How Best Match works

Our Best Match algorithm – the formula eBay uses to sort listings – considers a number of different factors. These include:

• 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 – description, photos, and so on
• How complete the listing is
• The listing terms of service, such as your return policy and handling time
• Your track record as a seller

How to optimise for Best Match

There’s no secret to improving your position in the Best Match sort order. Sellers who follow best listing and selling practices will see their items appear higher in the search results.

Start by offering competitive prices, reasonable postage, and great customer service. Here are some more recommendations for improving your Best Match ranking.

Create complete and accurate listings

The more we know about your item, the better we can match it to buyer searches.

• Write a clear and concise title with correct spelling and no more than 80 characters
• Add an accurate description, using product details from the eBay catalogue wherever you can
• Use high-quality photos, taken from every angle, and show any flaws or scratches. You can include up to 12 pictures for free

Select the right selling format

Use auction-style format when:

• You’re not sure of the value of your item and want to sell it quickly
• Your item is unique or hard-to-find

Use fixed price format when you:

• Know the value of your item or the price you want to get for it
• Have multiple items that you can group into a multi-quantity or multi-variation listing
• Have a lot of inventory and want to minimise your insertion fees
• Want your items to show up to buyers for more than 10 days

List in the right category

Pick the category that’s most relevant for your item. Learn more about our different categories.

Include high-quality pictures of your item

• Take high quality photos that will showcase your item
• Photograph your item at different angles
• Include photos of any scratches, flaws, or other parts of your item that 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 catalogue if your item is not brand new

Provide all your selling terms

Make sure that your terms and conditions of sale are clear. Here are some things to keep in mind:

• Include postage and handling costs, accepted payment methods, and your return policy
• Clearly specify any international limits to your return policy or warranties

Keep a positive selling history

• Ensure your item reaches your buyer on time and use tracking where possible
• Describe your item clearly and accurately
• Keep track of your inventory to avoid having to cancel sales

For help maintaining a positive selling history, read our guides on providing buyers with the best service possible.