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EcommerceBytes-NewsFlash, Number 2495 - March 09, 2011 - ISSN 1539-5065    1 of 3

eBay Shifts Focus of Daily Deals Program, Sells 11,000 New Color Nooks

By Ina Steiner
EcommerceBytes.com
March 09, 2011




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Last year, 84% of eBay's Daily Deals were priced under $20, but this year, eBay is shifting the program's focus to higher-priced items, changing the focus from "units sold" and "velocity" to GMV (gross merchandise volume). A recent promotion featuring Barnes & Noble Nook color ebook readers signaled the shift.

Last year the program featured a lot of $5-and-under items, eBay's Aimee Anderson said in an eBay Radio podcast interview, but they are now looking at "branded, really interesting, standalone products instead of the smaller accessories."

In a 4-day Daily Deals promotion, eBay sold 11,000 Barnes & Noble color ebook readers for $199 (the Nook Color was priced at $249 with a $50 coupon). eBay's Daily Deals program has also featured Apple's brand new Macbook Pro that just launched as well as a lot of Apple TVs. The program will feature a couple of new Apple products in an upcoming March Madness promotion, which kicks off next week.

Anderson said the company is looking at ways to expand the Daily Deals in the future to "perhaps" include other Top Rated Sellers, but the details are "TBD" (to be determined). The product team is considering creating a web portal where sellers can learn about the program, policies and procedures, and find out what products eBay is looking for along with a retail calendar. The portal could also feature a seller submission tool.

While the Daily Deals is heavily weighted towards electronics, eBay is hoping to get more Home & Garden and Health & Beauty items and market to a wider customer base, Anderson said.

She called the Holiday season "incredibly successful," running over 2,500 deals between Thanksgiving and December 20th and beating the units-sold target by 7 percent.

About the author:

Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com.

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