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The AuctionBytes Blog has been giving a voice to online merchants since its launch in 2005. Named one of the world's top 30 blogs in 2008 by "Blogging Heroes." Weigh in with your thoughts on the joys and pitfalls of selling online.

Mon Oct 4 2010 15:40:13

Homepage Letter from eBay CEO Kicks off Holiday Marketing

By: Ina Steiner

eBay took an unusual step on Monday when it posted a letter from CEO John Donahoe on its homepage. The letter contains a special message for shoppers informing them of the company's Buyer Protection policy, which covers purchase price plus original shipping.

The letter takes up the entire homepage except for a category list in the left column, and features a picture of a smiling Donahoe, who signs off with a friendly message, "On behalf of our employees and 25 million eBay sellers around the world, thanks for shopping with us."

The home page messaging is part of a multi-million dollar marketing campaign designed to inspire consumer confidence in the marketplace by raising awareness around eBay's Buyer Protection policy. In addition to the special CEO message on the eBay.com homepage, the campaign includes postcard mailers and coverage across the web.

Lynda Talgo, Senior Director of eBay Buyer Protection, told users in an announcement that it was eBay's goal to "make sure buyers, both current and new, know that eBay Buyer Protection has them covered, so they'll have the confidence they need to do even more of their shopping on eBay.com this busy holiday season."

She also said the marketing push "comes at a great time for sellers, as we've announced recent and upcoming enhancements to feedback and eBay Buyer Protection designed to ensure that seller performance ratings truly reflect the great service they provide."

eBay's Buyer Protection policy is outlined on this page.

Update 10/5/10: AuctionBytes conducted a podcast interview with Lynda Talgo about the marketing campaign. She revealed eBay would send 1 million postcards and 27 million emails to buyers informing them of the Buyer Protection program as well as placing advertising across the Web. Also see today's Newsflash article.

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Readers Comments

Homepage Letter from eBay CEO Kicks off Holiday Marketing

by: T Joe Willey

Mon Nov 8 14:50:29 2010

I'm probably not the first fool to be scammed by this new policy. I thought I was purchasing a Canon 5d Mark II camera from a legitimate seller. He sent me a transaction code along with the button ''Need eBay Live Assistance?'' (I was insecure about the seller.) After several conversations with what I thought was eBay's chat resource I went ahead with the purchase....assured that if in three days the seller did not send me a tracking number I could open a resolution. Having more than 300 successful financial events on eBay I let my guard down. And now suspect that there is a overlay of fake scripting codes embedded in eBay and I was fraudulently scammed not by a seller (as it did not exist) but by a cross-site scripting attack. I have no where to go for a remedy.

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