Etsy has over 90 million active buyers worldwide, but standing out requires understanding how Etsy's search algorithm works — and it's very different from Amazon.
Etsy's Search Algorithm
Etsy ranks listings based on:
- Relevancy: How well your listing matches the search query (titles, tags, categories, attributes)
- Listing quality: Conversion rate, click-through rate, favourites, and sales velocity
- Recency: Newer and recently renewed listings get a temporary boost
- Customer experience: Shop reviews, response time, and shipping speed
- Shipping price: Free shipping gets a ranking boost (Etsy is transparent about this)
Title Optimisation
Etsy gives you 140 characters. Use them all. Front-load your primary keyword, then add secondary keywords separated by commas or natural phrasing. Etsy reads your title left to right, so the most important keywords go first.
Tags
You get 13 tags of up to 20 characters each. Use all 13. Include long-tail phrases, synonyms, and related terms. Don't repeat keywords already in your title — Etsy combines title and tags for search matching.
Photos
The first photo is everything on Etsy. It determines your click-through rate from search results. Use natural light, a clean background (white or lifestyle), and show the product clearly. Etsy recommends a minimum of 5 photos per listing.
Want Help With Your Amazon Account?
Book a free 15-minute call. No pressure, no obligation.