How To Find Out Why Customers Are Returning Your Product

You should expect to incur some returns over the course of running your business. But you should also keep track of why customers are returning your products. Especially if you’re selling a private label product, you need to be aware of any recurring issues or problems your products may have, so you can fix them as soon as possible.
If you receive a lot of “defective” complaints about your product, Amazon may even temporarily shut down your listing until you resolve the issue.

For example, if you sell a bicycle helmet and customers frequently complain about improper fit or receiving the wrong size, Amazon could suspend your listing—if not your entire seller account.
Before your product gets flooded with negative reviews, figure out what is going on. If you have unsellable inventory, you can request a removal order to have the product sent back to you so you can inspect each unit.

One way to see why customers are returning their products is by viewing your Voice of the Customer Dashboard and each product’s NCX rate along with customer comments.

Alternatively, in Seller Central, you’ll click on the “Performance” tab, then “Account Health.” In that section, you can view “Policy Compliance.”

After investigating further, you can see there “Customer Product Condition Complaints” or “Authenticity Complaints” along with the reason reason. You can also see the action Amazon took: the listing was removed.

You can view the reason for every return that was requested by doing a little more detective work.

In Seller Central, go to the “Reports” tab, then “Fulfillment.”

On the left-hand side of the screen, click “Customer Concessions,” then click on “FBA customer returns.”

Here, you will be able to generate a report that shows you all of your FBA customer returns within a specified date range. You’ll be able to see the Order ID, Merchant SKU, ASIN, FNSKU, Title, Quantity, Fulfilment Centre, Disposition, Customer Return Reason, and the Status of the return.

Pay attention to the Disposition, Customer Return Reason, and Status columns. Sometimes under Customer Return Reason, customers will leave a note that states exactly what was wrong with or missing from their order.

It’s best to stay on top of your returns so you can catch any major issues before your listing is taken down, or before customers start to leave you negative reviews.

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