The online retailer on Tuesday launched a new feature that lets customers negotiate lower prices on more than 150,000 items, including sports memorabilia, fine art and collectible coins.
The Make an Offer option differs from the Seattle firm's fixed pricing model.
Amazon said it differs from an auction, because customers won't pay above the listed price. Negotiations are done in private between sellers and customers and sellers may accept an offer at any time.
Amazon said it plans to expand the new feature to "hundreds of thousands of items" next year.
The firm's early attempt at an auction service, launched in 1999, failed amid stiff competition from competitor EBay Inc.