Marketplace Listing Rules (Amazon and Etsy)

Last updated: 2026-04-10

This guide summarizes the listing-quality rules Poodle Scanner currently models for Amazon and Etsy.

Amazon is the mature ruleset. Etsy is now documented and scaffolded as a public-page ruleset, which means the first Etsy version focuses on what a crawler can verify directly on the live listing page. Seller-dashboard-only factors are still important, but they remain manual checks until we add a seller-authenticated data source.

1) Amazon rules we already model

Images and video

  • At least 1 image is required.
  • 6 images is the practical target for a strong listing.
  • 1 video is recommended when available.
  • The main image should stay product-first: white background, no text overlays, no logos, no watermarks, and the product should dominate the frame.

Titles

  • Most Amazon titles should stay within 200 characters.
  • Avoid banned or downranked symbols and emoji-style characters.
  • Keep titles readable, non-promotional, and not keyword-stuffed.
  • If a catalog uses a stable brand or prefix pattern, keep that opening consistent.

Bullets and descriptions

  • Bullet points should explain the major product features clearly.
  • Avoid emoji, decorative symbols, excessive formatting, and promotional filler.
  • Keep descriptions product-focused rather than seller-focused.
  • Avoid phone numbers, email addresses, external URLs, pricing claims, or shipping promises inside the copy.

Trust and page elements

  • Ratings and review volume are meaningful trust signals.
  • A live buy path matters more than any copy polish.
  • A+ content, brand sections, and other merchandising modules often separate thin listings from competitive ones.

Search and backend fields

  • Backend keywords should stay compact, generic, and space-separated.
  • Category templates and style guides can tighten the generic rules further.

2) Etsy v1 ruleset: what we can check today

Scope

The Etsy v1 ruleset is intentionally split into two layers:

  • **Automated now:** public listing-page signals such as title clarity, media presence, description depth, shipping and return visibility, reviews, add-to-cart readiness, and basic item details.
  • **Documented but not yet automated:** seller-dashboard-only inputs such as tags, attribute coverage by category, shipping-profile tuning, shop icon completeness, search-visibility dashboard status, and customer-service metrics.

That split keeps the crawler honest. We only score what the live page actually exposes.

Titles

  • Etsy listing titles may be up to 140 characters.
  • Etsy now recommends clearer, shorter, more scannable titles instead of older keyword-stuffed patterns.
  • Lead with what the item is.
  • Put the most important traits early, such as size, material, color, or recipient fit.
  • Prefer fewer than about 15 words when that still describes the item clearly.
  • Avoid repeating words.
  • Move subjective words like “perfect” or “beautiful” into the description instead of the title.
  • Do not waste title space on price, sale, or shipping language that Etsy already badges elsewhere.

Photos and video

  • A listing needs at least 1 photo.
  • Etsy allows up to 20 photos per listing.
  • The first photo should show a single finished product, not a collage or stitched multi-image thumbnail.
  • The first photo should be clear, well-lit, and easy to understand in search results.
  • Etsy recommends images that are 2000px or more on width and height for stronger visual quality.
  • Etsy warns that the first photo should be at least 635px on width and height to avoid reduced search visibility.
  • Etsy listing video is optional but useful.
  • Etsy listing videos can be 3 to 15 seconds, upload without audio after processing, and should stay lightweight and product-focused.

Descriptions

  • Keep the description short enough to scan but detailed enough to answer buyer questions.
  • Put the essential facts near the top.
  • Use the first few sentences for the most relevant keywords and buyer context.
  • Include dimensions, materials, care instructions, personalization directions, or ordering steps where relevant.
  • Bullet points or short paragraphs are better than a single wall of text.
  • Do not route buyers away from Etsy with off-platform checkout language, external contact funnels, or unnecessary links.

Shipping and returns

  • Estimated delivery should be visible and believable.
  • Return policy should be set, even when the policy is “No returns.”
  • Shipping cost should be visible.
  • High shipping cost can suppress conversion even when the item itself is attractive.
  • Etsy has said that US domestic listings with shipping under $6 can receive better search treatment.

Trust signals

  • The add-to-cart path must exist and work.
  • Review average matters.
  • Review count matters because it makes the average believable.
  • Star Seller, customer-service metrics, and search-visibility guidance are important trust and ranking inputs, but they are currently outside the public-page crawler scope.

Item details and structured fields

  • Materials should be present.
  • Maker attribution should be present.
  • Category-specific attributes improve keyword matching and buyer clarity.
  • If a phrase already exists in attributes, Etsy does not need the exact same phrase repeated as a tag.

Personalization and policy edges

  • Personalized commercial listings should show a finished customized item in the first image, not only a blank base item.
  • Creativity standards, prohibited items, IP issues, and handmade-vs-resale eligibility are policy gates. These matter operationally even when a listing looks strong on the surface.

3) Etsy rules we should document, but not auto-score yet

These are real Etsy quality factors, but they are not reliably observable from the public page alone:

  • Use all 13 tags where they are relevant.
  • Keep each tag within 20 characters.
  • Use natural multi-word tag phrases rather than chopped keywords.
  • Add the most specific category and attributes available.
  • Keep shop policies complete.
  • Maintain good customer-service metrics.
  • Use the Etsy Search Visibility page to follow listing, shop, and customer-service recommendations.

These should stay in the manual until the product has authenticated Etsy seller data.

4) Rule-help popover mapping

Poodle Scanner resolves question-mark popover copy from platform-scoped help mappings in:

  • `web/static/config/rule-help-content.json`
  • `web/static/config/verifier-help-content.json`
  • loaded at app startup by `web/js/constants.js`

Structure:

```json { "AMZN": { "product_title": { "title": "Title compliance", "body": "..." } }, "ETSY": { "listing_title": { "title": "Title clarity", "body": "..." } } } ```

Update process:

  • Keep help-copy aligned with the policy sections in this document.
  • Add rule entries under the exact backend rule IDs.
  • Add verifier entries under the exact backend verifier IDs.
  • If a mapping is missing, the UI suppresses the help trigger instead of showing placeholder copy.
  • When adding a new platform ruleset, add its help mappings in the same change.

5) Fast checklists

Amazon

  • [ ] At least 1 image, ideally 6
  • [ ] Main image is product-only, white-background, and free of overlays
  • [ ] Title stays readable, policy-safe, and within Amazon limits
  • [ ] Bullets and description avoid emoji, gimmicky symbols, and off-platform content
  • [ ] Buy path, ratings, and key merchandising modules are present

Etsy

  • [ ] Title clearly names the item and stays within 140 characters
  • [ ] First photo shows a clear finished product and the listing has usable media
  • [ ] Description puts the key facts near the top and avoids off-Etsy routing
  • [ ] Estimated delivery, return policy, and shipping cost are visible
  • [ ] Add to cart, reviews, materials, and maker attribution are present