May 27, 2026

Customer service can take time away from growing an Amazon business. For self-fulfilled sellers, every buyer message, delivery issue, refund request, and SAFE-T claim needs attention. If these issues are not managed well, they can affect revenue, customer experience, and account performance. Amazon’s latest Customer Service by Amazon updates are designed to reduce this workload and help sellers manage buyer support more easily. What Is Customer Service by Amazon? Customer Service by Amazon is a program where Amazon handles customer inquiries for seller-fulfilled orders. Amazon answers buyers through phone, chat, or email, so sellers do not have to manage every message themselves. The new updates focus on fewer return-less refunds, less manual SAFE-T claim work, easier free-program access, and better issue tracking. For sellers using Amazon Full Store Management, this matters because customer service performance is connected to operations, listings, fulfillment, and profitability. Why This Matters for Amazon Sellers Return-less refunds can hurt margins because the buyer may receive a refund without sending the product back. Amazon says it has updated the process so return-less refunds are used in more specific cases, such as delivery failure, non-returnable damaged products, or unsafe returns. The update also helps with certain SAFE-T claims. If sellers use claims-protected labels through Amazon Buy Shipping or Veeqo, Amazon may automatically cover eligible delivery-related claims. Goodwill refunds issued by Amazon may also be automatically reimbursed. This can save time and reduce manual claim follow-up. What Sellers Should Do First, review your self-fulfilled orders and refund history. If return-less refunds or SAFE-T claims have been a problem, this update may reduce some pressure. Second, check whether Amazon Buy Shipping or Veeqo fits your fulfillment process. Third, monitor contacts-per-unit. Amazon says the program is free for the first 90 days and can remain free if contacts-per-unit stays below 3%. Low-volume sellers with fewer than 30 orders per quarter may also qualify for free access. Fourth, use customer issue data to improve listings. If buyers keep asking the same questions, your Amazon Listing Content Optimization or Amazon Listing Image Optimization may need improvement. How Big Internet Ecommerce Helps Big Internet Ecommerce helps Amazon sellers reduce friction across listings, customer experience, and account operations. If buyers are confused, refunding often, or asking repeated questions, the issue may not only be customer service. It may be weak content, unclear images, poor product positioning, or fulfillment gaps. Our team helps sellers improve product pages, optimize Amazon content, strengthen images, review account performance, and build a better customer experience. Quick FAQs What is Customer Service by Amazon? Customer Service by Amazon is a program where Amazon handles customer support for seller-fulfilled orders. How can this update reduce refund pressure? Amazon has tightened when return-less refunds should apply and may automatically reimburse some eligible claim situations. Why should sellers monitor contacts-per-unit? Contacts-per-unit helps sellers understand how often buyers need support. A high rate may show problems with listings, fulfillment, or product expectations. Need help reducing customer confusion, refunds, and account friction? Schedule a strategy call with our team. Follow Big Internet Ecommerce (BIE) on Instagram & LinkedIn to stay updated with the latest trends in Amazon selling.