I think we should have a dedicated Auction chat for that reason.
/ch auction will take you to an auction chat room where only you and the other people will here each others auctions, bids, etc.
I do sometimes find someone has put up item x and priced reasonably high, but them they set the duration for a really long time in hopes of raising a lot of money for the auction, but in reality it just sits there stale.
When I auction I bid valuables, gold, diamonds, etc. At half and below there regular value and sometimes for free for only 60 seconds at max.
I'm not sure HeroChat is able to only show the auction bidding information at this time.