Buy Now allows sellers to set a price for which they are willing to sell the item for immediately. Sellers who are Address Verified or have a feedback rating of greater than 5 (20 for Australian Sellers) can set a Buy Now price on their auctions.

A Buy Now price can only be added before any bids have been placed on an auction.

Authenticated buyers can purchase the item immediately at the Buy Now price by clicking the 'Buy Now' button, but must do so before the reserve price is met. The 'Buy Now' option is only available until the reserve price is met.

Buy Now auctions are identified by a small yellow price tag