On the German marketplace, the detail pages of products with a high return rate display the following banner directly under the bullet points (see image). This means that the return rate can now have a negative impact not only on visibility, but also on conversion. Along with the recent news about fees for frequently returned products (see News: Amazon), a clear strategy is taking shape to curb excessive returns.
According to an announcement in Seller Central, new requirements for the creation of product titles will apply in the new year.
For most product categories, titles may not exceed 200 characters, including spaces.
The special characters !, $, ?, _, {, }, ^, ¬, and ¦ are not allowed, unless they are part of the brand name.
Titles may not contain the same word more than twice. Prepositions, articles, and conjunctions are exceptions.
Our take: Most of these new regulations are already familiar. We simply anticipate stricter enforcement moving forward. Tip: Check the backend for content overwrite suggestions—Amazon may also promote AI-generated content here.
Amazon is planning to introduce an additional fee for products with above-average return rates from February 2025. The aim is to minimize returns and promote sustainability.
What does this mean for sellers? Retailers must analyze their return rates carefully and take measures to reduce them if necessary. Amazon provides exceptions, details on the calculation and further information on the processing fee for returns in Seller Central.
Which products are affected? Items with returns that are significantly higher than average are affected, especially in categories such as clothing and electronics.
Salesforce data shows that record e-commerce sales of 1.2 trillion US dollars were generated worldwide during the 2025 holiday season.
Focus on mobile users: a total of 842 billion US dollars in sales were generated worldwide via mobile devices. Retailers using social commerce strategies were able to generate 20% of global Christmas sales via platforms such as TikTok Shop and Instagram.
AI as driving force: both customers and retailers used AI to improve the shopping experience, influencing 229 billion US dollars – or 19% – of all online orders.
A study by Capgemini shows that 71% of consumers would like to see generative AI integrated into their shopping experiences.
Search with AI: more than half (58%) of consumers have replaced traditional search engines with AI tools for product/service recommendations, a significant increase from 25% in 2023.
Desire for personalization: two thirds of Gen Z and millennials want hyper-personalized content and product recommendations supported by AI.
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