eBay Product Feed Setup and Field Mapping Guide

Overview

eBay product feeds allow merchants to upload and synchronise product data directly to eBay listings at scale. Rather than creating listings manually through eBay's interface, you submit structured product information (title, description, images, pricing, inventory) via a feed file. eBay processes this data and creates or updates your listings automatically.

Merchants use eBay feeds to:

• List hundreds or thousands of products quickly without manual entry.
• Keep inventory quantities synchronised across sales channels.
• Maintain consistent product information across all active listings.
• Update pricing, images, and descriptions in bulk.
• Reduce errors that occur with manual listing creation.

Feed quality directly affects listing approval rates, search visibility, and buyer trust. Missing or incorrect field data can result in listing rejection, suppressed search ranking, or lower conversion rates.

Core Listing Fields

These fields form the foundation of every eBay listing and determine whether your product appears in search results and passes eBay's content policies.

sku

Your internal product identifier. eBay uses this to match incoming feed records to existing listings and to track inventory across your catalogue.

If you submit the same sku in multiple feed updates, eBay updates the existing listing rather than creating a duplicate. If you use different skus for the same product, eBay creates separate listings.

Keep skus consistent, unique within your catalogue, and stable over time. Changing a sku for an existing product breaks the link between your feed and that listing, causing eBay to create a new listing instead of updating the old one.

title

The product name that appears in search results and on the listing page. eBay recommends 80 characters or fewer.

Include the most important product attributes in the title: brand, product type, key features, size, colour, or condition. Avoid keyword stuffing, repetition, or misleading claims.

Example: 'Sony WH-1000XM5 Wireless Headphones Black' is clear and searchable. 'AMAZING HEADPHONES BEST QUALITY CHEAP PRICE' is not.

eBay's search algorithm weights title matches heavily. If a buyer searches for 'Sony wireless headphones', your title must contain those terms (or close variants) to rank well.

subtitle

An optional secondary title line displayed below the main title in search results. eBay allows up to 55 characters.

Use the subtitle to add secondary details: 'Noise Cancelling, 30-Hour Battery, Multipoint Connect'. This increases the chance that your listing matches buyer searches without cluttering the main title.

Subtitles are optional, but they improve visibility for longer-tail search queries.

description

The full product description visible on the listing page. This is where you explain features, condition, fit, materials, warranty, and shipping details.

eBay does not enforce a strict character limit, but descriptions longer than 4,000 characters may not display fully on mobile devices. Keep descriptions scannable: use short paragraphs, bullet points, and clear headings.

Include:

• What the product is and what it does.
• Key specifications (dimensions, weight, materials, colours available).
• Condition (new, refurbished, used) and any defects or wear.
• What is included in the box.
• Warranty or guarantee terms.
• Shipping and return policies (if they differ from your account defaults).
• Any compatibility information (e.g., 'fits iPhone 13 Pro only').

Missing or vague descriptions lead to buyer questions, returns, and lower feedback scores. Detailed descriptions reduce returns and disputes.

condition

The product condition. eBay requires this field for every listing.

Valid values are:

• 'New' (unopened, unused, original packaging).
• 'Refurbished' (professionally restored to working order, may have minor cosmetic wear).
• 'Used' (previously owned, may show signs of use).
• 'For Parts or Not Working' (sold as-is, not functional).

Condition is a primary search filter. Buyers often filter by condition, so accuracy is critical. Misrepresenting condition (e.g., listing a used item as new) violates eBay policy and can result in account suspension.

If you sell refurbished items, eBay requires you to state the refurbishment process and provide a 30-day minimum warranty. Use the conditionDescription field to explain.

conditionDescription

Optional text explaining the condition in detail. Use this for refurbished items or used products with specific wear patterns.

Example: 'Professionally refurbished. Fully tested and working. Minor scratches on casing. Includes original charger and 90-day warranty.'

This field prevents buyer disputes by setting clear expectations.

Inventory and Pricing Fields

quantity

The number of units in stock. eBay uses this to determine whether the listing is active and to manage out-of-stock situations.

Set quantity to 0 to delist the product. eBay will end the listing automatically.

If you sell across multiple channels (eBay, Amazon, your own website), synchronise quantity carefully. Overselling occurs when a buyer purchases from one channel while inventory is already sold on another. Use a centralised inventory management system to push accurate quantity to eBay feeds in real time.

eBay updates quantity after each sale. If your feed shows quantity 10 and a buyer purchases one unit, eBay decrements the quantity to 9 automatically. Your next feed update should reflect the current stock level, not the original quantity.

sale_price

The price at which the product is offered. This is the amount the buyer pays.

Format prices as numbers with two decimal places (e.g., '19.99', not '£19.99'). Do not include currency symbols in the feed.

Price changes are processed immediately when you upload a feed update. If you lower the price, eBay updates the listing within minutes. If you raise the price significantly, eBay may suppress the listing temporarily or flag it for review.

eBay monitors price changes for signs of abuse (e.g., artificially inflating prices then offering 'discounts'). Use realistic, market-appropriate pricing.

shipping_weight

The weight of the product in kilograms. eBay uses this to calculate shipping costs if you use eBay's calculated shipping feature.

Include packaging weight if the buyer receives the item in a box. Underestimating weight results in shipping losses; overestimating reduces conversion because shipping costs appear high.

If you offer flat-rate or free shipping, shipping_weight is less critical, but providing it improves eBay's ability to estimate delivery times.

Product Identification Fields

These fields help eBay and buyers identify the exact product and prevent duplicate listings.

brand

The manufacturer or brand name. eBay uses this as a searchable attribute and to validate product identity.

Use the official brand name exactly as the manufacturer publishes it. If the product is unbranded or generic, use 'Unbranded' or 'Generic'.

Incorrect brand information can result in listing suppression or removal, especially for branded categories like electronics or fashion.

mpn

Manufacturer Part Number. A unique identifier assigned by the brand to a specific product variant.

Example: 'WH-1000XM5' is the MPN for Sony's flagship headphones.

eBay uses mpn to match your listing against the eBay catalogue and to prevent duplicate listings. If two sellers list the same product with the same mpn, eBay may consolidate them into a single listing (so only one seller's offer is visible at a time).

Provide mpn whenever available. If the product does not have an MPN, leave the field empty.

ean

European Article Number. A 13-digit barcode used primarily in Europe and Asia.

upc

Universal Product Code. A 12-digit barcode used in North America.

isbn

International Standard Book Number. Used exclusively for books.

These three fields serve the same purpose: they are standardised product identifiers that eBay uses to validate product identity and prevent duplicate listings.

Provide the correct code for your product type:

• Books: isbn.
• North American products: upc.
• European or Asian products: ean.

If a product has multiple codes (e.g., a book with both ISBN and EAN), provide the most relevant one for your market. Providing an incorrect code can cause listing rejection or suppression.

Visual Content Fields

Images are the primary way buyers evaluate products online. Missing or poor-quality images reduce conversion and increase returns.

imageUrls

The primary product image. eBay displays this in search results and as the main image on the listing page.

Provide a direct URL to the image file. eBay supports JPEG and PNG formats. The image must be at least 500 x 500 pixels; eBay recommends 1,200 x 1,200 pixels or larger.

The primary image should show the product clearly against a neutral background, with no text, logos, or distracting elements. Avoid lifestyle photos for the primary image.

If the image URL is broken or points to a slow server, eBay may delay listing processing or display a placeholder. Test all image URLs before uploading the feed.

additionalImageUrls

Secondary product images. eBay allows up to 12 additional images per listing (13 total including the primary image).

Use additional images to show:

• Different angles and sides of the product.
• Close-ups of details, materials, or finishing.
• The product in use (for items where context matters).
• Packaging or what is included in the box.
• Condition details (for used items, show wear or defects clearly).

Format as a comma-separated or pipe-separated list of URLs, depending on your feed file format. Ensure each URL is valid and points to a complete image.

Missing additional images limit buyer confidence. Listings with 5 or more images typically convert 20% to 30% better than listings with only a primary image.

videoUrls

Optional video content. eBay allows one video per listing, up to 2 GB in size.

Provide the URL of a video hosted on your own server or a third-party video platform (YouTube, Vimeo, etc.).

Videos showing the product in action, unboxing, or demonstrating features increase buyer engagement and reduce return rates. However, video is optional; high-quality static images are sufficient for most products.

Attributes and Classification Fields

These fields provide additional product details and help eBay categorise your listing correctly.

color

The product colour. Use standard colour names: 'Black', 'White', 'Blue', 'Red', 'Green', 'Silver', 'Gold', etc.

If the product is multicoloured, list the primary colour or use 'Multicolour'.

Colour is a primary search filter in categories like fashion, electronics, and home goods. Accurate colour information improves search visibility and reduces returns due to colour mismatch.

size

The product size. Format depends on the product type:

• Clothing: 'S', 'M', 'L', 'XL', or numeric sizes like '10', '12', '14'.
• Shoes: '7', '8', '9', '10' (UK), or '36', '37', '38' (EU).
• General products: 'Small', 'Medium', 'Large', or dimensions like '10cm x 10cm x 5cm'.

Use the standard sizing system for your product category. Inconsistent or ambiguous sizes lead to returns and disputes.

material

The primary material or materials. Use standard terms: 'Cotton', 'Polyester', 'Leather', 'Plastic', 'Metal', 'Wood', 'Ceramic', etc.

For products with multiple materials, list the primary material or use a comma-separated list.

Material information is important for fashion, home goods, and furniture. Buyers often filter by material to find products that meet their needs or values (e.g., 'vegan leather', 'organic cotton').

gender

The intended gender for clothing and accessories. Valid values:

• 'Men'.
• 'Women'.
• 'Unisex'.
• 'Boys'.
• 'Girls'.

Use this field only if the product is specifically marketed to a gender. Unisex items should be marked 'Unisex'.

age_group

The intended age group. Use standard ranges:

• 'Newborn' (0 - 3 months).
• 'Infant' (3 - 12 months).
• 'Toddler' (1 - 5 years).
• 'Kids' (5 - 13 years).
• 'Teens' (13 - 18 years).
• 'Adults' (18+ years).

This field is important for toys, clothing, and children's products. Incorrect age group information can result in listing rejection if the product does not meet safety standards for that age group.

item_group_id

A unique identifier that groups related product variants. Use this if you have multiple listings for the same product in different colours, sizes, or configurations.

Example: If you sell a t-shirt in sizes S, M, L, and XL, assign all four listings the same item_group_id. eBay displays them as variants of the same product, allowing buyers to switch between sizes without navigating to a different listing.

Using item_group_id improves the buyer experience and can increase conversion because buyers can compare variants on a single page.

Practical Feed Setup and Optimisation

Mapping Your Product Data

Before uploading a feed, map your internal product database to eBay's required fields.

Create a spreadsheet or document that lists each eBay field, the corresponding field in your product database, and any transformations needed:

This mapping ensures consistency and makes it easy to automate feed generation.

File Format and Submission

eBay accepts feeds in CSV, XML, or tab-delimited formats. CSV is the most common and easiest to work with.

Structure your CSV file with a header row containing field names, followed by one row per product:

sku,title,description,brand,condition,quantity,sale_price,color,size,imageUrls,additionalImageUrls
SKU001,Sony WH-1000XM5 Headphones Black,Premium wireless headphones...,Sony,New,5,349.99,Black,One Size,https://example.com/image1.jpg,https://example.com/image2.jpg|https://example.com/image3.jpg

Ensure all special characters (commas, quotes, line breaks) within field values are properly escaped. If a field value contains a comma, wrap the entire field in double quotes.

Upload the feed through eBay's Seller Centre or via their API. eBay processes feeds asynchronously, typically within 1 to 4 hours. Monitor the feed status page for errors or warnings.

Common Feed Errors and Solutions

Missing Required Fields: eBay requires sku, title, description, condition, and quantity. If any are missing, eBay rejects the entire feed record. Validate your data before submission.

Invalid Condition Values: eBay only accepts 'New', 'Refurbished', 'Used', or 'For Parts or Not Working'. Any other value causes rejection. Map your internal condition codes to these four values.

Broken Image URLs: If imageUrls or additionalImageUrls point to invalid or slow-loading images, eBay may delay listing processing or use a placeholder. Test all URLs before uploading.

Duplicate Listings: If you submit the same product with different skus, eBay creates multiple listings. Use consistent skus to avoid duplicates. If you have created duplicate listings, contact eBay support to consolidate them.

Price Too Low: eBay flags listings with prices significantly below market average. If your price is legitimate (e.g., clearance sale), add a note in the description.

Brand or MPN Mismatch: If you provide a brand or mpn that does not match eBay's catalogue, eBay may suppress the listing or request corrections. Verify brand and mpn values against eBay's official product database.

Inventory Synchronisation

If you sell on multiple channels, synchronise inventory carefully to avoid overselling.

Option 1: Centralised Inventory Management. Use a system (e.g., Shopify, WooCommerce, custom software) that tracks inventory across all channels and pushes updates to eBay via API or feed in real time.

Option 2: Scheduled Feed Updates. Upload a new feed every 4 to 8 hours reflecting current inventory. This is slower but works if you do not have high sales volume.

Option 3: eBay Inventory API. If you have moderate to high sales volume, use eBay's REST API to update inventory programmatically. This is faster and more reliable than periodic feed uploads.

Always err on the side of caution: if you are unsure of current stock, set quantity lower than actual inventory. Overselling damages your reputation and can result in account suspension.

Optimising for Search Visibility

Title Optimisation: Include the most searchable terms in your title. Use tools like eBay's search bar (which shows auto-complete suggestions) or Google Trends to identify high-volume search terms. Incorporate them naturally into the title without stuffing.

Description Depth: Write detailed descriptions that answer common buyer questions. Include specifications, materials, dimensions, warranty, and return policy. This reduces buyer inquiries and improves feedback scores.

Image Quality: Use high-resolution images (1,200 x 1,200 pixels or larger) with clear, neutral backgrounds. Include multiple angles and close-ups. Listings with 5 or more images rank higher in search results.

Accurate Categorisation: Assign your product to the correct eBay category. Miscategorised products are harder for buyers to find. Use eBay's category browser or the category suggestion tool when uploading your feed.

Complete Product Data: Fill in all optional fields (colour, size, material, etc.). Listings with more complete data appear higher in filtered searches and are more likely to convert.

Competitive Pricing: Monitor competitor prices and adjust yours to stay competitive. Use eBay's price comparison tools to see how your listing ranks by price.

Summary

eBay product feeds are a powerful way to list and manage inventory at scale. Success depends on accurate, complete, and well-formatted product data.

Focus on these priorities:

1. Provide accurate, searchable titles and detailed descriptions.
2. Use correct product identifiers (brand, mpn, ean, upc, isbn).
3. Include high-quality images and multiple angles.
4. Keep inventory quantities synchronised in real time.
5. Set realistic, market-appropriate prices.
6. Fill in optional fields to improve search visibility and buyer confidence.

Test your feed before uploading, monitor eBay's feedback for errors, and iterate based on performance. Regular feed audits and optimisation improve listing approval rates, search visibility, and conversion.