Amazon Advice on Returns Met with Reproach

Amazon shared some "proven seller solutions" on how to prevent products from being flagged as frequently returned. In its forum post on Monday, it also invited sellers to share their own advice. Some sellers responded by pointing to Amazon's return policy and practices as major contributors to the problem.

"Let's face it the liberal return policy sets this type of problem up," wrote one seller, who shared that "very clear images, and text in the listing as well as A+ content that shows clearly how to get the right size set" have helped. But they said many buyers don't read or look at pictures. "They also need to read a ruler. I have had interns that I had to teach how to read a ruler. So fat chance of that."

"I would love to know some helpful tips to combat the actual issue here - customers using the return policy as a free rental service," said a seller who sells products that customers typically use once.

Amazon's post was focused on items it flags as "Frequently Returned" and publicly identifies as such on product detail pages. It began the practice in 2023 "to help customers make more informed purchase decisions." This page on Amazon Seller Central explains how Amazon calculates return rates, which it compares with the return rates of similar products. 

In Monday's post, the moderator suggested root causes and solutions it identified based on Amazon best practices:

Product Information Accuracy

- Ensure descriptions match actual product specifications

- Use accurate sizing charts and measurements

- Clearly state what's included in the package

- Highlight any limitations or compatibility requirements

Visual Representation

- Provide high-quality images from multiple angles

- Show product scale and dimensions clearly

- Include lifestyle images demonstrating actual use

- Add comparison images if size/scale is commonly misunderstood

Quality & Packaging

- Review supplier quality control processes

- Improve protective packaging for fragile items

- Include clear usage instructions

- Consider adding quality inspection checkpoints

The moderator said he was opening the discussion in order to help sellers learn proven strategies from each other. "If you've successfully reduced your return rates and removed items from 'Frequently Returned' status, your experience could help hundreds of other sellers facing the same challenge."

One seller replied that in addition to what they described as Amazon's overly generous return policy, the company failed to crack down on bad buyers:

"Amazon knows full well what would be even more effective in reducing return rates: combat abusive buyers, allow sellers to refuse to sell to known-bad buyers, screen orders that are obviously going to result in returns (like the previous poster: obviously if someone buys the identical item in 3 consecutive sizes, this is a try-n-buy purchase), shortening the return window for holiday-themed items so they have to come back before the holiday period for which they were rented-for-free, stop pretending the buyer is always right and/or seizing every opportunity to shift 3PS money into Amazon's customer's hands (with Amazon continuing to get a cut), etc. etc. etc.

"All the rest of this handwaving is just pointing out which items get most abused, and then punishing sellers for giving away their profits to overly-coddled bad buyers, which you would think Amazon would want, as anything that reduces seller margins in favor of the buyer is OK by Amazon.

"Stop blaming the victim. Especially when you are the abuser."

The sellers responding on the thread had different types of products and issues that caused frequent returns, including products that come in two sizes ("4 inch" and "5 inch") that *must* be the correct size; large bows used to gift a car; hair extensions often returned due to color mismatch issues; and products in categories with "malicious competitors."

The frustration sellers felt about frequent returns came through powerfully in one of the responses: "One thing remains clear: when customers do not read, they do not read - no matter how much information you provide."

Comments (1) | Permalink