Reduce Your Return Rate On Amazon With The Product Lifecycle Support Button

If you own an online business that offers its products on Amazon, you know that product returns are one of the biggest pain points for sellers on the platform. Sending back an Amazon purchase has never been easier for customers. Amazon returns can be dropped off at major retail chains without boxing them up or printing a label.
While Amazon does not disclose the number of items returned each year, the 1National Retail Federation estimated that in 2021 the average return rate for online sales was nearly 21%. This amount of returns is very problematic not only for sellers but for our planet.

Despite attempts by Amazon to set up programs for reselling or donating returned items, in many cases, they find their way to the dumpster. Beyond the ecological impact of Amazon’s lenient return policies, this is a substantial financial strain for sellers, particularly small businesses.

Every seller has probably wished that customers had a way to contact them for support before they choose to send back an item.

Wouldn’t it be amazing to have a “Get Support” button on the Orders page that drives customers to your support page or directly to a phone call with you?
Well, this option is, in fact, available with the yellow “Get Product Support” button.

More than just another feature, we think this is a shift from Amazon’s well-known policy to never share customer information with Sellers. With this service, the platform is referring customers directly to the brand support page or telephone service, removing itself from the customer service loop.

It’s also important to note that the “Get Support” button can also be found on your previous orders and not just your currently open ones. Meaning once the “Get Product Support” button is available for your brand, customers can contact you even if they purchased your product several years ago.

What’s behind this program, and how can you make sure its available for your brand? Read on for answers:

What is Product Lifecycle Support?

The Product Lifecycle support program is an initiative of the Amazon WW RR&S team, which is dedicated to helping customers get the most out of the products they buy while diverting waste from the landfill. At this point, It’s available for brand owners and it’s an excellent way for them to position themselves as providers of great customer service. We at Wise Commerce, we have already submitted several customers to the program and are currently testing the affect of the button on important account metrics such as return rate, NCX, etc.

What’s included in the Product Lifecycle Support program?

There are currently three ways to provide help for customers with the Lifecycle Support feature:

1. Self-Service Support Program – A step-by-step automatic troubleshooting process for your customers. You can set up a sequence of questions and answers to help customers with common issues. You can also add videos and tutorials to make self-service more accessible.

2. Live Support Program – an Amazon-operated support feature that provides customers with general tips and warranty repair.

3. OEM Support Program – Connect your Amazon products to your external support page and a telephone number with operating hours.

According to Amazon, ASIN-specific self-service support documents, such as user manuals and guides, will be available to all customers in all Amazon markets. Other types of content, such as self-help videos and product category-based content, will be available in the US only. 

What are the benefits of the PLS feature?

Product Lifecycle Support provides many advantages For Manufacturers, Vendors, and Sellers. First and foremost, it eliminates unnecessary returns and allows customers to get support from brands and solve issues that eliminate the need for returning items. It’s also a way for brands to communicate better with their buyers and improve the customer experience, in the long run, leading to brand loyalty.

For customers, it’s a free service that allows 24X7 support and a solution for those cases when returning an item is an unnecessary hassle and allows a direct connection to the brand. 

Amazon predicts that around 60% of the customers using their post-purchase support feature will resolve their issues and avoid returning their purchases. This shift will also have an environmental advantage as it will save redundant shipping, and fewer products will end up in landfills.

What are the PLS program requirements?

Once you figure out which of the PLS programs is relevant for your products, here are the mandatory fields to apply:

  1. Brand name
  2. Marketplace i.e., Country
  3. GL Product Group
  4. Customer support phone number 
  5. Customer support URL
  6. Supported Languages
  7. Operating Hours (working days and weekends if applicable)

We highly recommend signing up for this much-needed and free service. It can definitely reduce returns, and improve customer loyalty and satisfaction. To enroll, open a case on Amazon Seller Central and ask for instructions.

1 According to cnbc:

If you need any assistance with applying to this service or any other Amazon program or are looking for an experienced partner to manage your Amazon account, get in touch with us at support.

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