Ebay takes fight to Amazon with latest online shopping salvo

Ebay has taken a pot shot at its larger online shopping rival, Amazon, by launching a television advert highlighting the ‘fun’ nature of shopping via its portal as opposed to the one-click purchases of the market leader.
A television ad which premiered over the weekend seeks to communicate that message by positioning eBay as a destination for the things you want as opposed to the things you need, part of a branding exercise that has also seen the auction house's homepage given a make