A USER'S GUIDE

Know all you can about the product you want to buy, one expert suggests.
By DAWN WOTAPKA
KNIGHT RIDDER NEWSPAPERS
You searched some of online auction eBay's millions of listings -- from trendy Burberry to the obscure Sigmund Freud action figure -- and found something you want. Now what?
Before you bid, carefully read the description and examine the photos. Genuine items usually have detailed shots of the label, box, tag or store bag. Look for phrases including "guaranteed authentic," "new in box" and "new with tags."
Avoid "as-is" sales, wares labeled "almost perfect" and sellers denying refunds.
"You'd look, just as you do in any other buying environment, for places where you can return if you're not satisfied or you get some level of guarantee," said Mike Owen, a 36-year-old human resource director in New Jersey and an eBay user since 1997.
Another tip is to check stores, Web sites and catalogs to ensure the product's authenticity. Thousands of Coach leather goods are listed, but some are copies of items the company doesn't produce.
"If you are familiar enough with the kind of product you're looking for, you know with certain things what is authentic and what is not," Owen said.
If you cannot find something, check spelling variations. For a Gateway computer, try "Gaitway" or "Gaetway." Corinth Milikin, an eBay user for 18 months, often misspells "Pfaltzgraff" to search for her favorite pattern.
"There's a little bit less competition for bidding," she said. "Some people will not find them in their searches."
The description
Each listing contains an item description, but no one monitors them for accuracy. Some sellers are brief or deceptive and others are detailed and reveal flaws upfront. Read the listings carefully. This is where the seller defines the purchase's rules.
Also look for what's not there, advised Robert Ringenberg, an eBay member known as "batotahell" from New Orleans. He recently won a Meatloaf DVD, but only assumed it was new and authentic. What arrived was a cheap imitation that didn't work.
Ask questions, he learned the hard way, lots of them. Also check on size and condition. Just because a picture makes something appear big doesn't mean that it is.
"People are tricky," said Ringenberg, 38. "They'll word it so that it sounds too good to be true and it usually is."
He also recommends comparing the title and description. Some sellers put a brand name in the title to drive searchers to the listing, but the description does not match.
The bidding process
You're ready to enter the fight. How do you win without going broke? Veteran eBay users say it's all in how -- and when -- you bid.
First, decide how much you want to spend and stick to that amount. Next, search for similar items. Often, bidders will drive up the price of one product, but an identical item will end a few hours later at a cheaper price, Ringenberg said.
If you can, wait until the last seconds to bid, a process called sniping. If you don't, you could be outbid and have to bid again -- increasing the price.
"You hate it when it's done to you, and when you're successful, you're happy," Ringenberg said. "I don't get into the bidding wars, because that just drives the price up."
Milikin developed her own sniping system. She opens two Web browsers. In the first, she types her maximum bid, but doesn't confirm it. In the second, she watches the bidding wind down by refreshing the screen a few times every minute. As time runs out, she enters the bid on the first screen.
"Then people don't have time to outbid you," she explained. "Or if outbid, I'm not tempted to bid higher than I really want to."
To avoid countdowns, software can snipe for you. There's hammersnipe.com, auctionsniper.com and bidslammer.com.
Postage
Winning is good. But receiving the item is better. Here's how to ensure the shipping process goes smoothly:
First, make sure the shipping price is stated. If it isn't, the seller can hold your item hostage until you pay what he or she demands. Also, ask yourself if the postage rates seem reasonable. Several buyers complain that sellers profit from charging too much.
Ringenberg learned his lesson when he purchased two one-foot sword replicas for $1 each. Postage was $9 each, and the shipper wouldn't discount shipping charges. When the swords arrived, he noticed it cost $3.85 to mail both.
"I wouldn't have minded paying more for them," he said. "It was the idea he wasn't upfront abut the shipping costs. You didn't know until after you got in."
Milikin agreed. "I've gotten stung by some outrageous shipping charges," she said.
Some sellers will reduce shipping fees if you point out the high cost. Also, if you win multiple items from one seller, ask him or her to mail them together. Avoid foreign sellers. Their postage is usually high.
Tracking is also smart. The U.S. Postal Service lets you follow your package's route for under a dollar.
And, advised Zoe Duplantis, Ringenberg's 40-year-old wife, always opt for insurance, currently $1.30 for up to $50 at the USPS. If you insure, inquire beforehand who is responsible for filing insurance claims. Will the seller mail you documentation or a refund?
"I've quit buying if someone doesn't offer insurance," Duplantis said.
To eBay newcomers Ringenberg offered this final advice: "It's just like regular shopping. Be patient. Make sure you're getting exactly what you want."
He paused and added: "And then snipe at the last minute. I hate to say it, but it's true."