eBay Launches UK Fitment Plus Auto, Adds Watch Authentication In Australia
eBay has launched Fitment Plus Auto in the UK as it prepares to shut down standalone myFitment later this month, while its Australian marketplace is expanding Authenticity Guarantee to watches with both mandatory and buyer-paid authentication options.
Fitment Plus Auto went live in the UK September 15, automatically reviewing eligible Parts & Accessories listings and using brand and Manufacturer Part Number data to add or update compatible vehicle information. Sellers in fitment-enabled categories are enrolled automatically, with tyres and wheels excluded, and can opt out or back in through Motors Selling Preferences.
Fitment added through the program is kept separate from seller-provided compatibility information and will not replace data the seller has already entered, though eBay may supplement existing fitment where additional compatible vehicles are identified. Participation is account-wide, so sellers cannot use Fitment Plus Auto on some listings while opting others out, and any compatibility information eBay added will be removed if they leave the program.
eBay says more complete fitment can help listings appear in relevant vehicle searches and reduce the work required to maintain compatibility as new data becomes available. Listings enhanced through Fitment Plus Auto will also qualify for eBay Assured Fit, which provides buyers with free returns if a covered part does not fit the vehicle they selected.
The standalone myFitment service will shut down September 30, ending more than four years of support for Amazon, Rithum, SureDone and other outside platforms after eBay acquired the company in 2022.
The company launched its first Fitment Plus tool in 2024, allowing sellers to connect a myFitment account and review suggested compatibility before publishing it to eBay, then introduced Fitment Plus Auto in October 2025 to move more of that process directly into the marketplace.
Liz Morton
The UK Fitment Plus page says sellers can continue using most third-party listing tools, but since August 12 the GetItem API only returns fitment supplied by the seller and does not include compatibility data eBay adds through Fitment Plus Auto, including when API access is granted to an authenticated third-party provider.
eBay Australia is also adding watches to Authenticity Guarantee, expanding beyond sneakers and handbags, which had previously been the only categories covered by the program in that market.
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Eligible wristwatches listed at AU$2,500 or more will be automatically routed through authentication with no authentication fee charged to the buyer or seller. Watches priced from AU$1,000 to AU$2,499.99 can also qualify, but authentication is optional at that level and buyers who select it at checkout will pay AU$100.
Eligibility is not always determined by the final sale price. eBay's terms say a fixed-price watch listed for AU$2,500 or more will still receive mandatory authentication if the seller accepts a Best Offer below that threshold, while auction eligibility can depend on the reserve price. Excluded items include smartwatches, watch parts and accessories, customised watches, local pickup listings, offline payment transactions and items delivered outside Australia.
eBay began moving US luxury watch authentication in-house last year, phasing out longtime third-party provider Stoll & Co. as it built up authentication operations at its Moonachie, New Jersey facility. The company is now hiring a Watch Authenticator in Newington, Sydney to inspect modern and vintage luxury watches and process orders through eBay's authentication systems, suggesting the Australian watch program will also have in-house authentication staff.
