An on-line price negotiation method includes submitting a bid from a buyer (buyer's bid) for a selected item/service offered for sale on a website via the internet to an on-line computing device that controls operations at the website. The computing device automatically responds to the buyer's bid, including creating an exclusive interaction for a maximum period of time between the buyer and website for the buyer to negotiate a price for the item/service, setting a minimum accept price for the item/service; and comparing the buyer's bid to the minimum accept price. Based on the comparing, the buyer is notified of accepting the buyer's bid (deal) or not accepting the buyer's bid (no-deal). A deal allows the buyer an option to purchase the item/service, or to update the buyer's bid and repeat submitting with an updated bid. no deal allows the buyer an option to update the buyer's bid and repeat submitting an updated bid.