eBay said it is implementing a new feature on eBay Motors in an effort to make online car selling closer to the experience of selling a car offline. Beginning in mid-November, eBay Motors sellers will be able to lower the reserve or Buy It Now price of their vehicles once during the listing cycle, even if the item has already received bids. Buy It Now is an optional feature that allows a bidder to end the auction and buy the item at the "Buy It Now" price, set by the seller.

The new option will be available only on eBay Motors and only on vehicles within the Passenger Vehicles (#6001), Motorcycles (#6024), and Other Vehicles (#6038) categories. Normally sellers can not change an auction once a bid has been received.

Sellers will be able to lower the price only once during the listing cycle. If the price is lowered, the View Item page will indicate "Price Lowered" at the top of the page. In addition, all active bidders on the vehicle will receive an email indicating the Seller has lowered the price. The High Bidder may receive a special email message if the new lower price is below their high proxy bid.

eBay said it is offering the new option to eBay Motors sellers based on the unique nature of online vehicle sales, where haggling tends to occur more in offline auto purchases than in other kinds of consumer goods purchases. http://www.ebaymotors.com