Frequently Asked Questions

  • What's an eBay Store?

    An eBay Store is a comprehensive ecommerce solution that helps you get more out of the eBay marketplace and the millions of buyers worldwide who shop on eBay. You get exclusive marketing and merchandising tools, plus great customization features to build a strong brand that keeps customers coming back. By showcasing all of your merchandise in one location, an eBay Store creates a central shopping destination where buyers can learn more about you, your products, and your policies.

    In addition, an eBay Store subscription package provides eBay sellers with a range of options for easy selling and maximum profitability. List in Fixed Price with full search exposure for as low as 5¢ and in Auction-style with discounted Final Value Fees.

    A red "Stores" tag next to a seller's user ID indicates that the seller has an eBay Store.

  • Why open an eBay Store?

    With eBay Stores, sellers can choose the subscription package that's most profitable for the way they sell. The vast majority of higher-volume sellers who sell more than 50 items per month can get significant savings with dramatically reduced upfront costs compared to eBay standard fees. Plus, get powerful tools to help build, manage, promote, and track your eBay presence for greater selling success.

  • Who can open an eBay store?

    To open an eBay Store, you must meet the following requirements:

  • What if I have a Premium or Anchor Store but fall below the performance requirements?

    Premium and Anchor Store subscribers who don't meet the performance eligibility requirements will receive an email notification letting them know they have 60 days from the time of the notice to improve before their subscription will be downgraded to Basic. If you are downgraded due to performance standards and your standing improves and you once again meet the performance requirement, you will be able to upgrade to a Premium or Anchor Store under Manage My Store in the Account tab in My eBay.

  • Is eBay Store right for me?

    In evaluating the benefits of an eBay Store, you should consider your listing volume and most frequently used listing format. If you're an existing eBay seller, enter your selling activity into the Fee Illustrator to determine which eBay Stores subscription may best fit your needs. For many sellers, an eBay Store subscription can reduce overall fees significantly. eBay Stores is also one of the best ways to establish your brand with a custom Store home page and custom header and logo that appear in your listings.

  • How do I open an eBay Store and what do I do first?

    If you meet the requirements to open an eBay Store, sign in to My eBay. Click "Subscriptions" under the Account tab. Click "Subscribe" next to eBay Stores. After you subscribe, choose "Subscriptions" and then click Manage My Store on the left. Choose "Design My Store" or "Quick Store Tuneup" to begin. You can also access through your Account Settings in eBay Seller Hub.

  • How do I list items in my eBay Store?

    All items currently listed on eBay will automatically show up in your eBay Store. To list new items, click the "Sell" button at the top of any eBay page. You'll go through a step-by-step process that makes it easy to list your item and find appropriate categories for your item. If you would like to list in bulk, you can use advanced seller tools like Selling Manager or your favorite listing tool.

  • If I subscribe to an eBay Store, does that mean I’m officially a business?

    Subscribing to an eBay Store does not automatically classify your account as a business account. Find out how to register as a business on eBay.

  • Will opening a store increase my selling limits?

    No, opening a store will not automatically increase your selling limits. You can find more information about selling limits and how to increase them by visiting our Limits on eBay Sellers help page.

About the Subscription

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  • How do I upgrade my eBay Store?

    To upgrade your eBay Store, go to My eBay and click on Account, then Subscriptions. From the Subscriptions page, click "Change level" to upgrade your eBay Store. You can also review our video tutorial for more information.

  • How do I re-open my eBay Store?

    Per our eBay Store policy, information will be retained for 30 days after your subscription is cancelled. To open an eBay Store, you'll need to go through the process of opening a new eBay Store. To open an eBay Store, go to My eBay and click on the Accounts tab and then Subscription tab. Once you're on the Subscriptions tab, click Subscribe for one of the eBay Store levels.

    To find the eBay Store that best fits your selling activity, use our Fee Illustrator tool. You can also review our video tutorial for more information on how to open an eBay Store.

  • What level Store should I open?

    The Store level you open will depend on your listing frequency and which formats you use. Each Store level has its own subscription-based listing fees. To maximize your exposure and minimize your costs, use the Fee Illustrator to find the subscription level that's best for you.

    Learn more about eBay Stores subscription levels and fees.

  • How and when am I charged for my eBay Stores subscription?

    Eligible sellers may subscribe to an eBay Store at any time during the year. The subscription fee will appear on your monthly invoice.

    The first month of your subscription is prorated based on your sign up date. For example, if you sign up on April 27th and you're billed on the 1st of every month, you will be charged for the remaining 4 days in April (27, 28, 29, and 30) plus the month of May on May 1st.

    Should you decide to cancel your subscription, you may do so at any time. You will have the full benefit of your subscription through the last day of the month you've cancelled in. For example, if you cancel your subscription on May 26th, you will have the full benefits of the subscription through May 31st, as you have already paid through to the end of the month. Your subscription will then be cancelled and you will not be billed on June 1st.

Store Design

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  • Can I use HTML to design my Store home page?

    Yes. Store sellers can create a custom header with HTML just below the standard eBay Store header. In addition, Store sellers can build a completely customized Store home page using HTML. To take advantage of these customization opportunities, go to the Manage My Store page and click on "Store Design" in the left column. Sellers can also easily create links to their Store by using HTML Builder, located in the left column in Manage My Store.

  • How can I make changes to my Store?

    You can change your logo, Store name, categories, and more at any time by going to Manage My Store located in the left navigation column of My eBay.

  • How can I change my Display Settings/Sort Order?
    1. Log in to My eBay and under the Account tab, click on Manage My Store
    2. Click on Display Settings under Store Design in the left navigation
    3. Under Theme and Display, click on Change" next to Item Display Settings
    4. Scroll down to Sort Order and choose your preference from the drop down menu.
    5. Click Save Settings.

Promoting Your Store

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Store Categories

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  • How many categories can I create?

    You can create up to 300 Store categories. Your Store category total includes the sum of all level 1, level 2, and level 3 categories. For example, you could have 300 level 1 categories or 30 level 1 categories with 10 subcategories each. Please note: eBay automatically creates a default level 1 category named "Other Items" that can't be edited and does count toward the 300 category limit.

  • How many Store categories should I use?

    Just because there are 300 categories available doesn't mean you need to use all of them. We provide 300 for the most extreme cases but expect most sellers will only need 20—40 categories. Go to the Store categories page in Manage My Store for suggestions on how to set up your Store category structure.

  • Where can I find more information about Store categories?

    You can find more information by clicking here

Campaign Setup

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  • What does it mean to "launch a campaign"?

    Launching a promoted listings campaign is quick and easy. Just follow these steps:

    1. Select the listings available to promote.
    2. Set your ad rate (the percentage of the final sale price you are willing to pay to promote your ad which can be from 1% to 20% of the item's final sale price for each item).
    3. Review and launch your campaign. You can monitor its performance using your promoted listings dashboard.

    We also provide the option to upload listings in bulk if you have a large quantity of data. Follow these steps:

    1. Prepare a .csv file with the ItemIDs that you wish to promote and the ad rates for each item.
    2. Upload the file.
    3. Review and launch your campaign.

    Please note: You can add up to 25,000 listings in one file. Large files may take up to an hour to upload.

    File format:

    1. The file needs to be in .csv format. We do not accept .xls format at this point.
    2. You can add up to 25,000 ItemIDs in one file. ItemIDs need to be in number format with no decimal points.
    3. Ad rates can be provided in 0.1% increments. However do not use the "%" sign at the end.
  • How do I create a promoted listings ad?

    When you launch a campaign, your ads are automatically created from your listing information, including your primary photo, listing title, price, and format. If you edit any of this information in your listing, it’s automatically reflected in your ad.

  • How do I know what ad rate to set?

    To increase the chance that your promoted listing will be displayed, set a competitive ad rate. Recommended ad rates are displayed on the “select ad rate” page, and allows sellers to adopt recommendations easily:

    • Campaign level control of the ad rate %
      • Sellers have the ability to apply or change custom ad rates to all items in the campaign.
      • In addition, sellers have the ability to apply or change the recommended ad rate to all the items in the campaign by clicking “Apply trending rates”.
    • Item level ad rate %
      • Sellers have the ability to apply or change custom ad rates to individual items in the campaign.
      • In addition, sellers have the ability to apply or change the recommended ad rates to individual items in the campaign by sliding the blue dot on the lever next to the individual items.
  • If a seller sets the highest ad rate on an item, does the seller’s ad always appear?

    In addition to looking at a seller’s set ad rate, other factors are also considered, such as relevancy and how well an item is selling at the time the ad rate is set. Promoted listings from sellers with different ad rates may appear in different page locations. You can see current ad rate averages to help you determine the rate you want to set.

  • After I launch a campaign, do my future listings automatically appear as ads in that campaign?

    Only Good Til Cancelled listings remain in an active campaign until you remove the listing from the campaign. All other listings need to be manually added to your campaigns, even relisted items that previously were added to a campaign.

  • Can I promote listings that have been marked down or discounted?

    All eligible listings are displayed when you sign in to promoted listings. You can select any eligible listing.

Campaign Management

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  • How do I edit or change a promoted listings campaign?
    • You can edit a campaign name, the campaign dates, the listings that you want to promote, and the ad rate at any time. Edits to active campaigns generally take effect the same day. Edits to non-active campaigns take effect when you resume the campaign.
    • On your promoted listings dashboard, click 'Actions' next to the campaign you want to edit and choose 'edit campaign'.
    • If you wish to bulk edit your existing campaigns, download the 'edit campaign file' by clicking 'Actions' next to the campaign you want to edit, modify the file and re-upload it.

    Please note: large file may take up to an hour for the changes to be reflected.

  • Can I manage the promoted listings in my campaign in bulk?

    Yes you can using a .csv file. Follow these steps:

    1. Prepare a .csv file with the itemIDs that you wish to promote and the ad rates for each item.
    2. Upload the file.
    3. Review and launch your campaign.

    Please note: you can add up to 25,000 listings in one file. Large files may take up to an hour to upload.

    File format:

    1. The file needs to be in .csv format. We do not accept .xls format at this point.
    2. You can add up to 25,000 ItemIDs in one file. ItemIDs need to be in number format with no decimal points.
    3. Ad rates can be provided in 0.1% increments. However do not use the '%' sign at the end.
  • Can I edit my promoted listings ad?

    A promoted listings ad pulls information—your primary photo, listing title, price, and format—automatically from your listing. If you wish to change the content in your promoted listings ad, you can only do so by editing your listing itself.

  • Can I stop a campaign?

    You can stop or start a promoted listings campaign at any time. Stopping a campaign generally takes effect the same day. Keep in mind, however, that any sales generated after you stop the campaign from buyers who clicked your ads before you stopped the campaign are charged the promoted listing fee. Dashboard information from stopped campaigns continues to be available.

    To stop an individual campaign, click on ‘Actions’ and choose ‘Pause’ or ‘End’ from the drop down. If you wish to stop multiple campaigns, check the campaigns you wish to stop and click ‘Pause’ or ‘End’.

  • Can I delete campaigns?

    Only a campaign that has ended can be deleted. If your campaign is active or paused you may not be able to delete the campaign.

    In order to end a campaign:

    1. Click ‘Actions’ next to the campaign you wish to end and choose ‘End’ from the drop down. Please note: it may take a couple of minutes for the campaign to end.
    2. The status of the campaign/s will change to ‘Ending’.
    3. Now check the box next the campaign/s you wish to delete and hit ‘Delete’.
  • Can I sort the fields on the campaign dashboard?

    You can sort any of the fields available on your campaign dashboard (Name, Status, Start date, End date, Listings, Sold, Ad fees and, Sales) in ascending or descending order.

  • What happens when my listings change?

    Promoted listings ads automatically take into account any changes that you make to your listings, including price, title, primary photo, and description changes. You only need to edit your campaign each time you have new listings that you want to add.

  • My listing has sold or has ended. Do you stop displaying ads automatically?

    We don't display promoted listings ads for listings that aren't active — whether the listings have sold, expired, or you've ended them. If your listing has ended and you’ve manually relisted it, we don't automatically add the listing back into your campaign. Once you've restarted your listing, you need to edit your campaign and add the listing manually. Good 'Til Cancelled listings stay in active campaigns until you remove the listing from the campaign.

  • How does Promoted Listings work with Promotions Manager?

    Promoted listings will help you drive traffic to your listings through the promoted ad placement. Promotions Manager will help you convert buyers once they land on your listings by enabling you to create compelling offers to increase order size.

  • What is ad rate optimizer?

    Ad rate optimizer is a new feature within the promoted listings campaign management dashboard. This feature provides ad rate recommendations for underperforming items to help boost the performance of your campaigns.

  • Who is eligible and how can I participate?

    We are testing this new feature and hence only select sellers have access. If you are one of the selected sellers you will see the link on top of the promoted listings dashboard next to your sellerID. If you would like access please leave us feedback through ‘give us feedback’ link on the promoted listings dashboard.

    Screenshot of the link on the campaign management dashboard to access the tool:

    ad-rate-optimizer-tool boost-your-impression
  • Why is it important to optimize your ad rate?

    Promoted listings surfaces ads based on the relevancy of your listings to buyer search and the ad rate selected by you. In order to maximize on visibility your ad rates should be competitive. This new feature helps your listings stay competitive.

  • How to use the ad rate optimizer?
    1. Choose the Campaign Name, Price Range, or Quantity to select the listings you would like to optimize using Ad Rate Optimizer.
    2. Next, preview the listings that are being recommended for optimization and the proposed ad rate.
    3. If you wish to proceed with the recommendation click 'update' button.
    4. In order to see any improvements in listing visibility go to the campaign you optimized on your dashboard and click on the toggle button (see screenshot) before the campaign name to pop open the campaign level graph.
  • Why are only a few of my listings are showing up for recommendation?

    This feature only shows listings that are underperforming due to low ad rates. Increasing the ad rates based on our recommendation can help increase impressions and hence improve the likelihood of a sale.

    For the listings that are not included in the recommendation, they are either already performing well, or have other listing improvements that may need to be considered. For these listings, we recommend reviewing the "growth" tab in Seller Hub, to optimize these listings.

  • What is the difference between trending rates and ad rate optimizer?
    1. Trending ad rates is the average of the ad rates selected by other sellers using promoted listings for that category. It is a good place to start when first launching campaign.
    2. Ad rate optimizer is much more specific to the item you are promoting. We run diagnosis on the items you have promoted to see how we can improve the chances of them appearing more often in the promoted listings placements based on our algorithm. Using various factors we recommend ad rates that will help improve the chances of your items being seen more often to buyers.
  • What is "Potential Impressions"?
    1. An impression is the number of times your item was viewed by a buyer in a promoted listings placement. Your items have the potential to appear in promoted listings placement for each buyer search. However, sometimes they don’t. These are potential impressions, the views that your items missed out on possibly due to lower ad rate.
    2. The preview button in the ad rate optimizer shows you the number of potential additional impressions that your listings could have received but didn’t as a result of lower ad rate. By accepting the recommended ad rate you are likely to maximize on these views and hence improve chances of sale.

Reporting and Billing

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  • How do I know if promoted listings is working for me?

    Your promoted listings dashboard contains detailed reports on how your ads are performing. Specific metrics include:

    • Impressions: The number of times your ads appeared
    • Clicks: The number of times potential buyers clicked your ads
    • Sold: The number of items sold through promoted listings ads
    • Ad fees: The fee based on the ad rate set for your items at the time the buyer sees the ad
    • Sales: Number of items purchased within 30 days of a click on your ad
  • Can I see how my campaigns are positively affecting my sales?

    Your promoted listings dashboard contains information on the sales related to your ads. Sales are from buyers who clicked your ad and purchased the item within 30 days. The number of items and the amount resulting from those sales is displayed. The default view on the dashboard is ‘Last 31 days’. You can even put custom date ranges to suit your needs.

    Please note we are currently unable to show impression data for promoted listings. This does not affect the actual visibility of your promoted listings, nor does it impact reporting of clicks and sales. We are working to fix this as soon as possible, and apologize for the inconvenience.

    Graph on the dashboard currently shows daily clicks and sales trends. If you wish to see detailed metrics at the item level simply click 'download report' under 'manage' link next to the campaign you want to see data for.

    The csv file shows you key performance metrics such as quantity sold: that is the total quantity sold for the item on eBay, clicks: number of times your items was clicked, promoted listings - sold: number of items sold through promoted listings service, ad fees: the amount you paid in fees for promoted listings and more.

    Sample report: sample-report

  • If a buyer finds my listing via search results-not a promoted listings ad-do I pay an ad fee?

    You only pay an ad fee when an item sells within 30 days of a click on your ad in one of the designated placements reserved for promoted listings.

  • Is my ad fee credited back to me if the buyer doesn’t pay or returns the item purchased through promoted listings?

    Both your ad fees and ad rates appear on your eBay invoice. Ad fees will appear as a separate line on your eBay invoice and in detail where fees will be categorized by item. If eBay credited any ad fees back to you, you'll see this information on the invoice as well. You can also get up-to-date sales and ad fee details in your dashboard.

    You should be able to see the credits on your invoice in the ‘Discounts and credits’ section. And the item level details under ‘Promoted listing fee credits’.


  • Does my monthly invoice from eBay show ad fees?

    Both your ad fees and ad rates appear on your eBay invoice. Ad fees will appear as a separate line on your eBay invoice and in detail where fees will be categorized by item. If eBay credited any ad fees back to you, you'll see this information on the invoice as well. You can also get up-to-date sales and ad fee details in your dashboard.

  • What ad rate am I charged if a buyer clicks multiple times on my ad at different times?

    We charge the ad rate that was active for the first click we can attribute to this buyer within the 30 day window.

Email Marketing

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  • What is Email Marketing

    Email Marketing is a tool for eBay Stores sellers that enables them to send email to interested buyers who have signed up for their mailing lists.

  • Who can I send an email to?

    You can email anyone who has subscribed to your mailing lists. Users subscribe to sellers' mailing lists in the "Add to Favorite Sellers and Stores" process, through which they can select one or more mailing lists to subscribe to for each seller.

  • How do I send an email to my subscribers?

    Using the Email Marketing tool, you can easily create and send template-based or fully customized HTML emails to your subscribers. You can send one email per week for each of your mailing lists, and there is no limit to the number of subscribers on an email list.

  • Where can I find more information about Email Marketing?

    You can find more information by clicking here

Markdown Sale Events

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  • How do I create markdown sale events?

    We integrated our popular Markdown Manager tool into Promotions Manager. Now you can create markdown sale events of up to 45 days in duration using the same convenient tool you use to create Order Discounts and other promotions

  • Is there a charge to use Promotions Manager?

    No. Promotions Manager is free for all eBay Stores subscribers.

  • How many items can I offer in my markdown campaigns?

    You can list up to 10,000 items in your markdown campaigns.

  • If I create a markdown sale event with Promotions Manager, when will my items be discounted?

    Unlike "order discounts," where the discount isn't applied until checkout, markdown discounts revise the item to reduce the price. When you mark down an item (e.g., 20%), the item's price on eBay instantly reflects the markdown, and the discount will be applied at checkout. When your sale ends, we will mark your items back up to their pre-markdown prices, which may take several hours.

  • Where can buyers see my discounted listings?

    Buyers will see a special strike-through price and Sale logo in the following places:

    • Item Page (plus a Free Shipping logo, if offered)
    • Cross-Promotions on the bottom of the View Item Page
    • Seller Email Marketing (plus a Free Shipping logo, if offered)
    • eBay Stores Promotion Boxes

    Buyers will see special strike-through pricing in the following places:

    • Search results
    • In-Store Search results (this is the Search within a particular Store)
    • Items I'm Watching (if the item has gone on sale after it was added to the buyer's watch list)
    • Items I'm Watching Ending Soon Email
    • In all other areas, the Sale price will be displayed as the Buy It Now price (including in the main eBay search results).

  • How do I close my Store?

    You can close your eBay Store at any time by signing in to My eBay and clicking the "Subscriptions" link under the Account tab. You'll be taken to a page where you can cancel your subscription.

  • What happens to my listings when I close my Store?

    Sellers can choose to end their active Fixed Price listings or keep them, subject to standard fees

  • How does the Selling Manager Pro credit work for Premium and Anchor Stores?

    Premium and Anchor Stores subscribers won't be charged for Selling Manager Pro as long as they maintain their Premium or Anchor Store subscription. To qualify for this offer, you must subscribe to Selling Manager Pro on the same eBay country site where you opened your eBay Store. Existing Selling Manager Pro subscribers will begin receiving their free Selling Manager Pro subscription on their invoice after they subscribe to a Premium or Anchor Store.

*To be eligible for the promoted listings quarterly credit, sellers must have a valid eBay registration address in the US. Sellers using My eBay can verify their registration address at My eBay > My Account > Addresses > Registration address.