We often have regular business customers who come back every week or every month to order more of the same item that they regularly use, yet we are billed the sponsored listings % on every order, ad infinitum, because the buyer is using search results to find our listing again and repeat buy.

Many buyers do not use purchase history or shops to order, maybe because it's far simpler to use search results and spot our listing from there, but I don't think that it's appropriate for us to ask customers to change the way they usually do things, i.e to tell them to order from the shop or to use purchase history to order, in order to benefit us.

I understand that for 30 days following viewing of a sponsored listing ebay has the right to charge a 'finders' fee on all orders received, but is it really right and appropriate to continue to charge a percentage of every repeat sale from that buyer, for years to come, when you already take the standard fees on those sales? Surely that is not the intention or the purpose of sponsored listings?

It's simply not affordable to continue to pay double the usual ebay fees on all orders received from your best customers, for years.

Could this policy be looked at with a view to waiving sponsored fees once a customer has ordered the same item several times over several months?
Surely it would benefit ebay in the long run because I am quite sure that the current system only encourages sellers to start dealing directly with these regular buyers, thereby cutting ebay out altogether.