# eBay vs Etsy: new listing rules for product IDs and unedited photos

> eBay's EU product identifier requirement takes effect on 1 November 2026, while Etsy published its unedited-photo rule on 22 October 2026 with no compliance deadline. The sources disagree on whether the eBay requirement applies regardless of item value, and the article does not settle that point.

- Publication: The Sourcing Herald
- URL: https://sourcingherald.com/articles/ebay-vs-etsy-new-listing-rules-for-product-ids-and-unedited-photos
- Format: Comparison
- Section: Marketplaces
- Published: 2026-10-28
- Sources last checked: 2026-10-26

## Key points

- eBay requires sellers shipping from outside the EU to EU buyers to add product identifier data from 1 November 2026, regardless of item value according to eBay [2][3].
- eBay's identifiers are the M-PID (its Listing ID), the NS-PID (a manufacturer code such as an MPN) and the S-PID (a standardised code such as a GTIN or EAN) [2].
- Etsy published its listing-photo rule on 22 October 2026, requiring at least one unedited photo of the actual item, and gave no compliance deadline for existing listings [4][5][7].
- Etsy's rule has exceptions for some print-on-demand, digital, customised and made-to-order items, and existing non-compliant listings must be updated [7].
- The two rules check different things, so meeting one does not satisfy the other [2][5].

eBay sellers shipping from outside the EU to EU buyers must add product identifier (PID) data to their listings and carrier information from 1 November 2026 [2][3]. Etsy published its listing-photo rule on 22 October 2026. It requires at least one unedited photo of the actual item, and Etsy's announcement gave no compliance deadline or grace period for existing listings [4][5][7]. The two rules check different things, so meeting one does not meet the other.

## Two rules, two different checks: a listing can pass one and fail the other

The eBay requirement is a customs-data rule with an effective date of 1 November 2026, set out in eBay's seller notice and in EU guidance [2][3]. Etsy's photo rule was published on 22 October 2026, the date of its update to the Seller Handbook [4]. That is a publication date, not a compliance deadline.

The EU guidance defines the declarant, the party that pays the duty, as the seller or importer of the good [3]. eBay's notice covers the same PID change for sellers [2]. For the duty itself, see our earlier report on the [EU €3 parcel duty](/articles/eu-3-parcel-duty-is-in-force-2-handling-fee-starts-1-november) [1].

The checks are different. eBay's identifiers help customs authorities identify the specific product being shipped [2]. Etsy's rule asks whether the image shows the item buyers will receive [5]. In our view, a sharp photo does not supply a manufacturer code, and a complete identifier record does not supply the unedited photo Etsy requires.

A separate US rule is also in force. A USPS rule effective 19 October 2026 lets the USPS send merchants bills for unpaid foreign duties, taxes and import fees, and the merchant must pay the invoice even while disputing it [1]. It is not part of either listing rule covered here.

## What eBay requires for EU-bound shipments

eBay says the EU Commission mandates Product Identifier information from 1 November 2026 for all items shipped from outside the EU to buyers in the EU, regardless of item value [2]. The EU guidance says product identifiers can be declared voluntarily from 1 July 2026 and become mandatory from 1 November 2026 [3].

eBay names three identifiers [2]:

- **M-PID (Merchant Product Identifier):** eBay says this is the eBay Listing ID, available for all listings under the “About this item” section. Every eBay listing therefore already carries one [2][6].
- **NS-PID (Non-Standardized Manufacturer Product Identifier):** a code assigned by the manufacturer, producer or supplier, such as a manufacturer part number (MPN).
- **S-PID (Standardized Product Identifier):** a globally recognised code such as a GTIN, EAN, UPC or ISBN. Where an S-PID exists, it can also be used as the NS-PID.

eBay asks sellers using eBay International Shipping (eIS) to keep listings updated and to provide manufacturer or standardised product IDs where available, so inventory stays visible to EU buyers [2]. Sellers who self-ship or use SpeedPak must pass the PID information to their carrier. eBay warns that failure may cause delivery disruption, increased processing time or other customs clearance delays [2].

Our checklist, matching the diagram above:

1. Open each listing that ships from outside the EU to EU buyers.
2. Check the M-PID (eBay Listing ID) under “About this item” [2].
3. Add manufacturer or standardised product IDs where available [2].
4. Give PID information to your carrier if you self-ship or use SpeedPak [2].
5. Record a gap where no manufacturer-level identifier exists, and ask eBay in writing what to enter.

## What Etsy requires for listing photos

Etsy's Listing Image Requirements say that for most products, a listing must include at least one unedited photo of the item against a real background [5]. Sellers must not use photo editing software or AI tools to alter that photo [5].

Other listing images can still be edited, including with AI tools, as long as the final result accurately represents the physical product [5]. Allowed edits include adjusting lighting, exposure or colour balance to match real life, cropping, resizing or straightening, and cleaning up or replacing the background. Prohibited edits include changing the product's actual colour, texture or condition, and digitally removing or hiding defects, cracks or damage [5]. Etsy has not explained how it will tell intentional edits apart from automatic processing by cameras, phones and other software [7].

Etsy's rule carves out exceptions by product type, which narrows its reach for print-on-demand, digital and made-to-order sellers [7]:

- **Print-on-demand:** sellers who use production partners to print their designs on standard products such as t-shirts or mugs can keep using authorised stock photo mockups [7].
- **Digital downloads:** most need a visual preview or excerpt of what the buyer will receive. Digital products without visual content, such as audio files, may use representative imagery, including AI-generated images, if it is not misleading [7].
- **Customised or made-to-order items:** sellers making customised products themselves should show real examples of previous work [7].
- **Craft patterns, recipes, seeds and similar products:** sellers must include at least one real, unedited photograph of a finished result made or grown with the product [7].

Existing listings that do not meet the new image requirements must be updated [7]. If a buyer opens a case because the item is materially different from the image, Etsy may issue a refund, and the seller may be responsible for the refund amount. Etsy may also remove misleading listings, and repeated violations may lead to further enforcement, up to and including shop removal [5].

## Side-by-side: what each rule requires and who it affects

| Criterion | eBay EU product identifiers | Etsy unedited-photo rule |
|---|---|---|
| Effective date | 1 November 2026 [2][3] | Published 22 October 2026 [4]; compliance deadline: Not published [7] |
| What must change | Add M-PID, and NS-PID and S-PID where one exists [2] | At least one unedited photo of the actual item against a real background [5] |
| Who is affected | Items shipped from outside the EU to EU buyers [2] | Most listings; exceptions for some print-on-demand, digital, customised and made-to-order items [7] |
| Main seller advantage | M-PID is the eBay Listing ID, available on all listings [2][6] | Exceptions by product type [7] |
| Consequence of non-compliance | Delivery disruption, increased processing time, customs clearance delays [2]; refund rule: Not published | Possible refund liability, listing removal, shop removal for repeated violations [5] |
| Value scope | Regardless of item value per eBay [2]; unresolved, see below | Not applicable |
| Guidance for items with no identifier | Not published [6] | Not applicable |

The sources disagree on value scope. The EU guidance sets the €3 duty for consignments up to €150 [3]. It also says the rules apply to distance sales of imported goods [3], and it points to a Q&A document for common questions [3]. Value Added Resource reports that the new PID fields appear in customs declaration datasets H1, H6 and H7, so the requirement is not limited to packages worth €150 or less [6]. eBay says the requirement applies regardless of item value [2]. We could not settle the point from the sources, so check the EU Q&A before relying on either reading.

Sellers of used, vintage and one-of-a-kind goods appear most exposed on the identifier side. Value Added Resource reports that older clothing, vintage collectibles, replacement parts, handmade goods and other secondhand items may have no obvious manufacturer identifier [6]. eBay has not explained what to enter when no manufacturer-level identifier exists [6].

## Who each rule suits, and what to do this week

The two rules affect different sellers, so neither is the more important for everyone. Sort your catalogue by channel and by product type before you act.

- **eBay sellers shipping into the EU from outside it:** eBay's requirement covers eIS, self-shipping and SpeedPak, and needs PID data in both listings and carrier information [2].
- **Etsy sellers of physical items:** each listing needs a photo workflow that keeps at least one unedited photo of the actual item [5]. In our view, shoot that photo before any editing and keep the original file.
- **Etsy sellers of print-on-demand, digital, customised or made-to-order items:** check the exception for your product type rather than assuming it applies [7].
- **Sellers of used, vintage or one-of-a-kind goods on eBay:** ask eBay in writing what to enter when no identifier exists. The sources do not settle this [6].

We checked the sources on 26 October 2026. Rules can change, so confirm against eBay's EU Customs page and Etsy's Listing Image Requirements page before you act.

## Frequently asked questions

### When does eBay's product identifier requirement take effect?

eBay says the EU Commission mandates Product Identifier information from 1 November 2026 for all items shipped from outside the EU to buyers in the EU [2]. The EU guidance says identifiers can be declared voluntarily from 1 July 2026 [3].

### What does Etsy's photo rule require?

Etsy's Listing Image Requirements say that for most products a listing must include at least one unedited photo of the item against a real background [5]. Sellers must not use editing software or AI tools to alter that photo [5].

### Does Etsy give a compliance deadline for the photo rule?

Etsy's announcement gave no compliance deadline or grace period for existing listings [7]. Existing listings that do not meet the new image requirements must be updated [7].

### What should a seller with used or vintage goods do about eBay identifiers?

Value Added Resource reports that secondhand items may have no obvious manufacturer identifier, and eBay has not explained what to enter in that case [6]. The article recommends asking eBay in writing what to enter [6].

## Sources

1. USPS Can Bill Sellers for Foreign Duties — Practical Ecommerce, published 2026-10-25. https://www.practicalecommerce.com/usps-can-bill-sellers-for-foreign-duties
2. EU customs update: New Product Identifier requirements — eBay Community (eBay seller news team), published 2026-09-28. https://community.ebay.com/forum/announcements-57928/topic/eu-customs-update-new-product-identifier-requirements-483242/
3. Guidance and legal text on temporary flat fee on low-value imports which will apply until 1 July 2028 — European Commission, DG Taxation and Customs Union, published 2026-06-09. https://taxation-customs.ec.europa.eu/news/guidance-and-legal-text-temporary-flat-fee-low-value-imports-which-will-apply-until-1-july-2028-2026-06-08_en
4. Important updates to AI use on Etsy — Etsy Seller Handbook, published 2026-10-22. https://www.etsy.com/seller-handbook/article/1522733284810
5. Listing Image Requirements - Our House Rules — Etsy, published 2026-10-22. https://www.etsy.com/legal/policy/listing-image-requirements/253962679005
6. EU Product Identifier Rules Could Complicate eBay Sales Of Used, Vintage Goods — Value Added Resource, published 2026-10-05. https://www.valueaddedresource.net/eu-product-identifier-rules-ebay/
7. Etsy Bans AI-Generated Patterns, Tightens Listing Photo Rules — Value Added Resource, published 2026-10-22. https://www.valueaddedresource.net/etsy-bans-ai-patterns/