Five years ago, marketplace SEO was all about stuffing keywords, maxing out character counts, and just hoping the algorithm didn’t ghost you. But in 2025? That approach is far gone. 

Today, platforms like Amazon, eBay, and Walmart use advanced AI that doesn’t just index your listings, it interprets them. These systems analyze buyer intent, semantic meaning, image clarity, and even your seller behavior. They read like a customer, rank like a product expert, and filter like a personal shopper. 

And that means sellers need to radically rethink how they optimize. 

AI Changed the Rules 

The biggest shift? AI-driven search is no longer literal. It doesn’t just match words, it predicts what the buyer means. So instead of scanning for exact terms, these algorithms look for listings that answer intent. 

Old mindset: Write for the search engine. 
New mindset: Write for the shopper—because that’s who the AI is emulating. 

Let’s break it down platform by platform. 

Amazon: From Keyword Cramming to Contextual Clarity 

Amazon’s algorithm, now evolving from A10 into A11, leans heavily on natural language processing, behavioral signals, and personalization. It doesn’t just match keywords—it anticipates what a buyer wants based on past behavior and phrasing. 

Before (Pre-AI): 
Title: USB C Cable 6ft Nylon Braided Fast Charging USB Type C to USB A Charger Cord Compatible with Samsung Galaxy S10 S9… 
→ Crammed with keywords, hard to read. 

After (2025): 
Title: Durable USB-C Charging Cable – 6ft Nylon Braided Cord for Android & Pixel 
→ Natural, skimmable, and intent-focused. 

What Amazon’s AI favors now: 

• Readable, clear titles that still include key terms. 

• Bullet points that answer buyer questions: “Is it fast?” “Is it durable?” “Will it work with my phone?” 

• Descriptions that explain benefits in plain language—not keyword soup. 

Pro Tip: Think like a customer reading reviews, not a seller writing code. 

eBay: Structure = Visibility 

eBay has doubled down on structured data and machine learning. Its AI system prefers listings that are precise, complete, and easy to parse. 

In 2025, success on eBay depends on three things: 

1. Complete your product fields—brand, size, color, material, condition. If it has a box, fill it. 

2. Upload multiple, high-quality photos—eBay’s AI can now evaluate image resolution, angles, and relevance. 

3. Build seller trust—fast responses, good reviews, and low return rates boost your listing’s visibility. 

On eBay, flowery language won’t save you—completeness and accuracy will. Every missed data field is a missed opportunity to surface in filtered searches. 

Walmart: Conversational + Predictive Search 

Walmart’s search engine now functions like a hybrid between Google and ChatGPT. It understands questions—not just keywords—and surfaces listings that sound like helpful answers. 

Buyers aren’t just searching for “10” frying pan.” They’re asking: 
“What’s a good nonstick pan for induction stovetops?” 

Walmart’s AI scans titles, bullets, reviews, and buyer behavior to find listings that feel like a match. 

Winning formula: 

• Natural phrasing in titles: 
  “10” Induction-Ready Nonstick Frying Pan – Oven Safe to 400°F” 

• Descriptions that sound like helpful responses: 
  “Designed for induction cooktops, this skillet distributes heat evenly and is oven-safe to 400°F.” 

• Trust signals: Strong reviews and high return customer satisfaction can move your product higher in search. 

Predictive AI also compares buyer behavior. If your listing appeals to shoppers who’ve bought similar items, it’s more likely to appear. 

What Actually Matters in Marketplace SEO Now 

Marketplace SEO in 2025 isn’t about manipulating an algorithm. It’s about helping AI guide real people to the right product. 

Here’s your updated playbook: 

• Write for human clarity. If a person wouldn’t read it, the AI won’t rank it. 
• Use full, structured data. Complete every field—titles, specs, brand, images, categories. 
• Think like your buyer. Frame content around real questions, not keyword density. 
• Prioritize visuals. AI now “reads” your images—make sure they’re clear, relevant, and varied. 
• Maintain seller excellence. Strong reviews, fast shipping, and responsive service boost visibility. 

Marketplace AI isn’t a backend feature anymore—it is the front line. It sees your listings the way your customers do. And it’s getting better at detecting who’s offering real value versus who’s gaming the system. 

If your content reads like it solves a real problem, it wins. 

Want to take it a step further? Check out 4 Ways to Optimize Product Discovery for practical tips on getting more eyes on your listings, beyond just search ranking.