A system for assisting a user in listing items for sale in an electronic marketplace via an electronic marketplace application is disclosed. A product identification technique for assisting the user in listing of the item for sale in the electronic marketplace is determined based on initial user input provided by the user. A prompt to provide additional user input is then displayed to the user in the user interface of the electronic marketplace application, where the additional user data corresponds to the determined product identification technique for assisting the user. A listing for the item is generated based on the additional input provided by the user, and the listing is displayed to the user in the user interface of the electronic marketplace application.