How much do eBay Promoted Listings cost?

You set the rate, usually 2–20% of the total sale, paid only when the ad leads to a sale.

Is the ad fee on top of normal eBay fees?

Yes, in addition to the final value fee.

What ad rate should I use?

Many sellers keep it low (2–4%), especially after the 2026 change. Start low and adjust based on your results.

Do I pay if the item doesn't sell?

No. With Standard, you only pay when a promoted listing leads to a sale within 30 days of a click.

eBay Promoted Listings Calculator

Promoted Listings get your item seen more, but the ad fee comes straight out of your profit — on top of eBay's normal fees. This calculator shows what you really keep with ads versus without, so you can pick an ad rate that actually pays off.

Last Updated: June 2026

Reviewed for current platform fees and pricing rules.

Item price ($)

Shipping charged to buyer ($)

Product cost ($)

Your shipping cost ($)

Fee settings

eBay final value fee (%)

Most categories are about 13.6%, plus a $0.30 per-order fee.

Promoted Listings ad rate (%)

Minimum 2%, usually 2–20%. Charged on the total sale, only when the ad leads to a sale.

Net profit with ads

$28.54

Net profit without ads

$31.54

Promoted Listings ad fee

$3.00

Total eBay fees

$11.46

Profit margin

47.57%

Need the full picture of eBay fees beyond ads — final value, per-order and store discounts?See the full fee breakdown →

Formula

Ad fee = total sale × ad rate · Net profit = total sale − product cost − your shipping − final value fee − ad fee

Worked example

A $50 item with $10 shipping ($60 total sale), 13.6% final value fee, a 5% Promoted Listings rate, and a $20 product cost.

Final value fee = $60 × 13.6% + $0.30 ≈ $8.46
Promoted Listings ad fee = $60 × 5% = $3.00
Profit with ads = $60 − $20 − $8.46 − $3.00 ≈ $28.54
Profit without ads ≈ $31.54 — the promotion cost $3 on that sale

Answer: About $28.54 profit with ads vs $31.54 without — a $3 ad cost on that order.

How it works

You set an ad rate. eBay shows your listing more. You only pay the ad fee when a Promoted Listings ad leads to a sale — but it's charged on the total sale (item + shipping), and it stacks on top of eBay's normal final value fee.

Since the 2026 attribution change, the rule is wider: if anyone clicks your promoted listing and the same item sells within 30 days, you pay the ad fee — even when the buyer didn't come from the ad. That's why many sellers now keep ad rates low, around 2–4%, instead of the older 8–12% range.

The number to focus on is profit with ads vs profit without ads. If the extra sales the promotion brings in don't make up for the fee on every attributed order, the ad rate is too high for that listing.

Common mistakes

Forgetting the ad fee stacks on top of the normal final value fee — it's not instead of, it's in addition to.
Using a high ad rate on a thin-margin item, which can wipe out the profit on every sale.
Promoting low-margin or low-converting items that need a better listing, not more traffic.
Forgetting the ad fee is calculated on the total sale, including shipping you charge.
Setting and forgetting the rate — re-check it as the 2026 attribution change can push your ad costs up.

FAQ

How much do eBay Promoted Listings cost?: You set the rate, usually 2–20% of the total sale, paid only when the ad leads to a sale.
Is the ad fee on top of normal eBay fees?: Yes, in addition to the final value fee.
What ad rate should I use?: Many sellers keep it low (2–4%), especially after the 2026 change. Start low and adjust based on your results.
Do I pay if the item doesn't sell?: No. With Standard, you only pay when a promoted listing leads to a sale within 30 days of a click.

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Want every eBay fee itemised — final value, per-order, store discounts and international?See the full fee breakdown →