eBay Beginner Guide - 30 Mar 2026

Today's Focus: Pricing Psychology on eBay

Pricing your items correctly is one of the single biggest levers you have as a new eBay seller. Price too high and buyers scroll past. Price too low and you leave money on the table - or worse, attract problem buyers who expect the world for next to nothing.

Here's what actually works in 2026:

1. Use Sold Listings, Not Active Ones

New sellers make the classic mistake of searching for their item on eBay and pricing based on what they see listed. Don't. Listed prices are what sellers hope to get. Sold listings are what buyers actually paid.

• Search your item on eBay
• Tick Show only → Sold items in the filters
• Note the median sold price over the past 30-90 days
• Price within 5-10% of that median to move stock

2. The .99 Trick Still Works (Sometimes)

Ending prices in .99 or .95 triggers a psychological response - buyers perceive £19.99 as meaningfully cheaper than £20. It sounds daft but it genuinely increases click-through on search results where buyers are scanning fast. Use it on lower-value items (under £50). For higher-value items, round numbers can feel more professional.

3. Factor In All Your Costs First

Before setting any price, know your real floor. eBay takes roughly 12-13% in final value fees for most categories. Add postage, packaging materials, and your time. If you bought the item, add your purchase price plus any refurb costs.

Formula: Minimum price = (cost + postage + packaging) ÷ 0.87

Anything above that is profit. Anything below is a loss.

4. Cassini and Price Competitiveness

eBay's Cassini algorithm watches how competitive your price is relative to similar sold items. If you're pricing 30% above recent sold comps, Cassini buries your listing. Aim to be within 10-15% of the going rate and your listing gets ranked higher in Best Match - which is where 80%+ of buyers search.

5. When to Use Auction vs Buy It Now

• Auction: Rare, collectible, or hard-to-value items where demand is uncertain. Start at £0.99 only if you'd genuinely sell at that price.
• Buy It Now: Everyday items with known sold prices. More predictable, better for cash flow.
• BIN + Best Offer: Great middle ground - sets a top price but lets motivated buyers negotiate. Reduces time-wasters compared to open auctions.

Quick Wins for Today

1. Pull up one of your live listings and check sold comps right now
2. Add Best Offer to any listing over £15 that hasn't sold in 14+ days
3. Use the eBay app price suggestion tool - it's surprisingly decent for common items