---
title: "How to Reduce Returns in Ecommerce: Amazon and Beyond"
description: Learn how to reduce returns in ecommerce marketplaces like Amazon using the latest industry best practices with this complete guide.
image: https://www.wakecommerce.co.uk/hubfs/AdobeStock_878689323.jpeg
---
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# How to Reduce Returns in Ecommerce: Amazon and Beyond
by **James Wakefield** 25 May 2026
Return rates don’t get a lot of attention in the world of Amazon and ecommerce in general. However, they can be one of the most quietly destructive issues for any brand, eroding margin, creating operational complexity, and (on Amazon in particular) triggering additional fees that can compound the long-term damage.
Despite this, many brands leave return rates at the bottom of the pile, and treat it as an inconvenient fact of selling online, instead of a strategic variable they can work to reduce.
In this post, we’ll explore why exactly return rates should be a concern for your brand, their causes, and five best practices you can use to reduce your ecommerce returns on Amazon and beyond.
## Why Ecommerce Returns Matter
When you’re investigating how to reduce returns in ecommerce, the first thing to understand is the real scale of the issue. According to financial consultants [Eightx](https://eightx.co/blog/average-ecommerce-return-rate), the average ecommerce return rate is sitting at 19-20.5% in 2026, which is 2-to-3 times higher than the rate for brick-and-mortar stores.
The financial impact of course doesn’t simply stop at lost revenue. Depending on the particulars of your product, processing a single return can cost a significant portion of the item’s original price, once you factor in the reverse logistics, inspection, restocking, and the reduced resale value of the stock.
As an Amazon Vendor, a high return rate can bring along consequences that go beyond the immediate cost. High return rates will affect your conversion data and average reviews, which are both key signals in Amazon’s algorithm. It can also extend into affecting your damage allowances in [CoOp agreements](https://www.wakecommerce.co.uk/blog/amazon-vendor-coop-agreements), and hurting your overall relationship with Amazon.
For sellers in the US, there’s even a direct financial mechanism to be aware of, with Amazon introducing a returns processing fee for FBA products that exceed category-specific thresholds.
Though all ecommerce brands above a certain volume will experience some returns, you don’t have to accept a high returns rate as just another inconvenience of selling your product online. In fact, actively reducing it could be one of the highest-leverage margin optimisation moves you have in your arsenal.
### Return Rates by Category
To give you a better idea of return rate benchmarks, here are some average return rates for different product categories on Amazon and the broader ecommerce niche.
Though reliable data on Amazon-specific return rates is hard to find, there’s been plenty of research on the broader ecommerce sector. This can shed some light on what kind of return rate is normal, and give you a useful starting point to improve upon.
Here are some ecommerce return rates by product category from leading post-purchase software platform [Corso](https://www.corso.com/post-purchase-resource-center/ecommerce-return-rate-benchmarks-by-industry#return-rates-by-industry):
**Apparel and Fashion:** 25-40%
**Footwear:** 17-30%
**Accessories and Jewelry:** 12-15%
**Sporting Goods and Outdoor:** 10-15%
**Furniture and Home Goods:** 8-15%
**Electronics and Tech:** 8-10%
**Health and Wellness:** 5-10%
**Beauty and Personal Care:** 4-5%
> **Concerned about your Amazon return rates?** Our ContentStudio and Vendor+ services work to enhance the customer experience, and reduce monthly returns for stronger profit margins.
>
>
>
> [](https://www.wakecommerce.co.uk/hs/cta/wi/redirect?encryptedPayload=AVxigLKsj5NblOMSm3FYvjiElnW2J9bkexQh8aT%2FzQZbenIxQ2yagNpGz2fpU6uw2UsBNFhlXeiij4ZfiIiHpun5sBrmuubpOER1vWNyxXlnI21e7Kioz4DkhMZXDxYAxGfuhwWhgUN4nN0QfJqC4Mjgpt%2FyxU6MjHGWRck%2Ff4ru0eg20Ec2eiXgi3sZqxzRuzIfbYdoien9S0s1ZCJr%2BB%2BeETjy&webInteractiveContentId=87460466381&portalId=26614020)
## How to Reduce Returns in Ecommerce: 4 Best Practices
*Our ContentStudio service reduced an international aquarium brand's return rates by 68% across their catalogue. Read the full case study [here](https://www.wakecommerce.co.uk/blog/satisfaction-guaranteed-how-we-reduced-an-aquarium-brands-amazon-return-rates-by-an-average-of-68).*
The majority of what you can do to reduce ecommerce returns doesn’t happen after an order has been shipped. It’s more about addressing upstream causes before an order is placed.
Some of the most common reasons for product returns, like the product not matching its copy, incorrect sizing information, or misleading product imagery, are all within your control, and easy to address with the correct approach.
Here are 4 key best practices you can use to start reducing your ecommerce return rate.
### Have Great Product Copy and Imagery
The biggest driver of avoidable ecommerce returns is the gap between what a customer expects, and what they actually receive. This communication breakdown almost always goes back to listing content.
The biggest drawback of ecommerce compared to brick-and-mortar retail is the fact that shoppers don’t have an in-person, physical experience with the product they can use to inform their purchase decisions.
On Amazon and DTC channels, your product listing page is going to have to act as your shop window, your fitting room, and your sales assistant all in one. With this in mind, you need to communicate the details of your product as clearly as possible, through all the fields available to you.
Here’s some crucial best practices for [Amazon listing optimisation](https://www.wakecommerce.co.uk/blog/amazon-listing-optimisation-the-ultimate-guide-for-2025) with a view to reducing your returns.
#### Copy
**Titles:** Include essential information: brand, product type, size and compatibility, and any key differentiators that tell customers which variant it is.
**Bullets:** Order product features by importance, linking each one to a tangible benefit and keeping it concise for clarity.
**Product specs:** Use the product specs table to make the hard facts easy to find - weight, materials, capacity, battery / plug type etc.
**Product Description:** Answer secondary questions and considerations you weren’t able to cover in the title and bullets. This might include how the product is used, who it’s for, the kinds of problems it solves, and any details about setup or limitations.
**A+ Content:** Use the [A+ content](https://www.wakecommerce.co.uk/blog/amazon-a-content-the-ultimate-guide-for-vendors) section to reinforce the key details rather than introduce a new story. This can also be a good place to leverage imagery to show the product in use and further clear up uncertainty about how it will fit into your target audience’s lives.
#### Imagery
- Use all available image slots past the mandatory white background.
- Show the product from multiple angles with sufficient detail of key features, materials, and textures.
- Include lifestyle imagery that shows the product in use so shoppers get a clear idea of its proportions.
- Use infographic-style imagery to label or call out its key specs.
- Consider video content if movement, assembly, or scale and compatibility are common triggers for returns.
### Focus on Sizing and Compatibility Information
Sizing or compatibility issues are key return drivers for many categories. The good news is that the fix is fairly straightforward: give shoppers the information they need!
Here are some key examples of how you can use sizing and compatibility information to ensure a smoother customer experience on any ecommerce channel:
**Apparel and Footwear:** Include a clear size guide with UK and EU measurements, as well as guidance on fit e.g. “relaxed cut”, “runs small”. Alongside model measurements with the size worn.
**Electronics and Tech:** Clearly state the compatible models, connector types, and operating systems. This is especially important for phones, tablets, and other devices.
**Home and Garden:** Scale and dimension are the most common culprits for high returns in this category. Make sure to show precise measurements in copy and imagery, as well as real-world reference points e.g. “fits a standard UK queen-size bedframe”.
Though the precise details to focus on can vary from one category to another, the principle is always the same: the more detail you can provide upfront, the less likely customers are to return their product later.
### Leverage Analytics to Spot Trends
Effectively reducing return rates means understanding exactly why your products are being returned, and that starts with making your data work for you.
Within [Vendor Central analytics](https://www.wakecommerce.co.uk/blog/the-ultimate-guide-to-amazon-analytics-on-vendor-central), the Sales and Traffic report is always a good place to start. ASINs with high glance views but declining [conversion rate](https://www.wakecommerce.co.uk/blog/ecommerce-conversion-rate-optimisation) can often correlate with common return-driving issues.
The Retail Analytics dashboard, particularly at the premium tier, will provide a more granular view of your product performance. Meanwhile, the Customer Reviews section for brands with [Brand Registry](https://www.wakecommerce.co.uk/blog/amazon-brand-registry-the-complete-guide-for-vendors) can provide one of the best sources for qualitative insight, as reviews can often surface recurring problems with sizing, compatibility, or product description issues before they’re a formal trend in your data.
It’s worth noting here that Vendor Central’s native returns reporting tends to be much more limited compared to [Seller Central](https://www.wakecommerce.co.uk/blog/amazon-seller-vs-vendor). As a Vendor, you won’t have access to an itemised FBA Customer Returns Report, for example.
However, return-correlated signals will still be available via your sales data and review content, while third-party tools like Jungle Scout and Helium10 can help you fill the gap with review analysis and trend monitoring for each individual ASIN.
Whichever way you approach the data, the overarching goal should be to move from being reactive to proactive. Your process should focus on identifying high-return ASINs early, then fixing the root cause of the issue before it affects your ranking, margins, or your relationship with Amazon.
### Provide Stellar Post-Purchase Support
Even when you’ve set up your content to be as informative and detailed as possible, some customers are going to have questions about your product after purchase. The way you handle these questions can make all the difference when it comes to whether or not the customer returns the item.
If you’re running a D2C operation, you’ll have access to a whole range of channels you can leverage to provide direct support and help customers get the most from your product, including:
- Email support and lifecycle messaging.
- On-site live chat.
- Self-service product support resources.
- Product support content and direct messaging on social media.
Using each one of these channels to support new purchases will not only allow you to provide targeted support and prevent individual cases of product returns, but also uncover powerful insights you can use to strengthen the whole customer experience.
As a brand on Amazon, this area requires more careful navigation. Amazon controls the customer relationship across the platform, and attempting to contact customers or resolve issues outside of Amazon’s approved channels is a breach of terms, which can come with serious consequences. Having said that, there’s still plenty you can do to reduce avoidable returns, without violating Amazon policies.
Two key steps to consider are:
#### Responding to Customer Questions and Reviews via Brand Registry
Clear and helpful responses to questions or concerns about your product can potentially stop a return before it even starts. A considered, helpful response to a negative review that addresses common misunderstandings can prevent this same issue from recurring across future orders.
For tech, appliances, and other products that require some initial setup, the [Amazon Product Support](https://sellercentral.amazon.com/help/hub/reference/external/GK4MGCBF7LJYKGQM) programme lets brands deliver direct post-purchase support, including self-help content and videos, direct calls and chat, and other forms of help, all via Amazon’s approved infrastructure without breaking policy.
#### Comprehensive In-Box Manuals and Documentation
The in-box documentation you provide can also play a role in how well your post-purchase support prevents returns. Customers who can’t figure out how to use a product once they get it will be more likely to return it. On the other hand, products with a detailed, well-designed user guide will be far more likely to provide the value customers expect.
When creating in-box documentation, just make sure that you’re staying compliant with Amazon’s strict product inserts policy, namely: don’t ask for or incentivise reviews, and don’t direct customers to buy or contact you off Amazon.
## How to Reduce Returns in Ecommerce - FAQs
Returns management on Amazon and other ecommerce marketplaces rarely gets the attention it deserves. However, the brands who take it seriously can quickly gain a real, compounding advantage.
The good news is that the most important levers are clear: provide better listing content, accurate sizing and compatibility information, great post-purchase support, and using analytics for smarter, proactive moves that resolve the issues causing returns in the first place.
For more support with improving your customer experience for lower return rates, be sure to [check out our other blog posts](https://www.wakecommerce.co.uk/blog), or get in touch to discover how our Vendor channel management services can help you today.
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### Why are ecommerce return rates important to monitor?
Your product return rates can quietly erode profit margins through reverse logistics, inspection, restocking, and lost resale value. On Amazon, high return rates can also affect your conversion, reviews, and overall account health, while possibly triggering additional returns processing fees for some FBA setups.
### What is considered a normal ecommerce return rate?
While the sector-wide return rate for ecommerce sits at 19-20.5%, what’s normal can vary significantly from one category to another. Typically, fashion and apparel tend to see the highest return rates, while beauty and personal care products enjoy relatively low returns. Make sure to investigate your niche and any factors unique to your brand for more accurate and useful benchmarking.
### What are the most common causes of ecommerce returns?
Though specifics can vary, most ecommerce returns are caused by some kind of mismatch between customer expectations and the product that was actually received. Some of the most common triggers can include inaccurate product descriptions, misleading imagery, sizing or compatibility issues, or customers struggling to figure out how to use the product properly.
### How can better product listings reduce returns?
Clear and accurate listing content will help your customers make more informed decisions before they finalise a purchase. Strong titles, concise bullet points, and high-quality imagery with useful text elements, can all help reduce uncertainty and minimise the rate of avoidable returns.
### How can analytics help lower ecommerce return rates?
Analytics can help you identify patterns in high-return products before they grow into major problems. Reviewing conversion trends for individual products, customer feedback, and recurring themes across reviews can all help uncover issues with sizing, compatibility, and product page content that may need correcting.
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About the Author
James Wakefield is an Amazon Vendor expert and the founder of WAKE Commerce.
Having been involved in the internet since year dot (com), James established WAKE in 2015 to share his passion for data, branding and online retail strategy.
Since then, WAKE has helped leading consumer brands build a more profitable relationship with Amazon, navigate the many complexities of the platform and scale their business on the world’s biggest marketplace.
With a particular focus on Vendor Central, James consults with scaling businesses that want to make Amazon work for their brand.
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"articleBody" : "Return rates don’t get a lot of attention in the world of Amazon and ecommerce in general. However, they can be one of the most quietly destructive issues for any brand, eroding margin, creating operational complexity, and (on Amazon in particular) triggering additional fees that can compound the long-term damage.\n\nDespite this, many brands leave return rates at the bottom of the pile, and treat it as an inconvenient fact of selling online, instead of a strategic variable they can work to reduce.\n\nIn this post, we’ll explore why exactly return rates should be a concern for your brand, their causes, and five best practices you can use to reduce your ecommerce returns on Amazon and beyond.\n\nWhy Ecommerce Returns Matter\nWhen you’re investigating how to reduce returns in ecommerce, the first thing to understand is the real scale of the issue. According to financial consultants Eightx, the average ecommerce return rate is sitting at 19-20.5% in 2026, which is 2-to-3 times higher than the rate for brick-and-mortar stores.\n\nThe financial impact of course doesn’t simply stop at lost revenue. Depending on the particulars of your product, processing a single return can cost a significant portion of the item’s original price, once you factor in the reverse logistics, inspection, restocking, and the reduced resale value of the stock.\n\nAs an Amazon Vendor, a high return rate can bring along consequences that go beyond the immediate cost. High return rates will affect your conversion data and average reviews, which are both key signals in Amazon’s algorithm. It can also extend into affecting your damage allowances in CoOp agreements, and hurting your overall relationship with Amazon.\n\nFor sellers in the US, there’s even a direct financial mechanism to be aware of, with Amazon introducing a returns processing fee for FBA products that exceed category-specific thresholds.\n\nThough all ecommerce brands above a certain volume will experience some returns, you don’t have to accept a high returns rate as just another inconvenience of selling your product online. In fact, actively reducing it could be one of the highest-leverage margin optimisation moves you have in your arsenal.\n\nReturn Rates by Category\nTo give you a better idea of return rate benchmarks, here are some average return rates for different product categories on Amazon and the broader ecommerce niche.\n\nThough reliable data on Amazon-specific return rates is hard to find, there’s been plenty of research on the broader ecommerce sector. This can shed some light on what kind of return rate is normal, and give you a useful starting point to improve upon.\n\nHere are some ecommerce return rates by product category from leading post-purchase software platform Corso:\n\nApparel and Fashion: 25-40%\n\nFootwear: 17-30%\n\nAccessories and Jewelry: 12-15%\n\nSporting Goods and Outdoor: 10-15%\n\nFurniture and Home Goods: 8-15%\n\nElectronics and Tech: 8-10%\n\nHealth and Wellness: 5-10%\n\nBeauty and Personal Care: 4-5%\n\nConcerned about your Amazon return rates? Our ContentStudio and Vendor+ services work to enhance the customer experience, and reduce monthly returns for stronger profit margins.\n\nHow to Reduce Returns in Ecommerce: 4 Best Practices\nThe majority of what you can do to reduce ecommerce returns doesn’t happen after an order has been shipped. It’s more about addressing upstream causes before an order is placed.\n\nSome of the most common reasons for product returns, like the product not matching its copy, incorrect sizing information, or misleading product imagery, are all within your control, and easy to address with the correct approach.\n\nHere are 4 key best practices you can use to start reducing your ecommerce return rate.\n\nHave Great Product Copy and Imagery\nThe biggest driver of avoidable ecommerce returns is the gap between what a customer expects, and what they actually receive. This communication breakdown almost always goes back to listing content.\n\nThe biggest drawback of ecommerce compared to brick-and-mortar retail is the fact that shoppers don’t have an in-person, physical experience with the product they can use to inform their purchase decisions.\n\nOn Amazon and DTC channels, your product listing page is going to have to act as your shop window, your fitting room, and your sales assistant all in one. With this in mind, you need to communicate the details of your product as clearly as possible, through all the fields available to you.\n\nHere’s some crucial best practices for Amazon listing optimisation with a view to reducing your returns.\n\nCopy\nTitles: Include essential information: brand, product type, size and compatibility, and any key differentiators that tell customers which variant it is.\n\nBullets: Order product features by importance, linking each one to a tangible benefit and keeping it concise for clarity.\n\nProduct specs: Use the product specs table to make the hard facts easy to find - weight, materials, capacity, battery / plug type etc.\n\nProduct Description: Answer secondary questions and considerations you weren’t able to cover in the title and bullets. This might include how the product is used, who it’s for, the kinds of problems it solves, and any details about setup or limitations.\n\nA+ Content: Use the A+ content section to reinforce the key details rather than introduce a new story. This can also be a good place to leverage imagery to show the product in use and further clear up uncertainty about how it will fit into your target audience’s lives.\n\nImagery\nUse all available image slots past the mandatory white background.\n\nShow the product from multiple angles with sufficient detail of key features, materials, and textures.\n\nInclude lifestyle imagery that shows the product in use so shoppers get a clear idea of its proportions.\n\nUse infographic-style imagery to label or call out its key specs.\n\nConsider video content if movement, assembly, or scale and compatibility are common triggers for returns.\n\nFocus on Sizing and Compatibility Information\nSizing or compatibility issues are key return drivers for many categories. The good news is that the fix is fairly straightforward: give shoppers the information they need!\n\nHere are some key examples of how you can use sizing and compatibility information to ensure a smoother customer experience on any ecommerce channel:\n\nApparel and Footwear: Include a clear size guide with UK and EU measurements, as well as guidance on fit e.g. “relaxed cut”, “runs small”. Alongside model measurements with the size worn.\n\nElectronics and Tech: Clearly state the compatible models, connector types, and operating systems. This is especially important for phones, tablets, and other devices.\n\nHome and Garden: Scale and dimension are the most common culprits for high returns in this category. Make sure to show precise measurements in copy and imagery, as well as real-world reference points e.g. “fits a standard UK queen-size bedframe”.\n\nThough the precise details to focus on can vary from one category to another, the principle is always the same: the more detail you can provide upfront, the less likely customers are to return their product later.\n\nLeverage Analytics to Spot Trends\nEffectively reducing return rates means understanding exactly why your products are being returned, and that starts with making your data work for you.\n\nWithin Vendor Central analytics, the Sales and Traffic report is always a good place to start. ASINs with high glance views but declining conversion rate can often correlate with common return-driving issues.\n\nThe Retail Analytics dashboard, particularly at the premium tier, will provide a more granular view of your product performance. Meanwhile, the Customer Reviews section for brands with Brand Registry can provide one of the best sources for qualitative insight, as reviews can often surface recurring problems with sizing, compatibility, or product description issues before they’re a formal trend in your data.\n\nIt’s worth noting here that Vendor Central’s native returns reporting tends to be much more limited compared to Seller Central. As a Vendor, you won’t have access to an itemised FBA Customer Returns Report, for example.\n\nHowever, return-correlated signals will still be available via your sales data and review content, while third-party tools like Jungle Scout and Helium10 can help you fill the gap with review analysis and trend monitoring for each individual ASIN.\n\nWhichever way you approach the data, the overarching goal should be to move from being reactive to proactive. Your process should focus on identifying high-return ASINs early, then fixing the root cause of the issue before it affects your ranking, margins, or your relationship with Amazon.\n\nProvide Stellar Post-Purchase Support\nEven when you’ve set up your content to be as informative and detailed as possible, some customers are going to have questions about your product after purchase. The way you handle these questions can make all the difference when it comes to whether or not the customer returns the item.\n\nIf you’re running a D2C operation, you’ll have access to a whole range of channels you can leverage to provide direct support and help customers get the most from your product, including:\n\nEmail support and lifecycle messaging.\n\nOn-site live chat.\n\nSelf-service product support resources.\n\nProduct support content and direct messaging on social media.\n\nUsing each one of these channels to support new purchases will not only allow you to provide targeted support and prevent individual cases of product returns, but also uncover powerful insights you can use to strengthen the whole customer experience.\n\nAs a brand on Amazon, this area requires more careful navigation. Amazon controls the customer relationship across the platform, and attempting to contact customers or resolve issues outside of Amazon’s approved channels is a breach of terms, which can come with serious consequences. Having said that, there’s still plenty you can do to reduce avoidable returns, without violating Amazon policies.\n\nTwo key steps to consider are:\n\nResponding to Customer Questions and Reviews via Brand Registry\nClear and helpful responses to questions or concerns about your product can potentially stop a return before it even starts. A considered, helpful response to a negative review that addresses common misunderstandings can prevent this same issue from recurring across future orders.\n\nFor tech, appliances, and other products that require some initial setup, the Amazon Product Support programme lets brands deliver direct post-purchase support, including self-help content and videos, direct calls and chat, and other forms of help, all via Amazon’s approved infrastructure without breaking policy.\n\nComprehensive In-Box Manuals and Documentation\nThe in-box documentation you provide can also play a role in how well your post-purchase support prevents returns. Customers who can’t figure out how to use a product once they get it will be more likely to return it. On the other hand, products with a detailed, well-designed user guide will be far more likely to provide the value customers expect.\n\nWhen creating in-box documentation, just make sure that you’re staying compliant with Amazon’s strict product inserts policy, namely: don’t ask for or incentivise reviews, and don’t direct customers to buy or contact you off Amazon.\n\nHow to Reduce Returns in Ecommerce - FAQs\nReturns management on Amazon and other ecommerce marketplaces rarely gets the attention it deserves. However, the brands who take it seriously can quickly gain a real, compounding advantage.\n\nThe good news is that the most important levers are clear: provide better listing content, accurate sizing and compatibility information, great post-purchase support, and using analytics for smarter, proactive moves that resolve the issues causing returns in the first place.\n\nFor more support with improving your customer experience for lower return rates, be sure to check out our other blog posts, or get in touch to discover how our Vendor channel management services can help you today.",
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"text" : "While the sector-wide return rate for ecommerce sits at 19-20.5%, what’s normal can vary significantly from one category to another. Typically, fashion and apparel tend to see the highest return rates, while beauty and personal care products enjoy relatively low returns. Make sure to investigate your niche and any factors unique to your brand for more accurate and useful benchmarking."
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