Returns are about to become far more visible to shoppers… Here’s what you need to know.
From 16 February 2026, Amazon is going to begin displaying a new “Frequently returned item” badge on some product listings where return rates are higher than similar products.
From a marketplace point of view, the thinking behind the move is that it will help customers make more informed purchase decisions.
For brands? This marks a clear shift for returns, moving them from an internal metric to a public signal of trust.
What’s changing?
The new badge is going to appear on listings where return behaviour is higher than comparable products in the same category.
Designed as an amber warning, shoppers will see a message that says:
“Frequently returned item. Check the product details and customer reviews to learn more about this item.”
And this badge will sit alongside Amazon’s existing “lower than average return rate” indicator, meaning returns performance will now be signposted at both ends of the spectrum.
Why it matters
Returns have always carried a cost, from logistics and write-offs to customer dissatisfaction – but this move does up the ante.
By flagging typical returns behaviour directly on the PDP, Amazon is effectively turning them into a conversion signal – with a likely influence on customer trust, conversion rates, advertising efficiency and even the long-term viability of a product.
In a marketplace environment where purchase decisions are driven by consumer confidence and clarity, a visible returns warning has enough potential to interrupt intent at a critical moment in the buying process.
What Amazon is really signalling
Amazon has been clear about the steps brands should take if the badge appears, advising to:
- Monitor customer reviews for feedback.
- Review PDP accuracy (titles, imagery, descriptions, size charts).
- Ensure product quality and packaging meet expectations.
Taken altogether?
This signals a familiar Amazon principle at the moment: returns are often a symptom of misalignment, with high rates pointing to mismatched expectations, ambiguous specifications, inconsistent content or claims and/or poor packaging.
Given the marketplace is now an increasingly automated environment, and that naturally means there’s less tolerance for error, this is a move to encourage brands to tighten their presence across the board or be penalised for staying sloppy.
Where brands are most exposed – and what to do about it
Our experts think this update is likely to hit hardest for brands whose:
- Products rely heavily on subjective interpretation (fit, size, colour, compatibility).
- PDPs overpromise or lack clarity.
- Review feedback highlights recurring issues or misunderstandings.
- Returns are already eroding margins behind the scenes.
If any of these issues sound familiar, here’s what you should do now:
- Take this as your chance to audit and tighten up all the fundamentals on any affected products.
- Analyse return rates by ASIN and category.
- Cross-reference your high returns with any themes from customer reviews.
- Test the accuracy of your PDP content against what your real customers are saying.
- Review your imagery, size charts and specifications to make sure they’re completely clear.
- And assess your packaging to identify whether it’s contributing to damage in transit or dissatisfaction on receipt.
The ultimate goal is to find and remove the underlying friction behind your returns – and remove the badge in the process.
The Bottom Line
This new badge puts returns performance front and centre, in a retail world where trust signals are already such a key driver of conversions.
Brands that invest now in clarity across their product pages, work on setting expectations that are both realistic and compelling and create a great product experience through every touchpoint will be the ones best placed to protect their profitability.
And this is just another signal that Amazon is heading towards greater transparency, higher standards and less tolerance for misalignment.
The brands that tighten the fundamentals now will be the ones best placed to protect performance and scale in 2026 – and if you want your brand to be in that position? Our team of experts are waiting to create and drive the winning strategy you need.