Returns Message

Return eligibility is noted with a “FREE Delivery & Returns” message next to the Buy with Prime button. If an item isn’t eligible for returns, it will just say “FREE delivery.”

Shoppers are informed about their free returns benefit at each stage of their shopping journey. This includes on the product page, cart page, and checkout.

Example of returns message included on a product page and a checkout page.

Returns message on a product page and checkout page

Why is this important?

12%* of shoppers abandon purchases because the returns policy isn’t satisfactory. By making it clear to your customers that you offer free returns through Buy with Prime, you give shoppers confidence in making their purchase.

*Baymard Institute, Reasons for Abandonments During Cart & Checkout, 2022

"I would go with Prime so I can get free shipping and returns." - Prime member

"I chose Buy with Prime because it gave me a sense of security that I will receive the item quickly. I trust
Amazon to get me what I want and to have a great return policy if anything goes wrong. It comes with the trust
of the brand of Amazon, so I would choose Buy with Prime.” - Prime member

Shopper goals this supports

  1. Understand their return and product coverage options
  2. Make it convenient to get their product

Shopper journey

The blue dot indicates where this component is used in the shopper journey.

The shopper journey indicating that the return message is shown on the compare, purchase and post-purchasestage of the funnel.

Do's and don'ts


Indicate at each step of the shopping journey that Buy with Prime offers free returns on eligible products. Amazon does this automatically on the Buy with Prime button and any checkout pages hosted by Buy with Prime.


Indicate that Buy with Prime allows shoppers to initiate automated returns for eligible products. Follow the Prime returns policy found at About Our Returns Policies for purchases made through Buy with Prime and incorporate it into your existing policies. For example, use the blurb below and add it to your return policy page.

Use this blurb on your website

To start the return process on an eligible Buy with Prime order, view your order status from the link in your confirmation email. You’ll receive a full refund as long as the items are returned within the return window and are in resellable condition. For questions about eligibility or the return process, contact us. Buy with Prime orders are covered by the Amazon Pay A-to-z Guarantee. About Our Returns Policies


If you use other return apps or have another way for shoppers to self-service returns on your website, direct shoppers to only process Buy with Prime returns through the Buy with Prime experience. This will ensure that shoppers get the free & easy returns experience they expect with Prime.



Process returns for Buy with Prime orders through any other return workflow or service.

What’s Next