In the competitive world of eCommerce, visibility is everything. Sellers looking to grow their business often list products on both eBay and Amazon, assuming that search optimization works the same on both platforms. But here’s the truth: it doesn’t. While both platforms rely on sophisticated algorithms to determine product rankings, the eBay Best Match algorithm and Amazon’s A9 (now known as A10) operate on very different principles.
That’s why working with a specialist eBay SEO agency—especially one experienced in the U.S. market—is critical to success.
In this blog, we’ll compare eBay and Amazon SEO, explain what makes eBay optimization unique, and why choosing the right eBay SEO services can give you the competitive edge your store needs.
Understanding the Algorithms: Best Match vs. A9/A10
Amazon SEO: The A10 Algorithm
Amazon’s search algorithm (formerly A9, now evolved into A10) prioritizes sales velocity, conversion rate, and customer behavior metrics. It heavily rewards listings that sell well, perform consistently, and meet fulfillment and pricing expectations.
Key ranking factors on Amazon:
- Sales history and velocity
- Product availability (inventory levels)
- Fulfillment method (FBA tends to rank higher)
- Keyword relevance in the title and backend
- Pricing competitiveness
- Reviews and ratings
- Conversion rate
Amazon’s goal: Promote the products that are most likely to convert and maintain buyer trust.
eBay SEO: The Best Match Algorithm
eBay’s Best Match algorithm, on the other hand, is centered on relevance and buyer engagement, not just sales performance. It considers a broader set of factors—many of which are within the seller’s control during listing creation.
Key ranking factors on eBay:
- Keyword relevance in title and item specifics
- Listing completeness (item specifics, return policy, shipping info)
- Seller performance and feedback
- Price and shipping cost
- Time on site (listing freshness and engagement)
- Item condition and listing history
eBay’s goal: Match the right listing to what a buyer is searching for, using relevance signals and a clean buying experience.
5 Key Differences Between eBay and Amazon SEO
Understanding these differences will help you appreciate why SEO for eBay listings requires a unique and tailored approach—ideally delivered by a specialist.
1. Listing Structure and Optimization Style
- Amazon: Centralized product pages for identical products. Listings are controlled by the ASIN system. Multiple sellers share the same product page.
- eBay: Each listing is unique. Even if multiple sellers offer the same product, they each have independent listings.
👉 Why this matters: On eBay, your ability to stand out depends entirely on how well your individual listing is optimized, not just your product’s popularity.
2. Keyword Strategy and Title Optimization
- Amazon: Focus is on backend keyword fields, bullet points, and search terms in the product description.
- eBay: Focus is heavily on title optimization (up to 80 characters) and item specifics. eBay doesn’t have hidden backend keyword fields.
👉 Why this matters: eBay SEO requires expert knowledge in front-end keyword usage, especially in product titles and structured item fields. A general SEO or Amazon expert may overlook this.
3. Item Specifics and Structured Data
- Amazon: Attributes are usually standardized and auto-filled by category.
- eBay: Item specifics are vital for both search filtering and SEO. Listings with more complete and accurate item specifics often rank higher.
👉 Why this matters: A specialized eBay SEO agency understands which item specifics impact ranking and conversion most—tailored by product category.
4. Listing Lifecycle and Freshness
- Amazon: Product listings gain authority over time, and older listings with consistent sales rank higher.
- eBay: Listings can expire, especially auction-based ones. eBay also prefers fresh, frequently updated listings for better engagement.
👉 Why this matters: You need an eBay SEO strategy that includes listing rotation, updates, and data monitoring—not just set-and-forget tactics.
5. Shipping, Returns, and Seller Ratings
- Amazon: Emphasis on Prime eligibility, FBA, and buyer experience.
- eBay: While seller ratings matter, eBay looks at detailed seller metrics like handling time, shipping cost, return policy, and Top Rated Seller status.
👉 Why this matters: On eBay, SEO is directly influenced by operational aspects. A dedicated eBay SEO team understands how to align these logistics with Best Match expectations.
Why You Need a Specialist for eBay SEO
Many agencies offer generic SEO services or Amazon optimization, but few truly understand the intricacies of eBay SEO strategy. That’s where hiring a specialized eBay SEO agency in the USA makes a difference.
Here’s what an expert eBay SEO agency brings:
🎯 Tailored Keyword Research
They use tools like Terapeak, eBay data insights, and U.S.-specific keyword research to find buyer-intent phrases for your niche.
🧩 Item Specifics Optimization
They know which specifics matter in your category (e.g., “style,” “color,” “material”) and how to fill them strategically.
🛒 Store and Category Setup
An expert knows how to build your eBay store for long-term visibility: branded categories, navigation menus, and internal linking between listings.
🔄 Ongoing Optimization
Unlike Amazon, eBay listings benefit from being refreshed. SEO specialists monitor and update listings for freshness, seasonal trends, and algorithm shifts.
📊 Transparent Reporting and Insights
Professional agencies provide performance dashboards that track impressions, click-through rate (CTR), conversions, and keyword visibility—so you know exactly how your store is growing.
Final Take: One Platform, One Strategy Doesn’t Fit All
If you’re already succeeding on Amazon, don’t assume the same tactics will work on eBay. The differences in algorithms, listing control, and ranking factors demand a platform-specific strategy.
Choosing a dedicated eBay SEO agency ensures your listings are built from the ground up to match what eBay—and your U.S. buyers—expect.
The result? More visibility, better rankings, and increased conversions—without relying on paid ads.
🚀 Work with Potential Digital – Your Trusted eBay SEO Partner
If you’re looking for a specialized and reliable eBay SEO agency in the USA, look no further than Potential Digital.
We are a team of seasoned professionals offering comprehensive eBay SEO services tailored for U.S.-based sellers. From keyword-rich titles to item-specific optimization, branded store setups, and ongoing SEO strategy, we manage everything end to end.
We’ve helped hundreds of eBay sellers stand out in competitive niches by delivering custom SEO for eBay listings that boost traffic, visibility, and revenue—sustainably.
