When
5 to 28 days after delivery — you choose, 7 by default. Amazon allows 5 to 30.
Amazon Returns & Reviews
Amazon return reasons,
turned into the fix.
See why buyers send each product back, which negative reviews break Amazon's rules, and keep Amazon's own review requests going out for every eligible order — in the same account that runs your listings and ads.
RETURNS · LAST 30 DAYS · EXAMPLE8.4% return rate
Fix first: add a size chart and exact dimensions to the bullets and images.
Return reasons
Every Amazon return reason, and what to do about it.
Amazon records a reason code for each FBA customer return. 13 of the 24 reasons below point at something you can fix — the product, the listing or the packaging. The rest are buyer-side or delivery problems, and SalesFortuna says so instead of sending you to rewrite a listing that isn't the cause.
| Return reason | Amazon code | Seller can fix? | What to do |
|---|---|---|---|
| Defective / doesn't work | DEFECTIVE, ITEM_DEFECTIVE_OR_DOESNT_WORK | Yes | Supplier quality issue. Open a corrective action with the factory and add an inspection step for the next order. |
| Quality unacceptable | QUALITY_UNACCEPTABLE, PERFORMANCE_OR_QUALITY_NOT_ADEQUATE | Yes | Supplier quality issue. Open a corrective action with the factory and add an inspection step for the next order. |
| Not as described | NOT_AS_DESCRIBED, PRODUCT_NOT_AS_DESCRIBED, INACCURATE_WEBSITE_DESCRIPTION | Yes | The listing and the product don't match. Update the title, bullets and main image to set accurate expectations. |
| Missing parts / accessories | MISSING_PARTS, MISSING_ITEMS_OR_ACCESSORIES, SHIPMENT_MISSING_ITEMS | Yes | The listing and the product don't match. Update the title, bullets and main image to set accurate expectations. |
| Wrong item sent | WRONG_ITEM_SENT, SWITCHEROO | Yes | The listing and the product don't match. Update the title, bullets and main image to set accurate expectations. |
| Style not as expected | APPAREL_STYLE, UNWANTED_STYLE | Yes | The listing and the product don't match. Update the title, bullets and main image to set accurate expectations. |
| Not compatible | NOT_COMPATIBLE, INCOMPATIBLE_OR_NOT_USEFUL | Yes | Sizing or fit mismatch. Add a size chart or compatibility guidance, with exact dimensions in the bullets and images. |
| Poor fit | POOR_FIT | Yes | Sizing or fit mismatch. Add a size chart or compatibility guidance, with exact dimensions in the bullets and images. |
| Too large | APPAREL_TOO_LARGE, TOO_LARGE | Yes | Sizing or fit mismatch. Add a size chart or compatibility guidance, with exact dimensions in the bullets and images. |
| Too small | APPAREL_TOO_SMALL, TOO_SMALL | Yes | Sizing or fit mismatch. Add a size chart or compatibility guidance, with exact dimensions in the bullets and images. |
| Damaged in transit | DAMAGED_BY_CARRIER | Yes | Packaging too fragile. Upgrade the insert or box — per-unit packaging costs less than the return. |
| Damaged at Amazon | DAMAGED_BY_FC | Yes | Packaging too fragile. Upgrade the insert or box — per-unit packaging costs less than the return. |
| Damaged by customer | DAMAGED_BY_CUSTOMER, CUSTOMER_DAMAGED | Yes | Misuse-prone product. Add a clearer instruction insert or a note on the main image. |
| No longer needed | NO_LONGER_NEEDED | Usually not | Mostly buyer-side, not product quality. Usually not fixable on the listing — watch for impulse-return patterns. |
| Unwanted item | UNWANTED_ITEM | Usually not | Mostly buyer-side, not product quality. Usually not fixable on the listing — watch for impulse-return patterns. |
| Found better price | FOUND_BETTER_PRICE | Usually not | Mostly buyer-side, not product quality. Usually not fixable on the listing — watch for impulse-return patterns. |
| Ordered wrong item | ORDERED_WRONG_ITEM | Usually not | Mostly buyer-side, not product quality. Usually not fixable on the listing — watch for impulse-return patterns. |
| Ordered by mistake | MISORDERED, ACCIDENTAL_ORDER | Usually not | Mostly buyer-side, not product quality. Usually not fixable on the listing — watch for impulse-return patterns. |
| Unauthorized purchase | UNAUTHORIZED_PURCHASE | Usually not | Mostly buyer-side, not product quality. Usually not fixable on the listing — watch for impulse-return patterns. |
| Extra item received | EXTRA_ITEM | Usually not | Mostly buyer-side, not product quality. Usually not fixable on the listing — watch for impulse-return patterns. |
| No reason given | NO_REASON_GIVEN, UNSPECIFIED | Usually not | Mostly buyer-side, not product quality. Usually not fixable on the listing — watch for impulse-return patterns. |
| Arrived late | MISSED_ESTIMATED_DELIVERY, EXCESSIVE_SHIP_TIME | Usually not | Fulfillment or carrier, not the listing. Watch delivery performance; usually not fixable on the listing. |
| Never arrived | NEVER_ARRIVED, ITEM_NOT_RECEIVED | Usually not | Fulfillment or carrier, not the listing. Watch delivery performance; usually not fixable on the listing. |
| Undeliverable | UNDELIVERABLE_* | Usually not | Fulfillment or carrier, not the listing. Watch delivery performance; usually not fixable on the listing. |
Returns
Why customers return — product by product
SalesFortuna reads Amazon's FBA customer returns report and ranks your products by return rate, worst first. Open one and you see the breakdown by reason, what happened to the returned units, the buyers' own comments and the recommended fix.
Pick any period up to 180 days; older months are filled in automatically. Next to it: the complaints Amazon flagged on your account and, for brand-registered sellers, the review topics Amazon extracts for each product — so the same complaint in returns and in reviews stands out.
- 01Return rate by product
- 02Breakdown by reason code
- 03Buyer comments, word for word
- 04What happened to the units
- 05Recommended fix per reason
Negative reviews
Which bad reviews can go — and which ones are telling you something
The free SalesFortuna Chrome extension checks a negative review against Amazon's review rules, quotes the passage that may break them and rates how strong the case is — it is not a prediction of Amazon's decision. It writes the report, and you file it on Amazon's review page. Tracked reviews are checked every day, and you get an alert when one is removed.
A fair complaint is not a removal case. The extension turns your 1–3 star reviews into suggested listing and product changes, and Listing SEO publishes the new copy and measures it a week later.
- 01Policy check, with quotes
- 02Case strength, honestly rated
- 03Report written for you
- 04Removal tracked daily
- 05Listing fixes from bad reviews
Review automation
Amazon's Request a Review, sent for every eligible order.
No emails, no templates, no incentives — the same request as the button in Seller Central, sent through Amazon's Solicitations API. Switch it on once and it runs every day.
Which orders
Shipped FBA orders in the connected marketplace, once per order — never twice.
What is skipped
Returned orders and products you exclude. Orders Amazon says aren't eligible yet are retried after 3 days.
How often
A daily run, a catch-up every 30 minutes for anything missed, and a Run now button.
Proof
Every attempt — sent, skipped, not eligible, failed — stays in the history.
One tool at a time
Amazon accepts one request per order, so switch off review requests in other tools.
Returns and reviews explain
what the sales chart cannot.
See why customers send products back, understand damaging reviews and keep Amazon's compliant review requests running automatically.
Amazon-flagged complaints2 Product condition1 Authenticity0 Safety1 Review policy
RETURN REASONS
Too small17
Not as described10
Comfort issue7
Damaged in transit5
CUSTOMER WORDS“The size chart said true to size, but the toe box runs narrow.”
“Good shoe, but I had to exchange for one size larger.”
Recommended actionClarify the size chart and reinforce fit guidance in Bullet 2 before driving more traffic.
“The color received is not the color shown on the product page.”
product pagewrong variation
Expectation mismatch is now visible before purchase.
The review points to a listing/variation problem—not a vague satisfaction score. The same complaint can be compared with returns and rating movement.
Policy check: no removal groundRoute → Fix catalog contentAmazon-native requests.
Only for eligible orders.
Runs every 24 hours through Amazon's Request a Review flow. Returned orders and excluded ASINs are skipped automatically.
Send after8 daysReturned ordersSkippedOnce per orderAlways
184Sent23Pending11Skipped2FailedEvery attempt stays in the audit history.
Compare
SalesFortuna vs eComEngine, Helium 10 and Jungle Scout
Review tools either send requests or report returns. Here is what each vendor says about its own product.
| Returns & reviews | SalesFortuna | eComEngine | Helium 10 | Jungle Scout |
|---|---|---|---|---|
| Automatic Amazon Request a Review | Yes | Yes | Email sequences | Yes |
| Return reasons by product, with a fix for each | Up to 180 days | Report, 3 months | — | — |
| Policy check and report for negative reviews | Free extension | — | Alerts only | — |
| Review topics from Amazon next to returns | Yes | — | — | — |
| Same account as listing SEO and ads | Yes | — | Separate tools | — |
Checked against each vendor's public product and help pages on 2 November 2026. “—” means the vendor does not describe it there.
FAQ
Amazon returns and reviews questions
Fix what the returns point at with Amazon listing optimization and catalog management, and see what each return costs in profit & operations.
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