Reselling products on Amazon and eBay remains a reliable way to build an online business. However, as of 2025, competition on both platforms is fierce—and nailing keyword strategies is no longer optional. Whether you're selling vintage sneakers, electronics, or handmade crafts, your ability to outperform competitors starts with understanding each platform’s unique keyword landscape.
Here’s the breakdown: Amazon and eBay attract different audiences, use different search algorithms, and reward sellers who invest time in optimizing their listings. This guide breaks down platform-specific keyword strategies, pricing tips, and ad tools to help you dominate in 2025.
Step 1: Understand Platform Differences
Before diving into keywords, grasp the fundamental differences between Amazon and eBay. These differences shape how buyers search and—most importantly—how your listings convert.
Audience and Market Reach
Amazon is like a megamall with over 310 million active users. It’s ideal for mainstream products—think phones, books, and household items—where buyers want quick purchases and prime-eligible shipping. eBay, with 135 million users, is more like a hybrid of a flea market and an auction house. It thrives on niche markets: vintage clothing, rare collectibles, and secondhand designer goods (kickfurther.com).
What does this mean for keywords?
- Amazon buyers search for clarity and speed. They use short, specific phrases like "wireless Bluetooth earbuds" or "water bottle gym".
- eBay buyers often search for unique or rare items. They might type "Star Wars Boba Fett vinyl figure 1978" or "Levi’s 501 vintage jeans".
Business Models: Fixed Price vs. Auction
Amazon’s business model is fixed-price. Sellers compete on price, shipping speed, and reviews. eBay combines fixed-price and auction listings. For example, a rare Nintendo Switch OLED modded with extra storage might sell through bidding, while a used gaming headset might list at a fixed price.
Keyword takeaways
- On Amazon, keywords must align with buyer intent for immediate purchases.
- On eBay, keywords can target both buyers and bidders. Terms like "rare", "vintage", "signed", or "collectible" gain traction here.
Step 2: Master Amazon’s Keyword Game
Amazon’s search algorithm (A9) prioritizes relevancy, sales velocity, and product quality. Winning keywords appear in titles, backend fields, and visual content. Here’s how to dominate:
1. Title Optimization: Pack It With Power Words
Amazon allows up to 200 characters in titles. Treat this space like a mini-product pitch.
Example:
Generic Title: "Wireless Earbuds Black"
Optimized Title: "Wireless Bluetooth Earbuds Noise Cancellation, 20H Playtime, Touch Control - Black"
Note how the edited title includes features (noise cancellation, 20-hour battery), a keyword variant ("Bluetooth"), and color—all critical to searcher intent.
Strategy:
- Include core keywords first (e.g., brand, product type).
- Add modifiers like color, size, or benefits (e.g., "waterproof", "fast charging").
- Use Amazon’s auto-fill suggestions to discover trending phrases.
2. Don’t Waste Backend Keywords
Amazon hides backend keyword fields, but they’re golden opportunities. Use all 5 blank keyword fields to cover variations, misspellings, and synonyms.
Pro Tip:
- Avoid repeating keywords from your title.
- Target long-tail phrases buyers don’t always search for directly. Example: A seller of yoga mats might use "eco-friendly non slip exercise mat" as a backend keyword.
3. Leverage A+ Content for Higher Conversions
A+ Content (Enhanced Brand Content) lets you embed videos, lifestyle images, and detailed product descriptions. Though not a direct keyword boost, high-engagement A+ content can reduce product returns and improve visibility.
Example:
Selling bicycle lights? Embed a video showing how the light beam holds up in rain. Buyers are more likely to trust your listing, improving Amazon’s confidence in ranking it higher.
Step 3: Crush eBay’s Search Algorithm
eBay shoppers are different. Many browse sales, filter by condition (new, used), or hunt for rare items. The platform’s search prioritizes keywords in titles, item specifics, and listing quality.
1. Title Optimization: Keep It Short and Mobile-Friendly
Approximately 60% of eBay sales now come from mobile devices, so keep titles concise. Aim for 55–65 characters.
Example:
Long Title: "Vintage 1990s Nike Air Max 97 Premium Running Sneakers - Size 10"
Shortened Title: "Nike Air Max 97 Vintage 1990s Sneakers Size 10"
Strategy:
- Start with high-traffic keywords. If you’re selling Pokémon cards, list "Charizard" early in the title.
- Use abbreviations (e.g., "Nike" vs. "Nike Inc.") but avoid obscure ones.
- Prioritize keywords buyers would type, not what’s generic.
2. Fill Out Item Specifics Thoroughly
Item Specifics—those drop-down fields (Brand, Material, Style, Size)—tell eBay’s search engine what your product is. Sellers who fill in all relevant fields can boost visibility by up to 30% (ecomclips.com).
Example for a Dresser:
- Brand: IKEA
- Style: Mid-century modern
- Style: 5 drawers
- Color: Oak
- Room: Living Room
eBay uses these entries to power filtered searches, attracting buyers who can’t find what they’re looking for through text alone.
3. Write Clear, Human-Readable Descriptions
eBay shoppers read product details. Having crisp, helpful content can push a hesitant buyer to click "Buy Now."
In 2025, top-performing eBay listings include:
- Bullet points with key specs (e.g., "450-thread count Egyptian cotton sheets, queen size").
- FAQs like "Is this item vintage?" or "Can I visit your store?"
- Links to instructions, warranties, or return policies.
Step 4: Use Paid Ads Without Wasting Money
Even the best keywords need a boost. Let’s compare ad strategies for Amazon and eBay.
Amazon Advertising: Sponsored Products
Amazon’s Sponsored Products is a pay-per-click (PPC) tool that targets keywords tied to product searches. It’s the most direct way to compete in Amazon’s "Amazon’s Choice" and "Sponsored" slots at the top of search results.
How to win:
- Bid aggressively on high-traffic, low-competition keywords.
- Use negative keywords to block irrelevant searches. Example: If you sell SEO tools, exclude "free SEO advice".
- Analyze campaign reports weekly and pause underperforming bids.
eBay Promotions: Smart Pricing and Markdown Sales
eBay doesn’t have a keyword-based search, but its Top Promoted Listings model prioritizes sellers who offer discounts, volume pricing, or fast shipping. You pay a small fee only when a buyer purchases from your promoted item.
Pro Tip:
- Use eBay’s scheduled promotions to run month-long sales around holidays.
- Offer free returns if your revenue allows. eBay pushes listings with free returns higher in search.
Step 5: Manage Listings and Stay Competitive
Platforms evolve. So should your strategy.
Track Keywords with Analytics
Both Amazon and eBay offer seller dashboards with search term reports. Review them monthly to identify which keywords drive traffic and which are deadweight.
Quick Actions:
- Copy top-ranking competitors’ keywords (as long as they’re relevant).
- Replace underperforming keywords quarterly.
Run A/B Tests on Titles and Descriptions
Test one listing against another with slight changes. Try two versions of a laptop bag: one titled with "Waterproof Laptop Backpack 15.6 Inch" vs. "Lightweight Office Computer Bag Water-Resistant." Use a 7-day split test to see which earns more clicks and sales.
Step 6: Logistics and Pricing (Because Profit Matters)
eBay doesn’t have FBA (Fulfillment by Amazon), so sellers must handle shipping, returns, and customer complaints manually. Amazon FBA might cost more in fees, but it offloads logistics to Amazon.
Amazon Seller Fees (2025 Update)
Referral fees (6–15% based on category). FBA fees (calculated by weight + dimensions). Monthly seller plan: $39.99 if selling over 40 items/month.
eBay Seller Fees (2025 Update)
Insertion fee (free for the first 250 listings/month). Final Value Fees (10–14% of sale). Promoted Listings Ad Fee (0–10%, based on campaign settings).
Final Thoughts: Think Platform-First in 2025
Resellers often batch-upload the same listing to Amazon and eBay. That’s a mistake. In 2025, success means optimizing separately for each platform.
- Write 200-character product titles for Amazon and 60-character titles for eBay.
- Use Amazon’s backend keywords to cover long-tail phrases and eBay’s item specifics for filters.
- Test different headlines and descriptions, even if you’re selling the same physical product.
You don’t need an SEO wizard to get this right. Focus on buyer intent—what keywords each platform’s audience uses, how they shop, and which phrases earn clicks. And once you’ve mastered both SEO strategies? Expand into Walmart or Shopify. Your competitors won’t know what hit them.
Remember, the key to winning isn’t just better keywords. It’s thinking like a buyer, not a seller.
