Hi @Seller_kx24UcizlMloL,

Thank you for bringing this topic up on the forums. I can't speak to what the general population of sellers thinks about this, but I can speak to the things Amazon looks at. I think attaining a certain return rate is probably a personal goal set by your business/brand. However, I think paying attention to the reason buyers are returning can be extremely helpful when thinking about ways to improve your products or business.

Take a look at this health page about how to maintain positive feedback and ratings. It goes into details about potential problems, their causes, and the solutions you can work toward to mitigate issues like these with your products.

I think it's also important to call out that while Amazon doesn't provide a refund rate metric or goal specifically, Amazon does assign Account Health Ratings and Customer Experience metrics. These are two sets of metrics that are important for maintaining a functional and healthy selling account with Amazon.

I know I didn't really answer the question around specific refund rate goals, but let me know if that helps! I think that if your refund rate is causing issues with your Account Health or Customer Experience metrics, then that is definitely something to take into consideration.

Tatiana