Asos has updated its returns policy in the UK, as it launches a new transparency tool for shoppers.
From 6 January, shoppers whose historical returns surpass 70% of the total value of their past orders will be exempt from paying the fashion retailer’s £3.95 charge if they return less than £40 worth of products from an order.
The policy is intended to give more flexibility to frequent returners who keep most of the products they purchase.
Customers will be able to view their personal return rate in the company’s app, along with guidance and tips designed to help them make more informed purchasing decisions.
Shoppers who successfully improve their return rate will no longer be charged return fees, the business said.
Asos is also set to launch tools designed to help customers make better purchases, such as videos and 360-degree imagery of models wearing the items, clearer size information and personalised recommendations via its “fit assistant”.
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Asos executive vice-president of customer and commercial Ben Blake said: “We’re committed to keeping free returns available for all customers in all core markets, while ensuring we do so sustainably.
“To support this, we’re helping customers make informed choices by showing their return rate.
“For the small group with the highest return rates, we provide helpful hints and tips for shopping with confidence, and we’ve already seen this approach help customers make more informed choices.”
The update comes after Asos rolled out a £3.95 return fee for customers with a high return rate in October 2024, unless they kept at least £40 worth of the items.
In June 2025, the retailer also came under fire for shutting a number of customer accounts over its returns rule.
Speaking to Retail Gazette at the time, Asos said: “We recently closed the accounts of a small group of customers whose shopping activity has consistently fallen outside our Fair Use policy.
“This helps us maintain our commitment to offering free returns to all customers across all core markets.”
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