Skip to content
The Madison Avenue Field GuideA field guide to marketing & advertising, by Brandon Mina

GlossaryRetail Media & CommerceReturn Merchandise Authorization (RMA)

Retail Media & Commerce

Return Merchandise Authorization (RMA)

An approval and tracking number a retailer issues before a customer sends back a product for refund, exchange, or repair.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

A return merchandise authorization (RMA) is an approval and tracking number a retailer or manufacturer issues before a customer sends back a product. It confirms the return is accepted and links the item to a refund, exchange, or repair. RMAs help businesses control returns, track reasons, and process them efficiently.