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eBay Partnership Worth Its Weight in Gold – and Silver

Exclusive eBay partnerships are worth their weight in gold – and silver. eBay sent an email to buyers on Thursday promoting a single listing of silver bars for sale by its exclusive partner in the APMEX Bullion Center. “More silver for your dollar – 10 APMEX 1 oz bars for the price of 8, Limited time only,” read eBay’s email.

The link took shoppers to a listing provided by APMEX for a lot of 10 silver bars priced at $219.99 (eBay item number 111293377776). The “List Price” field proclaimed a price of $275.61 – a savings of 20 percent. Note that eBay defines list price as the price (excluding shipping and handling fees) a seller has provided at which the same item, or one that is nearly identical to it, is being offered for sale or has been offered for sale in the recent past.

Very few sellers are able to participate in eBay promotions, and even rarer are exclusive email promotions such as this one, being reserved for eBay diamond sellers. The spots are coveted, and one can see why sellers wish to get in on eBay marketing deals. Three hours after the email was delivered to one eBay buyer who forwarded it to EcommerceBytes, the listing had garnered 1,316 watchers with 643 items sold in 1 hour, and a blue flag heralded 413 people had watched the item in the past hour. The bid history page showed many people buying a quantity between 1 – 2, and others buying as much as 11 lots.

eBay launched the APMEX Bullion Center on eBay in October 2012, calling it at the time a “feeder” into other collectibles categories, especially collectible coins.

While APMEX (American Precious Metals Exchange) is the exclusive seller in the APMEX Bullion Center on eBay, other sellers are allowed to list both bullion and rare coins in the broader eBay marketplace. The current “promotion” ends on March 26, 2014, according to eBay’s marketing email.

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Ina Steiner
Ina Steiner
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. See disclosure at EcommerceBytes.com/disclosure/.