Based on an analysis of historical data of listings for an item, an online marketplace generates a price curve for the item to describe the likelihood to sell as a function of price. Based on user preference data, an analysis of historical data of listings by a user account, or both, the online marketplace generates a utility curve for the user account. Using the utility curve, the online marketplace estimates the utility for the user account as a function of the item price and the seller's preferences. By considering both the utility curve for a user account and the price curve for an item, the online marketplace generates utility-based price guidance for a particular seller of the item. A user interface presents the utility-based price guidance to the user, and enables the user to set the price of the item based on the price guidance.
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