4 min article

Comparative pricing policy

Comparative pricing information can help buyers understand the level of discount a seller is offering, which may entice them to buy.

This policy was updated on 6 February 2024. Our policy guidelines have not changed, but the information about activity that doesn't follow this policy has been updated for clarity, and a section about why eBay has this policy has been added.

When a seller includes comparative pricing in their listing or provides eBay with comparative pricing information, they need to read, understand and agree to the conditions we've set out in this policy.

Frequently Asked Questions


What's comparative pricing?

Comparative pricing refers to when a seller includes a recommended retail price or historical price for an item, and then makes a comparison to the current selling price. It can help a seller establish the value of the discount to buyers.

How do I prove a previous selling price?

Sellers should hold evidence (for example, receipts or detailed sales records) demonstrating that:

  • The items were sold at the previous selling price; and
  • The previous selling price was offered for a reasonable period of time immediately prior to the product being advertised with comparative pricing using a previous selling price. What is a reasonable period of time may vary depending on the product and the frequency of price changes.

eBay may request the above information.

Read our full policy

What this policy covers

This policy applies to listings on eBay.com.au and covers all types of comparative pricing that a seller uses to establish the value of the discount to the buyer. This includes, but is not limited to, where a seller refers to:

  • The recommended retail price (RRP) of an item to demonstrate a discounted current price; or
  • Their own historical or previous pricing on or off eBay compared to the current price charged (including by using 'was/now' pricing or 'strike-through' pricing, or by specifying a particular dollar amount or percentage saving).

This policy also applies in circumstances where a seller provides eBay with the above information for the purposes of eBay advertising the item on discount.

Comparative pricing – seller conditions

By displaying comparative pricing on eBay, the seller understands, accepts and agrees to the following conditions:

  • The seller is solely responsible for the accuracy of the information they provide;
  • The seller shall fully comply with all applicable laws, codes and regulatory guidance, including, without limitation, the Australian Consumer Law - opens in new window or tab;
  • The seller confirms that all given pricing data is accurate, truthful and current;
  • To ensure that any comparative pricing representations are not false or misleading to consumers (or otherwise in contravention of the Australian Consumer Law), the seller further confirms the following:
    • In relation to the use of RRP:
      • The referenced pricing will be accurate and current throughout the entire duration of the listing;
      • RRP will only be used in cases where the product has been previously offered and sold at that RRP for a reasonable period of time; and
      • RRP will not be used for products that are only supplied by the seller;
    • In relation to the use of a previous selling price (including 'was/now' pricing, 'strike-through' pricing or by specifying a particular dollar amount or percentage saving):
      • The item has been offered by the seller at the 'was' price for a reasonable period of time immediately prior to the item being advertised with 'was/now' pricing;
      • The item price has not increased on eBay.com.au from the date that is 10 days prior to advertising a discount on the listing (such as when creating a promotion in Seller Hub or participating in eBay promotions), although you may lower the prices at your discretion;
      • Comparisons will not be made with prices last offered more than 6 months ago (or if they are, the seller will highlight this clearly within the listing);
      • In relation to each item, the seller held a reasonable expectation that a significant number would sell at the higher price; and
  • The seller will hold documentary evidence (such as receipts or detailed sales records) demonstrating that a number of items were offered and sold at the RRP or previous selling price, which shall be provided to eBay upon request within 2-3 business days.

Activity on eBay is required to follow this policy, the eBay User Agreement and all applicable laws, as well as respect the rights of third parties. If it doesn't, eBay may take action consistent with applicable laws and the eBay User Agreement, and may even be legally required to do so. Such actions may include, as an example only: Removing the listing or other content, issuing a warning, restricting activity or account suspension.

Visit Seller Help - opens in new window or tab to find details of any policy issues with your account or listings, and get the information you need to quickly resolve them.

Why does eBay have this policy?

Misleading or deceptive pricing practices are illegal under the Australian Consumer Law - opens in new window or tab. Sellers are responsible for ensuring they follow all relevant laws and fair business practices when selling on eBay.

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