Tuesday, September 02, 2008

Update: Tips for Maximizing eBay's Best Match

My Blog Utopia, is really not a how-to blog, but as we move closer to the 16th (eBay Fee Changes) I thought I would give you some Best Match tips that I've come across to help you prepare for the 4th quarter and the new eBay fee structure.

Identifying demand on eBay through Auto-Complete: With Finding 2.0, eBay now guides buyers to those items with the highest demand. If you are now part of the 50% of users who are searching under Finding 2.0 you can type a search term in the search box and eBay will identify additional options (or you can test this in the Playground). You will notice that the terms they suggest are not listed in alphabetical order, instead they are listed by frequency/demand.

As an example, if you search on John Wayne, you will see that "John Wayne DVD" is the first suggestion, followed by Movie Poster, etc. This list will give you an idea as to the most successful/searched John Wayne related products on the site.

Try searching on some of your product titles and see what eBay suggests and maybe this will give you a leg up on the competition.

Another way to check demand, is with the Left Navigation on the site. Type in John Wayne or one of your product search terms and check the categories on the left side of the screen. They are sorted by demand and then by supply. So with the John Wayne search term, you will see that DVDs and Movies are the category with the highest demand for that term. Entertainment Memorabilia is second and Collectibles is third.

Try this with your product search terms to determines which category will give you the most bang for your buck. Be careful not to put your item in a totally unrelated category though or you may run afoul of eBay rules.

Other Tips:

  • Fixed Price Listings no longer use Ending Soonest in the weighting of Best Match, so adjust your listing strategies accordingly.

  • Recent Sales History - This is a new addition to the Best Match sort and will take into consideration the number of sales in a given period for a listing: If two sellers have the same item listed in Fixed price and one seller's listing sells 3 times during the listing while the other seller only sells theirs once the more successful listing will get preference in sort.

  • Using GTC for the new 30-day Fixed price listing: The Recent Sales history will carry over for a listing until that listing actually ends, so if you use GTC (Good Till Cancelled) for each listing and continue to update the inventory, the sales history will continue for that item. Example: Seller #1 uses GTC and continues to update inventory so that there is always product available; they sell 3 items in month one and 4 items in month 2 then the Recent sales for that listing when they list for month 3 will be 7 sales. Seller #2 does not use GTC and sells 3 items in month #1 and relists the item in month #2. Seller #2 will begin the new listing with zero sales history and therefore not be advantaged in search.
    Update: I have spoken with eBay regarding this post and there is one small clarification that is needed: If a 30-day FP listing ends and the seller decides to relist it for another 30 days and does not change the title, category or condition, then the recent sales history will continue with the listing. The seller does not need to use GTC to continue building sales history.

  • One thing to consider when using 30-day FP one time or with GTC: According to eBay; "right now changing the title, category or condition will make us consider it a 'new listing'   changing pricing, shipping, quantity, etc is fine."
You really only have a month to test this before we move into the holiday shopping season, a 30-day FP listing launched on Sept 16th will take you to mid-October so don't over commit your SKU's to the 30-day format until you are sure they are working optimally. 

Just my 15%

1 comment:

Anonymous said...

I read this blog post earlier but forgot to.....THANK YOU for the insight!!!