| CPC G06Q 40/04 (2013.01) | 14 Claims |

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1. A method of trading items on an electronic trading system, the method comprising:
controlling, by at least one processor:
receiving, over a communication network, from a first computing device, a good-until-bettered bid;
specifying a good-until-bettered duration for the good-until-bettered bid, from a good-until-bettered duration setting which is based on real time market information received over the communication network;
automatically responsive to receiving the good-until-bettered bid, activating an electronic timer to time the good-until-bettered duration;
determining whether a bid that tops the good-until-bettered bid by at least a predetermined amount is received, over the communication network from a second computing device, by the electronic trading system;
determining, based on a timing being timed by the electronic timer, whether the good-until-bettered bid remains in the electronic trading system for the good-until-bettered duration; and
automatically responsive to determining that the bid that tops the good-until-bettered bid remains in the electronic trading system for the good-until-bettered duration, canceling the good-until-bettered bid and immediately generating a second order on behalf of a user of the first computing device with which the good-until-bettered bid is associated.
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