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News for sellers: updates on promotional listings
Summary: seller_news_team shared information about the latest updates regarding promotional listings for sellers.
Exclusive ad placements with priority campaigns
Starting January 13, 2026, campaigns that use a priority strategy on ebay.com, ebay.ca, or cafr.ebay.ca will have exclusive access to the top ad placement in eBay search results. In other words, only priority listings will be able to appear in first position, in the most visible spot on the page. With this better visibility, your items will have a better chance of selling.
Initially, the priority campaign strategy was designed to increase item visibility through premium ad placements and help sell them faster using advanced features. Over the past year, we launched new features such as AI keyword optimization, smart targeting and trend-based campaigns.
Now, with this update, a priority strategy will offer exclusive access to the top ad placement in search results, helping maximize your listings' visibility and drive more sales. In addition, promoted listings from campaigns that use a general strategy will no longer be able to take this position.
We will continue investing in priority strategy to ensure you have access to the best ad placements and can sell faster and more efficiently. If you already use priority campaigns, your listings will automatically be eligible to appear in first position in search results.
Attribution update for campaigns using a general strategy
Starting January 13, 2026, items listed on ebay.com, ebay.ca, or cafr.ebay.ca and promoted with a general campaign strategy will use the following attribution definition for sales reporting and ad fee billing:
A sale will be attributed when a promoted item is purchased within 30 days of an ad click, whether or not the buyer clicked it themselves. The item must be promoted at the time of the click and at the time of the sale. The ad rate in effect at the time of the sale will be charged to the seller.
This update responds to requests from many sellers and will simplify campaign reporting. It also lets you stay in control of your spending, because you will only pay fees when your items sell. As with any update, we recommend that you monitor your listings' performance and adjust your strategy accordingly.
We’re here to help
Now is the perfect time to promote your items on eBay. As the holiday season and the new year approach, we continue to invest in solutions that will help you grow your business and your brand. Don’t hesitate to share your questions and comments with the community and the Customer Service team. Our goal is to help you get the most out of your selling experience.
FAQ
What does exclusive access mean?
Only promoted listings associated with a priority campaign strategy can be shown in the top search result on eBay. Listings promoted using a general campaign strategy cannot take this position. If no relevant priority listing is available, a non-promoted listing will be shown so buyers always see the most relevant results.
How do I know whether my priority listings are showing in first position?
It’s important to note that promoting a listing using a priority strategy does not guarantee that the listing will appear in first position in search results. Your keywords and bids determine where and how often your priority listings are shown in eBay search results. The more competitive your bid is, the more likely your listing is to appear in an eligible ad placement for relevant searches. Price, as well as listing quality and relevance, are other important factors.
I promoted my listings using a priority strategy, but I don’t see them when I search using the keywords I bid on. Why?
Using a priority strategy does not guarantee that your listings will automatically be shown in the top placements. Every time a buyer searches for a product, we determine which listings to show based on different factors, including keyword relevance, bid amount, available budget, and listing quality.
Will my priority campaign spending change?
Listings that appear at the top of search results, including the top ad placement, are more visible and therefore more likely to generate clicks and sales. As a result, you may see an increase in ad spend when more buyers see and interact with your priority listings.
How do I get started with priority campaigns?
Priority campaigns are especially well suited to experienced sellers who want to speed up sales through a strong understanding of the searches they want to target and a well-defined marketing plan.
You can use a priority strategy to promote high-demand items with strong margins that can quickly turn clicks into sales. New listings can also benefit from increased traffic when promoted using a priority strategy.
To get started, see the eBay help page.
With the attribution criteria update, will my general campaign spending increase?
We expect an increase in sales attributable to promoted listings that use a general campaign strategy. As a result, spending on these campaigns may increase. We encourage sellers to monitor their listings' performance and adjust their strategy accordingly.
What about Direct Attribution and Halo Attribution for general campaigns?
Starting January 13, 2026, items promoted using a general campaign strategy will no longer use Direct Attribution or Halo Attribution for sales reporting or ad fee billing. Historical sales reports will continue to include Direct Sales and Halo Sales from the respective dates before January 13, 2026. Learn more
Campaigns that use a priority strategy are not affected by this attribution update.
Regarding the attribution update for general campaigns, if I set an initial ad rate and then change it, which rate will be charged?
The ad rate in effect at the time of the sale will be charged to the seller. The item must be promoted at the time of the click and at the time of the sale.
If I promote an item before the attribution update for general campaigns, how will sales and ad fees be attributed after the update?
We will take into account clicks made up to 30 days before the attribution update takes effect. The sale must take place after the update (starting January 13, 2026).
For example, a buyer clicks on a promoted listing using a general campaign strategy on December 20, 2025.
- If the promoted item is sold on December 26, 2025, Direct or Halo Attribution applies.
- If the promoted item is sold on January 13, 2026, or later, the new attribution logic applies.
Where can I see the effects of this update in Seller Hub?
To see sales that were attributed to Promoted Listings as well as the associated ad fees, sellers can download the sales report from the Advertising Dashboard in the Advertising tab in Seller Hub. Any sale that is attributed using the new attribution logic for the general strategy will appear as Attributed Sale in the Sale Type column of the report.
Does this attribution update only apply to items listed on ebay.com, ebay.ca, or cafr.ebay.ca?
No. This attribution update already applies to items listed on ebay.co.uk, ebay.fr, ebay.it, ebay.es, ebay.au, and ebay.de. Starting January 13, 2026, all eBay sites will adopt this attribution definition for sales reporting and ad fee billing for items promoted using a general campaign strategy.
