Amazon is opening up further to sustainable retail models with new programmes for used, refurbished and returned products. For many retailers and vendors, this creates an additional sales opportunity that not only makes ecological sense but also holds economic potential.
In this article you will learn:
- which programmes Amazon currently offers for second-hand products,
- how you as a retailer can benefit from them,
- and how you can make used products visible too with targeted Amazon advertising, e.g. via PPC-Butler.
A return does not automatically mean a loss: new paths in returns management
Every seller knows it: returns are unavoidable. But what do you do with products that have been opened but are technically flawless?
Amazon offers various programmes with which retailers can sensibly resell returns, without booking write-offs and storage costs as a total loss.
Amazon Resale: used goods with clarity
As part of Amazon Resale, Amazon sells opened or barely used products at reduced prices. The condition is described transparently, from “like new” to “acceptable”. For customers an attractive offer, for retailers an economical solution.
Advantage for retailers:
You can specifically put returns back on sale without additional infrastructure or separate platforms.
Typical use case:
A product was returned by the customer because the packaging was damaged, but technically it is flawless. Through Amazon Resale it can be offered again, immediately visible with a price advantage.
Amazon Renewed: refurbished with a guarantee
Unlike Amazon Resale, Amazon Renewed is aimed at products that have been professionally inspected, cleaned and, where necessary, repaired. The requirements are high and only qualified retailers may take part.
Suitable for which products?
- Electronics, tools, smartphones, household appliances
- Branded products with long-lasting value
The highlight:
Customers receive an Amazon guarantee, which creates trust and increases the willingness to buy.
Tip:
Anyone who carries Renewed products as a vendor or professional seller should increase visibility through targeted PPC campaigns, e.g. through Sponsored Products with a high top-of-search share.
Second Chance Deal Days: sustainability in the spotlight
With the Second Chance Deal Days, Amazon is establishing a dedicated shopping event for used and refurbished goods. The aim: to actively raise customers’ awareness of sustainable consumption.
This offers potential for sellers:
- Targeted advertising of your own second-hand offers
- Placement within a themed event
- The opportunity to reach new target groups
Example PPC rule with PPC-Butler:
Increase bid by 20% if the campaign contains “Renewed” in its title AND the click-through rate of the last 7 days > 5%.
This way you can automatically increase visibility during the event days and at the same time ensure that only well-performing offers receive additional budget.
Sustainability meets profitability: why second-hand makes sense
Amazon actively promotes the topic, and there are tangible advantages for retailers too:
1. Resource conservation & branding
Sustainable offers have a positive effect on the brand image, especially among younger target groups who value environmental protection.
2. Additional source of revenue
Returns, B-stock or surplus inventory can be monetised again instead of gathering dust in the warehouse or being written off.
3. Affordable entry for new customers
Second-hand products offer a lower-priced way into your brand, with potential for later up-selling campaigns.
How to sell used products on Amazon
Amazon allows both private and commercial sellers to trade in used goods. There are two main routes:
Option 1: As a private individual
- Individual offer in the product listing
- Independent pricing
- Visibility dependent on demand and relevance
Option 2: As a retailer (e.g. via Warehouse Deals)
- Sale of returned or used products within the Amazon Warehouse structure
- Inspection and categorisation by Amazon
- Visibility via the main product listing
Important:
All offers must be clearly labelled with the condition of the product, because Amazon sets specific requirements here, e.g. “used – very good”, “used – acceptable”, etc.
Used? Yes. Invisible? No. Advertising is possible for second-hand too
Many sellers do not know: used products can be advertised too, e.g. via Sponsored Products, Sponsored Brands or Display Ads.
With PPC-Butler you can direct your advertising at used goods too, in a targeted and controlled way, for example with the following rules:
Lower the bid by 15% if the campaign contains “Renewed” in its title AND the ACoS of the last 14 days > 60%.
OR
Pause keyword if the campaign contains “Renewed” in its title AND clicks > 40 without conversion.
This kind of precise control is not possible with black-box algorithms; they lack the necessary granularity and the ability to include logical dependencies (such as product condition) in the control.
Conclusion: second-hand is more than just a trend, it is a business model
Amazon gives you as a retailer all the tools to generate new revenue from returns, B-stock or refurbished products, sustainably, in a legally compliant way and scalably.
Those who additionally work with well-thought-out advertising can successfully make these products visible without giving up control.
With a rule-based tool such as PPC-Butler, you remain in charge of your strategy at all times:
- You control bids by product clusters (segments)
- Optimise specifically for performance
- And scale your campaigns without trusting black-box algorithms
Start now:
Use the new opportunities and bring your used products back into play with full transparency and control. Try PPC-Butler free for 30 days and automate your campaigns by your rules.