came across a big-time seller advertises themselves on ebay

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this store has 501388 feedback points

on every listing page the About Us linked to this page

http://cgi3.ebay.com.au/ws2/eBayISAPI.dll?ViewUserPage&userid=oz-auction

which clearly advertise their own online store crazysales dot com dot au

thought it's not allowed?

[trulyspecialgoodies]

I believe that eBay permits a link to a seller's own website on the 'About Me' page only - not anywhere else.

[foxette-in-sox]

You may link to your own Web store or Web site

On your About Me page, you may link to your own Web site or individual Internet store where you are offering to trade, sell or purchase your goods or services. However, you may not link to any page within online trading sites that offer goods from multiple sellers either in a fixed price or auction format.

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wow that's  generous of ebay!