Good news! Amazon has launched this new tool which is awesome!

Reducing the return rate has always been an important goal for e-commerce sellers of apparel and footwear. It is predicted that the return scale of apparel and footwear retail e-commerce in the United States will reach 50.63 billion US dollars in 2024. Size issues are the primary reason for returns in apparel e-commerce sales.

Amazon is committed to using artificial intelligence technology to help consumers find the most suitable fashion products and help sellers present more accurate size displays. And from the official announcement of Amazon, it can be seen that Amazon focuses on the product operation period to reduce returns:

• Defensive tools: Voice of the Buyer, Customer Returns Panel;

• Exclusive anti-return tools for clothing and footwear categories: Fit Insights Tool, size chart self-service tool;

• Remedial tools: Five tools for after-sales support of products.

Previously, Amazon has launched innovative features such as personalized size recommendations, customer size review summaries, and reconstructed size charts.

On March 21, Amazon’s Fit Insights Tool (FIT) was officially launched.

🔵Fit Insight Tool (FIT) is now available

The tool aims to help sellers optimize inventory management, enhance consumer shopping experience, and effectively reduce return rates through in-depth insight and analysis of consumer size needs.

Based on the large language model (LLM) and machine learning technology, FIT comprehensively analyzes return data, size charts, and customer feedback to help sellers identify problems in size and other aspects and provide feasible improvement solutions.

With this tool, sellers can more clearly understand consumers' needs and pain points in terms of fit, optimize the way of communicating with consumers about size, and apply these insights to future product design and manufacturing processes. This can not only improve the accuracy of product information, but also help reduce the return rate caused by size issues.

Currently, the Fit Insights Tool (FIT) is open to apparel and footwear sellers in the US market who have shipped more than 100 pieces in the past 12 months and have joined the Amazon Brand Registry. Eligible sellers can access and use the tool in the "Voice of the Customer" section of the seller backend.

🔵 Fit Insights ToolFind your path:

Seller Central > Performance > Buyer Voice > Fit Insights

🔵Sellers can get the following help through FIT :

The Fit Insight Tool (FIT) provides sellers with the following key analytics and insights:

🔵 Fit Insights Tool Example Interpretation

Amazon Global Selling uses the following figure to show that the return rate of clothing products is relatively high, which shows that the return health index is poor. The reasons can be viewed from three dimensions: return analysis, return reasons, and pattern comparison:

Image source: Amazon Global Store

🔹Return analysis dimensions:

Comparing the return rate of similar clothing products, we found that the industry return rate benchmark is around 11%, while the current return rate for this product is 18.16%, far higher than the industry level. Since the price is within the price range of similar products, price reasons can be ruled out first, and returns due to size reasons (too big or too small) are all higher than the industry standard.

With these in-depth data insights, sellers can display product information to consumers more accurately, thereby reducing returns due to inappropriate sizes.

🔹Return Reason Dimension : A summary of customer insights based on positive and negative customer feedback is quantitatively analyzed to further clarify the reasons for returns.

🔹Version comparison dimensions:

Through the anonymous customer's comprehensive body data, it can be found that the bust and waist data of the product do not match the set version data, which may cause customers to choose the wrong size and cause returns.

⚠️ In the test version currently open to some sellers, you can view: the body shape data (anonymous) of customers who have purchased similar products, so as to update the size more accurately

Through this move, Amazon further strengthens its support for apparel and footwear categories on its e-commerce platform, helping sellers reduce return rates through accurate size information and improvement suggestions, and providing consumers with a more satisfying and accurate shopping experience.