Abstract: A system and method for structuring an online auction when a reserve price is not met are described. In an online auction, bidding activity is analyzed over a duration to determine whether there are multiple active bidders for the auction and whether the reserve price for the auction is met after a designated period of time. In response to making that determination, the bidder interface for a sole active bidder on the auction can be automatically updated to include a notification that the bid has not met the reserve price and an option to place a new bid on the item so that the auction is successful and does not end with no bids meeting the reserve.