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eBay tells you what the cost of the listing will be before you submit it. They have always charged a percentage/fee if you set a reserve even if the item doesn't sell. The best way to avoid a upfront listing fee is to list the item as a "Buy it Now" option and allow best offers. You have to accept a offer in order for the sale to go through. The "Buy it Now" listing doesn't usually have any upfront costs unless you're selling a car or truck I think (they charge flat fees for those type of listings).
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