What happens if you dont want to accept the highest bid in an auction?

I'm new to ebay - I can't work out whether you have to accept the highest bid in an auction - or what happens if you don't want to accept it.  You are encouraged to start with a very low opening price and there's nothing about a "reserve" price.  Can anyone point me in the right direction?

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NEVER start an auction for any less than you will be happy to sell for if the item only gets one bid.

You must sell to the highest winning bidder at the price the auction ends at.

ebay saying to start a low price is rubbish.

 

So in answer to your question you can not refuse the item be sold to the highest bidder.

 

There is no reserves except for vehicles and real estate.