Amazon's Frequently Returned Badge - A Badge of Death.
- Aditya S
- May 28
- 2 min read
Amazon has recently implemented a significant update to its “Frequently Returned” badge. Amazon has made this badge hard to miss now.
Moved it to the top of the PDP, right under the reviews.
It's dark red.
And it includes a caution icon.
Amazon's new 'Frequently Returned Badge' is a silent conversion killer. If you're not paying attention, it's already costing you conversions and PPC can do NOTHING about it. There can be seen a significant drop in Conversion rates for products that receive this badge — and this new UI update will likely make it even worse.
Abishek Machama, founder of Sellology, commented:
“Amazon’s 'Frequently Returned' badge is now appearing on product listings, and the effects are severe. Sellers are experiencing a 25% to 50% drop in conversions when this label is applied. Alarmingly, there is also concern that competitors could manipulate the system by mass-returning products to trigger the badge. On the flip side, the green badge—customers usually keep this item—doesn’t help much. It's buried low on the page and sounds like faint praise, not a ringing endorsement. The introduction of this feature has sparked significant concern and backlash among Amazon sellers. Amazon has taken notice of this pushback. It is a bit early to say how Amazon would react to this.”
What to Do
Head over to the Amazon Voice of Customer Report Amazon VOC dashboard will show you:
Products currently flagged with the badge.
Products that are “At Risk” of getting it.
Click into "See Details" Amazon will show you what their suggested return rate is in order to avoid this badge. Make sure to monitor this closely and avoid getting the badge as much as possible. Now more than ever, it’s critical to reduce your return rate and avoid triggering this badge.
Amazon Customer Say AI Helps :
Returns rarely happen without warning—customers often provide subtle indicators beforehand. These can be found in product reviews, where buyers may mention minor issues such as discrepancies in sizing, dissatisfaction with scent, quality concerns, or unmet expectations. Amazon’s newly introduced Customers Say AI tool brings these signals into focus. Think of it as an early warning system that helps sellers identify potential return triggers before they escalate. The tool offers several valuable features:
Automatically summarizes customer feedback
Distinguishes between positive and negative comments
Organizes issues into thematic categories (e.g., skin reactions, fit, size, quality, durability)
Pinpoints specific gaps that can be addressed to reduce returns
By leveraging this tool effectively, sellers can take corrective actions in advance, improve product listings, and ultimately protect their conversion rates.
Additionally this would help
Proactively addressing potential issues can offer significant advantages—particularly if done before they impact your performance.
Transform recurring customer complaints into informative FAQ content.
Address expectation gaps by enhancing your product listings and visuals, and by anticipating customer objections within your A+ content.
Taking these steps now, rather than reacting after the damage is done, can help safeguard your brand reputation and conversion rates.
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