eBay UK & Germany July 2025 Update: Ad Budgets, Improved Tracking, Pre-Loved & Refurb Changes & More
eBay has dropped their July 2025 Seller Update for UK and Germany with improvements for shipment tracking, pre-loved fashion and refurbished condition changes, monthly cost per click ad budget pacing and more!
First up, changes for the UK:
Transforming the tracking experience
What you need to know
Tracking your sales is crucial for seller protection, enhancing buyer confidence, and improving overall business performance. It helps you and your buyers monitor deliveries, minimises "Where is my order?" inquiries and "item not received" claims, and can contribute to a positive seller rating.We’ve listened to your feedback and redesigned the tracking experience across Seller Hub and the buyer delivery flow to make it more visual, unified, and easy to navigate. You'll see these changes from the end of July.
What's changing
For sellers:
- Enhanced visualisation: Seller Hub now offers a more consistent and intuitive tracking status visualisation, such as on the ‘View Order’ page, making it easier to manage deliveries.
For buyers:
- Unified delivery overview: Buyers will now see all deliveries for an order in one comprehensive view, including separate tracking for outbound and return items.
- Updated order delivery status: If a delivery is delayed, buyers will see a clearer status update, reducing uncertainty and setting better expectations.
Our goal is to offer a more unified tracking experience, ensuring that both sellers and buyers have consistent and reliable information throughout the shipping and delivery process.
‘Seller Refurbished’ condition to be discontinued in selected categories
What you need to know
To improve buyer trust and clarity, we're expanding the Refurbished on eBay programme and phasing out the ‘Seller Refurbished’ item condition in selected categories.Effective 5 August, listings using ‘Seller Refurbished’ in certain categories within Electronics, Lifestyle, Home & Garden etc. will no longer be supported. See the full list of affected categories.
What you need to do
Seller Refurbished
To keep your listings active, please change any ‘Seller Refurbished’ items in the affected categories to the ‘Used’ condition by 5 August.After 5 August, any remaining listings with the ‘Seller Refurbished’ item condition will automatically be updated to ‘Used’ and any listings with errors will be ended.
If you use a third-party tool to manage your listings on eBay, we recommend working with your Service Providers to update your existing listings, or create new ones before the date above.
Fill list of affected categories:
Monthly budget averaging for priority campaigns
What you need to know
We’re dedicated to empowering sellers with tools that enhance their marketing strategies. As part of this commitment, we're excited to announce an update to our budget management for priority campaigns, moving from weekly to monthly budget averaging starting 18 June 2025. This change offers greater flexibility to optimise your ad spend effectively.How it works
Our new pacing model uses your target daily budget as a guideline to efficiently plan your monthly advertising spend. This refreshed approach helps you get the most out of your monthly budget by increasing spend on days with high potential and reducing it on lower-opportunity days. We’ve also put safeguards in place in order to help avoid premature spend exhaustion before month end.Rest assured – your spend will never exceed 30.4 times your target daily budget in a calendar month, or more than twice your daily target in a single day. This smarter approach helps maximise campaign performance by making the most of high-traffic periods while keeping your overall budget in check.
Keep in mind that adjusting during the calendar month to a different target daily budget may affect this distribution, so adjustments should be made thoughtfully to maintain optimal pacing.
Liz Morton
eBay introduced this same monthly budget pacing in the US last month and while they say it increases flexibility to optimize campaigns, sellers say it also may lead to increased ad spend.
New conditions for everything in pre-loved fashion
What you need to know
Earlier this year, we introduced new item condition options for pre-loved clothing, resulting in an increase in buyer satisfaction. Building on that success, these new options are now expanding across the rest of pre-loved fashion, on everything from jewellery to sneakers.Starting 5 August, you’ll see these options on both your new and existing listings. They’re designed to give buyers a clearer idea of your item’s condition to help them shop with confidence, as well as helping you reduce disputes and returns for a smoother selling experience.
Once this change takes effect, any existing ‘Used’ listings will update to ‘Pre-owned - Good.’ You’ll need to review and adjust these to the condition that best reflects your items.
Liz Morton
eBay already announced these same pre-loved condition changes, in Australia last week.
Automated Charity Donations
What you need to know
eBay for Charity lets you donate a portion of your sales to charitable causes through your listings. With recent updates, it’s now even easier to give back, whether you’re a longtime supporter or just getting started.We’ve updated our eBay for Charity Terms and Conditions and simplified the donation process, making it faster and easier for you to get your contributions to charity. This means you can now automate your donations by having them deducted from your total sale, instead of managing monthly invoices. The donation amount is automatically sent to PayPal Giving Fund, who help get it to your chosen charity faster.
To start automating your donations in accordance with the Terms and Conditions, just edit any existing listings created before 31 Oct, 2024, where you’ve chosen to donate a portion to charity. For any listings created after this date, your donations will already be automated.
This update appears to mirror changes to the eBay Charity program that were made in the US in 2023 and if so - sellers will want to pay close attention to how refunds work under the new terms!
Liz Morton
Changes for Germany:
The July update for eBay.DE is very similar to the UK including the same shipment tracking improvements, monthly budget control for cost per click ads, pre-loved fashion conditions, and refurbished changes mentioned above.
There are no changes mentioned for eBay Charity for Germany, but Top Shop subscribers (which looks to be about the equivalent of a Premium Store in the US) will now have access to strikethrough pricing functionality (translated by Google.)
News about strikethrough prices with RRP
As a reminder: The "Strikethrough prices with RRP" function
Do you want your listings to stand out on eBay? The "Strikethrough Prices with RRP" feature has been available for some time now, allowing you to display a suggested retail price as a comparison price in your eBay listings. This lets interested buyers see how much they can save by choosing the respective listing......What is changing?
Previously, strikethrough prices with RRP were only available to Premium or Platinum Shop subscribers. This feature is now also available with a Top Shop subscription.Please note that to access this feature, you must list your listings directly or with the help of a third party through the eBay API and meet all other requirements.
Let's hope that eBay does a better job of enforcing consumer protection regulations and policies against price manipulation through fake strike throughs on their German marketplace than they do in the US.
Liz Morton
That's it for eBay UK & Germany July 2025 seller news. Checkout similar updates announced for Australia yesterday and US and Canada today:
Liz Morton
Liz Morton
