Internet based auctions have become popular and has become a forum for both rational and emotional driven decisions to buy or not to buy. This study focus the analysis on if and to what extent the auction time might influence the final, price winning, bid. The auctions showed a relative value increase as the time frame for the auction decreased. At the same time there was no significant difference between the numbers of bids in short relative the long auctions that could explain the increase in value. The result is discussed in terms of how time might influence, positively or negatively, economic rationality.