Want your own numbers? The eBay calculator shows every fee and your profit as you type.
Open the eBay US fee calculatorPromoted Listings can move stale stock and push new listings up the search results, but every ad sale costs extra. The question is not whether ads work, it is which ad rate still leaves you a profit. Set any rate in the Promoted Listings field of the eBay fee calculator to see the effect on your own numbers.
How the General ad fee works
With Promoted Listings General, you choose an ad rate as a percentage. You pay nothing to run the ad. You only pay if a buyer clicks your promoted listing and buys the item within 30 days. The fee is the ad rate multiplied by the total sale amount, which includes shipping, and it is charged on top of the normal final value fee.
eBay suggests a rate for each listing based on similar items. The suggestion is often higher than you need, especially for items that already rank well without ads.
How much profit each ad rate eats
Here is a $60 item that cost $25, with $6 of postage paid by you and free shipping for the buyer.
| Ad rate | Total fees | Payout | Fees % | Profit |
|---|---|---|---|---|
| 0% | $8.56 | $51.44 | 14.27% | $20.44 |
| 2% | $9.76 | $50.24 | 16.27% | $19.24 |
| 4% | $10.96 | $49.04 | 18.27% | $18.04 |
| 6% | $12.16 | $47.84 | 20.27% | $16.84 |
| 8% | $13.36 | $46.64 | 22.27% | $15.64 |
| 10% | $14.56 | $45.44 | 24.27% | $14.44 |
| 12% | $15.76 | $44.24 | 26.27% | $13.24 |
At no ad spend the sale makes about $20.44. At a 10% ad rate it makes $14.44, a drop of almost 30%. Ads are not cheap money, so treat the rate as part of your pricing, not a bonus.
When Promoted Listings pay off
- New listings with no sales history that need a push to get seen.
- Competitive categories where the first page is full of promoted items.
- Old stock tying up cash, where a smaller profit is better than none.
They pay off less for rare items that buyers search for by name, since those items tend to be found anyway.
Setting your rate
Work out your break-even ad rate first. Enter your costs, then raise the ad rate until profit reaches the lowest number you would accept. That is your ceiling. Many sellers start around 2% to 4% and only raise it on listings that are not getting impressions.
Promoted Listings Priority, which charges per click, works differently and is not included in the calculator. For the full fee picture, see eBay fees explained, and to price with ads already built in, read how to price items on eBay for profit.
Frequently asked questions
Do I pay for Promoted Listings if the item does not sell?
Not with Promoted Listings General. The fee is charged only when a buyer clicks the ad and buys within 30 days.
Is the ad fee charged on shipping?
Yes. The ad rate applies to the total sale amount, including shipping.
Run your next sale through the calculator before you commit.
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