eBay announced changes to Promoted Stores ads on January 14, 2026, writing, “Choose a custom Promoted Stores landing page and manually select which items appear in your ads.” The announcement prompted many questions from sellers, and last week, on June 3rd, eBay provided answers in a discussion board thread.
The January announcement said the change allowed sellers to take control over their ads, how they look, and where they lead:
- Highlight the listings you want buyers to see
- Drive traffic to the page that best represents your brand or promotion
- Build your brand visibility, promote a special event, or increase Store visits
eBay also hosted a session at its recent Seller Check-in virtual event in May called “Boost Visibility & Reach: Using Promoted Stores and Promoted Offsite to Grow: Learn how Promoted Stores and Promoted Offsite can boost visibility, drive more traffic to your Store and listings, and reach new buyers on and off eBay,” where eBay’s Brittany Thomas explained eBay Stores and related Promoted Stores ad options.
An excerpt from eBay’s presentation transcript on YouTube explains why a seller may wish to advertise their eBay Store rather than an individual eBay listing:
“Promoted stores is an eBay advertising solution designed to help you drive more traffic directly to your store. So instead of spotlighting just one item, promoted Stores helps buyers discover more of what you offer. And these ads are really designed to increase brand visibility, support buyer loyalty, and improve listings and product discoverability.
“So the goal is really simple. to help more buyers find your store, explore your inventory, and engage with your business. And we’re also seeing strong results here. Like, what’s the why here, right? Um, sellers who use promoted stores saw store traffic increase by 60% and store sales rise more than 15% on average.“
The questions and answers that eBay posted about the Promoted Store ads changes on June 3rd follow below:
Does a Promoted Stores Custom ad showcase a maximum of 10 items?
Yes. With Promoted Stores Custom, you can select a broader pool of listings for the campaign, and up to 10 featured listings can be prioritized for use in the ad experience.
Can I choose the exact 10 items that are shown in the ad?
You can choose which listings you want to feature and prioritize, but the exact items shown in the ad may still vary based on how the ad is rendered for buyers.
If only a limited number of items appear in the ad, what is the point of selecting up to 1,000 listings?
Selecting a larger set of listings gives you more control over the inventory the campaign can pull from, while your featured listings help signal which items matter most to your business.
Are category and coupon landing page options still available?
Yes. Category and coupon campaigns are still available. Promoted Stores Custom is an additional option that gives eligible sellers more control over featured listings and landing pages.
Can I still send buyers to my Store home page?
Promoted Stores Custom supports Store-based landing page options, including Store and Store category destinations.
When you say “sales event page,” does that mean any sale I’m currently running?
Promoted Stores Custom supports sales event-style landing page options. If you’re running a promotion and want to direct traffic to a specific event page, that is the intended type of use case for this feature.
If I’m running two different discount events, can I run two different Store Ads to promote them separately?
Promoted Stores Custom is designed to let sellers align campaigns to specific listings and landing pages. If you want to support separate promotions with different destinations, that is consistent with how the feature is meant to be used.
Can I use my Store sale page as the landing page if that page links to more than one promotion?
Custom landing pages are meant to give you more flexibility in where buyers land, including pre-built Store-related destinations and event-style pages. If your goal is to send buyers to the page that best represents your current promotion, that is aligned with this feature
What is a curated collection?
A curated collection refers to a pre-built page or destination that groups together a specific set of inventory around a theme, promotion, or storytelling angle. The goal is to give sellers more flexibility to drive buyers to a focused shopping experience rather than only to a standard category or coupon page.
Is curated collection something all Store sellers can use right now?
Promoted Stores Custom is currently available to eligible sellers only, so access to Custom landing page options depends on whether your account is included in the current availability set.
Promoted Stores Custom is currently available to eligible managed sellers with an active eBay Store subscription. If you’re eligible, you’ll see Custom as a landing page option when you create a Promoted Stores campaign in Seller Hub.
What is an influencer-led page?
An influencer-led page is a landing page experience built around an influencer, creator, or curated personality-driven storefront or collection. It is one of the landing page types supported within Promoted Stores Custom.
Is an influencer-led page the same thing as an Ambassador Affiliate Store?
Not exactly. An influencer-led page refers more broadly to a landing page built around an influencer, creator, or curated storefront experience. An Ambassador Affiliate Store may be one example of that kind of destination, but the terms should not be treated as exact synonyms.
What is an eBay Live event page?
An eBay Live event page is a supported landing page type within Promoted Stores Custom. It gives sellers and partners a way to direct buyers from a Store ad to a Live event destination when that experience is available to them.
Does mentioning eBay Live here mean Live is opening to all Store sellers?
At this time, eBay Live is not currently open to all store sellers. It means eBay Live event pages are one of the landing page types that can be used within Promoted Stores Custom where eligible.
I still only see the older options like coupon and category. Why?
That is expected for sellers who do not yet have access to the Custom option. Category and coupon remain available, while Custom is appearing only for eligible sellers during the current rollout.
