With one click on the heart, buyers add an item to their watchlist. Bidders watch the items they bid on automatically, and members get a reminder e-mail when a watched auction ends within the hour.
Many bids are placed in the last hour of an auction. The ending-soon reminder brings watchers back at exactly the right moment, which increases the competition and the final price.
Watcher counts also show sellers how much interest their item has, and help them decide whether to feature it or to lower the reserve.
Members can switch each type of e-mail on or off in their profile, so reminders never feel like spam.