A new approach for doing automated negotiation equipped with concept-based alternatives is explored. It is based on how human perceive different concepts for the same product. In multi-agent e-commerce environments, a requesting proposal (tender) from an agent is usually composed of attributes and weights that define the items requested as well as criteria and preferences. Such a proposal is posted to an electronic market place for matchmaking or bidding. When an agent finds no exact match, the proposal will be revised and re-submitted. This process may repeat. In most scenarios, the requesters would have alternatives in mind, in case of no exact match. In this new model, requesters can first specify their requirements and the alternatives altogether, in one proposal, before it is sent out to the e-marketplace. The alternatives are defined in different concepts that can possibly be perceived on a product. Changes on certain attributes may lead to different concepts under which the values of most attributes and weights may have to be changed. It is believed that by incorporating with the concept-based alternatives in the proposals, negotiation and communication times could be shortened.