Barely used items—the culprits of many an A-to-Z claim and the bane of an ecommerce seller’s existence—now have a safe place to call home on Amazon: Amazon Renewed.
But what does Amazon Renewed mean, and is it worth it for your brand? Here’s a quick look at what you need to know about Amazon’s latest offering.
According to Amazon, a renewed product is a high-quality, like-new item that’s either refurbished, preowned, or open-box. Pre-owned products have been owned by a previous customer but remain in fully functioning condition, even if they may have minor cosmetic issues, like scratches or dents. Refurbished products are used products that have been restored to new or like-new condition. Open-box products are typically unused but without the complete original packaging, which may have been damaged in a warehouse or opened by a customer before being returned.
That seriously dented water bottle or scuffed-brown shoe in your returns department? They probably won’t cut it. But a used item will more than likely qualify as an Amazon Renewed product if it's as good as new, fully functional, and has every relevant accessory a customer would expect if they were purchasing it new.
Amazon Renewed is the exclusive program that allows Amazon vendors to sell their refurbished, preowned, or open-box products for a discount price. Amazon thoroughly vets the quality of these products to ensure they are in like-new condition.
To qualify as an Amazon Renewed seller, your brand needs to meet Amazon’s performance bar, which means your products have to be tested and certified to look and work like new. A typical refurbishment process for an Amazon Renewed qualified product includes a diagnostic test, replacement of any defective parts, thorough cleaning and inspection, and repackaging when necessary.
Not every product category qualifies for distribution through the Amazon Renewed program, but renewed products in the following categories do:
Knowing what the Amazon Renewed program is, and even knowing that you want to join it, doesn't mean you know where to get started. We've outlined the steps for entry into the program below.
If you haven’t already, now is the time to register as an Amazon seller. Once you’ve decided on a selling plan and strategy, you can create a seller account through Amazon’s website. You’ll need your business email address, a credit card, a government ID, tax information, a phone number, and a bank account. While you’re at it, you may also consider joining Amazon Brand Registry, which provides Amazon sellers with numerous tools to create the best experience possible for customers.
Not every brand will qualify for Amazon Renewed. Among other things, you must supply invoices for at least $50,000 worth of qualifying refurbished purchases in the 90 days leading up to the application date. In the same time period, you must also have an ODR of 0.8% or less. There are additional qualifications listed on Amazon’s website.
Once you’re an Amazon seller and qualified to apply for Amazon Renewed, you can submit your application through the program website or by emailing email@example.com with the necessary documentation.
Amazon will let you know if your application has been approved within about 10 business days. Once you’re approved, you can either create new listings for your renewed products or add renewed products to existing product listings. Your product listings will perform best when you put effort into your listings and optimize them with tools like A+ content.
Now that you know the what and how of Amazon Renewed, you may be wondering the why. Why might selling through Amazon Renewed be a good option for your brand? Why might it not be?
Here are some things to consider.
Because of its high standards for entry, Amazon Renewed is an exclusive program, which means less competition and more opportunity to move returned product that you couldn’t otherwise move.
A key benefit of Amazon Renewed is that it allows you to reach a whole different demographic of consumers. Customers that aren’t yet willing to buy a product for full price can become new customer, possibly leading to repeat purchases from your brand in the future.
Amazon will also back your Amazon Renewed products with a 90-day guarantee. Keep in mind the following disclaimer from their site: “This product has been professionally inspected and tested by Amazon-qualified suppliers. The product may have minimal scratches or dents, and a battery with at least 80% capacity. Box may be generic and accessories may not be original, but will be compatible and fully functional. This product is eligible for a replacement or refund within 90 days of receipt if you are not satisfied.”
While Amazon Renewed has benefits for many brands, it may not be the right option for your brand. One thing you’ll want to consider is what selling through Amazon Renewed may do for your brand image.
Brands may not want their customers to experience their products as "renewed." This may especially be the case with luxury items, which heavily rely on delivering a premium customer experience with new products that cannot be replicated with an open-box product.
Another drawback of Amazon Renewed is that renewed products appear in search together with new products, meaning you’ll have to ensure customers can easily differentiate renewed products from new ones.
Having your brand on Amazon Renewed may also set it up for further instances of arbitrage.
If the discount on Amazon Renewed renewed products is too steep, arbitrage sellers will likely buy the products for the discounted price and then make a profit by selling them for closer to the retail price on marketplaces like eBay or Facebook Marketplace.
For help becoming an Amazon Renewed seller and guidance on what’s required in the application process, reach out to one of Pattern’s Amazon experts.
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If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.
Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.
At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead.
An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.
A great Amazon SEO Agency partner will:
Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance.
Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS.
To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.
A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.
It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.
Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins.
Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.
As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.
Contact us to learn more about our SEO optimization services.
Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces.
Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.
So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.
Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products.
An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.
An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.
Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.
At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services.
It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.
It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.
The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.
Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces.
With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.
Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.