Optimizing Titles & Descriptions
Your title is the biggest single factor in whether buyers find your listing on eBay. This article covers how PSS builds titles and subtitles, how to write titles that get found, and how to review listings that aren't selling.
🎥 Insert video here: building a title hash and checking the result.
What you'll learn
- How title hashes build titles from your catalog data
- How to write titles and subtitles that rank
- How to fix duplicate and too-long titles
- How to find and improve underperforming listings
How PSS builds titles
PSS builds each title from a title hash: a string of tags that get replaced with the product's own data when the listing is created.
| Tag | Fills in |
|---|---|
{%MANUFACTURER_GROUP%} |
Brand |
{%MPN%} |
Manufacturer part number |
{%ITEM_NAME%} |
Product name |
{%SIZE%} |
Size, like "Large" or "180/55ZR17" |
{%COLOR%} |
Color, like "Matte Black" |
{%TITLE%} |
The full catalog title |
The default hash is {%MANUFACTURER_GROUP%} {%MPN%} {%ITEM_NAME%} {%SIZE%} {%COLOR%} . For variation listings, where buyers pick size and color on the page, use {%MANUFACTURER_GROUP%} {%TITLE%} instead.
You can mix tags with your own words. For example, {%MANUFACTURER_GROUP%} {%MPN%} {%ITEM_NAME%} - NEW adds "NEW" to every title.
Write titles that get found
- Lead with the brand. Most buyers search by brand first.
- Include the part number. Many powersports buyers search by MPN.
- Add the words buyers actually type. Generic titles get average results. A single descriptive word can make the difference.
- Don't stuff unrelated terms like other brands, "best" or "top rated." eBay penalizes it.
- Skip special characters and ALL CAPS.
| Generic | Better |
|---|---|
| FMF Racing 21019 PowerCore 2 Shorty Silencer | FMF Racing 21019 Aluminum PowerCore 2 Shorty Silencer |
| Fly Racing Kinetic Women's Over Boot Pants | Fly Racing Kinetic Women's Over Boot Motorcycle Pants |
⚠️ Warning: eBay titles max out at 80 characters. Longer titles get flagged as Title Length and won't go live. Shorten the hash, edit the title in Managing Listings, or move extra words into the subtitle.
Subtitles
A subtitle is a second line under your title in search results, with up to 55 characters. Use it for keywords that didn't fit, trust signals like "Authorized Dealer," or offers like "Free Shipping." Subtitles use the same tags as titles.
💡 Pro Tip: eBay normally charges for subtitles, but they're free for dealers in the eBay VIP program. If you're in VIP, use them on every listing.
Descriptions
Descriptions come from your listing template, built with data tags or your own HTML design. See Creating and Managing Listing Templates. When catalog data changes, PSS updates descriptions automatically in the daily revision feed. To write your own description for a specific product, see Overrides.
Duplicate titles
eBay discourages identical titles from the same seller, and PSS flags them as Duplicate Title. Fix them by changing the title hash on one listing, editing one title by hand, or adding a subtitle.
Improve underperforming listings
Some listings will always outsell others. Reviewing the weakest ones every quarter is one of the easiest ways to grow sales.
Find them
- In eBay Seller Hub: go to Listings > Active and open the Underperforming tab, or sort by views and sales. Look at a 30–90 day window.
- In PSS: filter and export your listings to a spreadsheet to compare across your catalog.
Fix them
| Likely cause | What to do |
|---|---|
| Priced above competitors | Check the same part number on eBay. Adjust with Pricing Rules or a price override. |
| Wrong category | Fix the template's primary category |
| Weak title keywords | Update the title hash, or add a subtitle |
| Poor or missing images | Replace them with better images |
| Missing item specifics | Fill in the specifics eBay recommends for the category |
| Not enough visibility in a crowded category | Try Promoted Listings |
Next step
Continue to EPIDs & Parts Compatibility.