Abstract: The present disclosure is directed to apparatuses, systems, and methods for automatically managing cost of sale (COS) bidding for merchants (alternatively referred to herein as “vendors”). Described herein are automated COS bidding processes (or automated COS bidding logic, modules, or engines) utilized such that merchants need not actively manage their bids (i.e., fees associated with displaying item listings). As described herein, embodiments automate merchant bids using a formula based, at least in part, on the price of the item, the cost of selling from the advertiser, and historical performance data.