Conflicting claims are often made about the price effects of specific wool marketing innovations. In this paper, a regression model is used to estimate the price effects of two innovations, namely, computerised selling by separation and pre-sale, dense packaging of wool. The results are indicative of aggregate price differentials between wool sold via the 'normal' system and via an innovative system for the particular wool types and sale dates analysed. The extent to which price effects may be offset by differences in selling charges is also considered. In addition, some underlying reasons for price differences, where they exist, are proposed.