BROOMFIELD, Colo. — DealersLink, a dealer-direct marketplace, will launch AuctionLink, a new, live auction platform, at the NADA Convention San Francisco, January 23-25.

AuctionLink is a fast and intuitive way to buy and sell upstream units before they’re available at brick and mortar auctions, officials said. AuctionLink will run online every Tuesday and will be available to all DealersLink members. It is a new style of auction: there are no buy or sell fees, buyers can set automated bids, and sellers can set reserve pricing.

Some of AuctionLink’s notable features include live bidding, upstream inventory (source vehicles upstream before brick and mortar auctions), vehicle reports and automated bidding that allows users to set maximum bids if they are unable to attend the live auction.

“We pioneered the first dealer direct platform in 2005,” said DealersLink CEO Mike Goicoechea. “Now we are excited to launch the most efficient and robust auction platform. What a difference a decade makes.”

DealersLink has been eliminating wholesale transaction fees for 10 years with over $1 billion in used inventory available 24/7. Members use the marketplace daily to stock their lots with clean reconditioned units, locate hard to find vehicles for their customers, sell inventory without incurring wholesale losses, arrange book for book trades, and manage their inventory with industry leading analytic tools, according to the company.

A demo of AuctionLink can be seen at NADA in San Francisco, at booth No. 5537W.