How to price items on eBay

How to find what an item sells for on eBay

Asking prices tell you what sellers hope to get. Sold prices tell you what buyers paid. Price from sold prices.

Sold data also tells you about demand. If only a handful have sold in recent months, a lower price may not change that. If lots of sellers list the same item, expect pressure on price.

1. Search eBay for the item using the words a buyer would use.
2. Use the Sold items filter (also on eBay’s Advanced search page) to see listings that sold.
3. Compare like with like: the same model, size, condition and quantity.
4. Add the postage the buyer paid to each price, so you’re comparing totals.
5. Ignore one-off highs and lows, and note how many sold and how recently.
6. Switch back to active listings to see how many sellers you’re up against and at what prices.

Tip eBay’s Product research tool in Seller Hub shows up to three years of eBay sales data, including average sold price, sold price range and how many listings offered free postage.

Set a minimum price before you list

Your minimum price is the lowest price that still gives you the profit you want after every cost. Work it out once per item and write it down.

Minimum price = (item cost + postage and packaging + minimum profit + per-order fee) ÷ (1 − the percentage fees). The percentage fees are your category’s final value fee, the 0.35% regulatory operating fee and any ad rate, added together.

Example only, with round numbers: the item costs £14, postage and packaging cost £3.50, you want at least £3 profit, and the per-order fee is 40p. The percentage fees are 12.9% + 0.35% + a 5% ad rate = 18.25%. So the minimum price is £20.90 ÷ 0.8175 = £25.57, including postage.

If VAT is added to your eBay fees, or you’re VAT-registered, include that too. Our profit calculation guide shows how.

If your minimum price is well above what the item usually sells for, the item isn’t worth listing at your current costs. Look for a better supplier price or a different product.

OneDS shows the profit on an item after eBay fees before you publish it, and can block publishing below a minimum profit you set.

Should you use Best Offer on eBay?

Best Offer lets buyers propose a lower price on a fixed price listing. You can accept, decline or send a counteroffer.

You can set automatic limits. Offers at or above your upper limit are accepted for you, and offers below your lower limit are declined for you. Anything in between waits for you to decide.

You can also send offers to interested buyers, such as people watching your item.

• Set the auto-decline limit at or above your minimum price, so you never accept a loss by accident.
• Remember that eBay’s fees are worked out on the accepted price plus postage, not your original asking price.
• If you add Best Offer, list a little above the price you’re aiming for, so there’s room to meet in the middle.

Free postage or charge for postage?

Buyers look at the total cost: item price plus postage. eBay’s percentage fees also apply to the total, so moving money between the item price and the postage charge doesn’t change your fees much.

Free postage is simple for buyers to compare. If you offer it, build your real postage and packaging cost into the item price, or it comes out of your profit.

Charging for postage can be clearer for heavy or bulky items, where the cost varies a lot by service.

Check what sold listings for your item do. eBay’s Product research tool shows how many listings offered free postage and the average postage cost.

If you’re Top Rated and want the eBay Premium Service badge, your listing must offer a free domestic delivery option within 3 working days, along with other conditions in eBay’s seller standards policy.

When and how to change your price

Give a new listing time before you change the price. Then look at what the listing is telling you.

• Views but no watchers or sales: the price, photos or postage may be putting buyers off. Compare your total with recent sold prices.
• Watchers but no sales: buyers are interested but waiting. A small price change or an offer to watchers can help.
• Selling faster than you can restock: you may be priced too low. Try a small increase.
• Your supplier’s price has gone up: recalculate your minimum price straight away, and raise your price or end the listing if it falls below it.
• eBay has changed its fees: check your category’s rate and recalculate your minimum prices.

Tip Change one thing at a time, by a small amount, so you can tell what made the difference.

Why racing to the bottom doesn’t work

Cutting your price below other sellers can win a sale, but it often costs more than it earns.

• Your item cost, postage and per-order fee don’t fall when your price does, so every pound you cut comes straight off your profit.
• Other sellers can cut too, and then everyone sells at a lower price.
• A thin margin can’t cover a return. One refund can cancel out the profit from several sales.
• Buyers compare more than price: clear photos, accurate titles and item specifics, fast dispatch and a fair return policy all help you compete.

Watch out If the only way to match a competitor is to price below your minimum, don’t match. Look for a better product or a better supplier price instead.