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Improving your search standing

Best Match is eBay.com.au's default sort order for search results. The goal of Best Match is to increase sales and reduce bad buyer experiences, making sure that buyers are happier and more likely to return to eBay for future purchases.

Best Match considers a number of factors, which may vary based on the listing format and selected categories. These include:

  • Relevance to the buyer's search

  • Item popularity with buyers

  • Value to buyers

  • Listing completeness and quality

  • The listing's terms of service (such as return policy and handling time)

  • The seller's track record or risk profile on eBay.

Items are given a "score" and then sorted. Auction and Fixed Price listings are sorted separately according to the most relevant criteria and then combined to show buyers a mix of both types of listings on each page of search results. Best Match is regularly updated, but the keys to success for sellers remain the same: follow best practices and optimise for clicks and sales.

Maximise your potential in Best Match sort

There are many factors used in Best Match. Some, like how relevant your item is to the buyer's search are outside of your control. For example, if you're selling an evening dress and the buyer is looking for a power drill, you aren't going to be a match.

However, other factors like having a complete listing with a fair price and offering great customer service are completely within your control. This is the area that should be your main focus. Having a complete and high-quality listing will not only help you attract buyers, it will ensure your items are evaluated and ranked properly against the competition.

Sellers who follow basic listing best practices and optimise their listings using the tips below are most successful in Best Match.

What's most important for Best Match?

There is no single factor that will boost your listings to the top in Best Match. However, there are some key concepts you should keep in mind when listing.

Make sure your listing is complete

The more we know about your listing, the better we can match it to buyer queries. Listings with missing information (images, item specifics, or descriptions), blurry photos, or titles or descriptions filled with irrelevant words will be at a disadvantage compared to other items.

Having a complete listing can also help reduce claims from buyers that your item was not as described.

Optimise your listings for clicks and sales

The popularity of your items with buyers compared to the competition is an important factor in ranking. Follow all the best practices, and use the free Listing Analytics tool to tune your Fixed Price listings.

Offer great customer service and make sure your listings qualify for eBay Premium Service

Your rate of bad buyer experiences, your seller standing, and your terms of service—such as return policy and handling time—are all taken into account in Best Match.

Consider offering free postage, returns within 30 days with a money back option, one-day or same-day handling time, and an express postage option. Offer as many of these services as you can to make your items stand out.

Learn what it takes to qualify for eBay Premium Service.

Listing best practices

Here are some tips for success:


Here's how:

Choose the right selling format

Use the Auction format when:

  • You're unsure of the value of your item and want it to sell right away

  • You have unique and hard-to-find items that could attract demand and start a bidding war

  • You're currently using Auction listings and your items sell the first time you list them

Tip: Use 7- or 10-day duration to get the maximum exposure for your listing

Use the Fixed Price format when:

  • You have multiple items that you can group into one multi-quantity or multi-variation listing

  • You know the value of your item or know the exact price you need to get for it

  • You have a lot of inventory and want to minimise your insertion fees

  • You want your items to be available to buyers for more than 7 days.

    Tip: Use 30-day durations and try automatic renewals (Good 'Til Cancelled)

Write a good title


  • Use up to 80 characters to describe your item

  • Make your title clear, concise and professional

  • State exactly what your item is, even if your title repeats the category name

  • Use sentence or title case

  • Use correct spelling.


  • Use all capital letters

  • Use special characters like punctuation marks or asterisks

  • Include multiple synonyms (like purse, handbag, and bag)

  • Use words that don't describe your item (wow or l@@k)

  • Use words that are false or misleading.

Write a good description


  • Make your description clear, concise, and professional

  • Use sentence case or title case—use correct capitalization and don't write in all caps

  • Use correct spelling

  • Use a single, simple font in a single colour

  • Organise your description in paragraphs or bullets with like information grouped together:

    • First describe your item. Include the relevant details about your item, and be clear about what will be in the package the buyer receives

    • In a separate paragraph or bullet you may want to include a story about the item, or information about why the item is unique or appealing


  • Use all capital letters, multiple fonts, or multiple font colours

  • Use negative or anti-buyer language

    Make false or misleading claims about your item.

List in the correct category

Selecting the right category is crucial to accurately describe your inventory. Be precise when you select your category so it is the most relevant one for your item.

Provide as many item specifics as possible

  • Complete as many of the recommended item specifics as possible to insure your items are returned in search and ranked properly.

Use product details from our catalogue where possible

  • Product details can help you create complete listing descriptions that are more visible and appealing to buyers. Using product details helps make listing easier and your descriptions more complete.

Include high-quality pictures of your item

  • Upload at least one picture for every listing

  • Take high quality photos that will showcase your items

  • 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.

Price competitively

Price competitively, including postage. When it comes to pricing Fixed Price items, it's rarely a good strategy to "set it and forget it." It's a good idea to watch your closest competitors on and off eBay to see what they're charging for similar items. Remember to consider postage costs as part of the equation as you price your items.

Focus on customer satisfaction

Offer the highest levels of service possible to your buyers. Reduce your low detailed seller ratings (DSRs) and the number of buyer claims against you. Achieve Top Rated status.

More information

Use Listing Analytics to optimise your listing

With Listing Analytics you can see how many times your Fixed Price listings are shown to buyers, what the click-through rate is, and how well the item is selling.

Frequently asked questions about Best Match



What is the most important factor in Best Match?

There are many important factors in Best Match, and no single one will boost your item to the top of the list. Making your listing complete, pricing competitively, and offering great service to buyers gives your listing the best chance for visibility.

Do all my items appear in search results?

Yes, eBay includes all items that match the buyer's search in search results.  

Creating a listing with variations helps you to list more items. For example, you can list a shirt in red, green, and blue in one listing. A buyer searching for a red shirt will see your red shirt in search results.

How can I close the sale once interested buyers select my listing from search results?

Review eBay's tips for writing good titles and descriptions to help sell your items.

Why do you rank Auction listings and Fixed Price listings differently?

Different factors are more important for each format. For example, end time may be a buyer consideration for Auction listings, while the end time of a 30-day Good 'Til Cancelled Fixed Price listing is not important to buyers.

Do my listings get a benefit in Best Match if I offer free postage, returns, or am a Top Rated Seller?

The level of services each listing offers to buyers, and the past performance history of sellers, including seller standing and bad buyer experience rates are considered in ranking. However, no single factor will boost a listing to the top of search results. Making your listing complete, pricing competitively, and offering great service to buyers gives your listing the best chance for visibility.

Listings from Top Rated Sellers that qualify for eBay Premium Service receive the most additional exposure in search results.

Why does Best Match change all the time?

eBay regularly gives Best Match a tune-up to make sure we're doing the best we can to meet our objective of highlighting relevant items that follow best practices and offer great value and service to buyers.

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