How Does eBay Promoted Listings Work?
If you’re selling on eBay in the UK, you may have heard of eBay Promoted Listings but might not be completely sure how they operate or whether they’re really worth your investment. With millions of items listed every single day, standing out can often feel impossible, especially if your listings aren’t getting the visibility they deserve. Buyers typically scroll through just the first few pages of search results, meaning that without a strategy, your product could end up buried beneath countless competitors.
That’s where promoted listings come in. They offer a practical way to boost sales by putting your items in front of more buyers. However, they’re not a silver bullet. Understanding exactly how this advertising tool works—and more importantly, how recent changes affect UK sellers—is essential. By taking time to learn the ins and outs, you’ll be better placed to use them wisely, avoid costly surprises, and maximise your return on investment. In this article, we’ll explore in detail how eBay Promoted Listings work in 2025, what changes sellers need to know about, and how to make them work effectively for your business. We’ll also look at how Sterling&Wells can provide expert support to help you manage the financial and tax side of online selling.
What Are eBay Promoted Listings?
Put simply, eBay Promoted Listings are an advertising option that sellers use to gain more visibility by boosting their items into more prominent positions on eBay. Rather than waiting for buyers to stumble across your listing amid millions of others, promoting your listings ensures eBay shows your items in prime spots. These placements might include the very top of search results, within sponsored product carousels, or in other high-traffic areas across the site.
This matters because visibility drives sales. When your item appears at or near the top of search results or in special “Sponsored” sections, buyers are far more likely to click, view, and ultimately purchase your product. Think of it as a shortcut to the digital equivalent of a shop’s front window, where thousands of buyers pass by every day.
Another key feature is eBay’s cost-per-sale model. Instead of paying upfront for impressions or clicks, you only pay when a buyer actually purchases your item through the promoted listing. For example, if you promote a product and it sells because of that promotion, eBay deducts a small percentage of the sale price as the promotion fee. If no sale occurs, you don’t pay anything. This makes it an attractive and relatively low-risk way to advertise compared to traditional pay-per-click campaigns.
Why Should You Promote Your Listings?
The main advantage of promoting listings is increased visibility and often faster sales. eBay’s marketplace is incredibly competitive, particularly in categories like fashion, electronics, and home goods where dozens—or even hundreds—of sellers might be offering nearly identical products. Without promotion, your item could be lost several pages deep in search results where buyers rarely bother to look.
By using promoted listings, you can push your items into high-visibility spots that naturally draw attention. This can be especially valuable in several scenarios. For instance, if you have slow-moving stock you want to clear quickly, promotion can accelerate turnover. If you’re launching a new product, it helps create early traction. Seasonal items or limited-time offers also benefit because you need rapid exposure during a narrow window. Finally, for sellers entering highly competitive niches, promotion can make the difference between being invisible and being in demand.
It’s helpful to think of promoted listings as giving you a louder voice in an already noisy marketplace. Instead of whispering among thousands of sellers, your product is amplified, making it easier for buyers to discover and consider it.
How Do eBay Promoted Listings Work in 2025?
eBay’s Promoted Listings platform has evolved significantly over the years. As of 24 June 2025, several updates have reshaped how sellers plan and run their campaigns. Understanding these changes is crucial for anyone aiming to maximise results without overspending.
Priority vs General Campaigns
One of the biggest distinctions in 2025 is the introduction of Priority and General campaigns. Priority campaigns offer sellers exclusive access to the top sponsored slot in eBay’s search results—the very first promoted listing buyers see. This premium visibility can significantly boost click-through rates and conversions, particularly for high-value or fast-moving products. However, competition for this slot is fierce, and the associated costs are usually higher because only a limited number of sellers can claim it.
General campaigns, on the other hand, promote your listings in other sponsored sections across the site. While they may not give you that very top spot, they still enhance visibility by placing your products within search results, category pages, or even product detail pages. For many sellers, General campaigns offer a more cost-effective balance of exposure and spend.
The choice between Priority and General should depend on your goals. If you’re selling an item with strong profit margins and need maximum visibility, a Priority campaign may be worthwhile. If you’re more focused on managing costs while still boosting exposure, a General campaign might suit better.
Attribution Model Changes
Perhaps the most impactful update in 2025 relates to how sales are attributed to promoted listings in General campaigns. Previously, eBay only charged a promotion fee if the buyer clicked your promoted listing and then purchased the item. In other words, attribution was directly tied to the specific buyer’s interaction with your ad.
Now, the rules have shifted. eBay will charge a promotion fee if any buyer clicks on any promoted ad for your item within the last 30 days and a sale occurs. This means you may end up paying promotion fees even when the buyer who completed the purchase did not directly interact with your ad.
To illustrate, imagine Shopper A clicks your promoted listing but doesn’t buy. A week later, Shopper B finds your item organically through search and purchases it. Under the new rules, because Shopper A clicked your promoted listing within the last 30 days, you’ll still be charged the promotion fee. While eBay argues this simplifies attribution, it can result in higher costs for sellers who don’t carefully track campaign performance.
How Promotion Rates Work
When setting up a promoted listing, you choose a “promotion rate,” which is a percentage of the final sale price that you agree to pay eBay if the item sells through the promotion. For example, if you set a 6% promotion rate on an item sold for £200, you’ll pay £12 in fees. eBay provides recommended rates based on market competition, but you have the flexibility to adjust these up or down depending on your budget and strategy.
Higher rates generally increase visibility, as eBay prioritises ads that generate more revenue. However, setting rates too high can eat into your profit margins. Striking the right balance is key.
Where Promoted Listings Appear
Promoted listings can surface in several locations on eBay:
- At the top of search results (particularly for Priority campaigns).
- Within category-specific sponsored sections.
- On product detail pages while buyers are browsing similar items.
- Occasionally in follow-up marketing emails or cross-promotions.
These prime placements are designed to maximise buyer exposure, ensuring that promoted products enjoy multiple opportunities to be seen and clicked.
How to Get Started with eBay Promoted Listings
Getting started is straightforward. When you create or edit a listing, eBay gives you the option to promote it. You’ll be presented with suggested ad rates, which you can either accept or adjust. Once active, your item will carry a small “Sponsored” tag, making it clear to buyers that it’s a promoted listing.
The process requires minimal additional effort beyond your usual listing routine, which is part of its appeal. eBay manages ad placement automatically, showing your item in the most relevant places. Because you only pay when a sale occurs, the risk is relatively low, making it accessible to sellers of all sizes.
That said, promoting listings doesn’t eliminate the need for high-quality content. Photos, titles, descriptions, and pricing still matter enormously. An unappealing or poorly optimised listing won’t suddenly become successful just because it’s promoted. Think of the promotion as a spotlight—it draws buyers’ eyes, but what they see must be compelling enough to convert into a purchase.
Practical Tips to Get the Most from Your Promoted Listings
To make promoted listings work for your business, you’ll need to be strategic rather than just setting campaigns and hoping for the best. Here are several practices that can help:
Optimise Your Listings Thoroughly
Strong photos, clear titles, and accurate descriptions improve the chances of your listing performing well in promotions. The better eBay can match your item to a buyer’s search intent, the more successful your campaigns will be.
Start with Moderate Promotion Rates
If you’re new, consider starting at the mid-range of eBay’s suggested rates. This lets you test effectiveness without overspending. Once you see which items respond well, you can adjust your rates upward or downward accordingly.
Track Ad Spend and Profit Margins Closely
Because of the new attribution model, promotion fees may accumulate faster than expected. Regularly check whether your promoted sales remain profitable after fees. If margins are shrinking, re-evaluate your rates or consider pausing campaigns on lower-margin items.
Use Priority Campaigns Selectively
Reserve them for items with strong profit potential or high demand. While they can supercharge visibility, the costs may not always justify the return unless the product is well-suited to rapid sales.
Combine with Broader Selling Strategies
Promotions alone don’t guarantee success. They work best alongside competitive pricing, strong seller ratings, fast shipping, and excellent customer service. Buyers are more likely to purchase when all these factors align.
Why Sterling&Wells is a Great Partner for eBay Sellers
Succeeding on eBay requires more than just smart promotion—it also means managing the financial and compliance side of your business effectively. For UK sellers, this can become complicated very quickly. From VAT registration thresholds to Making Tax Digital requirements, the administrative burden can grow as your sales increase.
This is where Sterling&Wells provides real value. As experienced UK accountants and tax advisers, the firm specialises in supporting e-commerce and online sellers. They help you manage everything from VAT compliance and bookkeeping to tax planning and income reporting. By outsourcing these complex tasks, you can stay compliant with HMRC rules while focusing on growing your eBay business.
Services include tailored bookkeeping for online transactions, preparing and filing VAT returns (including MTD compliance), and offering tax planning strategies that maximise profits. For sellers managing multiple channels—like eBay, Amazon, or Shopify—Sterling&Wells can also help consolidate reporting, so you always have a clear picture of your business performance.
In short, while promoted listings may boost your sales, Sterling&Wells ensures that growth doesn’t come at the expense of financial headaches or compliance risks.
Conclusion
For sellers on eBay in 2025, promoted listings represent a powerful opportunity to enhance visibility and drive more sales. With features like Priority and General campaigns, along with evolving attribution models, sellers now have more tools at their disposal than ever before—but also more complexity to manage. Success depends on staying informed, setting smart promotion rates, and continuously reviewing performance.
Remember that promotions work best when combined with well-optimised listings and strong customer service. And while advertising can bring in sales, managing the financial side of your business is equally crucial. That’s where working with experts like Sterling&Wells can give you peace of mind and allow you to focus on scaling your eBay presence.
Ultimately, the goal is not just to sell more, but to sell more profitably and sustainably. By combining eBay’s promotional tools with sound financial management, you’ll be in the best possible position to succeed in the ever-competitive world of online marketplaces.
Sterling & Wells
We are Sterling & Wells — a UK-based team of accountants and tax advisors helping individuals and businesses stay fully HMRC compliant. From VAT and bookkeeping to self-assessments and tax planning, we’ve got your finances covered.