eBay is launching a price-match guarantee in an attempt to fend off competition from the likes of Amazon and Argos.
eBay is also rolling out the initiative in France, Germany, Italy and Spain.
There has been a period of change for eBay UK lately. In November last year, vice president and managing director, Tanya Lawler, departed after four years.
She was succeeded by Tesco head of general merchandise Rob Hattrell, who joined the etailer in February after eight years at Tesco.