eBay has announced the launch of a new “Certified by Brand” program for brands and buyers located in the US, partnering directly with brands to scale their presence in the secondary market. Through the program, new, certified pre-owned, limited-edition or exclusive-only-on-eBay inventory will be available. The move is designed to complement eBay’s existing authenticity guarantee.
Certified by Brand listings will include either “Direct from Brand” or “Brand Authorized Seller” badging and information on Certified by Brand within each item listing. It is designed to complement eBay’s Authenticity Guarantee, which also currently includes sneakers.
Certified by Brand partners will gain access to consumer insights from eBay’s global network of buyers and will be able to influence the pricing of their brand inventory within the secondary market. Brands and brand-authorized sellers will also be able to control their brand equity and image with access to various eBay platform channels to amplify their own messaging to help drive growth and move inventory. Currently, the program is only available for certain watches, handbags, and jewelry items from luxury brands in the US, with plans to expand to other markets.
