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Multi agent system (MAS) model has been extensively used in the different tasks of E-Commerce such as customer relation management (CRM), negotiation and brokering. This paper presents Data Mining (DM) based seller agent categorization and a multi-attribute negotiation approach for negotiation between buyer and seller agents of same category provided by DM result. The paper also described a multi-attribute based utility model which is based on the price, response-time, and quality. In support of the presented approach a prototype system providing negotiation between buyer agents and seller agents has been reported.