Amazon launches return performance dashboard, sellers: Are you feeling proud just after hearing the praise?

Earlier, Amazon announced a new policy, stating that it would update the Small and Light Product Program eligibility criteria, and sellers expressed their support for this, calling it a "rare and useful policy." Recently, Amazon has made changes to its seller return policy, and sellers said they "can't afford it."

Yesterday, Amazon issued an announcement stating that it will launch a return performance dashboard that can help sellers monitor return performance and manually manage return issues.

Amazon notes that the Returns Performance Dashboard focuses on three key returns performance metrics:

1. Return requests approved more than 24 hours after receiving the initial return request: The number of returns manually approved by the seller more than 24 hours after receiving the initial return request

2. Return Requests Rejected: The number of return requests rejected by the seller

3. Return-related buyer contact rate: The number of sellers requesting to contact return buyers (calculated by the number of contacts, not the number of messages sent)

Among other things, each return performance indicator contains detailed information on the following areas:

1. Current indicator performance

2. Target indicator threshold

3. Definition of indicators

4. Explanation of the importance of indicators

5. Policy Information

Amazon said it has also launched a return analysis page for sellers, which can help sellers identify all product listings that have experienced return issues and take action on them. Sellers can view a summary of their return performance indicators by accessing the pop-up page in Manage Returns.

After testing, seller PureDesignOnline discovered the problems with Amazon's new policy:

1. No links to relevant pages. While there is a link to the FAQ, it does not link to that page. There is no obvious place to link directly to this page: it is a performance report about returns, but I don't see a menu item under the "Performance" or "Reports" or "Returns" menu items. There is a "Returns Report" under Reports, but this is not this, and there is no link provided here. The only way I can see to get there is through the Manage Returns page.

2. When trying to leave this page, a "Are you sure you want to leave this page?" dialog box appears indicating that it is embedded in a FORM tag, and clicking on the page will result in the creation of a form edit.

A large number of sellers also said that the new tools launched by Amazon had problems and could not find actual links and indicators.

Seller A: Amazon, are you planning on adding a customer fraud dashboard as well?

Seller B: How do I not authorize a return when Amazon automatically authorizes all returns?

Seller C: Amazon recently released a series of reform measures, but unfortunately, the consequences of these "good ideas" may be negative rather than positive. These "good ideas" have one thing in common: they are not effective at all in actual application. Obviously, the people who designed these ideas do not really understand the details of the work. Amazon's introduction of ineffective policies will only undermine sellers' trust in Amazon. Perhaps Amazon should be wary of this problem.

Amazon has launched a series of reform measures to help sellers create a better and more convenient sales environment, but some useless policies are often complained by sellers. It seems that Amazon really cannot stand being praised.

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