This paper designs a novel fuzzy competition and attitude based bidding strategy (FCA-Bid), in which the final best bid is calculated on the basis of the attitude of the bidders and the competition for the goods in the market. The estimation of attitude is based on the bidding item's attribute assessment, which adapts the fuzzy sets technique to handle uncertainty of the bidding process as well it uses heuristic rules to determine attitude of bidding agents. The bidding strategy also uses and determines competition in the market (based on the two factors i.e. no. of the bidders participating and the total time elapsed for an auction) using Mamdani's Direct Method. Then the final price of the best bid will be determined based on the assessed attitude and the competition in the market using fuzzy reasoning technique. © 2010 Springer-Verlag Berlin Heidelberg.