Overview

Amazon has added two new data points—Return Rate and Star Rating—to the Voice of the Customer dashboard in Seller Central. The metrics appear as of early 2024 and give sellers a single pane to monitor returns and product sentiment across the last twelve months. Keeping an eye on these numbers helps sellers catch trouble early, before Amazon’s performance algorithms affect listing visibility or account health.

Key Points

• Return Rate metric — Displays the percentage of orders that were returned in the trailing twelve‑month window, giving a high‑level view of catalog‑wide return trends.
• Most‑returned ASIN ranking — Lists the top‑10 (or more) products with the highest return counts, allowing sellers to pinpoint problem items in large inventories.
• Star Rating integration — Pulls the public 1‑to‑5 star rating from each product’s detail page directly into the dashboard, eliminating the need to open separate reports.
• Unified layout — Both metrics sit alongside existing Voice of the Customer charts, so sellers no longer toggle between the Returns Report, the Feedback Dashboard, and third‑party tools.
• Trailing‑12‑month calculation — The return percentage is computed from all fulfilled orders in the previous 12 months, smoothing out seasonal spikes and giving a stable baseline.
• Actionable alerts — When a product’s return rate climbs above a seller‑defined threshold, the dashboard highlights it in red, prompting immediate review.
• Correlation insight — The side‑by‑side view of star rating and return rate makes it easy to spot listings where declining ratings coincide with rising returns, a strong signal of underlying quality or listing issues.

How the New Metrics Work

1. Data aggregation — Amazon pulls order‑level return information from its fulfillment systems and aggregates it by ASIN for the past 12 months. Example: A seller with 5,000 orders sees that 250 of them were returned, resulting in a 5 % return rate displayed on the dashboard.