What is the Frequently Returned Item Badge

Have you noticed this warning badge under your product images?
It’s a small label. But it can have a significant impact on your conversion rate.

Amazon has introduced this badge to help customers avoid disappointment. It shows up when a product is returned more often than others in the same category.

💡 The goal is to enhance the buying experience. However, it puts pressure on sellers to handle return issues quickly.

Let’s break it down.

• Why do products get the badge?

‍Amazon doesn’t share exact thresholds, but if your return rate is significantly above average for your category, you might see it.

It's triggered by customer behavior. And it won’t go away on its own.
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What can you do about it?

• Check reviews and the Voice of the Customer. Are shoppers complaining about sizing, color, material, or performance? Look for patterns.
• Update your listing – set expectations clearly. Add better photos, infographics, dimensions, and detailed descriptions.
• Fix the product, if needed – If feedback points to real issues, address them. Don’t assume “it's just Amazon returns.”
• Monitor performance. Check Amazon’s tools, like the Voice of the Customer dashboard and the FBA Customer Returns report.

These can help you see if the return rate gets better.
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🟠 What’s the good news?
This badge is not permanent. If you improve performance, Amazon removes it automatically.

Clear communication and accurate products are your best defense in a trust-driven marketplace.
You don’t need a perfect product. But you do need a product that meets expectations consistently.

Have you seen this badge on your listings or competitors’ pages?

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