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.

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.

Are eBay Promoted Listings Worth It?

Promoted Listings can get your item seen by more buyers, but the ad fee comes out of your profit, on top of eBay's normal fees. Here's how they work and how to know if they pay off.

Last Updated: June 2026

Reviewed for current platform fees and pricing rules.

How Promoted Listings Standard works

You pick an ad rate (a percentage, minimum 2%, usually 2–20%). eBay shows your listing more often. You only pay the ad fee when the ad leads to a sale. The fee is that percentage of the total sale (item + shipping), charged on top of your normal final value fee.

The 2026 change you need to know

Since January 2026, the rule got wider. Now if anyone clicks your promoted listing and anyone buys that same item within 30 days, you pay the ad fee — even if that buyer found it through normal search. So you get charged on more sales than before. Because of this, many sellers now keep their ad rate low, around 2–4%.

A worked example

You sell an item for $50 with $10 shipping, so the total sale is $60. Your final value fee (13.6%) is about $8.46. A 5% ad rate adds $3.00. If the item cost you $20, your profit is about $28.54 with ads, or $31.54 without — so the promotion cost you $3 on that sale.

How to decide if they're worth it

Compare your profit with ads to your profit without ads (the calculator shows both). Ads pay off if the extra sales make up for the fee. A safe rule: only promote items where your margin after fees is comfortable (say 20% or more), so the ad fee doesn't push you into a loss. Start with a low rate and watch your results.

Always check current rates

eBay changes its ad rules and fees. Check your suggested ad rate and current fees in your eBay Seller Hub before you decide.

Frequently asked questions

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.
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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