Originally published on our guild website for the new players we've recently taken on, but thought some of you guys might find it useful too - hope it helps!



Pricing in the guild store is a delicate exercise. Go too low and you're missing out on precious coin, go too high and you'll miss the sale altogether - possibly even driving your customer into the arms of another guild store in the process!

This article looks at two pricing methods you can use when listing items on the guild store, as well as giving you a short list of goods that generally sell quite well.


Currently I'm using a number of addons for ESO, one of my favourites is Guild Store Search Extended.

This addon has a number of features, three of my favourites are:

• It allows you to search across ALL of your guild stores for items at once (cutting down search time)
• It gives you the average selling price of an item, based on sales history, across ALL of the guild stores you belong to - giving you an incredibly quick and accurate recommended sale price. Simply hover over an item for the prices!
• It has a discount preset - you choose whether the recommended prices come in on level, lower or higher than other sales across your guild stores.

I honestly cannot recommend this addon enough. It takes all of the pain out of searching items for purchase or for sale.

When you open a guild store with this addon running, it will ask you to scan the stores - I recommend you do this at least once a day, it takes a few minutes but will update your item database to ensure the prices you're working with are up to date and accurate.


This method is slightly slower in my opinion, but if you don't like installing addons for ESO, it's really the only option you have. Your first task is of course to search for the item you wish to list, in this example I'm looking to sell armour - a green quality, level 31 set of light shoulders:

First of all I'll search all green light shoulders. The results bring up about fifteen pieces, all of varying levels. So to simplify matters, I'll filter my search further, looking for items within only a few levels of the piece I'm trying to sell (26 - 36) to give a closer comparison. The filter works, I bring up two results:

And so I have my price margin! From experience I know these prices are quite reasonable but be careful when using this method - some traders are stupidly greedy and will skew the reference prices, you may see pieces in this range from time to time for as much as 600-1000 gold. Not only will those pieces likely not sell, but they'll encourage other people to price within that high margin - discouraging shoppers and giving our store a reputation for being unfairly expensive.

These prices look quite reasonable though, and my piece is slightly higher level than these, so I may sell for around 140 gold.

If you use this method and nothing comes up in your search, look for similar items. If shoulders had come up blank, I may have run the search for gloves or waist instead and used those as a guide.


Finally, a few tips on items that are in demand and tips on sale prices too.

First a warning - just because you've found an item that isn't white it doesn't mean it's worth a large amount of money! Items dropped during the levelling process are, in truth, not worth much at all unless they're of purple quality. Generally they'll be used for a couple of levels and then either be thrown away or de-constructed for traits. So if you were thinking of selling those level 31 greaves for 1500 gold then think again!

• Consumables sell very well - anything used in crafting (particularly runes, glyphs, potion ingredients and improvement materials such as elegant lining) will always be in demand because they're single use items.
• Purple items sell for a reasonable price - you won't become an overnight millionaire, but they do net a tidy profit, especially at higher levels!
• Blue items are generally used for traits - and of course so are greens! You're looking at 100-500 gold apiece depending on the level.
• Food is always in demand - again especially at the higher levels.
• You have thirty slots - so sell at a reasonable price to sell often, and remember to keep your slots full.

If you'd like to keep a closer eye on what's selling and how often, an addon called Shopkeeper can do that for you. It'll give you a record not only of your sales, but of the sales across all of your guild stores, very useful for spotting trends and items that are popular!

TL;DR: Remember, pricing is an art. You may want to charge 1500 for your level 30 sword, it doesn't mean people will pay it. So it helps to familiarise yourself with the market and price sensibly - you'll make sales quicker and with much more regularity that way. So don't be greedy - it's bad for business!