Sorry I automatically think of auctions for ebay, I don't personally use buy it now very often because I don't use ebay as a shop but as an auction site, I'm a buyer not a seller
.
Buy it now is an option too then, I'd still expect to make a small loss, because after all, who'd pay full price for a Kindle Touch when you can buy it direct from Amazon (or at times £10 less from Tesco Direct).