Etsy Listing Optimization Checklist (2026)

The short answer

Optimized Etsy listings share the same traits: keyword-rich titles using all 140 characters, all 13 tags filled with multi-word phrases, descriptions over 1,000 characters with keywords in the first 160, at least 5 photos (10 is better), competitive pricing that accounts for fees, and shipping profiles that don't scare buyers away.

This checklist covers every element. Work through it before publishing any listing.

Who this is for

Sellers who want more views and sales on Etsy. Whether you're launching your first listing or auditing your catalog, this checklist helps you catch the gaps that hurt visibility and conversions.

The 15-Step Optimization Checklist

1. Use all 140 title characters

Etsy gives you 140 characters for your title. Short titles waste keyword opportunities. Long, stuffed titles turn buyers away.

The formula: Primary keyword + Key attribute + Style/Use case + Audience

Before:

Handmade Candle

(15 characters — missing 125 characters of keyword opportunity)

After:

Soy Candle, Lavender Vanilla Scent, Hand Poured, Relaxation Gift for Her, Home Decor

(86 characters — hits multiple search terms while staying readable)

Front-load your most important keywords in the first 40-50 characters. That's all buyers see in search results before truncation.

For a complete title strategy, see our Etsy title formula guide.

2. Fill all 13 tag slots

Every empty tag slot is a missed search opportunity. Etsy gives you 13 tags with 20 characters each. Use them all.

Tag rules:

• Use multi-word phrases, not single words
• Don't duplicate words already in your title
• Don't duplicate your category or attributes
• Balance broad terms (3-4) with specific long-tail phrases (8-9)

Before (weak tags):

candle, soy, lavender, gift, home, decor, handmade, scented

(8 single-word tags — missing 5 slots, no specificity)

After (strong tags):

lavender soy candle, relaxation gift, hand poured candle, home fragrance,
spa day gift, self care gift, aromatherapy candle, cozy home decor,
housewarming gift, natural soy wax, stress relief gift, gift for her,
mother's day gift

(All 13 slots filled with multi-word phrases targeting real searches)

For tag strategy and examples by category, see our Etsy tags guide.

3. Write descriptions over 1,000 characters

Short descriptions leave buyer questions unanswered. Aim for 1,000-2,000 characters (roughly 150-300 words) that cover:

• What the product is (first 160 characters — this shows in search previews)
• Materials and dimensions
• Use cases and who it's for
• Care instructions
• Shipping and processing time

The first 160 characters matter most. Etsy and Google use them for search previews. Put your primary keyword there.

For a copy-paste template, see our Etsy description guide.

4. Add 5-10 photos (10 is optimal)

Etsy allows 10 photos per listing. More photos mean more information for buyers and higher conversion rates.

Photo checklist:

• Main photo: Product on white or neutral background
• Scale photo: Product next to common object for size reference
• Detail photos: Close-ups of materials, texture, craftsmanship
• Lifestyle photo: Product in use or in context
• Variation photos: Different colors, sizes, or options
• Packaging photo: What buyers receive (especially for gifts)
• Process photo: Behind-the-scenes of how it's made

Photos should be at least 2000px on the shortest side. Etsy displays them at a 4:3 aspect ratio.

5. Add a video (if applicable)

Etsy allows one video per listing, up to 15 seconds. Videos don't auto-play, but listings with videos often see higher engagement.

Good video uses:

• Product rotation or 360-degree view
• Product in use (jewelry being worn, tool being used)
• Size and scale demonstration
• Texture and material close-up

Keep it simple. A steady pan around your product is enough.

6. Select the most specific category

Etsy's category system goes several levels deep. The more specific you get, the better you'll rank in category search.

Before:

Home & Living > Home Decor

After:

Home & Living > Home Decor > Candles & Holders > Candles > Container Candles > Soy Candles

Work through every dropdown until you run out of options. Your category also affects which attributes Etsy shows you.

7. Fill all relevant attributes

Attributes are the filters buyers use to narrow search results. Unfilled attributes mean you're invisible in filtered searches.

Common attributes to check:

• Primary color and secondary color
• Material
• Occasion (gift for, holiday)
• Style (minimalist, bohemian, vintage)
• Dimensions or size

If Etsy shows you an attribute field, fill it. Empty attributes limit your discoverability.

8. Set competitive pricing (after fees)

Price based on what you take home, not what buyers pay. Etsy takes approximately 10-11% of each sale in fees:

• $0.20 listing fee
• 6.5% transaction fee
• 3% + $0.25 payment processing

For a $50 item, expect roughly $5.50 in fees. If you've sold over $10,000 and Offsite Ads apply, add another 12-15%.

Pricing formula:

(Materials + Labor + Overhead + Profit) / 0.89 = Listing Price

The 0.89 accounts for the ~11% in fees. If Offsite Ads apply, use 0.75 instead.

For complete fee calculations, see our Etsy fees breakdown.

9. Offer free shipping (or price it in)

Etsy's algorithm favors listings with free shipping, especially for US buyers. If you can't truly offer free shipping, build the cost into your item price.

Option 1: Free shipping with price adjustment

• Add average shipping cost to item price
• Set shipping to $0

Option 2: Calculated shipping

• Use Etsy's shipping profiles to calculate real rates
• Be transparent about what buyers pay

Option 3: Flat rate shipping

• Set a reasonable flat rate ($4.99-$7.99 for most items)
• Absorb the difference on heavier items

Whatever you choose, set up shipping profiles so you're not manually entering costs for every listing.

10. Set realistic processing times

Processing time sets buyer expectations and affects your Star Seller eligibility. Be honest.

• If you need 5 days to make an item, say 5-7 days
• If you ship same-day for in-stock items, say 1-2 days
• Build in buffer for busy periods

Consistently missing your processing time hurts your reviews and Star Seller status.

11. Enable variations (if applicable)

Variations keep related products in one listing instead of scattered across your shop. Benefits:

• Reviews accumulate on one listing (higher social proof)
• Buyers see all options at once
• One listing URL to share and promote

Use variations for:

• Colors
• Sizes
• Materials
• Personalization options (with/without, text input)

12. Complete the "About" section

Etsy surfaces seller info in listings. A complete About section builds trust:

• Profile photo
• Shop icon
• Shop banner
• Shop story (how you started, what makes your work unique)
• Production partners (if applicable)
• Shop policies (returns, exchanges)

Buyers check seller profiles before purchasing, especially for higher-priced items.

13. Add item weight and dimensions

Weight and dimensions enable calculated shipping rates and help buyers assess fit. They're required for some shipping profiles.

Always include:

• Weight (ounces or grams)
• Dimensions (length, width, height in inches or cm)
• Package weight (for calculated shipping)

If you sell jewelry or small items, weight still matters for shipping calculations.

14. Check mobile preview

Over 60% of Etsy traffic comes from mobile. Before publishing, preview how your listing looks on a phone:

• Is the main photo clear at thumbnail size?
• Does the title make sense when truncated?
• Are the first 160 characters of your description compelling?
• Do variations display correctly?

Use Etsy's mobile app to see exactly what buyers see.

15. Review for policy compliance

Before clicking Publish, scan for policy violations that could get your listing removed:

Check your title, tags, and description for:

• No trademarked brand names (Disney, Anthropologie, etc.)
• No medical claims (anxiety relief, heals, treats)
• No celebrity names (unless officially licensed)
• No misleading material claims (not real gold if it's plated)
• No prohibited items or keywords

One takedown can affect your entire shop. When in doubt, leave it out.

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Before You Publish: Quick Audit

Run through this rapid checklist before every listing:

Element	Requirement	Check
Title	100+ characters, keyword-first	[ ]
Tags	All 13 filled, multi-word phrases	[ ]
Description	1,000+ characters, keyword in first 160	[ ]
Photos	5-10 photos, 2000px minimum	[ ]
Category	Most specific available	[ ]
Attributes	All relevant fields filled	[ ]
Price	Accounts for 10-11% fees	[ ]
Shipping	Profile set, processing time accurate	[ ]
Variations	Enabled if applicable	[ ]
Mobile	Previewed on phone	[ ]

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Want an instant audit?

Paste your listing into our free Listing Grader to check titles, tags, descriptions, and compliance in seconds.

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FAQ

What is the best length for an Etsy title?

Use as much of the 140-character limit as you can while keeping the title readable. Most successful listings use 100-140 characters. The first 40-50 characters are most important since that's what displays in search results.

How many tags should I use on Etsy?

Use all 13 tags. Every empty slot is a missed opportunity to match buyer searches. Fill each tag with a multi-word phrase (not single words) that doesn't duplicate your title or category.

Do Etsy descriptions affect search ranking?

Yes, but only the first few sentences. Etsy's algorithm considers keywords in your description, but front-loads the weight on the opening. Put your primary keyword in the first 160 characters—that's also what shows in search previews.

How many photos should an Etsy listing have?

Etsy allows 10 photos per listing. Using all 10 is optimal, but 5-7 is the minimum for a complete listing. Include at least one main photo, one scale photo, one detail shot, and one lifestyle image.

What are Etsy listing fees?

Etsy charges $0.20 per listing (renews every 4 months or when sold), 6.5% transaction fee on sale price plus shipping, and 3% + $0.25 payment processing. Total fees run approximately 10-11% of your sale. Sellers over $10K also pay Offsite Ads fees of 12-15% when those ads generate sales.

How do I get more views on my Etsy listings?

Optimize your titles with keywords buyers actually search, use all 13 tag slots with multi-word phrases, add high-quality photos, and ensure you're in the most specific category possible. Listings with free shipping also get an algorithm boost.

What should I put in my Etsy listing description?

Start with your primary keyword and main selling point in the first 160 characters. Then include materials, dimensions, use cases, care instructions, and shipping info. Address buyer objections (size questions, quality concerns) before they ask.

How often should I update my Etsy listings?

Update listings that aren't performing (low views, no sales). For listings that are selling well, avoid major changes—you might lose the ranking you've built. Seasonal updates (holiday tags, trending keywords) can help capture timely searches.

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Sources

• How Etsy Search Works – Etsy Seller Handbook
• Keywords 101: Everything You Need to Know – Etsy Seller Handbook
• Checklist: Optimize Your Shop for Etsy Search – Etsy Seller Handbook
• How to Write Etsy Titles That Sell – Etsy Seller Handbook
• How to Use Tags to Get Found in Search – Etsy Help
• Fees & Payments Policy – Etsy