Reduce Returns on Amazon: A Strategic Guide for Marketplace Sellers

Marketplaces like Amazon and Walmart have transformed the retail experience—offering endless product variety, competitive pricing, and near-instant delivery. But convenience comes at a cost. For many brands, return rates on these platforms are significantly higher—often 1.5–2x—than those seen on direct-to-consumer (DTC) sites. For Amazon sellers in particular, the ability to reduce returns on Amazon is no longer a nice-to-have—it’s a strategic imperative.

This blog breaks down how to reduce returns on Amazon using proven tactics across content strategy, assortment management, and customer behavior insights.

Understanding Why Amazon Returns Happen

Returns are inevitable, but understanding what’s driving them is key to managing and reducing them. Broadly, returns fall into two categories: operational and behavioral.

Behavioral Reasons Behind Amazon Returns

• Change of Mind: A product is ordered and later deemed unnecessary—especially common around holidays or seasonal purchases.
• Try-and-Return Behavior: Customers use items within the return window and send them back—a common issue for products with short-term utility.
• Comparison Shopping: Shoppers order multiple items with the intent of keeping just one. Even great content doesn’t always stop this.
• Color or Variation Preferences: Uncertainty around product images or features leads buyers to order multiple versions.
• Sizing Uncertainty: Particularly in apparel and accessories, where fit is subjective and size charts vary.

The Cost of Returns

Returns eat into profitability through:

• Marketplace Fees: Amazon charges fees for returns, even if the product is resellable.
• Inventory Loss: Some returned products are unsellable due to use, damage, or repackaging issues.
• Reputation Damage: Negative reviews often come from returned products—even if customers were refunded.
• Conversion Friction: The “Frequently Returned Item” badge on Amazon deters buyers and hurts sales.

According to recent marketplace data, return rates are rising YoY in categories like apparel, outdoor gear, and accessories. The removal of size charts from many Amazon listings is likely a contributing factor. Amazon’s FBA returns policy offers some additional context on how fees and logistics are handled.

How to Reduce Returns on Amazon with Smarter Content

Reducing returns starts with helping customers make better purchasing decisions from the beginning.

Improve Visual Context

Use lifestyle images and scale references to help shoppers understand product use and fit. For example, show what fits inside a tote or how a bag sits on a model of a known height.

Write Benefit-Driven Product Descriptions

Move beyond specs to focus on what your product does best and who it’s for. Help customers self-qualify.

Add Fit and Sizing Guidance

Use tools, videos, or comparison charts to explain sizing, especially in wearable categories.

Optimize Every Listing Touchpoint

PDP Optimization

Make sure your product detail pages are complete and accurate. High-quality content reduces confusion and helps customers feel confident before they click buy.

A+ Content and Enhanced Brand Content

Use charts, visuals, and comparison modules to help shoppers choose the right product—before they default to multiple purchases.

Connect Media to Content

Ensure ad campaigns and images align with what’s shown on PDPs. A gap here can lead to unmet expectations—and returns.

Build Strategic Amazon Brand Stores

Create collections like “Bestsellers,” “Kids’ Picks,” or “Summer Essentials” to guide decision-making. Help shoppers avoid incorrect or unnecessary purchases.

Refine Your Assortment Strategy

Some products are just more prone to returns. If a product continues to underperform—even after optimization—consider removing it from Amazon or selling it on a more controlled DTC channel.

Additionally, poor reviews and repeat returns can trigger algorithmic penalties, making it harder to rank organically. Partnering with an Amazon Brand Management expert like Amify can help you evaluate if an item should stay live or not.

Final Thoughts: Why Returns Are a Strategic Signal

Brands that reduce returns on Amazon don’t just lower costs—they improve their customer journey, boost rankings, and increase profitability. Returns are a signal that something in the buying process needs refinement.

Treat them as a core business metric, not just a post-purchase inconvenience.

Want to reduce your Amazon return rates? Our marketplace experts at Cart.com and Amify can help you pinpoint the gaps and implement a custom return mitigation strategy.

Contact us to get started.