How do sellers benefit from Buy-It-Now prices in eBay auctions?

We investigate experimentally on eBay how sellers set prices in "Buy-It-Now" (BIN) auctions. We find that the eBay format leads to prices substantially below those expected in second-price auctions. Moreover, our results reveal that the information available on eBay about buyer experience and bidding behavior correlates with the observed price deviation. Sellers respond strategically to this information. More experienced sellers ask for higher BIN-prices, whereas seller risk aversion does not effect their price decisions. Compared to an eBay auction without a BIN-price, the BIN-auction is more efficient and generates significantly higher revenue.