Understanding the Etsy Algorithm: Why Some Listings Thrive and Others Don’t

If you’ve been selling on Etsy for any length of time, you’ve probably noticed a pattern with how listings are promoted. It’s not an even playing field, and here’s why: Etsy is, first and foremost, a business that wants to maximize its profits. Listings that sell are more likely to appear on the first page of search results because Etsy prioritizes listings that bring in revenue.

Here’s what seems to happen: Etsy initially has no idea which listings will sell best, so it gives new listings a chance to appear in search results. But once a listing proves it can sell, Etsy keeps promoting it. This cycle continues until the listing’s sales slow down or it starts getting lower reviews, creating an opening for a new listing to move up.

For any given keyword, only a small fraction of listings make it to the first or second pages, while thousands of other listings wait in line. Etsy doesn’t “rotate” listings evenly — it doubles down on what’s working. Copying the keywords, tags, and photo style of successful listings might help you align with best practices, but it won’t guarantee that your listing will replace an existing bestseller.

However, once a top-selling listing falters, new listings have a brief opportunity to rise. This is a crucial time; if your product sells, you’re likely to stay in that spot, and if not, it drops back down. That’s why certain items seem to sell repeatedly, while others that look similar might struggle.

Disclaimer: This is my opinion only, based on my experience with having an Etsy Store since 2017. I’m not affiliated with Etsy in any way and I don’t know how the algorithm prioritizes listings.