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The return rate greatly affects product conversion rate and profits, and will eventually threaten the business development of FBA sellers. How to deal with returns can be said to be the most troublesome thing for FBA sellers. If the return rate remains high, Amazon will suspend the seller's account and the seller will not be able to continue selling on Amazon.
In order to improve buyer satisfaction, Amazon allows consumers to return or exchange products for free, and the shipping fee is deducted from the seller's account. This greatly reduces the seller's profit.
In addition, the returned goods cannot be resold. Generally, Amazon will dispose of the goods, or the seller can take the goods back and resell them on the second-hand market. Usually the shipping cost is very expensive, so most sellers choose to abandon the goods.
Returns are a key point in the buyer experience. Proper return handling can create a competitive advantage among peers and even make you more profitable.Today, let’s talk about how Amazon FBA sellers should handle returns and reduce return rates.
1. Explore the reasons for customer returns
There are many reasons why customers choose to return products, most of which are reasonable, such as damaged goods, wrong goods, etc. Some return products because they are dissatisfied. The main problem with online shopping is that consumers can neither see nor touch the actual products, so sellers need to make a lot of efforts to convince consumers to buy products.
Before deciding to buy a product, consumers usually consider a series of product details:- Raw materials and quality
The number one reason customers return products is that the product they received does not match the product listing . Usually in this case, customers see the product description is attractive, the product pictures are good, and they place an order directly, but after buying it home, they find that the buyer's show and the seller's show are not the same.
Consumables and clothing are the two categories of products with the highest return rates in recent years, often due to problems such as size, dimensions, material, and failure to meet expectations.
2. Main methods for handling consumer returns
1. Secondary sales of goods
If Amazon determines that the returned goods can be resold, the goods will be returned to your active inventory . - However, if you believe that the goods are not suitable for resale after return, you can request to delete the order and inspect the product yourself.
- If you believe the returned goods are still in saleable condition, you can resell them to other consumers.
There are many reasons why customers receive damaged goods, and generally speaking, there are two aspects: Amazon's responsibility or the seller's responsibility . - If the goods are damaged starting from the Amazon FBA warehouse, or damaged during transportation after leaving the warehouse, then Amazon is responsible, and the seller will have reason to file a claim.
- But it is also possible that the seller was not careful when packaging the goods, resulting in damage to the goods when shipped to the Amazon FBA warehouse. In this case, the responsibility is the seller, and Amazon will not accept your claim request.
3. Damaged goods caused by customers
Customer-inflicted damaged goods do not mean that the customer intentionally damages the product and then returns it, but that the product cannot be resold after the customer receives and opens the package . Such returned goods will not be included in the seller's existing inventory . However, if Amazon reminds that the product can still be resold, the seller can apply to delete the order, send the goods back to the local warehouse, and personally check the status of the goods to determine whether they can be resold.
4. The courier company caused damage to the goods
In case the goods are damaged during transportation, the courier company will be the responsible party . In this case, the seller can apply for compensation.
Buyers may also return goods because the goods they received are obviously defective or damaged . In this case, the customer will receive a full refund, and the goods will be returned to the seller's warehouse and will be judged as unsaleable . Generally, Amazon can handle this batch of goods on behalf of the seller, or the seller can take back the product, inspect it for defects, or resell it second-hand.
However, there may be a situation where the buyer requests a refund even though the product is flawless and the seller has to pay for the shipping. In this case, the seller has to check whether all the products are intact and decide whether to sell them on Amazon again or discard them directly.
Note that returns due to product defects will damage the seller's account metrics, and Amazon is likely to suspend the seller's account. If the buyer claims that the goods received were damaged, but in fact it is not the case, the seller can save the return rate by appealing.
3. How can FBA sellers reduce the return rate?
For FBA sellers, this can prevent problems before consumers see the product listing, purchase the product, and finally return the product for various reasons. Please see the following six solutions for details.
Product description needs to be detailed
Product descriptions that are compelling and convincing not only help with SEO optimization, but also help potential customers understand what you are selling. It is good to optimize product descriptions so that they appear on the first page of search results, but sellers should be careful not to pile up words that are irrelevant to the product itself in the product description. The keywords in the product description should be related to the product itself so that people can understand what the product is . Otherwise, consumers will feel deceived and return the product after receiving it.
Think of your product description as an opportunity to showcase the benefits and qualities of your product, rather than a marketing ploy to attract customers . When writing your product description, include the following information to make it seem more authentic:- Product materials and quality
- Guarantee and Warranty Service
Suggestion: Sellers can even add visual content (pictures or videos) to product descriptions, which can more intuitively reflect product attributes and thus reduce return rates. The main product image must have accurate dimensions
When shopping online, consumers mostly rely on product images to decide whether to buy. Therefore, the main product image will greatly influence consumers' purchasing decisions . This is because the main product image can help buyers estimate the exact size of the product. Sellers need to mention the exact size of the product in the main product image. Especially when there are products of different shapes, sizes or sizes in the product line, it is very important to mention the exact size of the product in the main product image .
Add product reference standard
If the products sold by the seller under the same brand and the same category have different characteristics, such as different colors, sizes, shapes, sizes, and accessory options, then the seller needs to provide customers with guides or charts that may need to be referred to in various aspects. It is important to provide numerical values so that consumers can have some idea before purchasing , which will help them choose the right variant and reduce the possibility of returns.
Use high-quality, high-definition product images
It is recommended that sellers hire a professional photographer to help take product photos , unless you are a professional yourself. The product photo is the first thing customers see when browsing products, so it plays a vital role in influencing customers' purchasing decisions. If the product does not look like the picture, the customer is more likely to request a return and refund. Therefore, it is best to upload high-definition and high-quality product photos and provide multiple angles.
In addition, you can also provide customers with 360-degree product visuals as it helps customers search for more information about the product. If the product does not have multiple angles, you can shoot product details and emphasize product accessories if there are any. In addition, if the product has different variations, you can provide product images that include all colors.
Professional product promotion videos can provide potential audiences with necessary information about the product. High-quality product videos can meet the marketing needs of sellers and serve as descriptions and pictures. A good product video should provide at least the following:- Complete product instructions
- A complete product description in audio or text format
- Comprehensive product display
Not all sellers are aware of using Amazon product promotion videos. If you are able to add product videos to your product listings, it will help reduce product return rates.
With product videos, sellers can clearly show consumers the functions and effects of products. Through product descriptions, customers will be able to understand what the product is used for, how to use it, how to use it effectively, etc. Sellers can avoid complaints caused by product descriptions by providing product instructions.
In fact, if you want to reduce the return rate, you need to optimize the product listing so that consumers know what they are buying. If the seller can provide clear and comprehensive product descriptions, the possibility of customers returning the product because they feel that the product is not as good after receiving it will be reduced.
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