Overview

Amazon's Fit Insights tool is an AI-powered analytics feature designed to help apparel and shoe sellers diagnose and fix size and fit problems that drive returns. Available exclusively to brands enrolled in Amazon Brand Registry, the tool pulls together returns data, customer reviews, and size chart analysis to give sellers a clear picture of why customers are sending products back — and what to do about it.

Key Points / What Sellers Need to Know

• Brand Registry required — Fit Insights is only available to sellers with brands registered in Amazon Brand Registry, and account administrators must grant specific permissions for access.
• Sales history needed — Products must have shipped units within the last 12 months to appear in the tool. New or dormant listings won't generate data.
• Return health scoring — Every parent ASIN receives a color-coded return health rating (from green to red) benchmarked against similar products in the same department and product type.
• Four analysis modules — The tool includes a dashboard overview, return analysis, review sentiment analysis, and a size chart analyzer, each offering distinct insights.
• Actionable at the size level — Return analysis breaks down problems by individual size, so sellers can pinpoint exactly which sizes are causing the most returns.

How Return Health Scoring Works

The Fit Insights dashboard aggregates your brand's listings at the parent ASIN level and assigns each one a return health score. This score is relative, meaning it compares your product's return rate against other ASINs in the same department and product type rather than using a fixed threshold. Products are rated on a five-tier scale: excellent (green) for products significantly outperforming peers, good (light green) for above-average performers, fair (yellow) for products in line with category norms, poor (orange) for underperformers, and very poor (red) for products with significantly elevated return rates. Sellers can filter the dashboard by return health status, department, or order volume, and can flag critical ASINs for ongoing monitoring.

Return Analysis and Root Cause Identification