Analysis
Amazon overreacting; returns are a crucial retail indicator
![](https://b855165.smushcdn.com/855165/wp-content/uploads/2018/06/2507355507_e0a8cff9d6_b-e1517477957452-780x470.jpg?lossy=1&strip=1&webp=1)
Amazon has kicked up a furore by banning consumers who return too many items on its site. Sure, rising return rates are a challenge for brands and retailers – over 9% of products bought in store are returned and the rate is even higher online, sometimes three times the amount.
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