The Surprising Psychology Behind “Just Keep It” Returns

Ever had Amazon tell you, “Just keep it,” when you tried to return something? That tiny thrill might be more than just a lucky break. It can also be the ultimate marketing move.

It creates brand loyalty.

A lot of the big-name retailers have adopted the “just keep it” return policy for certain low-cost items over the past few years, largely because the return shipping costs more than the item itself.

Now, a study from the University of Notre Dame found that letting customers keep those unwanted or defective items – known as “returnless returns” – actually makes them more loyal in the long run.

It fosters “brand warmth.”

Researchers found that those “keep it” returns trigger something called “brand warmth.” Basically, we start to think of the company as more generous, friendly, and trustworthy. That warm and fuzzy feeling sticks, and it can turn a one-time buyer into a lifelong customer.

The effect gets even better when the company frames it as the most eco-friendly option, or suggests you keep it and give it to someone else. That little nudge can make us feel like we’re part of something bigger, and keeps the brand in our good graces.

But there’s one thing that can ruin it.

Even when the product is defective, the goodwill isn’t completely lost – unless the company demands proof. Making a customer jump through hoops to prove something doesn’t work is where the good vibes go to die.