Born to Run (B2R). Special programs Amazon Vendor.

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Born to run (Amazon’s Initial Purchase Program) is a special program that offers Amazon Vendor to its sellers, whose purpose of the program is to help the Vendors boost their new products much faster, in which they can only be accessed by invitation.

Within this program, the seller may request orders of a product from Amazon Vendor indicating how many units of that product you expect to sell over the first 10 weeks of stock. In this way, Amazon will value your application, and in case it is approved to buy up to that amount. Units that are not sold within 10 weeks are subject to return or refund rates.

The supplier can decide how you want Amazon to manage units that have not been sold in those 10 weeks, choosing between these two preferences:

• Amazon can return unsold units, taking into account the coverage weeks and the sale. If Amazon returns them, the supplier will have to reimburse 100% of the cost of the product of the returned units, as well as 10% of shipping and management costs.

• Amazon in case it retains unsold units, the supplier must deliver to Amazon a “retention fee” equivalent to 25% of the cost of unsold units. Always taking into account the standard terms of Amazon for the return of defective or damaged units that remain applicable.

The aim of the program is to be able to increase the stock of products in Amazon proactively by the sellers.

Why would a seller want to increase the stock of a product beyond the calculations of Amazon’s own algorithm? There may be several situations in which this action is interesting to intentionally perform high stock position:

• New products, before the launch.

• Products in which specific actions are to be carried out with marketing campaigns, inside or outside Amazon.

This is an example of success, in which a brand used Amazon Vendor’s B2R (Born to run) program and made an estimate of how many products it was going to sell, but finally the product was exhausted in 2 weeks.

How long do you have to wait for a purchase order to be issued?

The waiting time depends on many factors, but the average time is usually 1 day or maximum 2 days.

This program is only accessible by invitation, you cannot apply to enter it or force such orders if you have not received the invitation.

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