Abstract: An embodiment for automatically directing online product returns to charitable organizations. The embodiment may automatically receive a wish list from one or more charitable organizations. The embodiment may automatically receive distribution information from a vendor. The embodiment may automatically receive a return request for a product from a customer. The embodiment may automatically determine whether the product included in the received return request is eligible for distribution based on the distribution information from the vendor. The embodiment may automatically identify one or more charitable organizations eligible to receive the product. The embodiment may automatically generate a ranking for each of the identified one or more charitable organizations eligible to receive the product. The embodiment may automatically generate a return shipping label corresponding to a highest ranked charitable organization eligible to receive the product.