eBay announced on November 11 a visual identification feature for its magical listing tool, available in Australia, France, Germany, Italy, the U.K. and the U.S., Digital Commerce 360 reported. A seller takes a photo of an item, the tool uses AI to identify it and fill out the listing fields, and the seller reviews the draft and publishes, according to an eBay blog post. eBay said the process builds off a mobile listing flow it debuted in 2025.
eBay said in its announcement that 10 million unique sellers have used AI features on the marketplace, resulting in 800,000 new listings daily. In April, eBay added options to generate listings from photos and titles and said U.K. testing showed the AI features led to a 50% reduction in the total steps needed to list.
CEO Jamie Iannone said on the August Q2 earnings call that magical listing is bringing more C2C inventory onto eBay, which he said has 2.6 billion listings. He said eBay had begun adding enhanced pricing guidance to the tool and had improved package size estimates.