Why Product Description Length Matters (and Varies) on Amazon, eBay, Etsy & More

When it comes to writing product descriptions for your online store, one size does not fit all. Different platforms—like Amazon, Etsy, and eBay—have unique audiences, ranking algorithms, and formatting expectations. One of the most overlooked elements of success? The length of your product description.

Whether you're a dropshipper, artisan, or reseller, understanding how description length impacts performance across platforms can boost your visibility, trust, and sales. Let's break it down.

🛒 Amazon: Short, Structured, and Feature-Focused
Amazon shoppers are typically comparison buyers—they want facts fast. Amazon's A9 algorithm prioritizes structured, keyword-optimized listings that are easy to scan.

Best practice:

Bullet points (5 max) in the "Product Features" section

Short, benefit-focused phrases

Clear product specs in the description field

Approx. 200–300 words total, including keywords

Why it works:
Amazon wants the most relevant listings at the top, and it rewards clarity. A tight, structured description with strategic keyword usage can increase ranking and conversions.

🛍️ Etsy: Storytelling and Connection Matter
Etsy shoppers are emotional buyers—they're here for the vibe. They want to know the story behind your product and what makes it special.

Best practice:

Aim for 300–600+ words

Tell a mini-story: What inspired the design? Who is it for?

Highlight features and uses in bullet points

Use a friendly, on-brand tone

Why it works:
Etsy SEO looks at keywords in your description but also favors listings that engage customers. A longer, well-written description builds trust and showcases your brand personality.

💸 eBay: Clarity First, Keywords Second
iBay buyers are detail-focused and often comparison-shopping between new, used, and auctioned items. They want specifics.

Best practice:

150–300 words

Include model numbers, sizes, condition (new vs. used), and included accessories

Focus on keywords that mirror actual eBay search behavior

Why it works:
iBay's ranking system, Cassini, rewards keyword relevance and item specifics. Longer descriptions aren't penalized—but redundancy and fluff are. Keep it factual and direct.

🏪 Shopify/Your Own Website: Full Creative Freedom
When selling on your own site (like Shopify or WooCommerce), you have no third-party algorithm to satisfy—but you do have to win your customers' attention fast.

Best practice:

Use 300–800 words depending on the product

Include a strong intro paragraph, scannable bullet points, and SEO-optimized headings

Integrate customer-friendly language and storytelling

Why it works:
Longer content allows you to optimize for Google SEO, improving your chances of ranking in search results. Plus, it gives your customers all the info they need to feel confident buying directly from you.

📊 Why Description Length Impacts Conversions
No matter the platform, the right description length will:

Improve your search visibility

Reduce customer confusion

Increase purchase confidence

Lead to fewer returns or complaints

Too short? You risk sounding vague or untrustworthy.
Too long? You might lose attention before getting your point across.

The sweet spot depends on the platform + audience + product category.

📌 Platform-Specific Summary

Amazon:

Ideal Length: 200–300 words
Style & Focus: Bullet points, features, SEO

Etsy:

Ideal Length: 300–600+ words
Style & Focus: Storytelling, brand voice, keywords

eBay:

Ideal Length: 150–300 words
Style & Focus: Specs, model numbers, clarity

Shopify/Your Own Website:

Ideal Length: 300–800+ words
Style & Focus: SEO-rich, branding, full flexibility

Final Thoughts
The perfect product description length is not a universal number—it's a strategy. Tailor your content to the platform, respect the buying behavior of the audience, and use your words to drive action.

Want to stand out in a crowded marketplace? Know your platform. Then write for it.