Every holiday season, Amazon adjusts its policies so that it’s convenient for customers to shop. This holiday season is no different. For the second consecutive year, Amazon has extended its holiday return policy, giving consumers extra time to return holiday purchases made during the busiest shopping months of the year.
From the customer’s perspective, it’s a nice evolution. From the seller’s perspective, it’s a threat and an opportunity.
The New Return Policy
This holiday season, 2025, Amazon has made it official that orders placed between November 1, 2025, and December 31, 2025, can be returned as of January 31, 2026. The extended return time is for all, including FBA, FBM, and Amazon Retail orders.
Most crucially, the terms of eligibility remain as they were. It’s just the return window that has been altered. That is, the usual grounds for returns—i.e., product condition, category guidelines, and seller policies—are all the same, but the customer now has an extra interval in which to do those returns.
Why Amazon Lengthens the Return Window
Amazon’s core goal is to establish trust and reduce friction during the holiday season. Extended return windows give customers a sense of security to buy ahead of time because they can still return items after the holidays. It’s a customer experience play that usually results in higher conversion and stronger Q4 sales.
But what’s great for consumer confidence is also problematic for sellers, especially those who handle large inventory pools or seasonal items not easily resold after January returns.
What This Means for Sellers
A bigger return window does not translate into increased returns, but it does carry with it an increased threat of post-holiday return spikes. Many sellers experience a spike in returns in January, mostly for gift items that are not quite up to par or products that look a bit different than anticipated by the customers.
This all makes precision on lists and quality of delivery more important than ever before. Sellers who take time presenting their wares clearly and reliably shipping them will have less hassle later on.
Following are some areas that need special focus this season:
Product Descriptions: Be precise, descriptive, and truthful. Don’t have overly general or overstated descriptions that will create disappointment when the product arrives.
Images: Take real, top-quality images that display the product from various angles. Shoppers use visual cues a lot during the holidays, and honest photos can avoid miscommunication.
Packaging: Spend money on good and protective packaging. Most returns are caused not by product problems but by damage during shipping that might have been prevented.
In essence, the closer your listing is to the real customer experience, the lower your return rate will be, no matter how long the window remains open.
How to Turn This to Your Advantage
The longer holiday return period is now business as usual for Amazon’s annual cycle. It indicates how much the company values customer happiness and seamless post-holiday experiences.
Although the longer return window may sound like a business hassle, it can be used as a positive selling point. You can highlight the extended return window in your listing or marketing copy to comfort nervous customers. The more secure buyers feel, the more they will be willing to make a purchase.
For FBM sellers, it’s also a chance to demonstrate excellent customer service. Prompt communication, hassle-free returns, and clear policies can garner good word that reinforces your brand reputation months after the holidays.
Final Thoughts
For sellers, the best strategy is not to worry about the wider window but to get ready for it. Emphasize clarity, precision, and consistency in your listings. Double-check packaging guidelines, keep an eye on feedback, and answer fast to customer queries.
A little planning upfront can prevent much hassle later—and keep your business running strongly even during the return-prone month of January.
