By modeling the return policy without reason, this paper reach conclusions as follows: i) when the consumer inertia is existing, the seller’s optimal price is the difference of the standard price (when only considering the rational customers) and the inert losses; ii) the optimal return price is the sum of the salvage and the contribution rate of marginal inert utility; iii) compared with the standard return policy without reason, consumer inertia has a negative impact on sales to some extent, but it can brings more profit to the seller in the same environment.