sales on eBay come from listings that appear on the first page of search results. That’s where the magic happens. But the eBay algorithm (called Cassini) decides which listings deserve a spot there. To leverage it, you first need to understand what it is—and what it isn’t.

What Is the eBay Algorithm?

In simple terms, an algorithm is just a set of instructions or rules that solve a problem. For eBay’s algorithm, the problem is: How do we show buyers the listings they’re most likely to purchase?

eBay’s search algorithm, called Best Match, does more than just match keywords. It considers several factors—many of which are secret—to determine how listings are ranked. eBay’s primary goal isn’t to display the most relevant results by keyword but to show the listings most likely to generate a sale. That’s why you might see results that don’t seem like a perfect match to your search terms. The algorithm is optimizing for sales, not research.

So, what are the factors that influence the eBay algorithm? Let’s break them down.

The 7 Key Factors Influencing eBay’s Search Results

When a buyer searches for an item, eBay’s algorithm considers a mix of factors to determine which listings to show and in what order. Here are the main ones:

1. Relevance to Search Query

The algorithm starts with the keywords a buyer uses in their search. If a buyer searches for "Sony headphones," your listing with "Sony headphones" in the title is likely to show up. But the algorithm might also include listings for similar items, like Bluetooth earbuds, if it thinks variety could drive a sale.

As a seller, you can’t control what buyers search for, but you can optimize your titles, item specifics, and descriptions to make your listings more relevant. Use accurate keywords and ensure your listing data is complete.

2. Listing Quality

Your listing’s details—title, photos, item specifics, description—help the algorithm understand your item. A thorough, accurate, and complete listing is more likely to rank well in search. Don’t cut corners here. Every detail matters.

Pro Tip: Listings tend to rank lower the older they get. Manually ending and relisting stale listings can help you refresh them and improve their visibility.

3. Pricing

Competitive pricing is crucial. Listings priced significantly higher than similar items are less likely to rank well, while fair pricing boosts your chances. However, being the lowest-priced isn’t always best—overly cheap listings may look suspicious to buyers.

Offering Best Offer and running sales or coupons can also improve visibility, as these features increase the likelihood of a sale.

4. Shipping and Return Options

Fast, affordable shipping is a major factor. Listings with same-day or next-day handling, free shipping, or competitive rates rank higher. Similarly, offering returns (especially free returns) signals trustworthiness and can boost your rankings. eBay even rewards sellers with liberal return policies with Top Rated Seller Plus status.

5. Seller Behavior and Reputation

eBay evaluates you as a seller based on metrics like on-time shipping, low cancellation rates, and positive feedback. Poor performance hurts your rankings, while maintaining Top Rated Seller status helps your listings rank higher.

6. Buyer Behavior and Personalization

eBay personalizes search results based on a buyer’s past activity. While you can’t control buyer behavior, engagement metrics like views and watchers can indirectly improve your listing’s visibility.

7. Special Offers (Promoted Listings)

Promoted listings allow you to pay for better visibility. By setting a promotion percentage (as low as 2%), you can ensure your listings appear higher in search results. While it’s not mandatory, promoting listings can make a big difference. Last year, I spent $859 on promotions and generated $46,396 in sales—well worth the investment.

How to Optimize Your eBay Listings for Maximum Sales

To maximize your eBay sales, aim to align your listings with as many algorithmic factors as possible. Here’s a quick checklist:

1. Create detailed, accurate listings with relevant keywords and high-quality photos.

2. Price competitively while factoring in fees, shipping, and profitability.

3. Offer fast and affordable shipping—free if possible.

4. Enable returns, ideally free and for at least 30 days.

5. Maintain a strong seller reputation by shipping on time and providing excellent customer service.

6. List consistently to keep your store active.

7. Consider promoting your listings to gain an edge in search results.

Remember, no single factor will guarantee success. The eBay algorithm looks at the bigger picture, combining multiple factors to decide which listings to prioritize. Focus on what you can control and strive to provide the best experience for your buyers.

Final Thoughts

Selling on eBay is part art, part science. While the algorithm may seem mysterious, the principles behind it are straightforward: optimize for visibility, relevance, and buyer satisfaction. By implementing these strategies, you’ll increase your chances of landing on the first page of search results and boosting your sales.

Have questions or insights about the eBay algorithm? Drop a comment on the video above—I’d love to hear from you. And if you’re ready to take your eBay business to the next level, check out Flipwise to streamline your inventory management and track your performance.

Happy selling!