You'll need to register as a business seller if you want to sell eBooks, making sure that you own the copyright to any text or images (or are licensed to use them) and then list them in the Everything Else > Information Products category in the classified ad format. eBay don't want eBooks listed in the books category because it may confuse buyers. Personally, I'd have the eBook to send out on a disc then you'll be sending a physical product and can list in the books category.
A private seller is one who is just selling off their own personal items such as clothes from their wardrobe, bits from their loft/garage etc.
A Business seller is someone who buys or makes items to sell on. They need to be registered as a business to meet the requirements of UK law. They need to declare income to HMRC once they reach £1,000 worth of sales (eBay will be providing HMRC with your details anyway so it's vital to keep correct accounts for your tax return). You can obviously offset more expenses as a business seller, but can't offset any at all as a private one.
To correctly register as a business seller simply go to your Personal Information in your account and to the right of Account Type, which will be showing as 'Individual' you'll see an Edit option.
https://accountsettings.ebay.co.uk/profile
This doesn't affect your feedback profile or any current listings, it merely upgrades your account so that you're compliant with current consumer and eBay policy.
If you're also selling your own items, just open another eBay account (you can have more than one).
