Asos has made a U-turn on increasing its premier delivery cost after receiving feedback from customers.

In an email sent to Premier Delivery subscribers today, Asos said it would drop the price for unlimited free deliveries from £14.99 to £9.95 because “we’ve been listening to you”.

As part of the same email, the pureplay fashion retailer said it would also give subscribers a £5 discount code for their next Asos purchase.

It added: “We’ve recently adjusted the price of our Premier Delivery to £14.99, but we’ve been listening to you and decided that some things just don’t need to change. So, it’s now £9.95 again – however, as you paid more, we’re giving you £5 off your next Asos haul.”

Asos only increased the price of a full year’s worth of delivery to £14.99 at the beginning of August.

The retailer received backlash from customers in April, when it made sweeping changes to its returns policy – which included threatening to deactivate accounts where it spotted what it called “unusual patterns”.

Associate retail analyst at GlobalData, Emily Salter, said the speed with which Asos made the change back to the lower price proved customers were not willing to spend more on deliveries.

“The fact that Asos has lowered the price back to the original £9.95 after less than two months proves that consumers were not willing to pay this cost, especially if they have previously subscribed at the lower price,” she said.

Asos has been approached for comment.