What is the Amazon frequently returned item badge, and how do you remove it?

What does frequently returned item mean on Amazon?

It is a badge on the product detail page warning shoppers that the item is returned more than similar items. Amazon says the badges related to return rates help customers "make more informed purchase decisions." For a seller, it means lower trust at the exact moment a shopper is deciding.

What triggers the frequently returned item badge?

Amazon's help page gives the rule: your ASIN is "determined to be a frequently returned ASIN by comparing your ASIN's return rate with the return rates of similar ASINs." The return rate is based on the number of units shipped for which customers initiated returns.

Two consequences. First, the threshold is relative: a 5% return rate can be fine in one category and badged in another. Second, Amazon also warns that ASINs "with significant sales volume and return rates notably higher than the suggested return rate" are at risk, so high-volume listings get flagged first.

Do not confuse it with the NCX Return Rate in Voice of the Customer. Amazon says that metric counts only returns where customers reported a product or listing issue, not all returns, so it can look healthier than the rate used for the badge.

Where do you see your return rate and the suggested rate?

1. Open Voice of the Customer. In Seller Central, select Performance, then Voice of the Customer.
2. Find the Return badge displayed column. It sits on the right side of the table and marks ASINs that have the badge.
3. Check the at-risk warnings. Amazon flags ASINs at risk of getting the badge, to give you time to fix them first.
4. Click See details. You get trailing 3-month and 12-month return rates and the suggested return rate to prevent or remove the badge.

How do you fix the return drivers?

Voice of the Customer groups customer comments into root causes using machine learning; for example, it splits damaged item complaints into spoilage, packaging problems and damaged products. Match each driver to a fix:

Amazon notes NCX metrics are based on historical performance and that changes can take several weeks to show, depending on order volume. Listing fixes are part of our listing SEO work; packaging fixes are covered in our Frustration-Free Packaging guide.

How do you remove the frequently returned item badge?

You do not file a request. Amazon says it monitors the return rate and "automatically remove[s] the badge once return rate approaches the suggested return rate." It also periodically reviews ASINs and may remove the badge earlier if it sees "a consistent downward trend in returns," even before you reach the suggested rate. The suggested rate refreshes periodically and can change.

Amazon's help page describes no appeal route, so time is better spent on the fixes above. For a brand doing $100K a month, a badge on a top ASIN can cost more than any fee: account health and listing quality are part of our Full Account Management plan at $1,600 a month.