Promoted Stores Custom Brings CPC Ads To Ambassador Affiliates & eBay Live Events
In case you missed it, eBay briefly posted the January 2026 Seller News update this morning then took it down when it was brought to their attention.
https://community.ebay.com/t5/Selling/eBay-Seller-News-January-2026/m-p/35436013#M2654955
While it was up, there was a mention of Promoted Stores Custom that lead to a dead link, so there wasn't a lot of detail about what that would include.
But luckily, they've now also posted the January update for Australia with that section included and it's likely to be the same for the US whenever they get around to posting it again.
https://www.ebay.com.au/sellercentre/aussie-seller-news/january-2026/promoted-stores
What you need to know
Promoted Stores Custom is designed to give you more creative control and help you highlight the inventory that matters most to your business. You can now choose both the listings you want to feature in your ads and the exact Store page buyers land on.
How it works
Promoted Stores Custom gives you the flexibility to tailor your ads from start to finish:
- Select up to 1,000 listings, including ten featured items to showcase in your ads
- Choose a custom landing page option for your Store, such as a sales event page, a curated collection, an influencer-led page or an eBay Live event page
That last point is important - previously Promoted Stores cost per click ads could only point to Store category pages or an active coupon, but now sellers will also be able to use them to direct buyers to sales event pages, curated collections, influencer-led pages, or eBay Live events.
They don't make it entirely clear, but I would not be surprised if "curated collections" ends up being related to the Curated Finds For You module some sellers noticed being tested a couple months ago.
I'm also guessing that "influencer-led pages" likely refers to these curated storefronts but could also include Ambassador affiliate storefronts as well.
And as far as I know, this is the first time I've seen eBay mention a way for sellers to specifically drive traffic to eBay Live events with ads.
Assuming eBay is going to republish the US update tomorrow hopefully they'll include more FAQs about these Promoted Stores changes and/or have an opportunity for sellers to pose questions about it to the ads team because there's still a lot here that isn't exactly clear - but that's at least what we have so far.
valueaddedresource
OP9 months agoAlso just a general reply: the US version is live now and appears to be the same as the Australia wording I posted above.
https://www.ebay.com/sellercenter/news/2026-january/promoted-stores
valueaddedresource
OP9 months ago@my-cottage-books-and-antiques that's really interesting they told you that about your Ambassador storefront. 🤔
The primary reason I'm assuming the reference to "influencer-led pages" will also include Ambassador storefronts is that appears to be how eBay labels these profiles, at least from the Ambassador pages I've looked at.
First - the title that shows in the browser tab explicitly calls it an Influencer Profile.
Second - the URL structure includes /inf/*profile name, where presumably inf stands for Influencer, which would be consistent with the way eBay uses URL structure to denote other account types like /usr/ for standard personal account users and /str/ for Stores.
Definitely interested to see the mechanics of how that will work if it will allow creating Promoted Store ads to Ambassador storefronts, but I'm also more than a bit skeptical that most Ambassador program members would be willing to let eBay take a cut out of their affiliate earnings like this.
my-cottage-books-and-antiques
·9 months ago@valueaddedresource I think the influencer store is separate from the Ambassador store.
valueaddedresource
OP9 months ago@my-cottage-books-and-antiques I can verify that screenshot is definitely from an Ambassador storefront and I've seen more than one Ambassador storefront labeled that way. Does yours look different?
my-cottage-books-and-antiques
·9 months agoI haven't launched mine yet, still working on it (holidays put it on hold).
But OK if you can verify that that is the URL, then I guess they are the same thing. I'll try to get mine up soon, even if it is only minimally populated. Probably this week or next.
my-cottage-books-and-antiques
·9 months ago@valueaddedresource Yep, lots more questions than answers here.
When I was looking into Ambassador stores, I asked ebay about having a link to my Ambassador store from my ebay store, and was told, no, Ambassador Stores are designed to drive traffic TO ebay, and a link to my Ambassador Store would be driving traffic AWAY from ebay (which, of course, is not entirely true, since the merchandise in my Ambassador store would be on ebay, and the Ambassador store is hosted on ebay's site. I explained that I figured if a potential off ebay buyer saw my ebay store feedback, they would have more confidence in my curated selections, so it would help with sales. She wasn't convinced.
So, I'll be curious if this actually is saying that I can pay ebay to advertise my Ambassador store on ebay, I just can't promote my Ambassador store (for free) from within my own ebay store....