How to bid

Introducing Auctions, the perfect way to get your hands on the best wines around! Whether you're a seasoned collector or just getting started, our auctions offer something for everyone.

We recommend you closely monitor your bids in the 15 minutes prior to auction close (auction end times can vary between products). Please also note that our auction system does not auto refresh. Refresh your browser to see the latest updates.

With Auctions, you can be sure you're getting the best possible price on the finest wines available. So what are you waiting for? Start bidding today!

Getting Started

Ready to get started bidding? With United Cellars, start placing bids in mere minutes! 

To start the bidding, you must be logged into your customer account and have a valid credit card stored on file. You can save a credit card to your account by clicking on the "Payment Options" in your account or by clicking this link.

If you are new to United Cellars, then simply create a customer account here.


To ensure you have the best experience, take a few minutes to review the below information and instructions.



Making a bid is simple:

  1. Enter the amount you are willing to pay into the bid box and press 'Bid Now'
  2. Review your bid amount is correct
    1. Please note that Buyers Premuim is shown at this stage to correctly show you how much you will be paying if you win the auction
  3. Then press 'Confirm'.

If you are outbided on an item, you will receive email notification of the new current bid amount and the status will change to "Outbidded". You can increase your bid by following the above steps again. 



Auto bidding / Max Bid

If you wish to enable the auto bidding feature, enter your maximn bid into the bid box and select the "Enable Autobidding" option that is on the bid screen. This will place automatic bids on the item up to your "Max Bid" amount, if another customer outbids your current bid but are below what you've entered in as you Autobid, this will make sure you stay the highest bidder.

We’ll even send a email notification if it looks like another bidder is outbidding you, allowing easy access so that increasing your bid can be done quickly before time runs out.



Incremental Bidding

The increments of the bidding structure are based off the below table.


Price Brackets Bidding Increments
$0 - $100 $2
$101 - $500 $5
$501 - $2000 $10
$2001+ $20




Buyers Premium

A Buyer's Premium, (16.0% inc GST) is added to the winning bid when the auction closes, and is applied only to successful winning bids. This is displayed for full transparency when placing your bid (refer to step 2 of the above 'Bidding' section). You can opt-out of seeing this breakdown by checking the "Dont show this again" box on the bidding breakdown popup. 




If you have a dispute please send email to


If you have any questions about any of the wines up for auction, our customer service team is always happy to help. Just give us a call, send us an email or use the chat feature in the bottom left of the screen and we'll be happy to answer any questions you may have.


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