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eBay sends its own fashion buyers to Depop from the homepage

August 25, 2026
4 min
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CEO at Nova Analytics

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Antoine founded Nova Analytics to empower Amazon sellers with enterprise-grade analytics. He specializes in data architecture and building scalable solutions for e-commerce businesses.

Quick Summary

  • •eBay placed a Depop banner above the fold on its homepage with a Shop Depop button leading offsite
  • •Sellers report a Depop banner at the top of fashion search results on desktop and in the app
  • •The same slot is sold to eBay sellers on a cost-per-click basis through Promoted Stores
  • •eBay closed the $1.4 billion Depop acquisition weeks earlier and runs it as a separate marketplace
  • •For Amazon sellers the transferable point is diagnosing traffic loss separately from conversion loss

Nova surfaces every Amazon fee, refund, and margin shift in your live P&L, across 23 marketplaces. Open the live P&L

eBay is using the most valuable real estate it owns to send fashion shoppers to a different website. The website belongs to eBay, which is exactly why sellers are unhappy about it.

What happened

Less than a month after closing its $1.4 billion acquisition of Depop, eBay placed a large Depop banner above the fold on the eBay homepage, with a Shop Depop button that leads off eBay to Depop.com. Sellers also report a Depop banner sitting at the top of fashion search results on desktop and in the app (Value Added Resource, August 2026).

eBay has said it will run Depop as a separate marketplace while looking for synergies across the two businesses (EcommerceBytes, August 2, 2026). Cross-promotion is one of those synergies.

Why it matters

The top-of-search slot is inventory eBay sells to its own sellers through Promoted Stores on a cost-per-click basis. When the platform occupies it for internal purposes, sellers are paying to compete for attention with the landlord.

Amazon sellers should read this as a pattern rather than a competitor story. The surface your listing appears on belongs to the marketplace, and the marketplace can put its own brands, its own ad units or its own creator content above you at any time. That is a traffic variable outside your control, which means the useful skill is detecting it quickly, not preventing it.

What to change in the next 72 hours

  1. Track sessions and conversion rate separately per ASIN. Falling sessions with a steady conversion rate points at placement or ranking. Steady sessions with a falling conversion rate points at price, content or reviews.
  2. Baseline your top 20 ASINs now, before Q4 promotional surfaces start crowding search results.
  3. Separate organic from paid sessions so an advertising change is not mistaken for a placement change.
  4. Keep a channel that you own. Email, a brand store audience or repeat buyers cost less than reacquiring the same shopper every quarter.

The Nova angle

Nova covers Amazon selling accounts, not eBay, but the diagnostic is the same one it is built for: which SKUs moved, and whether the cause sits in traffic or in conversion. See winners and losers and custom breakdowns.

Frequently Asked Questions

Common questions about this topic

Less than a month after closing its $1.4 billion acquisition of Depop, eBay placed a large Depop banner above the fold on its homepage, with a Shop Depop button that leads to Depop.com. Sellers also report a Depop banner at the top of fashion search results on desktop and in the app.
The top-of-search slot is space eBay also sells to sellers through Promoted Stores, a cost-per-click product. Sellers pay to be seen there, and the same placement is now being used to route shoppers to a sister marketplace.
The pattern is. Marketplaces own the surface your listing appears on and can change what sits above it. Amazon has done the same thing with its own brands, ad placements and creator content. Placement is a traffic variable you do not control.
Watch sessions and conversion rate separately per ASIN. A placement change usually shows up as falling sessions with a stable conversion rate. A listing or price problem usually shows up as stable sessions with a falling conversion rate.
No. Nova covers Amazon selling accounts across 23 marketplaces. The diagnostic habit is the transferable part here, not the channel.

Verified Sources

All information verified from official Amazon sources and trusted industry analysts as of publication date.

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