Accessible product listing descriptions: write for every buyer

A listing some buyers can't read

Picture a buyer using a screen reader, which reads a page aloud. They open a listing whose description is one long paragraph in capital letters, with the measurements only in a photo of a tape measure and the flaws described as "see pics". Or picture a buyer with low vision zooming in on a phone, or someone reading in a second language. Each of them has to work hard to find out what you're selling. An accessible listing is mostly a clear listing: it puts the important information in text, in a sensible order, in plain words.

This guide covers accessible product listing descriptions, using the W3C Web Accessibility Initiative's writing tips and informative images tutorial, and eBay's Seller Center listing guidance, checked November 8, 2026. Marketplaces control most of their page structure, so this focuses on what a seller writes.

What the W3C writing guidance recommends

The W3C's "Writing for Web Accessibility" tips are written for web content generally, and several translate directly into listings:

The W3C's images tutorial says a text alternative should convey the meaning or content displayed visually, which typically isn't a literal description of the image. For a listing, the meaning of a flaw photo isn't "a photo of a sleeve" but "a 1-centimeter pale mark on the left cuff".

Step 1: Put every key fact in text

Anything a buyer needs to decide should be written, not only shown:

• Measurements, in numbers with units.
• Size on the label and how it fits by measurement.
• Every flaw: what, where, how big.
• What's included and what's missing.
• Test results for electronics.

Photos still matter, as eBay's Seller Center says, but text is what screen readers, translation tools and search can use.

Step 2: Order the description predictably

Use the same order every time, so buyers who listen or skim know where to find things. One order that works: what it is, condition summary, measurements, flaws, what's included, shipping notes. The description order guide covers this in more depth.

Step 3: Write in plain language

• Short sentences, one fact each.
• Common words: "small hole" rather than "minor compromise to fabric integrity".
• Expand abbreviations once: "NWT (new with tags)", "EUC (excellent used condition)".
• Avoid ALL CAPS, which is harder to read for many people.
• Avoid emoji as bullets or in place of words; a screen reader may read out each emoji's name.

Step 4: Use lists for scannable facts

Where the platform supports line breaks, put measurements and flaws on separate lines. A list is easier to scan visually and to navigate by ear than a long paragraph.

Step 5: Describe photos in captions or text

Some platforms don't let sellers add alt text to listing photos. Where you can't, describe what important photos show in the description: "Photo 6 shows the scratch on the back panel, about 2 centimeters long." Where a platform does offer image descriptions, use them for information, not keywords.

Worked example: one description rewritten

In this chosen example, a seller rewrites a jacket description.

The rewrite is longer, but every fact a buyer needs is in text, in a predictable order, without capitals or emoji standing in for words.

Accessibility helps every buyer

Clear text also helps buyers on small phone screens, buyers using translation, and search, since platforms index text more readily than photos. The condition descriptions manual covers wording flaws precisely, and the model numbers guide covers identifiers.

Keep it honest: Accessibility is about clarity, not about adding keywords. The keyword stuffing guide explains why stuffing hurts readability.

Common mistakes

• Measurements only in photos.
• "See pics" instead of written flaws.
• ALL CAPS and emoji in place of words.
• Undefined abbreviations.
• One long paragraph for everything.

Write it so it can be heard

If a buyer could decide to buy from your description read aloud, without seeing a single photo, the listing is accessible and clearer for everyone. Put facts in text, keep a predictable order, and use plain words.