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Digital download · Coming soon
The Multi-Channel Listing Playbook
How to write a listing for each of the seven channels: what each one rewards, what it quietly penalizes, and a template for each that you can fill in without me. Twelve years of catalog work, written down so you can do it yourself.
I'm writing it now. The people on the list hear first, and hear about the price first.
01Who it's for
People who'd rather learn the rules once than pay per listing forever.
Sellers on two or more channels who suspect their listings were ported, not written. Brand teams who write their own copy and want a house method instead of a house guess. Anyone opening a new marketplace who'd like to know what it rewards before uploading two hundred SKUs into it.
If you'd rather have me do the work, that's the other half of this site. Four ways to work together, quoted per project.
02What's inside
Twelve chapters. Seven of them are channels.
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How a marketplace reads a listing
The logic every channel shares: what search sees, what the buyer sees, and the order they see it in. Everything after this is the differences.
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Amazon
Title policy, the five bullets, backend search terms, attributes, and A+ content. Where the ranking happens and where the conversion happens, because they're not the same place.
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Walmart
Content quality scores, the attributes that gate visibility, and how to write for a catalog that grades you.
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eBay
Item specifics as the real search surface, titles that use every character honestly, and what the description is actually for.
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Shopify
Your own domain, your own SEO. Product pages, collections, and the theme structure that make a catalog findable instead of just present.
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WooCommerce
WordPress underneath: product data, categories and attributes, page speed, and the settings that quietly break listings.
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TikTok Shop
The video sells and the listing has to close. Short, plain, scannable copy, and what to do when the product page is the second thing they see.
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Faire
Writing for a retail buyer, not a consumer: case packs, margins, lead times, and the story a shop owner needs to put you on a shelf.
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Licensed merchandise, and the third reader
When somebody else's characters are on the product, a reviewer decides whether your listing gets to exist. What actually gets licensed listings pulled, and how to write so it doesn't.
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The templates
One per channel. Title, bullets, description, attributes, backend terms, in the order each platform reads them. Fill in the blanks.
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The audit checklist
The pass I run on client catalogs, in order of what usually costs the most. Run it on yours before you rewrite anything.
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AI, used properly
The prompts I use daily for copy, SEO descriptions, and images, the guardrails around them, and the places it gets confidently wrong.
03Format
A download, not a course.
The guide as a PDF, around forty pages with diagrams, and the templates as an editable workbook: a tab per channel with the limits built in, live character and byte counts, the audit checklist, and the prompts. No videos to sit through, no login to remember. Read the chapter for the channel you're on, open the template, write the listing.
Price and release date: soon. The people on the list hear first.
04Who's writing it
Twelve years, seven channels, one person.
I'm Bobby Kirby. I've done professional catalog work for twelve years, most recently leading multi-channel growth at YuMe Toys across Amazon, Shopify, TikTok Shop, Walmart, and Faire, where one email campaign program lifted sales 33%. Before that, six years as an AI consultant with TELUS International improving Google Shopping results. The Playbook is the method I use on client catalogs, written down.
More about me, or the full history on LinkedIn.