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CNN  — 

eBay will ban the sale of Confederate flag merchandise, the auction site announced Tuesday, in a decision that follows in the steps of major retailers like Walmart and Sears.

“We have decided to prohibit Confederate flags, and many items containing this image, because we believe it has become a contemporary symbol of divisiveness and racism,” eBay spokesperson Johnna Hoff said in an email to CNN. “This decision is consistent with our long-standing policy that prohibits items that promote or glorify hatred, violence and racial intolerance.”

Hoff added that the company continually monitors and evaluates its 800 million products on its site to ensure that they are “consistent with our core purpose.”

The company’s decision mirrors that of Walmart and Sears, which have also removed Confederate flag products from their stores.

The controversial flag has come under intense scrutiny following a racially motivated mass shooting in Charleston, South Carolina, that left nine African-Americans dead in a historic church. On Monday, South Carolina Gov. Nikki Haley also called on the Confederate flag to be taken down from the state’s capitol grounds.

A spokesperson at Amazon did not respond to repeated requests from CNN on Monday and Tuesday about its sale of Confederate flag merchandise.