A system and method to provide wanted ad listings within an e-commerce system. Wanted ads are posted by buyers of goods and services seeking to purchase items described within the wanted ad listings. Sellers of goods and services on the e-commerce server respond to wanted ad listings by providing a response on the wanted ad listing that provides a reference to the seller's listings for items currently being offered for sale. Buyers may use these responses from sellers to locate items matching wanted items. Buyers then may purchase the items offered for sale.