eBay Quietly Updates Marketing Terms With Significant Changes
In a low-profile update to its Marketing Terms, eBay has introduced notable changes that hint at the upcoming implementation of video advertisements and a new “Item Compare” feature. These changes, which may also signal a shift toward more AI-powered buyer tools, were posted on February 2, 2026. Interestingly, the update contains a possible typo in the effective year, as the Internet Archive shows the previous version was still active as of November 2025.
New Content Types and Attribution Actions
The revised terms now explicitly include videos as a form of content that sellers may provide for advertisements. Previously, ads were limited to text, images, listing titles, and descriptions. The updated section now states that ads may include videos, interactive functions like “Item Compare,” and more. Sellers are now also solely responsible for ensuring that submitted ad content does not contain sensitive personal data.
The term “Item Compare” has also been added to the list of buyer interactions that can trigger cost-per-click (CPC) ad charges, alongside existing actions like add to watchlist, add to cart, and quick view. This implies that eBay is expanding the criteria for ad attribution, potentially increasing ad fees for sellers.
Understanding the Implications for Sellers
Though the legal language remains vague, these updates suggest several important developments. First, the inclusion of videos might point to the return of the previously paused AI-powered video creation tool that allowed sellers to make promotional content for social platforms like YouTube and TikTok. eBay had paused this tool in October 2025, citing a reevaluation of its marketing solutions.
Moreover, the platform recently announced enhancements to its Promoted Stores functionality, which now includes options like curated collections, influencer pages, and eBay Live event integrations. The use of video content could significantly enhance these features, particularly for live events and influencer-driven campaigns.
The Arrival of “Item Compare”
The addition of “Item Compare” to the Marketing Terms suggests a feature allowing users to evaluate similar products side-by-side. While eBay has not provided detailed information, this aligns with a trend seen across other marketplaces. Amazon and Etsy, for instance, already allow users to compare features, prices, reviews, and more across listings.
A YouTube video from reseller Flippin Hippos indicates that the initial rollout of “Item Compare” is targeted at the Electronics category. The feature will allow buyers to compare up to three items directly from the search results without navigating away. This could be a major enhancement for buyers, offering clarity on differences in returns, shipping costs, and item specifications.
Agentic AI and Enhanced Buyer Tools
Industry watchers speculate that “Item Compare” could be part of a broader rollout of eBay’s long-teased agentic AI tools. Initially introduced in limited beta in May 2025, these AI-driven features aim to personalize the shopping experience by helping buyers make informed decisions. While adoption has been limited so far, recent updates suggest eBay is preparing to expand access to these tools.
Interestingly, eBay’s updated User Agreement now bans the use of unauthorized AI “buy for me” agents, which many interpret as a move to block third-party tools and reserve the space for eBay’s proprietary AI solutions.
Automatic Transfer of Marketing Campaign Settings
Another change in the Marketing Terms allows eBay to automatically transfer settings like bids, budgets, and campaigns when replacing one marketing service with a new or similar one. This clause could be tied to the anticipated launch of “Custom Promoted Stores,” a feature not yet available but potentially replacing current Promoted Stores tools. The automatic transfer clause provides eBay with the legal framework to migrate seller settings seamlessly.
Lack of Transparency Remains a Concern
One point of contention among sellers is eBay’s decision not to publicly announce these Marketing Terms updates via community forums or email. Instead, changes are posted directly to the site, as permitted by previous amendments to the Terms that reduced eBay’s obligation to notify users proactively. This approach has drawn criticism for diminishing transparency.
Ongoing Concerns About Rising Ad Costs
The expansion of ad-attribution triggers, introduction of new content types, and potential AI integrations are all part of eBay’s broader strategy to increase advertising revenue. Sellers have already reported higher fees and confusion following previous changes to Promoted Listings attribution rules. The latest updates may further complicate ad budgeting and strategy for many sellers.
This article is inspired by content from Original Source. It has been rephrased for originality. Images are credited to the original source.