Amazon has quietly but significantly updated how the Frequently Returned Item badge appears on product detail pages and the implications for sellers are hard to overlook.
Previously, this badge was relatively subtle. Now, it is far more visible to shoppers and, crucially, Amazon is actively suggesting alternative products underneath listings that carry the warning. This shifts the badge from being a passive signal to an active conversion killer.
If your product receives this badge, customers are not only being warned that others frequently return the product, they are also being shown competitor listings at the exact moment they are deciding whether to buy.
What has changed?
The updated badge now appears prominently near the buy box with a clear warning message. Beneath it, Amazon displays a “similar bottles customers keep” style section, effectively redirecting demand away from the affected product.
From a customer experience perspective, Amazon is doing what it always does: reducing friction, lowering returns, and improving trust. From a seller perspective, however, this introduces a new layer of risk that sits outside advertising performance and pricing.
Why this is a problem for sellers?
Once applied, the Frequently Returned badge can impact performance in several ways:
- Lower conversion rates as customers lose confidence
- Lost sales to competitors via Amazon’s suggested alternatives
- Wasted ad spend if sponsored products continue driving traffic to a listing that now converts poorly
- Longer recovery time, as return behaviour is historically weighted, not instant
Importantly, this badge is not driven by reviews or star rating alone. Even products with strong ratings can receive it if return frequency is high relative to the category.
Common reasons products get flagged
In most cases, frequent returns are not caused by a single issue, but repeated mismatches between customer expectations and reality. Common causes include:
- Size, capacity or dimensions not being clear
- Product quality not matching imagery or copy
- Features implied in the listing but not delivered in practice
- Packaging damage or missing components
- Use-case confusion (for example, “not insulated” or “not suitable for X”)
The key point is that customers are often returning items for the same reasons repeatedly.
How sellers can fix (and prevent) the issue
While you cannot manually remove the badge, you can influence the data that drives it.
1. Monitor return reasons weekly
Seller Central’s return reports are now essential reading. Look for patterns, not one-off complaints.
2. Update your listing to address the problem directly
If customers say “smaller than expected”, add dimensions to bullet points and images.
If they say “not insulated”, state this clearly rather than letting customers assume.
Clarity reduces returns far more effectively than persuasive copy.
3. Improve imagery and A+ content
Lifestyle images should reflect real-world use, not idealised scenarios. Infographics that clarify capacity, materials, or limitations can significantly reduce misunderstandings.
4. Review ad strategy temporarily
If an ASIN has the badge, consider reducing spend until conversion stabilises. Driving more traffic without fixing the root cause can worsen the problem.
5. Fix upstream issues
If damage or defects are driving returns, the solution may sit with manufacturing, packaging, or FBA prep rather than the listing itself.
The bigger picture
Amazon is becoming more proactive in protecting customers from poor purchase experiences, and the enhanced Frequently Returned badge is part of that strategy.
For sellers, this reinforces a simple truth: returns are now a visibility and growth issue, not just an operational one. Brands that actively manage return reasons, optimise listings for accuracy, and react quickly to customer feedback will be far better placed to avoid long-term damage.
Speak to Fluid Marketplaces for an Amazon strategy
If you’re seeing this badge appear (or want to avoid it altogether), this is exactly the kind of issue we help brands diagnose and fix at Fluid Marketplaces as a specialist Amazon agency. Sometimes it’s a quick listing tweak, sometimes it’s a deeper returns pattern. Either way, expert support with this issue always helps. We can factor in a plan to prevent your products from being labelled Frequently Returned, and reverse it if it does happen, as part of a wider strategy for Amazon growth. Get in touch with us here and we’ll be happy to support your Amazon brand on its journey to profitable growth. .
