Employing a procedure suggested by a simple theoretical model of auctions in which bidders and sellers have observable and heterogenous reputations for default, we examine the effect of reputation on price in a data set drawn from the online auction site eBay. Our main empirical result is that seller, but not bidder, reputation has an economically and statistically significant effect on price.JEL codes: C51, D44, D82, L86 * We thank Sam Allen for research assistance with the data. Andrew Ching and Diego Moreno provided useful thoughts on early drafts of this paper. We are grateful to two anonymous referees and the coeditor for helpful comments.