Many of you have vented about eBay, see, e.g., Ebay frustration, but, as far as I can see, there hasn't been much discussion of an entirely different subject: How to price items one is selling on eBay. My inquiry stems from my recent frustration at seeing a time-only watch (that isn't rare but has an especially nice case) that sold 12 years ago at auction for around $5,000 listed on eBay with a buy-it-now (BIN) price of a significant multiple (well in excess of twice that amount. I offered the seller a bit less than what the watch sold for 12 years ago. He turned down the offer without making a counteroffer. This is hardly the first time I have seen watches listed with unrealistic BIN prices. Currently, there are 187 pocket watches for sale on eBay with starting prices of $10,000 or more. Since last October, there only have been 12 sales on eBay for $10,000 or more. Sellers appear to think stratospheric pricing makes sense, but the paucity of stratospheric sales makes me gravely doubt that strategy. So, here are my questions: Do any of you think it makes sense to list an item on eBAY with a BIN or starting bid price that is significantly above fair market value, e.g., 2x or more? Do you think that sales that ultimate selling prices are depressed by starting bidding at a level that precludes a fire sale, e.g. 75% of fair market value?. If so, how does one avoid the possibility of a fire sale if the bidding starts low, other than by imposing a reserve? eBay charges for imposing a reserve. Do you think the benefit of establishing a reserve warrants the charge?