Amazon rolled out a new banner titled 'Frequently Returned.' This banner will appear on items that have a high return rate. While Amazon did not specify what this return rate is, it suggests that the item is returned far more than average products on the website. This feature is intended to deter poor products from succeeding with purchase numbers alone, offering more transparency to customers when a product may seem "too goo to be true."
The Frequently Returned banner urges customers to check reviews to confirm the legitimacy of the product or the reasoning for the high return rate. This is not intended to be a "do not buy this product" label, and is rather supposed to be a "make sure you know what you are buying" label. Additionally, returns contribute to Amazon's operation costs, so it is in the company's best interest to reduce the number of returns on its platform.
Online Storefront Labels
Amazon Rolled Out a 'Frequently Returned' Banner on Product Pages
Trend Themes
1. Frequently Returned Banner - Amazon's Frequently Returned banner offers more transparency to customers and reduces returns on its platform.
2. Product Review Emphasis - Emphasizing product reviews helps customers confirm the legitimacy of a product and reduces returns.
3. Operational Cost Reduction - Reducing returns on its platform is in Amazon's best interest as returns contribute to the company's operational costs.
Industry Implications
1. E-commerce - E-commerce industries can benefit from implementing similar features to reduce returns and increase transparency for customers.
2. Retail - Retail industries can benefit from emphasizing product reviews to help customers make informed decisions and reduce returns.
3. Logistics - Logistics industries can benefit from reducing returns, which contribute to operational costs.