As we move deeper into Q2 and on the edge of the summer season shopping, Etsy is rolling out a couple of new tools and features to add to our SEO toolkit. If you have logged into your shop dashboard lately, you have likely noticed some shiny new buttons appearing here and there. Like every new release on Etsy, they are testing things out and this opens up new opportunities to get an edge. Let’s unpack what’s new, how it works, and what we can actually do with it.
New Etsy Features May 2026: Smarter SEO Data + Better Ads & Targeted Offers
Etsy is giving sellers more visibility into what buyers want and how they shop. From seasonal keyword and competitor pricing insights to better ad controls and improved personalization tools, the platform is steadily improving store-management to enable better marketing. The takeaway? As we head into the summer season, sellers who pay attention to the new tools, test strategically, and put them in action will have a stronger edge over stores on autopilot.
1. Updated Marketplace Insights - the Real-time SEO treasure map
A few months ago, Etsy introduced Marketplace Insights and gave us our first real peek behind the curtain of Etsy search data. At the time, it was already one of the most useful additions to the Etsy SEO toolkit in years. For the first time, you could see search volumes directly from Etsy rather than relying entirely on third-party estimates. Now, Etsy has quietly expanded the feature again, and this update is arguably even more valuable than the original launch.
The latest version of Marketplace Insights introduces two major additions:
- expanded historical search volume data
- a new Search Term Analysis section focused on pricing behavior.
Neither feature is flashy, but both give us a much clearer picture of what buyers are actually doing on Etsy. Let's unpack what changed and why it matters.
A) Seasonal search volumes for up to last 12 months
When Marketplace Insights first launched, Etsy only showed search volume data for the previous 30 days. That was useful, but it came with an important limitation for seasonal marketing. Many seasonal keywords don't follow a simple monthly pattern. Looking at a single 30-day window could make a strong keyword appear weak simply because it was between seasonal peaks.
Now, Etsy allows us to compare search volume across three different timeframes:
- Last 30 days
- Last 90 days
- Last 12 months
For example, a keyword may show modest volume over the last 30 days but reveal substantial demand in the coming month due to seasonality. Another keyword might look strong today but prove to be at the end of its peak season when viewed over a longer period.
This wider perspective gives us a much clearer view of seasonal shopping patterns. Holiday searches, wedding-related terms, graduation gifts, summer products, and countless other seasonal niches often begin building momentum months before the actual buying peak. Having access to 90-day and 12-month data allows us to spot those trends much earlier.
B) Competitor pricing breakdown by keyword
The second addition may be even more interesting. Etsy has introduced a new section in Marketplace Insights that provides pricing information directly related to a specific keyword.
This gives us a completely new layer of competitor data that wasn't available before. The new pricing data includes:
- Prices for items in this search vary - this shows the overall range of prices buyers have recently paid for items within that search term - in the case below - $12-$24.
- Median purchase price range - this reflects the midpoint range of recent purchases made within the last 30 days, excluding shipping and taxes - in the example this is $16.20-$19.80.
- Your prices - this shows the full price range across your own active listings that are eligible to appear for that search term - $35 in this case.
Please note that Etsy claims to be using actual purchase data related to this keyword to provide this price range analysis. This is significantly stronger, compared to a simple analysis of listings optimized for a given keyword - and is worth considering when strategizing to penetrate a new niche.
2. Easier Personalization Options
Etsy has updated its personalization feature, introducing clearer guidelines for how sellers should collect custom information from buyers.
While this isn't a major platform update, it could help reduce buyer confusion and improve conversion rates for personalized products.
Etsy now recommends using three specific personalization field types depending on what information you need:
- Text boxes for names, dates, and custom messages
- Option lists for fonts, colors, styles, and other predefined choices
- File uploads for photos, logos, artwork, and similar assets
The focus is on making personalization requests more specific and easier for buyers to complete. Etsy now encourages sellers to use clear field titles, provide examples when helpful, explain where personalization will appear, and avoid asking for multiple details in a single field.
There's also a stronger emphasis on listing images. Etsy recommends clearly displaying personalization options in your photos and, whenever possible, using real examples of finished personalized products rather than generic mockups.
If you sell personalized products, it's worth taking a few minutes to review your personalization fields and make sure they're aligned properly.
Here is an example of how to setup the personalization area in the Listings Manager using several personalization fields:
Below you can see what this looks like when setting up each field respectively:
And this is the customer experience on the front end of your Etsy listing once you set everything up:
3. Getting more control of Etsy Ads
For the first time Etsy has introduced listing-level advertising strategies, giving us more control over how Etsy Ads budget is distributed across individual listings. Instead of applying a single strategy to all listings, we can now choose a different approach for each advertised product.
There are three available strategies:
- Greater Visibility, which prioritizes reach and exposure;
- Lower Click Cost, which focuses on generating more cost-efficient clicks;
- Efficient Spending, which balances visibility and advertising costs.
You can increase visibility for your best-performing listings, apply a lower CPC strategy to listings that are generating clicks at a higher cost or have lower conversion rates, and keep average-performing listings on the Efficient Spending option, which provides a balanced approach between visibility and cost efficiency. This should help to target better ROAS results at the end of the month.
Similarly as before, the Etsy Ads strategy feature is available only with a daily Etsy Ads budget of $25 or more.
4. More Listings videos - still in Alpha version
In a small number of shops, a second video slot has appeared in the listing editor with the first video still acting as the primary one shown in search, while the second sits alongside the listing images.
At this stage, there is no official announcement from Etsy, which suggests this is an early test or phased rollout rather than a platform-wide update.
So for now, this is just a first glimpse of a possible new feature, spotted only in a limited number of stores.
As with many recent Etsy updates, this appears to be another gradual release being tested before a wider rollout.
We are monitoring for additional information on this topic and when this will be officially announced.
5. New targeted offer - Interested shopper!
Etsy has also introduced a new targeted offer feature that allows you to send a discount to shoppers who show early interest in your items. At first, you can set an identical discount percentage to the rest of the campaigns
Etsy discounts do not stack, and this offer needs to be set at ~5% higher percentage than any ongoing sales running in your store in order for it to be applied.
Since this is also a newly launched feature, we will closely monitor its impact on shop performance over the coming months.
Over the next few months, we’ll likely see Etsy fine-tuning these features as they collect feedback and performance data. The key to getting an edge is adapting intelligently by testing, tracking, and learning what works.
On a side note, our Creative Team has opened a few Q2 and Q3 slots for Etsy Visual Marketing available to stores already enrolled in the SEO program, specifically looking to make best use of the new personalization features to boost Etsy customer experience and conversions.
If you want to give your shop a fresh seasonal look for the summer season, you can apply for a seat here.
