After some heavy analysis we've decided to reformat the item page. The original format fit into the family of pages that each users' content is organized with. The item page needed a special format to make it clear the item was the star of the page.
So we placed the item photo at the top of the page in a much larger preview. We still need to make the "buy it now" buttons more conspicuous but this was a great start. We hope to continue make every page serve it's content rather then the other way around.