Good News: Amazon is Rewarding Quality. Bad News: Did They Forget to Tell Us?

There’s a new badge quietly showing up on listings, and it might be the difference between making a sale or losing one:

"Customers usually keep this item."
"This product has fewer returns than average compared to similar products."

At first glance, it seems small, but think about it:

Amazon just made return rates a selling point.

Now, when customers are deciding between two similar products, they’re naturally going to pick the one that others don’t return.

📉 If your competitors have a lower return rate badge, guess what? Their listing instantly looks more trustworthy than yours.

📈 On the flip side, are you the one with the badge? You just got an Amazon-backed trust boost that can increase conversions without spending an extra cent on ads.

This isn’t just about customer experience.

This changes how we should think about listing optimization. It’s no longer just about getting the sale but ensuring that customers are happy enough to keep the product.

That means:

✅ Stronger product detail pages that set the right expectations
✅ More accurate sizing and descriptions to prevent returns
✅ New KPI to focus on: return rates matter, too

If Amazon is prioritizing products with lower returns, what’s next? Are return rates going to influence search rankings? Will this impact seller performance metrics?

One thing’s for sure: if you're not actively working to reduce returns, your competition might just be out-selling you because of it.

So, the real question is… why isn’t Amazon talking about this anywhere?