Bad product info drives returns by misleading shoppers - unclear specs, outdated images, and missing details can hurt your Prime Day performance.
Surges in product returns consistently follow major sales events such as Prime Day, with ecommerce return rates averaging around 30%. Though Amazon doesn’t publicly share its full returns data, the National Retail Federation’s 2021 figures show that 16.6% of holiday season merchandise was returned, an increase of over 56% compared to the year before.
A recent survey digs deeper into what drives shoppers to return products. Understanding these reasons offers sellers valuable insights that can be translated into practical steps to reduce returns and improve customer satisfaction.
The rising cost of returns and its preventable causes
Shopify"This means that for every 100 products sold, nearly 17 were returned."
Returns are no longer a byproduct of e-commerce. They’re built into how people shop. According to Rithum’s 2025 Global Returns & Profit Impact Report, many consumers buy with the intention to return, viewing flexible return policies as a basic shopping expectation.
More than 6,000 consumers were surveyed globally, revealing that return behavior has evolved into a strategic factor influencing buyer decisions. Where a consumer shops often hinges on how easily they can return items.
Returns cost retailers $890 billion a year
The financial impact is massive. Retailers are losing $890 billion annually due to returns. Although 88% of shoppers expect free returns, this “free” expectation carries a heavy cost for sellers.
Importantly, many shoppers admit their returns were preventable. Clearer sizing charts and more accurate product details could have changed the outcome.
Fit issues and inaccurate listings fuel avoidable returns
Fit-related issues are the leading cause of returns. The report notes that 61% of shoppers returned items because of sizing problems, while 33% said the product did not match the description or photos.
These statistics point directly to the importance of accurate, detailed product listings, especially as major sales events like Prime Day approach.
Fashion dominates the returns economy
Fashion categories top the returns chart. About 68% of consumers reported returning clothing or footwear in the past year.
More notably, 36% admitted to “bracketing”, purchasing multiple versions of an item to try at home with plans to return most. This behavior underscores the need for better sizing tools and content accuracy.
Bad return experiences kill loyalty
Returns don’t just cut into profit, they damage brand loyalty. Nearly half of all consumers have stopped buying from a retailer due to a bad return experience.
On the flip side, 41% of shoppers say a good return policy influences where they choose to spend. Sellers who get this part right can retain customers even when a product doesn’t.
Return strategies must be market-specific
Return rates aren’t the same everywhere. The report highlights a 20-point variance between regions, making it clear that flexible, region-specific return policies are essential for international sellers.
What works in one market may fail in another, emphasizing the need for tailored return strategies.
Sustainability offers an opening to rethink free returns
Sustainability is starting to influence consumer expectations. While 88% of shoppers expect free returns, 47% are willing to accept limits if they support environmental efforts.
Gen Z, in particular, shows more openness to sustainability-driven return policies, offering brands a way to reduce costs without hurting customer experience.
The complex returns challenge in retail
Returns are now a significant pressure point for retailers, with online return rates averaging 15.2% – three times higher than in-store. In 2024 alone, U.S. businesses lost an estimated $743 billion in sales due to returns, according to Amazon Web Services’ Addressing Return Opportunities Across the Retail Journey.
While returns can preserve customer satisfaction, they also come with serious financial implications. Retailers are tasked with maintaining flexibility for shoppers while trying to control losses that cut deep into profit margins.
High-value customers return more, but also spend more
Top-tier customers are both the most profitable and the most frequent returners. The top 20% of shoppers return $253 worth of products annually, compared to just $11 from the bottom 1%.
This return behavior forces brands to strike a delicate balance. Retailers must weigh the cost of returns against the long-term value of keeping high-value customers happy.
Fraudulent returns add to an already costly problem
Returns fraud is growing into a billion-dollar problem. It now causes $13.70 in losses for every $100 worth of returned merchandise, totaling $101 billion annually.
These losses stem from increasingly sophisticated tactics. Common abuses include wardrobing, receipt fraud, and the return of stolen items—all of which complicate policy enforcement.
Positive return experiences still drive repeat purchases
Despite the challenges, a seamless return experience remains crucial for retention. Seven out of ten consumers are likely to make an additional purchase after a positive return interaction.
This highlights the paradox facing modern retail. While returns are expensive, they’re also essential for maintaining trust and encouraging future sales.
Fix your listings, prevent returns
Steven Pope, founder of our Amazon agency, advises that brands should view return reduction as part of their growth strategy, not an afterthought. As Prime Day approaches, sellers must prepare their listings to avoid the spike in returns that typically follows.
To combat these problems, Pope outlines several actionable steps in his LinkedIn post:
Display size and fit guides clearly and outside of Enhanced Brand Content.
Ensure that product images accurately reflect what the customer will receive.
Incorporate contextual visuals and clear infographics to manage expectations pre-purchase.
These small but strategic changes can help sellers improve buyer satisfaction and cut down on costly, preventable returns during high-volume periods.
Rithum’s report confirms what sellers on Amazon already suspect – bad product info drives returns. Fixing listings isn’t just good practice; it’s a business imperative. As Prime Day approaches and return rates spike, sellers who address sizing, imagery, and product detail accuracy stand to cut return costs and protect their margins.
