Checking sellers and spotting fakes

Read the seller's feedback properly

Select the number in brackets next to the seller's username to open their feedback profile. Look at:

• Recent written comments, not just the score. A few recent complaints about the same thing, such as items not matching photos, tell you more than a big total.
• The star ratings. Buyers rate item description, communication, postage time and postage charges from 1 to 5 stars. A low score for item description is the one to worry about.
• How long they've been on eBay, and what they've sold. A new account with little history isn't necessarily a problem, but take more care, especially with expensive items.

Bear in mind that since April 2025, UK sellers can receive positive feedback automatically when a tracked order arrives on time and the buyer hasn't reported a problem. A high score mostly shows that orders turn up; the comments tell you whether the items were as described.

Read the whole listing

Most disputes come down to something that was in the listing, or wasn't. Before you bid or buy, check:

• The condition and description. "For parts or not working", "untested" and "sold as seen" mean what they say. Read to the end: important details are often near the bottom.
• The photos. Are they of the actual item, or stock images? Is anything in the description, such as a charger or box, missing from the photos?
• Postage cost and method, and whether the item is collection only.
• Where the item is. If it's outside the UK, you may pay import charges.
• The returns policy, and whether the seller is a business or private.

If anything is unclear, ask the seller through eBay messages before you buy. Their reply is in writing, and you can rely on it if the item turns out differently. It's also worth saving a screenshot of the listing, as sellers can edit or end listings later.

Warning signs of a fake

No single sign proves an item is counterfeit, but the more of these you see, the more careful you should be:

• a new designer or premium-brand item priced far below what it sells for elsewhere
• a seller offering many of the same "new" branded item, often with little feedback
• only stock or manufacturer photos, or photos that look copied from another listing
• words like "inspired by", "style", "replica" or "AAA quality", or the brand name spelled slightly wrong
• vague answers to questions about where the item came from
• pressure to pay quickly or outside eBay. Never do this, whatever the reason given.

eBay's Authenticity Guarantee

For some items in categories including watches, trainers, handbags, fashion, jewellery and trading cards, eBay offers an Authenticity Guarantee. The seller sends the item to an authentication facility instead of straight to you. Experts inspect it, and only items that pass are sent on. For most eligible items eBay covers the cost; on some lower-priced items it's an optional add-on at checkout. Eligible listings say so, and the rules are on eBay's help page.

If you're sent a fake

1. Start a return through eBay. A counterfeit isn't as described, so it's covered by the Money Back Guarantee if you paid through eBay. Do it within 30 days of delivery.
2. Know your rights. Citizens Advice says you have a legal right to a refund for counterfeit goods, even if the seller claims the price made it obvious.
3. If eBay can't help, ask your card provider for a chargeback or open a PayPal dispute. See paying safely.
4. Report it to Trading Standards; Citizens Advice explains how. Trading Standards can take action against sellers but can't get your money back for you.

Protect your eBay account

• Never give your eBay password to anyone, including other websites and apps. eBay says you're responsible for what you share with third-party services.
• Treat emails and texts about your eBay account or orders with suspicion. Open eBay yourself rather than following a link you were sent.
• Use a strong password you don't use anywhere else.