Besides the start and end times, pay attention to all the other factors I listed above (quality of display photo, description, etc.), so you can make the most money out of your item(s). If you are thinking about selling on eBay and want to know the best time to start/end the bidding, watch some of the same/similar items that end at different times in your "My eBay" section. viewing prior to the auction is Wednesdays from 12 noon until 7pm and on Thursday. And 11pm is not THAT bad of a time for an item to end as, say, 2:30am. At top of listings click on Actions, drop down has END button. The condition of the item being sold, the title and description, the seller's reputation, the price, the quality of the display photo, and the place the item is coming from are all important. Click all boxes to the left of listings you want to end. I do think a listing that end between 6-8pm would, on average, yield higher bids than the same thing ending at 11pm, but there are so many other factors that come into play. So the 'Sunday is the best time to end a listing' theory grew out of that routine. Many sellers listed their items on Sunday evenings because they worked full time and had the time on Sunday to work on their eBay businesses. Then there were the same or similar products ending at a prime time (between late afternoon and early evening) that grossed in a higher bid price in the end. When eBay first started, 7-day auctions were the only option. I've seen listings that ended in the middle of the night that didn't result in high bids.
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