Amazon has a new feature! You can monitor and mark ASINs with high return rates

Amazon has a new feature! You can monitor and mark ASINs with high return rates


Amazon recently made a major update to its Voice of the Customer feature, adding the ability to track and avoid marking returned items.



Log in to Seller Platform > Performance > Buyer Voice , and you can see a new [Return Mark Displayed] on the far right of the function . This mark is the high-return product logo on the Amazon front page!



"High Return Rate" label: Products with return rates higher than the average will be marked. The average return rate is based on the product category. The bottom 25% of products will be labeled "High Return Rate" below the five points of the listing.



Previously, Amazon’s Buyer Voice feature only allowed sellers to view the return rate of their products. Now, Buyer Voice allows sellers to track detailed return rates and insights for specific ASINs!


New features and benefits


✅️ 1. Risk logo reminder : If the return rate of a certain ASIN is high recently, the "risk exists" logo will be displayed in the [Return mark displayed] position to remind you to focus on reducing the return rate.



✅️ 2. Clearly mark frequently returned ASINs : ASINs that have been labeled "high return rate" will be marked directly on the Buyer's Voice page, which can quickly identify products with a higher return risk.


✅️ 3. Frequently returned ASIN warning : A warning will be issued for ASINs with a high return rate but that have not yet been labeled "high return rate" , prompting sellers to take immediate action.


✅️ 4. Added new key data indicators : " Short-term return rate", "Long-term return rate" and "Recommended short-term return rate".


Short-term return rate : Product return rate trend over the past 3 months
Long-term return rate : Product return rate trend over the past year (12 months)



Recommended Short-Term Return Rate : This is equivalent to the return rate recommendation benchmark provided by Amazon. If your ASIN is at risk of being labeled with a high return label, it can help you understand how to avoid your product being marked.



✅️ #How is Amazon's actual return rate and recommended return rate calculated?


Calculation period : Usually in months, for products shipped in a given month, the return rate will be calculated for that month and the following two calendar months . For example, for products shipped in June, the return rate calculation will include return data for June, July and August.


Calculation formula : Return rate = (number of goods returned in a specified month and the following two months / number of goods delivered in a specified month) × 100%
For example, 1,000 items were delivered in June, and 120 of these 1,000 items were returned in June, July, and August. The actual return rate is (120/1,000) × 100% = 12%


Amazon may formulate a relatively reasonable recommended short-term return rate based on the actual return rate data of similar products, after statistical analysis and comprehensive consideration, as a reference benchmark for sellers.


These three data are very important because you can compare the actual return rate with the recommended return rate. If your actual return rate is greater than or close to the recommended value given by Amazon , it means that you need to take immediate measures to focus on reducing your return rate and optimize the product details page in time, such as improving pictures, modifying descriptions, adjusting packaging, and making product information more accurate to reduce returns.


1. Analyze refund and return orders in a timely manner to find out the problems with the products;
2. Pay attention to the return time. If a large number of products are returned in a short period of time, malicious competition cannot be ruled out, and you can apply for compensation;
3. Analyze the proportion of refunds and returns and apply for investigation.


In general, this new feature is very beneficial to sellers, but it also means that Amazon is determined to have higher and higher requirements for product quality. Therefore, all sellers must pay attention to quality management and treat it with caution!

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