The Amazon trade-in program allows customers worldwide to exchange eligible electronics and other items for a rebate.
The program aims to promote sustainability by refurbishing and reselling traded-in devices or recycling them responsibly.
We increase trade-in values by refining how conditions are evaluated, and reduce rejection rates by excluding certain conditions that represented only a small percentage of trade-ins.
Customer engagement on the call to action has improved across EU5 marketplaces, directionally positive for introduction in North America.
Customers has to want the competitive experience of being able to purchase a new phone at a lower price with a by trading-in.
"How might we offer promotions to make a purchase using trade-in?"
The trade-information provided to the customer was confusing and did not align with how operations ability to reject fewer trade-in.
"How might we make it as frictionless as possible for a customer to prepare their old phone for trade-in?"
Customers want to understand how trade-in works not which program it is procured by.
"How might we make it seamless to the customer, their trade-in being handled by more than one program within Amazon?"
Purchases that require cost consideration create anxiety around affordability, particularly when customers lack clear visibility of available cost-reducing options. Value-conscious customers focus increasingly on total savings, not just base or list price.
We ran a unmoderated think-out-loud study (n=30) on trade-in integrated into the purchase process to gather feedback on the improved grading as they went through the experience.
Participants found the trade-in documentation helpful in assessing the condition of their phones.
Around a quarter of participants were unfamiliar with security locks reducing value, and why signing out of their accounts was necessary before completing a factory reset.
Almost all participants were satisfied with the explanation of when and why a phone might be rejected. This paired with updated, more competitive operations criteria on what qualified for rejection.
Offering the right call to act, at the right time, in the right place will improve the customer experience. Once the customer receives their purchase they are will receive reminders from a variety of surfaces to properly prepare their trade-in to avoid rejection or downgrade in value.
Help customers purchase and trade-in, in one order.
Decrease in downgrades, increase is trade-in values, fewer phone recycled or returned
Regarding trade-in preparation education, clarity around rejections.