Ebay takes fight to Amazon with latest online shopping salvo

Ebay has taken a pot shot at its larger online shopping rival, Amazon, by launching a television advert highlighting the ‘fun’ nature of shopping via its portal as opposed to the one-click purchases of the market leader.

A television ad which premiered over the weekend seeks to communicate that message by positioning eBay as a destination for the things you want as opposed to the things you need, part of a branding exercise that has also seen the auction house's homepage given a makeover.

The 60-second slot begins in what appears to be a typical Amazon warehouse with cardboard boxes rolling off a production line, before the question ‘When did shopping get so beeeeeeeeeeeige?’ is presented to viewers.

From there an off-screen hand presses a giant technicolour eBay button which precedes a riot of colour and action filled with happy, smiling people.

In its fight eBay is pitching itself as David to Amazon’s goliath with its larger rival notching up 14x the revenue generated by eBay in 2016.

Last quarter eBay reported a 4% uptick in revenues to reach $2.2bn over the first quarter.

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John Glenday

John Glenday is responsible for compiling The Drum's daily morning bulletin and ensuring that overnight breaking news is covered while you're still brushing your teeth. Can also make a mean cup of tea.

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