This optional feature lets you specify a price that you will accept for your item. The first buyer who agrees to pay this price gets the item without having to bid.
If a buyer commits to pay your Buy It Now price before the first bid comes in, your item sells immediately to that buyer, and your listing ends.
If a bid comes in first, the Buy It Now price disappears. In that case, the listing proceeds normally as an Online Auction. (If you set a reserve price, the Buy It Now feature disappears only after a bid meets the reserve price.)
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