The company that revolutionized America’s online retail experience is now realizing how expensive its customer service promises can be: According to Reuters, Amazon is paying some customers $10 to pick up a purchase at a common pick-up site rather than get home delivery. The e-tail giant is also instituting a fee for some returns dropped off at a UPS store rather than a closer common site like a Whole Foods, Amazon Fresh or Kohl’s store. The changes come as Amazon tries to cut down on increasing delivery and returns costs as customer demand ebbs.