- Caroline Powell
- On December 18, 2018
- 12 Days of Christmas
An increase in traffic and sales during the holidays is both a curse and a blessing. The blessing, of course, is more sales potential. This has the ability to help with organic rankings. You have more buyers on Amazon which drives searches and listing visibility which leads to purchases which helps with receiving additional reviews and seller feedback. However, the curse of the holidays is that there’s also the likelihood of more Amazon returns.
You have customers who purchase items as gifts and decide it’s not the right item or have trouble with sizing or functionality. You have others who have received items as gifts and don’t like the item. They have a close enough relationship with the giver that they’re able to initiate the return through Amazon.
Go into the holiday season with a plan for Amazon returns.
Ideally, you want the lowest possible return rate. If you find yourself inching toward 5%, focus on your Amazon returns. Are customers often claiming “Item Not As Described”? If so, it’s time to update your listing as your buyers are having trouble understanding something, or key information is too low on the page. If you’re receiving claims of “Defective” frequently, it may be time to update your preferences to receive returns directly and check that the product is how you intended.
This is another helpful opportunity for hiring extra help during the holidays. It’s a simple math equation. If you see 2% return rate, and you often see 500 orders per week, you’re looking at 10 Amazon returns a week. During the holidays, you may see your sales triple or quadruple. Even at the same 2% return rate, you’re looking at 3x or 4x the work to check in on these customers for the opportunity to make things right. Unless you’re splitting yourself into three people or have learned the cloning process, it never hurts to have a few extra hands on staff.
Again, it just comes down to numbers. More sales on Amazon does mean more Amazon returns. Holiday orders also have the opportunity to be returned until January 30th. Don’t become entrenched in a higher number of returns, so long as your percentage is consistent (and low) and you provide amazing customer service for your buyers.
In an effort to make yourself more accessible, initiate proactive customer service through a service like Feedback Genius. Start your 30 day free trial today.