Seller's reputation quantification technique embodiments are presented that quantify in monetary terms a risk of dissatisfaction to a potential buyer of a product or service from a seller in an on-line consumer market. Generally, this involves computing the monetary sales limit for the seller. This monetary sales limit represents an amount, which if a sum of the current prices of all the products and services currently offered by the seller is equal to or less than the amount, there would not be a significant risk to the buyer of being dissatisfied with the product or service. Given this, a risk of a potential buyer's dissatisfaction with a product or service purchased from the seller in view of a price the buyer wants to pay is assessed. The assessed risk is then provided to the potential buyer in the form of one or more risk indicators.