Some sellers loudly — and too proudly — trumpet their positive feedback ratings in big letters in their auction text. Buyers can't do this and often are turned off by such overt ratings boastings. They'd usually rather judge for themselves, by studying the photographs and descriptions the seller has posted for his goods and by reading feedback from other buyers.

If you are a newcomer to an online auction site and want to start selling things, you very likely will need to be a buyer first. Bid on and win a few inexpensive items, so you can build up some positive feedback on the site. This feedback will encourage others to bid once you post your first listings. If you really don't need the items you buy to establish your feedback foothold, you can auction them later.

For sellers, the general rule is: Do whatever it takes to avoid negative feedback from an unhappy buyer. Try to communicate with them and find out exactly why they are unhappy. Ask what will satisfy them and try to meet that desire or request. If necessary, offer a partial refund or offer to buy the merchandise back at the winning bid price. Pay for the return shipping, too, even if that is not your normal sales policy. Never get into a feedback war and negative feedback for an item that brought you $20. It will cost you a lot more than that to rebuild your good reputation.