Abstract: A system and method are provided for selling products in a modified Dutch auction format. A limited quantity of a designated product is offered for sale. The products are offered at an initial price, which is then discounted over time. Buyers may choose to purchase a product at any time after the modified Dutch commences, but buyers will receive a better final price the longer they wait to make a purchase; however, buyers must make a purchase before the last product is sold, or they will miss out on the deal entirely. A modified Dutch auction may be implemented in an online environment.