By Dan Kedmey, TIME

Amazon announced a new “Make an Offer” feature on Tuesday that enables shoppers to negotiate a lower price with sellers over email.

Amazon (AMZN) said the new button will appear alongside 150,000 items for sale in Sports and Entertainment Collectibles, Collectible Coins and Fine Art. Hitting the button will give the shopper an option of suggesting a new price to the seller. The seller, who sees the new price over email, can accept, reject or reply with a counteroffer.

“In a recent survey of our sellers, nearly half of the respondents told us that the ability to negotiate prices with customers would be important to drive more sales on Amazon,” Peter Faricy, Vice President of Amazon Marketplace said in a statement announcing the new feature.

“‘Make an Offer’ delivers that functionality and makes customers feel confident they are getting an item they want at the lowest price possible.”