A high return rate on Amazon signals customer dissatisfaction, triggers policy warnings, processing fees (in some categories), and can lead to listing badges, suppression, or account restrictions.
It's when your product's return percentage exceeds Amazon's category-specific thresholds (or general benchmarks). Amazon tracks this via the Voice of the Customer dashboard and may flag items as 'Frequently Returned'.
Inaccurate descriptions, poor images, sizing/fit issues, quality problems, or mismatched expectations drive most returns. Seasonal or high-ticket items often see spikes.
