
Many eBay sellers rely on the Sell Similar feature to quickly add listings, rather than starting from scratch. But on Thursday, the feature disappeared for some sellers. In
a thread on the eBay discussion boards, a seller posted the following:
"Enough already, you've made most sellers lives more difficult by this. When we review current items, we don't use Create a new listing and build it from scratch, we use Sell Similar and modify it.
"Again, a change no one was demanding from you. Stop messing around with what we are using and depending on. Stop making it harder to sell here. Get rid of the create new listing button and bring back the Sell Similar button when we view an item.
"Incredibly frustrating you make our lives more difficult every time you make changes no one is asking for. STOP IT!!!! AAAAGGGH!!!!"
As always with unannounced changes - especially those in which some see the change but others do not - sellers are forced to play the "glitch or intentional" guessing game.
But whether the change is an intentional test or a glitch, it points out a flaw in a
controversial new policy coming to the site in January, which states in part: "An attributed sale will be when any buyer purchases the promoted item within 30 days of any click on the ad, regardless of whether the buyer themselves clicked on the ad. The item must be promoted at the time of click and the time of sale. The seller will be charged the ad rate at the time of sale."
So imagine a seller clicking on the first search result to use the Sell Similar feature to list a similar item, and the first search result is a promoted listing. Then a buyer comes along and finds the listing organically. The seller of that listing will pay the ad fee, even though the first person clicking the ad had no intention of buying the item and the actual buyer never clicked on the ad.
It's possible eBay is running a test to see what happens in cases where a subset of sellers don't have access to Sell Similar prior to the new ad attribution policy taking effect on January 13, 2026.
One seller replying to the original poster on the eBay thread made the connection between the disappearing feature and the new ad policy, positing the following theory: "It's probably their way of 'modifying' the analytics related to the upcoming changes to Promoted Listing Attribution. Most sellers use other sellers listings to do 'Sell Similar' which is now going to result in sellers being charged that promoted listing fee if someone buys the item you clicked on within 30 days (assuming it was a promoted listing). Just my suspicions."