Ebay has announced a new price match initiative as its shifts away from its core auction marketplace business and takes on big retailers.

Around 50,000 of Ebay‘s most popular products on its Deals site are now guaranteed to be at least as cheap as items sold by other online retailers.

Customers are required to contact the customer service team about a price disparity, where they will then receive a coupon they can redeem during checkout.

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Starting in autumn this year, the retailer will also guarantee three-day delivery for millions of items, putting it in league with rival Amazon which cut back on its price matching programme last year.

Despite its efforts to expand its Deals section, which sees Ebay act as the seller rather than simply a marketplace, it accounts for around £800 million of its gross annual profits, compared to the marketplaces £63 billion.

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