While working on tomorrow's webinar, I re-read eBay's Q2 results.
They reported that 43% of eBay's business is now fixed-price. That would make eBay 'fixed-price' effectively a $27B marketplace. Analysts guesstimate Amazon's 3P GMV at $4-6B.
Also, eBay's definition of fixed-price understates it substantially I believe. In eBay's definition it would be store listings, fixed-price listings and auction/bin where the user chose BIN.
Think of how many auctions close with one bidder. In my mind those are transactions that should/could have been fixed-price. I'd say that something like 40% of the auctions I checked in our dataset have one bidder. With this expanded Wingo definition of fixed-price, I bet fixed-price is already 60-70% of eBay's GMV. Also, eBay's 43% is by GMV, not transactions. Most Motors/passenger vehicles are still auction-style listings and media is dominated by fixed-price so auctions I'd bet have a much higher ASP than fixed-price, so if you looked at the %'s by transaction you could get this number into the high 70%'s.
I guess my point is that eBay maybe much more down the fixed-price path than everyone realizes....
SeekingAlpha disclosure: I am long google and ebay
Today we're excited to announce the availability of StoreAdvisor Premium. When we initially came out with our first ecommerce offering (CA stores, which today we are rebranding as 'StoreAdvisor Standard'), we were pleasantly surprised by the results customers were able to achieve by encouraging customers they acquired from ecommerce channels like eBay, Amazon, etc. to become regular shoppers of their own store. For many customers that were previously 100% channel-based, their ecommerce site grew quickly to be 25-50% of sales without much extra promotion. As you can imagine if someone is doing $10-20m/yr on eBay, then opens an ecommerce site that does about half of that volume on top of their eBay business it exceeds everyone's expectations.
Based on feedback from customers that wanted more than StoreAdvisor Standard was designed to provide, we started working on a move advanced solution. After acquiring Marketworks last year we decided that their Premium Web Store (which forms the heart of StoreAdvisor Premium) was the way to go. For those customers on the MW platform (MarketplaceAdvisor Std) we can now move them to our premium marketplace product while keeping their advanced store solution intact.
The engineering team worked diligently on addressing every single one of StoreAdvisor Std's limitations, but was careful to not break anything and where possible enhance Standard's strengths (single integration, simplicity, etc.) We were pleasantly surprised (shocked) when our call for beta customers was literally oversubscribed in a matter of minutes!
Today we're really excited to see StoreAdvisor Premium come out of beta in time for our customers that are interested to get onto the platform for the holiday selling season. In fact, we have many design partners already enlisted and trained to help out should we need it.
In addition to being an obvious choice for those ChannelAdvisor customers who feel they've outgrown our standard store offering, we're seeing retailers on platforms like Miva, Yahoo! Stores and OScommerce evaluate the offering because of it's super-tight integration into not only marketplaces (eBay/Amazon/Overstock), but also the entire CA Complete suite: SearchAdvisor and ShoppingAdvisor (and rich media soon).
In short we think StoreAdvisor premium is a killer platform for mid-tier retailers who either are leveraging their channels to grow their ecommerce sales or are already experiencing ecommerce success and want a more tightly integrated solution that ties all of the channels together and helps manage inventory and orders from a centralized location.
For more information:
Our friends across the pond at Tamebay had an article/case study
earlier highlighting ProtoGolf's move to StoreAdvisor Premium you can
read here.
The team at ChannelAdvisor has been busy digesting and analyzing eBay's announcements last week. We have some early thoughts on who is impacted the most and strategies for you to start thinking about as the changes go live in mid-September which is just around the corner.
The webinar in Wednesday, August 27 from 2pm-3pm ET and you can register here. As with all of our webinars this is for anyone in the eBay community, not just customers. The one caveat is we will be briefly discussing how our MarketplaceAdvisor Standard and Premium offerings will address the changes, but otherwise the content is more about helping the entire community. I hope everyone is able to attend - if you aren't a replay will be available approximately 24hrs after the webinar.
I'm still gathering feedback from sellers, the exec summary is that confusion abounds and sellers are having a hard time digesting the implications of the changes and specifically the fee changes. I hope to have time to do a more lengthy post on that this pm.
Today however, I wanted to focus on the Wall St. view of the changes and some deep thoughts.
Wall St and eBay's changes Not all of the analysts have chimed in, but as you'd expect the bears view this as vindication the model is broken and bulls are cheering that the company is making progress on moving towards more CPA vs. listing fee model. Most analysts are concerned that here we are in September basically and the buyer experience hasn't materially improved yet. Thus eBay is looking at a potentially disadvantaged holiday season vs. other retailers (they mean Amazon when the say this IMO). Mark Mahaney nicely summed it up here:
Fee Cuts Only One Part of GMV Growth Turnaround Equation - Earlier fee cuts this year have yet to produce the desired effect of GMV growth acceleration, and site improvements made last year have not translated into an increase in traffic or conversion rates. We remain concerned that this raises the open question of whether eBay has perhaps "waited too long" or is structurally challenged given rising eRetail expectations/requirements. While the emphasis on fixed-price may improve growth picture for one side of the marketplace, we continue to believe the auction side of the business will be an anchor on overall GMV growth.
There's lots of fear around the effective take rate going down. One analyst (James Mitchell @ Goldman) cleverly calls out eBay as being somewhat duplicitous on this:
eBay states that the
basket of changes “does not impact the guidance we have already provided to
Wall Street”, while providing three case studies of sellers who will pay it
11%-35% less.
His conclusion is that eBay must have baked a decrease in take rate into guidance which is what most analysts are also concluding.
All that being said, the market reacted with a resounding thud with the stock dropping from $25.5 like a rock towards $24 in the first two days which could indicate that the market is worried about the financial implications.
I'm a CNBC junkie and I found this video segment particularly interesting from FastMoney during pops and drops (eBay was a drop).
If you are on feed, the commentator basically says: "While Meg Whitman could be our next VP, the company simply doesn't work. They are Amazon's weak little sister." Ouch!
Did eBay's announcement/PR push actually help Amazon? This brings up an interesting angle to think about. By tacitly admitting publicly and some would say coming out swinging at Amazon (media pricing), yesterday eBay educated lots of people about Amazon's 3P business that I don't think knew much about it before. I had several reporters ask for more information about Amazon's marketplace business and much of the press refers to the changes as the "Amazonification" of eBay. I'm not sure that's really where eBay wanted to position this, but with a microsite called "the best place to sell online", maybe I'm wrong.
Also listening to NPR, they got it all mixed up and said "the auction site eBay has changed prices to compete with other auction sites..." (there really aren't other auction sites - we're talking marketplaces here).
This leads me to the deep thoughts (queue the music) part of the program...
Deep thoughts I try to keep an eye on what ex-ebayers are doing and stumbled upon this really interesting post by Adam Nash (currently at LinkedIn). It's a ode to eBay Express which eBay plans to pull the plug on soon as revealed in the latest announcements. Adam was the team lead for EE so it's interesting to see his thoughts on how the team came together, etc. In the post Adam puts some great perspective on EE and how even back as early as 04 eBay knew they had a problem and was trying to address it via EE. He laments that Amazon has a 3-4 year lead on eBay in this field now.
I was reminded by a joke we used to have for EE we had at ChannelAdvisor when EE first launched ribbing its mixed up brand message. We used to compare it to something like: "diet oreos" or any other wacky brand we could think of (Green Hummer?).
This brings up the deep thoughts:
Consumers don't want auctions, eBay's auction biz is stagnant/shrinking. EE was an admission of that in 2004
Most consumers want convenience+value, some will trade convenience for more value (auctions), but they are diminishing as more options that don't force that tradeoff online exist (amazon, newegg, zappos). They are buying more and more fixed price on eBay even though eBay did everything it could from mid 06-early 08 (with the exception of EE).
eBay has been in denial about this for 4yrs (04-07). I remember sitting in eBay Live 07 when Cobb was talking about Windorphins and the old 'mall and chain' and how auctions are exciting again! (Read this post for example). Everyone that knew anything about eBay's financials was shocked that they would go this route.
Auctions can't be revived. They will always be there and useful, but they are saturated at this point and not growing.
Many sellers blame fixed price for killing auctions, this is wrong, it's buyers that don't want to buy this way.
Thus eBay HAS to embrace and succeed at the fixed-price marketplace game or look at something drastic like spinning out skype+paypal and selling off the auction biz.
Unfortuantely , this path eBay is forced down leads them right into Amazon's crosshairs.
Amazon GETS retail because they are a retailer (number 1 BTW)
Adam points out that eBay didn't know anything about retail during his tenure and none of the new management team has a retail background and to my knowledge there's not a big 'let's be a retailer' movement at eBay.
All of this leads to my main point: eBay's brand dilemma.
To thrive, and some would say survive, eBay has to be the winner in the battle royale of fixed-price marketplaces.
However eBay's brand is synonymous with:
auctions (remember NPR?)
flea market experience (hunting for hard to find items) Note that this is not the same as selection. Most people don't think - I need a blue size 3e new balance shoe -surely eBay has that. Now if you need some collectible, eBay is first.
To some extent 'fraud', or at least 'risky'.
Amazon's brand is synonmous with:
buying online (of course fixed price)
selection
Safety
Low shipping (Prime)
Cutting edge (kindle, unbox and in geekier circles 'ahem', web services)
I'm starting to think that eBay's ability to change that brand perception is going to be the REAL deciding factor in this whole thing. They can fix finding, fees and fraud. But new excited buyers won't be coming back until eBay can convince them that this is a different eBay. With 10 years of auction, auction, auction baked into this puppy, that is going to have to be one heck of a campaign and it ain't "Shop Victoriously".
To achieve this, as I think through it, eBay almost has to throw auctions under the bus to send a hard message. Imagine an ad with this script:
Dear valuable inet shopper, you may have tried eBay and our auctions we are known for. Today we want to let you know that unlike auctions that took tons of time and that stinky search engine we used to have and lack of selection, this is the new eBay! We have fixed-price, a great search and more selection! Try us again.
They face such an uphill battle brand-wise, I don't think eBay can come out with a soft: "Hey we still have the auctions you love, and we've added great fp items and more selection and we've made it really easy to find stuff." It's not dramatic enough to convince shoppers that there's anything really special/different going on.
It's not all gloom and doom as eBay has a couple of things going their way:
Fixed price is growing so some buyers out there must realize that eBay has it available.
eBay's strategy with large retailers is interesting and if successful could be a sword in Amazon's only weak spot (as a large retailer, they have hard time partnering with other large retailers whom they essentially compete with).
Can someone pass the zero-calarie double stuff oreos please?
SeekingAlpha disclosure: I am long eBay and Google.
**Updated to reflect typo in 'other category tiers' and clarify effective take rate calculations.
Today eBay announced (microsite and ebayink) another package of changes (fingers crossed this is the last of them for 2008!). The bulk of these changes roll mid-Sept so there's some time to ponder them and change strategies (more on that after the summary of changes).
There are some minor/expected/well predicted changes such as:
Electronic payment policy - eBay is eliminating non-electronic payment methods such as cash and money order. The argument is that these are the least safe methods out there. Merchant credit-card accounts and paypal (of course) are now the only valid payment options. There will be lots of consipracy theories around this effectively being a step towards a paypal-only world for eBay and what-not, but for business-oriented sellers this won't be a surprise or a big deal.
Shipping limits - eBay tested these in DE and must feel they worked well as they are coming to the USA. Basically certain categories have S+H 'ceilings'. You are not allowed to list anything that has S+H above the ceiling. However, if you have multiple S+H options, only one has to be below the ceiling, others can be above (e.g. if you have standard+expedited shipping, the standard has to be below the ceiling, but expedited can be above).
FVF discount for free shipping - There's going to be some pretty compelling discounts for offering free shipping. I'm guessing these will DSR based so my concern here is that it's generally well known by sellers that DSRs are broken (UPI and international) and thus I worry that eBay continues to build on this 'less than perfect' foundation.
The meat and potatoes - Welcome the new FP30 listing! Prior to today's announcement, sellers effectively had two listing types (and associated 'rate cards' for each): core and store. eBay has now introduced a new, third, listing type that is kind of positioned in the middle. It's a 30-day, multi-quantity fixed-price listing (I call it FP30 for short). I say it's in the middle because it has the lower listing-fee and duration of a store-listing, but it has a lower fvf (by category) and it gets core exposure. Sellers that wanted FP on core had to kind of wedge their item into the auction pricing (which is expensive because the listing tiers up based on price) and live with a shorter duration (7 days on avg).
Taken individually this is not something that I think would be a big change, BUT when you marry this new listing type with the changes that eBay has made to BestMatch and Finding (de-dupe and 10-limit), eBay's strategy has become much clearer.
With this new listing type instead of fixed-price seller wedging their listings into the auction marketplace, there is essentially a bifurcation of the marketplace. You'll have the old auction world with it's rate-card and search algorithm (BM that consideres ending-time)
And now we have a new fixed-price world with it's own listing type, search engine (BM that ignores ending time) and fee structure
The new FP30 fee structure Here's how I've been thinking about the FP30's fee structure.
First it has a .35 listing fee - regardless of start point. You can list an item for $1 or $1m and it's still .35. Also remember this is multi-quantity so you can list quant=1 or quant=1m and it's still .35.
FP30 has different 'tranches' than auction-style listings (auction dips at $25, fp30 at $50). I call them T1, T2 and T3.
T1: $0-50 T2: $50-$1000 T3:$1,000+
And finally FP30 has FVFs for these tranches that vary per category. Here's a quick summary of top categories:
Computers: (this is the lowest and very aggressive IMO):
T1: 6%
T2: 3.75%
T3: 1%
CE+photo:
T1: 8%
T2: 4.5%
T3: 1%
Media:
T1: 15%
T2: 5%
T3: 2%
Motors parts+accessories and apparel:
T1: 12%
T2: 9%
T3: 2%
All other categories:
T1: 12%
T2: 6%
T3: 2%
Example of FP30 economics
To make sure everyone understands FP30, here's an example. SellerX lists 20 pairs of shoes for $50 (each of course) and sells 10 of them over 30 days.
Listing fee: $.35 (note this is not *10 as it is multi-quantity for one price) FVF: 12% * 50 = $6 * 10 = $60 Effective take rate: $60.35 for $500 in GMV for an effective take rate of: 8.28%
Comparing this to the auction rate card is a little apples to oranges because there are lots of variables, but let's do an exercise that gives the decent auction economics to see which comes out better.
SellerX lists 10 items for $50 (well that would be dumb so they list it for 49.99) and they all sell (100% conversion rate).
Listing fees: 10 * 1 = $10
FVFs: 10 * (2.19+3.5*25) = $30.65
total fees: $40.65. Effective Take rate: 8.13%
So in this scenario, auction-style wins. However if you drop the conversion rate to 33%, you get to where the listing fees are 30*1=30 and the total fees go over the $60 FP30 range.
The other variable is ASP and I encourage everyone to experiment with this math for your items using your conversion rates and ASP to see what's right for you.
Impact on seller's strategy In the economic example above, 33% conversion rate was a tipping point where the FP30 listing's lower listing and higher FVF makes it less expensive from an effective take rate perspective. So one strategy would be to consider auction+fp30 as essentially three 'buckets' driven by conversion rates (look at it per sku):
If CRs > 50 - you should probably continue with the auction-style listings, use BIN if you need true fixed-price.
If CRs between 10-50, you whould consider fp30
If CRs < 10 you should look at eBay stores or not list the items on eBay.
The pitfall with this approach is my sense is eBay is going to really favor fp30 within BestMatch so most likely SKUs will behave differently under each and you'll have to experiment. For an extreme example, you could have a boat load of an item that in auction format is basically hidden by bestmatch+dedupe and you get a 5% CR. You'd be ready to move that puppy off eBay in a heartbeat. However if you put it in FP where it's not de-duped and hopefully not going over your 10/page, you could bump up to 40/50% CRs which would indicate put it in auction-style, but that wouldn't be right in this case.
Another way to think about this is the fp30 gives you the chance to stuff as much product (opportunity GMV) into your 10 listings/page as possible for great economics. So there's a 'store shelf' play here too to consider if you are having dedupe/10-limit issues.
ChannelAdvisor + FP30 Realizing the strategic importance of FP30, we've made sure that both our MarketplaceAdvisor standard and premium offerings will launch with support when FP30 hits the streets in mid-Sept (we're ready now). We're also holding a free webinar for customers and other interested parties to discuss the new format and some other strategy ideas we have. This should be a great foundation heading into the holiday selling season and you can sign up here.
SeekingAlpha Disclosure: I am long Google and eBay.
More details as they become available, but according to Reuters, eBay is introducing a .35, 30-day fixed-price listing (we call it 30fp) that I think is going to change the strategy of most sellers that do any fixed-price. The trade-off is 30fp will have a higher FVF, so once the rates are published officially we'll chime in here with some thoughts on the economics and how they impact sellers.
Last week in my haste to get a post up quickly about Amazon Checkout, I was unclear on a couple of things and have gotten many questions about it.
Specifically I want to clarify this statement:
"The fact that Amazon has a well documented history of using partner
data to their advantage in the third-party selling world will make this
argument very believable."
The word documented I used here incorrectly implies that there is some formal/legal document around this topic. That is definitely not the case to my knowledge and didn't get my point across correctly.
What I meant was that in conversations with hundreds of sellers that are in one of Amazon's 3P programs, the top concern invariably is over the fact that they do or may compete with Amazon retail. In fact probably half of the sellers I've talked to have some specific example that usually sounds something like: "I started selling my top seller widgetX on Amazon merchants@ and then three weeks later, amazon was competing with me." or "Amazon went to my supplier and was able to get it cheaper and now I'm at a disadvantage."
I've heard this kind of story so many times that to me it's part of daily life of being on the Amazon platform. And the one thing I always mention to sellers looking at Amazon M@ is that this is the top concern for existing merchants on the platform and to take that into consideration. I'll say something like: "If you worry that amazon retail may compete with you on the platform, then you need to take that seriously into consideration because it does happen a lot especially in the 'hits business' ".
On the flip side, having talked to many many Amazonians over the years they've had these programs, I do know they have worked hard to create a Chinese wall. In fact there are literally two different companies. The 3P stuff lives in Amazon services and the retail biz lives in amazon proper. They do not flow data from the services side to the retail side, but they do flow data from the retail to the services and to third parties (for example, there are APIs to know when something is out of stock for 3Ps). So I guess it's a one way chinese mirror wall?
So if the Chinese wall exists, why are sellers concerned?
Seller's worry that the retail side is using their data to make their decisions. Most of the time when you dig into it, it's pretty obvious that Amazon probably would have started selling WidgetX regardless.
For example, "I was the first seller of webkinz on Amazon and then they came and destroyed me by going direct!" This one is obvious, but then I had a trampoline seller tell me the same thing.
That's one that there's just no way to know what happened. We'd have to go back in time and have the seller not sell trampolines and then see if Amazon still started selling trampolines regardless of that seller's activity. Thus there's no way for the seller to prove that amazon did something and there's no way for amazon to prove they would have been in the trampoline business regardless of that seller.
So part of life selling on Amazon is that you could be competing with them at some point and on some products. Many sellers actually use this to their advantage and keenly watch for Amazon to go out of stock and then act as backfill on those 'hits' products and also enjoy the long tail where Amazon doesn't play. In my original post, I was trying to point out this fact of life on the Amazon platform and comparing it to Paypal/Google checkout that obviously don't have a retail component so 'direct retail' competition isn't a factor/concern.
Finally, I used the acronym AC and it turns out the official Amazon acronym is going to be CBA for 'Checkout By Amazon' - so if you talk to anyone at Amazon about the program definitely use CBA and not AC (unless you want to talk about Atlantic City). CBA also fits more nicely in the family with FBA and other TLAs.
SeekingAlpha Disclosure: I am long google and eBay.
Since May we've been talking with sellers about two changes that were announced that we thought would dramatically change the strategies for sellers. They are:
Only 10 items/seller per page of search results
De-dupe - anything that eBay flags as 'identical' is now eliminated by default
On July 31, Jeff King, posted to the AB that these changes were now live. Definitely read this. This part in particular is of importance as you think through your strategies:
As a reminder, our new Search
& Browse Manipulation policy prohibits sellers from gaming"
the system to trick the system into displaying their identical items
Understanding de-dupe eBay's getting complicated because there are essentially two search systems - finding 1.0 and 2.0. Based on my experiments, in both systems the de-duping is the default, unless you opt out and then you have to nuke some cookies to get it to come back. You can tell that the de-duping is turned on if you look at the bottom of your search results and see this:
What's tricky about the de-dupe implementation is that the search result counts with/without de-dupe are the same. What you have to do to figure out how many listings are eliminated is do the math of number of pages of results times your results per page.
Here's the most extreme example. If I do a search for 'paypal' (titles and description) I get
8,780,542 items. However, when I scroll to the bottom, the navigation says there are 137,646 pages of 50 results each which yields 6,882,300 actual results once the de-dupe does it's thing. That's 22% of the listings that are de-duped.
De-dupe - how it is impacting sellers There are many challenges with the de-duping of listings. First is there are many sellers that are seeing items de-duped that they believe are different in nature. For example, let's say I refurbish laptops. Each laptop is a dell inspiron 100, but each one has a different config, condition, etc. We're hearing that all of these listings are being viewed as identical and thus de-duped.
Second, a long-standing strategy for larger sellers was to own a particular search term by using saturation strategies to get as much shelf-space in the search results. Well, de-dupe destroys that.
Also, sellers argue that they are paying a listing fee and the listing should show up! Well unless they have the exact same ending/starting time, the hidden listings will eventually show, but in short - yes - you are not getting value for your listing fee. More on this in the strategy section below.
10-listings - how it is impacting sellers The 10-listing rule is even more disruptive to large sellers that own a category. For example, many apparel sellers will concentrate on a certain brand and invest in a lot of inventory. Let's say you are a shoe seller and you have a warehouse of Etnies shoes. To take the de-dupe out of the equation (although it very much is), assume you have 100 unique paris of etnies you currently have listed. The consumer does a search for etnies.
Only 10 of your 100 items will show up on the first page, then 10 on the next, etc. What these sellers are arguing is that they have invested in their eBay business and inventory and created a certain market share (represented by their supply % in the search results) and now eBay is forcing them to a max 10/50 or 20% market share. If you previously had let's say 40% of the etnies market before, this new change could effectively force a halving of your share.
Adopting your strategies to these significant finding changes
Both of these changes to me send a pretty clear set of signal that I'm not sure seller's are receiving:
There is no economic benefit from listing the same stuff twice (in fact it's negative). So stop!
If you're only going to get ten items into the listings - make them count
If you have X of an item, don't list X, list one with X quantity
BestMatch seems to be favoring ending first less and less and conversions/listing more and more.
We all know that eBay is heading towards a more retail site.
Add all of this together and you need to really re-evaluate your listing strategy if you are feeling any pain from these changes. Even if you aren't, it would not be prudent in my opinion if eBay is an important part of your business to fight the direction eBay is signaling.
What you need to do is start adding a 7 or maybe even 10-day multi-quantity fixed-price listing to your strategy.
Multi-quantity fixed price is your friend (MQFP) I've said this to several sellers and they are frequently not familiar with the format because they have historically put one listing per item they want to sell. eBay has changed the rules of the game and the MQFP is going to help you get back in the game and even potentially get ahead.
Let's say you have 100 etnie shoes and at the end of the day you have 5 of 20 unique items.
With MQFP you list 20 listings with quantity 5 each at 10 days. Now half your inventory shows up in search (previously it could be only 2 skus worst-case if you had five duplicate listings) because a) you aren't being de-duped at all and b) of course only half your items get blanked out by 10-sku, but page 2 catches them. Before if you had 100 listings, you'd be spread over 10 pages - talk about waste of listing fees!
Add to the mix that I believe that as you sell one or two of the items, bestmatch raises a big green 'this listing converts! I'm going to advantage it!!' flag and you'll be off to the races.
What NOT to do Remember the quote I pulled from Jeffs posting? It's important enough I'm going to repeat it here:
As a reminder, our new Search
& Browse Manipulation policy prohibits sellers from gaming"
the system to trick the system into displaying their identical items.
Sellers are contacting us and asking things like: "Can your software automatically mix up attributes and titles to try and confuse the eBay de-dupe thing?" "I'm going to create 100 seller IDs to get around the 10 listings/seller/page thing"
I don't think either of these moves is prudent and you don't want to find yourself NARU trying to game the finding system. Trust and Safety has a VERY ITCHY TRIGGER finger right now and if you give them a reason to nuke you, they will. Many sellers believe that eBay is very inefficient at detecting accounts from the same people, or matching items that are similar but with tweaked titles, etc. I can tell you eBay is getting amazingly effecient at this and if they believe you are pushing the envelope here, action will be taken.
I think it's a much better (and less risky) use of your time to look at things like MQFP, etc.
How to leverage MQFP for those ChannelAdvisor customers out there.... For those CA customers out there that want to experiment with the MQFP listing, here's a tutorial on the strategy and support center (search for 'multiple quantity fixed price') and here's a tutorial on scheduling. I'd recommend experimenting with taking your inventory and spreading it across 2-5 MQFPs so you can get some ending first benefit and balance it with the
