'Frequently Returned' Badge on Product Detail Page
I've seen the below on one of our listings this week. It states that the ASIN is 'Frequently Returned'.
I've checked the return rate and it is 8% which is just below our average return rate. So not true basically.
This is a really negative thing to have on a product page especially when it's not true.
Anyone else seeing these?
'Frequently Returned' Badge on Product Detail Page
I've seen the below on one of our listings this week. It states that the ASIN is 'Frequently Returned'.
I've checked the return rate and it is 8% which is just below our average return rate. So not true basically.
This is a really negative thing to have on a product page especially when it's not true.
Anyone else seeing these?
14 replies
Seller_d8YGbIjNqwFxn
It may well be above the average return rate though.
How Amazon calculate these return rates is unknown. Is it based on category or the whole catalogue. If it is based on the whole catalogue then 8% maybe fairly high, if it is based on the category 8% maybe normal.
In my categories I run at a return rate of less than 1%. Returns are fairly rare.
I do though understand where you are coming from, this type of message on the product detail page is likely to put some buyers off.
Seller_cDSFGJTixuvGG
That does sound like a high return rate to me.
Most of my products are less than 1%
Seller_7pTs15IYXmTOB
I agree with the others. You may want to keep a close eye on your "voice of the customer" report and address the reason for returns diligently..
I think a little under 3% of 'overall sales' could be safely set aside as acceptable returns rate, as "it happens in the course of running a business" to sum up amazon's take on these matters. I read this somewhere on amazon pages.
That said, it is pretty worrying if amazon has started to place these warning signs on listings. I would never buy anything if I see this sign. I have never seen it before, I must admit. I have only seen signs like "x number of units sold" or "y number of units on watch" or "z number of units in baskets" etc. This is a new one, amazon is ruthless in keeping a leash on sellers' trading behaviors. So I suppose we shouldn't be surprised.
I however feel bad because, just because of one seller, other sellers may also be affected it is an item sold by other sellers who haven't had returns, not to mention bad representation of a brand.
Seller_7pTs15IYXmTOB
Just noticed this https://sellercentral.amazon.co.uk/help/hub/reference/GXZVTZYJ53GW2N3F
Seller_HwaQlgFnhSuGS
We had this badge appear on a product that was a longstanding good seller, no issues on VOC and was sent mainly via FBA. We have since deleted the listing as it then stopped selling and it was not worth holding stock in Amazon any more. We now sell it on eBay and it flies out with no issues (and we make more money on it) We have also sold it via our website for over 10 years to all the big names in the license industry, supermarkets and gambling chains such as Rank Leisure etc. The product was aimed at businesses that is often bought in batches of about 5+ at a time (it was a Challenge 25 badge that staff wear at tills etc).
I think the metric is based on units returned and not orders returned, so if a custom orders 20 and then changes their mind as they perhaps wanted a larger badge, it is counted as 20 returns. Very unfair when it is only one order.
I hate the way Amazon uses metrics to make decisions as they are very unrealistic. We have sold hundreds of thousands of badges over the years and the ratings have never make sense to us. We can have a badge that says age 10 on it that has 5 star, yet the same style with age 9 is 3.1 or even lower. They are the same but with a number different on it. If VOC is ever used to terminate listings then I think we are all doomed lol.
Seller_5VsVlvdiDnITx
We have the same issue. Amazon make the metrics up- they have zero consistency and they are killing sellers CVR with this zero context badge. Proof in the attached image. The NCX for this product is 0%, it's our best product complaints wise and has no complaints over the time we've been selling it. We have got products with a returns rate of over 10% which do not have this badge, same category. Similar to you, this product flies on ebay. Amazon are simply shooting themselves in the foot.
Seller_9142Dj5WApWFI
It is a horrible red flag to put you off buying. I saw it on a product I was looking at.
I have a large headphone collection myself. Unfortunately, in this hobby, many will 'try before you buy' and return the headphones if it doesn't pass their extremely fussy requirements for a headphone. As with many other types of Amazon customers, they will also buy a couple of items and return the product they don't want.
Seller_NR7AbZwDMu6mb
It's one of the worst "features" Amazon have introduced in a long time. I sell some products that are seasonal which often generate returns from thieves customers who buy the item for a party then return it used. This is frustrating enough, but to now get this ridiculous badge on the product detail page means we will simply stop selling these items on Amazon, not worth the effort. If Amazon want to reduce returns they should look at their return policy, not blame the products.
Seller_AJxxLujbGDqaW
I saw this on a number of items that I buy regularly and I thought to myself what an unbelievable act of self destruction by Amazon.
We all know that returns are the bane of our lives and the latest generation of online buyers some who are hardly literate buy from pictures or don't even look at the listings, so no wonder there are returns.
Add to that the 30% of the Amazon catalogue that has serious errors that nobody will rectify, that increases the return rate as well, so the comment 'frequently returned' should have added 'returned because the buyer doesn't read anything' or ' returned because the listing had serious errors that they won't fix and don't match the product'
So the reality is that about 80% of these returns are probably nothing to do with the actual product, so well done Amazon, trash the sales without investigating the reasons.
